Update: the store is back, and the products are live. Apple announced the iPhone Duo at $1,999, the iPhone 18 Pro at $1,199 and the Pro Max at $1,299. Our live blog has the lot.
The Apple Store went offline this morning. It always does on a day like this, and it is still the most reliable signal Apple gives that something is genuinely about to ship.
Both apple.com and the UK store went dark this morning ahead of the “Surprise and Shine” event, which starts at 1:00pm ET and 10:00am PT, or 6:00pm BST in the UK. Behind that holding page, Apple is swapping out product pages, staging pre-order flows and loading configurations that will go live within minutes of the keynote finishing.
It is worth understanding what the downtime does and does not tell you. It is not evidence of any particular product. It is evidence that something is going on sale imminently, because Apple does not take the store down for announcements that ship in three months.
What Is Being Announced Today
This is the first launch event led by John Ternus since he took over as chief executive, and he has inherited an unusually full slate.
iPhone Duo. Apple’s first foldable. A 5.4-inch outer display when closed, opening to 7.6 inches, which puts it just under iPad mini territory. The unfolded screen brings split-screen multitasking with two apps side by side, which is the first time an iPhone has done anything of the sort.
iPhone 18 Pro and Pro Max. New processors, an improved camera system, and a cherry red finish joining the range. The Dynamic Island is narrowing, which trims the bezel further. Pricing rose $100 across the line, to $1,199 and $1,299.
Apple Watch Series 12 and Ultra 4. Revamped health tracking, plus a new AI feature that generates recaps of where you have been and what you have discussed during the day. Expect that one to generate as much debate as demand.
AirPods 5. The fifth-generation update, announced in versions with and without active noise cancellation.
The Hinge Is The Whole Product
Apple is arriving late to foldables, and its argument for being worth the wait comes down to build quality rather than novelty.
The custom-designed hinge is the centrepiece. Every foldable that has struggled in the market has struggled on the same two points: the durability of the folding mechanism and the visibility of the crease down the middle of the inner display. Apple has reportedly got the crease close to invisible, which if true would be the single most meaningful advance over what Samsung and others are shipping.
Nobody buys a $1,999 phone that develops a visible fault line down the screen after a year. This is the detail to scrutinise in the hands-on coverage, not the spec sheet.
The Missing iPhone Is The Bigger Story
Here is the change that will affect more people than the foldable ever will. There is no base iPhone 18 today, and no iPhone Air 2 either.
Apple is splitting its iPhone release schedule in two. The Pro models and the foldable take the September slot, while the entry-level iPhone moves to spring 2027. The iPhone 17 stays on sale in the meantime as the affordable option.
That is a structural change to how Apple sells its most important product, and it has consequences. September stops being the month when everyone upgrades and becomes the month when premium buyers upgrade. It gives Apple a second annual news cycle. It also means anyone waiting for a standard iPhone 18 today is going to be waiting rather longer than they expected.
Still To Come This Year
Today is not the last of it. A smart home display, a refreshed Apple TV and HomePod mini, and a MacBook Pro with an OLED touchscreen are all expected before the year is out, most likely at an October event.
That MacBook Pro is the one to keep an eye on. A touchscreen Mac would reverse a position Apple has defended publicly for well over a decade.
Follow It Live With Us
We are covering the whole event in our live blog, with every announcement, price and availability date as it lands. US and UK pricing tends to appear on the Apple Store within minutes of the keynote ending, and we will have those numbers as soon as the store comes back up.
What Are You Actually Waiting For?
The foldable is getting the attention, but plenty of people came for a cherry red iPhone 18 Pro, and plenty more are quietly annoyed there is no standard iPhone 18 until spring. Which camp are you in? Let us know in the comments.
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