Apple's event is official: September 9, 2026, 10 a.m. Pacific — with the iPhone 18 Pro, Pro Max, and a first foldable iPhone expected (the standard iPhone 18 reportedly waits until spring 2027). So the real question is what to do right now. These guides give you a straight buy-or-wait answer for your situation, what the reporting actually says, and which iPhone is the smart buy today. Device details stay unconfirmed until the keynote.
The September 9 event
Apple's 'Surprise and Shine' keynote is days away. What to expect, how to watch, and the moves worth making before and after.
Apple's September 9, 2026 Event: What to Expect — Apple's iPhone event is official: September 9, 10 a.m. Pacific. What's expected (iPhone 18 Pro, a foldable iPhone Ultra, new Watches) and what isn't coming.
Sell or Trade In Your iPhone Before September 9? — Used-iPhone values have historically slipped once new models are announced. How to time the sale, where your model fetches the most, and how to bridge the gap.
Apple's new CEO
John Ternus took over from Tim Cook on September 1, 2026. Who he is, and what the handover does (and does not) change for buyers.
Who Is John Ternus? Apple's New CEO, Explained — John Ternus became Apple's CEO on September 1, 2026, succeeding Tim Cook. His 25-year hardware career, what he's known for, and what he's said so far.
iPhone 18 Pro vs iPhone Ultra: Which One Fits You? — Apple is expected to launch two very different flagships on September 9: a refined Pro and a $2,000 foldable. A decision guide for buyers torn between them.
Foldable iPhone vs Galaxy Z Fold 8: Buy Now or Wait? — Samsung's Z Fold 8 ships today at $1,899. Apple's first foldable is expected September 9. An honest comparison when one phone is real and the other is a rumor.
Apple Watch Series 12 vs Series 11: Wait or Buy Now? — The Series 12 is expected September 9, reportedly a minor update. Who should wait, who should buy a discounted Series 11, and who needs the Ultra instead.
iPhone 17 vs iPhone 18 Pro: Buy Now or Hold Out? — The iPhone 17 is on sale today; the iPhone 18 Pro is fall-2026 rumor. Here's the honest call on whether to grab the 17 now or hold out for the Pro.
When Is the Best Time to Buy an iPhone in 2026? — A decisive timing guide: when iPhone prices actually drop, what the rumored iPhone 18 split launch means for waiting, and the smartest week to buy in 2026.
Upgrade from your iPhone
On a specific model? Whether to hold it for the iPhone 18 or upgrade now.
iPhone 18 Release Date: When Is It Coming Out? — Apple's September 9 event is now official, and the leaks still point to a long wait for most people. Here's the timeline, attributed and hedged, plus a clear
iPhone 18 Price Rumors — and the Smarter Buy Today — Apple hasn't priced the iPhone 18. Here's what analysts reportedly expect each tier to cost, why the leaks quietly argue against waiting, and the current
Specs, camera & design (rumored)
What's rumored under the hood and out — and whether any of it is worth waiting for.