Apple is hosting its "Surprise and Shine" event on Sept. 9 at 10 a.m. PT. Apple has already confirmed that we'll see the newest generation of iPhones, but we're also expecting new AirPods, Apple Watches, and more. You can watch the event live on Apple's website, YouTube, and Apple TV.

Apple shares were set to rise on Thursday after the tech giant launched several new products, including the iPhone 18 Pro and the foldable iPhone Duo, with analysts noting efforts by the company to keep luring cost-wary consumers.

In a change spotted by The Verge, Apple increased the price of all of the previous generation iPhones it still sells by $100. The iPhone 16, now starts at $799, up from $699. That means the device is back to its 2024 launch price after it was discounted following the release of the iPhone 17.

The world's second-largest company, as measured by market capitalization, depends largely on its smartphone business while offering an array of other products such as its iPad, Apple Watch and MacBook.

While the biggest news coming out of Apple on Wednesday should revolve around its smartphones, the company is expected to reveal other product updates as well. Apple is likely to announce the Apple Watch Series 12 and Ultra 4,

It turns out Apple still probably has some tricks left up its sleeve for the rest of 2026, as the rumor mill anticipates several new product launches before the end of the year. They may not all be as monumental as a foldable iPhone,

Another Apple event has come and gone. Once again, the leaks and rumors got things mostly right, so if you've been following along, you probably weren't too surprised by today's announcements. Still,