Apple is preparing for a major shift in its product strategy after years of focusing on improving existing devices and expanding its services business. While products such as the Apple Watch and AirPods introduced new categories, the company has largely avoided frequent launches of entirely new device concepts.

That could change with the September 9 “Surprise and Shine” event, where CEO John Ternus is expected to introduce the latest iPhone and Apple Watch models.
The event could also mark the start of a much broader product push, with Apple reportedly preparing new designs, device categories and form factors for release through 2026, 2027 and beyond.

Apple is expected to begin this new phase with its September 9 event, where Ternus will unveil the latest iPhones and Apple Watch models, alongside products that could introduce entirely new categories altogether.
Ahead of the official announcement, Apple has not confirmed a single colour for the iPhone 18 Pro, but a fan-made advertisement has already convinced part of the internet that a long-standing rumour is accurate. The clip, posted by creator Kaye Creatives on Instagram, imagines the phone in Dark Cherry, a dark wine-like colour that has been the subject of leaks for several months. The advert is completely AI-generated, and the creator has openly admitted this, but that has not hindered its popularity just days before Apple’s official announcement.

Mark Gurman of Bloomberg first reported a dark red variation back in February. Macworld subsequently used the name in April, citing an internal Pantone code and describing it as wine-like rather than fire-engine red. In May, dummy models photographed by Sonny Dickson showed the colour alongside Black, Silver, and Light Blue variants. The Dark Cherry colour is likely to be adopted as the new signature colour for the Pro lineup, similar to how Cosmic Orange was introduced for the iPhone 17 Pro.

According to sources, the shade falls between burgundy, coffee and dark purple, and changes appearance depending on the lighting in a room, which explains why different renders have shown inconsistent shades of it online.
Static leaks and dummy models only go so far in showing how a finish behaves in motion, and the mock advert fills that gap, with its quality reflecting the current state of AI video tools as much as the phone itself. Labelling the advert clearly as synthetic, rather than passing it off as a genuine leak, has kept it from muddying the actual rumour cycle ahead of launch.

Apple will announce the iPhone 18 Pro, iPhone 18 Pro Max and its first foldable device, the iPhone Ultra, at its “Surprise and Shine” event on September 9 at 10 am PT.

The headline launch is expected to be Apple’s first foldable iPhone, reportedly featuring a large internal display, a smaller outer screen, and a design that folds to roughly passport size. It could bring the A20 Pro chip, C2 modem, Touch ID and improved hinge technology, although its expected price of more than $2,000 would make it a premium offering.
Apple’s upcoming lineup could extend well beyond the iPhone, with refreshed Apple Watch models, AirPods, Apple TV, HomePod mini, iPad mini and Macs among the products in development. The company is also reportedly preparing a touch-screen OLED MacBook Pro and its first smart home hub with a display, signalling a broader push into new hardware categories.

The product pipeline reportedly stretches into 2027, 2028 and beyond, with plans that include smart glasses, camera-equipped AirPods, redesigned iPhones, foldable devices and AI-focused home products. Some projects could still face delays or cancellation, but the roadmap suggests Apple is preparing its most extensive hardware expansion in years.