Confused by the lack of an entry-level iPhone at this week's Apple event? Here's why the company focused on premium devices, and when you can expect a more affordable smartphone.

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 Watch Series 12 and Ultra 4 add ambient Shazam music recognition via Audio Intelligence, similar to Google Pixel's Now Playing.

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.

Apple has raised the starting prices of several iPhone models by $100, adding another higher-cost item to the list of everyday products consumers are paying more for under President Donald Trump. Apple did not announce an iPhone 18 today,