The Apple Store has gone offline, displaying a "Be right back. We're making updates to the Apple Store. Check back soon" message, ahead of the company's highly anticipated "surprise and shine" product launch event. The temporary shutdown of the online store typically signals that Apple is preparing to introduce new products.
The event is scheduled to begin at 10 a.m. California time (6 p.m. UK time) at the Steve Jobs Theater in Cupertino. Industry experts and leaks suggest the company is poised to unveil a range of new devices.
Expected Product Reveals
The most significant rumored product is the iPhone Ultra, Apple's first foldable smartphone. While the company is entering the foldable market later than some competitors, expectations are high for innovative features and a design potentially similar to Samsung's Galaxy Z Fold series, with an external 5.3-inch display and an internal 7.7-inch screen. Reports indicate it may forgo a telephoto lens but could feature a durable, nearly creaseless folding display. The iPhone Ultra is expected to be a premium device, with launch prices possibly exceeding $2,000.
Alongside the foldable, Apple is also anticipated to announce the iPhone 18 Pro and iPhone 18 Pro Max. These models are expected to feature under-display Face ID technology, potentially eliminating the notch. Significant camera hardware upgrades are also predicted, including a variable aperture telephoto camera. Internally, these devices are likely to include upgraded chips designed for advanced AI processes, supporting Apple's growing focus on its AI capabilities.
New iterations of audio products are also on the horizon. The AirPods 5 and AirPods 5 with Active Noise Cancellation are expected, though they are not anticipated to include the camera features previously rumored, which are now slated for a 2027 release. The upcoming AirPods are expected to offer improvements in sound quality, battery life, and potentially new health features.
Wearable technology is also set for an update with the Apple Watch Series 12 and Apple Watch Ultra 4. The Series 12 is expected to include standard upgrades such as a better chip and improved battery life, with a potential return of a ceramic case option. The Ultra 4 is rumored to feature enhanced sensors for more accurate health data and reduced battery drain, possibly including a blood pressure alert.
Finally, an updated HomePod Mini is anticipated, potentially named HomePod Mini 2. With Apple emphasizing AI-driven features and an enhanced Siri, a new smart speaker with a chipset capable of handling AI tasks could offer significantly improved functionality as a home assistant. This follows the return of the original HomePod in 2023.
The "surprise and shine" event marks a significant moment as it will be the first product launch under new CEO John Ternus, who took over from Tim Cook just a week prior. Cook will now transition to the role of executive chairman.
Fans have expressed their excitement and speculation on social media regarding the store outage, viewing it as a strong indicator of imminent product announcements. The event will be streamed live on Apple's website and YouTube channel, and also available via live coverage from various media outlets.