Apple has officially started building excitement around its upcoming launch event, sending media invitations featuring the phrase “Surprise and Shine” alongside a glowing Apple logo.
The invitation has already sparked speculation about what the company could unveil. According to industry analysts, Apple is expected to introduce its next-generation iPhone lineup along with new Apple Watch models. One of the biggest surprises could be the company’s first-ever foldable iPhone, which would mark a major step into the increasingly competitive foldable smartphone market.
Apple has also recently announced new versions of the Mac mini and Mac Studio, with shipments expected to begin on September 22. However, the upcoming event is likely to attract far more attention because of the expected iPhone and wearable announcements.
Another major highlight could be an upgraded version of Siri powered by artificial intelligence. The new Siri is reportedly expected to use large language model technology, potentially allowing Apple’s voice assistant to handle more advanced and useful tasks.
With the upgraded AI capabilities, Siri could work more effectively across apps such as Messages and Calendar, allowing users to perform everyday tasks through more natural interactions. The move would also strengthen Apple’s broader push into AI-powered features.
The event will be particularly significant for Apple from a leadership perspective as well. It is expected to be the company’s first major product launch under John Ternus as CEO. Current CEO Tim Cook is set to step down from the CEO position on September 1 and take over as Apple’s executive chairman.
With a new leadership era beginning and several major products potentially on the way, Apple’s upcoming event could become one of the company’s most closely watched launches in years. The biggest question now is whether the much-rumored foldable iPhone will finally make its official debut.