The biggest phone event of the year has arrived. Today (September 9), Apple is holding its ‘Surprise and Shine’ event where — among many other things — we’re expecting to see the foldable iPhone Ultra unveiled.

This phone has been rumored for years, so it’s almost hard to believe that it could finally be launching today, but all signs suggest that it is — and it won’t be alone, as other phones, plus new wearables and AirPods, look set to be unveiled too.

So, below, we’ve detailed how to watch today's Apple Event, along with all the things we expect to see announced in Cupertino. And to follow along with the announcements as they happen, head to our Apple Event 2026 live blog.

How to watch Apple’s iPhone Ultra launch

Today's major Apple launch is being held at the Steve Jobs Theater in Apple Park, Cupertino, California. As with all these events, it will also be streamed online, so you don’t have to attend in person to witness it.

It starts at 10am PT / 1pm ET / 6pm BST, which is 3am AEST on September 10 for people in Australia. So there’s a good chance you’ll either be at work or asleep while it happens, but you’ll be able to view a recorded version of the video after the live stream has ended, and we’ll also have full coverage of the event here on TechRadar, so you can always just stick with us for our analysis and impressions.

As for how to watch, that’s easy: simply hit play on the video embedded above. Alternatively you can head to YouTube, or Apple’s event page. You’ll also be able to view the livestream on Apple TV.

So, there are lots of ways to watch today's event, and if you press the ‘Notify me’ button on that video, you’ll also get a reminder when the event is starting.

What to expect at Apple’s iPhone Ultra event

The iPhone Ultra is almost certainly going to be the most eye-catching announcement at Apple’s Surprise and Shine event. This foldable phone will reportedly have a passport-like form factor similar to the Samsung Galaxy Z Fold 8, with a 7.8-inch foldable display and a 5.5-inch cover screen.

But in addition to this, we’re also expecting Apple to announce the iPhone 18 Pro and the iPhone 18 Pro Max. These will likely have similar designs to the iPhone 17 Pro series and the same screen sizes, but a powerful new chipset and potentially a variable aperture camera.

And it’s not just phones at this event — we’re also expecting to see the Apple Watch Series 12 and the Apple Watch Ultra 4. The main updates here could be the addition of Touch ID and an upgraded chipset, and the Ultra 4 might also gain new sensors.

The AirPods 5 could also land here, as might Apple’s first smart home display, and we might also see updates to the company’s HomePod mini and Apple TV 4K lines.

Beyond hardware, we also expect all of Apple’s next software versions to launch in finished form at today's event, including iOS 27, iPadOS 27, watchOS 27, macOS 27, and tvOS 27, with the headline feature in most of them likely to be Siri’s AI overhaul.

And finally, today's Surprise and Shine event will be the first public outing for Apple’s new CEO, John Ternus, so it will be interesting to see how he comes across.

I've had a love/hate relationship with Siri since the iPhone 4S in 2011. At first, I loved it. I'd frequently ask it for random facts, to tell me a joke, to check the weather, or to send a message. I used it so much after its debut that my wife and kids started calling Siri my girlfriend.

Then the novelty wore off, and my interactions with Siri all but stopped. I didn't hate Siri; I just no longer found it a tool I wanted or needed to use regularly.

Since then, every time Apple announced new features or capabilities, I'd attempt to reconnect with my old fling, only to grow bored once again.

In June, Apple unveiled Siri AI — a new and improved digital assistant the company touted as smarter, more capable, and full of new features. I was, admittedly, very skeptical. The year prior, Apple demonstrated a more powerful version of Siri that it never delivered.

A few days after the announcement, I installed the developer betas on a MacBook Neo, iPad Pro and iPad Mini — three devices I almost never talk to or interact with Siri on. However, I do often press Command+Space for Spotlight for common tasks. Now, instead of Spotlight, the same key combo brings up a text box you can use to chat with Siri. Also, the new Siri includes a dedicated Siri chatbot app.

For the first six weeks of the beta program, that’s how I used Siri — via the old Spotlight shortcut or directly in the Siri app. I’d often ask Siri something, then feed Gemini the same prompt, and compare the results.

Initially, I was puzzled by the lack of an option to pick the AI model I want to use. As someone who uses Gemini daily, I'm used to switching between the latest Flash-lite, Flash, and Pro models, plus the Extended version for, presumably, better answers. Claude has similar options with Fable, Opus, Sonnet, and Haiku, each with a version number after it.

In the Siri app, there aren't any options at all. You open it and start typing. It's simple, if not basic.

There’s a list of past conversations, as you’d see for old threads in Messages or Mail, only these include all conversations you had with Siri, regardless of how you interacted with Siri, be it voice or typing.

At first, the simplicity of the Siri app was something I just couldn't wrap my head around. How do I know if I'm getting the best possible answer for daily questions or more complex tasks like coding a website? I wanted to change models to ensure it was more thorough. But I couldn’t.

I didn't trust Siri. How could I if I didn't know how it was approaching our conversation?

It wasn't until I installed iOS 27 on an iPhone 17 Pro Max that my use of Siri AI went up, and with it Apple's entire approach finally clicked.

My typical workflow on an iPhone is to swipe down on the screen, type a question or an app name, and continue from there. I put zero thought into a process I do dozens of times a day. Just swipe, type, and a few seconds later I have an answer. Only now, instead of that gesture triggering Spotlight, it's Siri.

The more I used Siri, the more I began to enjoy not having to make a conscious decision about what model, version, or mode to use. The end result is exactly what I go into every conversation with an AI bot wanting: Ask for something, get an answer.

To be clear, Apple is routing queries behind the scenes across multiple on-device and cloud models — like AFM 3 Core or AFM 3 Cloud Pro — via Private Cloud Compute. But you never see those names. Apple intentionally hides the engine under the hood, making the technical complexity invisible to the person just trying to get an answer.

And for the vast majority of people, that’s perfectly fine.

The real advantage Siri AI has over Google Gemini on Android is that Siri’s baked into iOS. No matter how or where you interact with it, you get the same exact experience, and a record is kept in the Siri app.

For Android users, Gemini’s implementation is not as cohesive.

There’s a dedicated Gemini app, just like Siri. Only the Gemini app has far more tools, features, and settings. But outside that app, you have to intentionally seek out Gemini on an Android phone.

For instance, there’s a Google search bar on every Pixel’s homescreen. Tap on it to use Google Search, where you’ll then get an AI overview as the top result. But that’s not directly using Gemini — you’re using Google Search.

If you want to talk with Gemini, either by holding in the power button or triggering it with Hey Google, you have to go through extra steps to enable Gemini’s voice features (instead of Google Assistant) — it’s not automatic. Even after I enabled the power button to trigger Gemini on a Pixel 10 Pro XL, I kept getting a pop-up saying I couldn’t talk to Gemini until I tapped one more button to enable the mic.

What. A. Process.

While working on this story, I got an email from Google saying Google Assistant has now been replaced by Gemini on all my compatible devices — and while I welcome the change, using Gemini on Android is still a segmented experience.

On the iPhone, none of that is required. Regardless of how or where you access Siri, you get Siri… now with a side of AI.

I think Apple’s minimal approach to the Siri app is actually a feature on its own, and a darn good one. When I first started experimenting with Gemini, it took me weeks to learn the nuances of when to use specific models; then, as soon as I got comfortable, new models were released, and the process started all over again. That cycle continues even now, nearly two years later.

I still believe, however, that there’s a need and place for more control over AI interactions. Some people, especially those who use AI for more advanced tasks like coding, benefit from full control of the model.

But the vast majority of people — many of whom are scared of AI — will notice that Siri got smarter and can do more things, without realizing (or caring) that it’s a full-fledged AI platform behind the results.

• Apple is reportedly only managing to build a few hundred iPhone Ultra units each day
• This is apparently down to difficulties with the hinge
• If this is correct, then there probably won't be many units ready at launch

The foldable iPhone Ultra is likely to be the star of Apple’s ‘Surprise and shine’ event tomorrow (September 9), but if you were hoping to buy one, you might have a tough time doing so — at least to begin with.

According to sources speaking to Nikkei Asia, Apple is only managing to produce a "few hundred" units of the iPhone Ultra each day, thanks, apparently, to its extremely high quality control standards. The site doesn’t go into more detail than that, but some other reports, such as one from OLED-info, suggest it’s the hinge component that’s the issue, with this being challenging to produce.

This site adds that Samsung will produce three million displays for the phone by the end of 2026, which suggests Apple might be hoping the hinge holdup lessens over time. But for now, if these reports are accurate, there presumably can’t be very many completed iPhone Ultra units.

A shipping delay or short supply

As such, while this phone will almost certainly be announced tomorrow, it’s possible either that Apple won’t open orders until later, or you’ll have to be one of the very first people in line to actually receive it in the next few weeks — or maybe even in the next few months.

Of course, we’d take these claims with a pinch of salt, but given how long it has taken Apple to launch a foldable phone, it’s likely the company has faced various issues, and it’s believable it could still be facing some last-minute ones.

Hopefully, then, production of the hinge will soon start speeding up. Otherwise, if you’re desperate for a new iPhone, you might want to stick with the upcoming iPhone 18 Pro or iPhone 18 Pro Max, which don’t have any challenging foldable components.

• Evidence of five possible iPhone camera features has been found in iOS 27 code
• These include waveforms, histograms, manual focusing, and more
• It's not clear whether these features will come to existing models or be exclusive to the iPhone 18 series

While iPhones give you a limited amount of manual camera control, such as the ability to adjust the exposure, they don’t really have anything approaching a ‘pro’ camera mode, at least within the official camera app. But that might change with the iPhone 18 Pro series.

MacRumors forum member pdfu has found evidence in iOS 27 of five camera upgrades that could make iPhones far more appealing to anyone who likes to go beyond just pointing and shooting.

These include the ability to display a waveform or histogram to show you which parts of an image are too dark or too bright, and a focus peaking feature, which could highlight the edge of anything that’s in sharp focus, so you can see which parts aren’t. A separate overlay might also warn you when part of an image is overexposed.

Interestingly, there’s also evidence in iOS 27 of an iPhone being able to adjust lens corrections depending on your aperture setting — strong evidence for the rumored variable aperture feature we’ve heard might be included on at least one iPhone 18 Pro and iPhone 18 Pro Max lens.

Plus, pdfu has also found a control that would let you manually focus the camera, rather than relying on autofocus, and there’s a change allowing for repeated self-timer shots — meaning that after one timed photo is taken, the timer can automatically start again and take another.

A long-awaited pro mode

If Apple does add all these features, then it could finally have something approaching a ‘pro’ or fully manual camera mode, which is sure to appeal to some shutterbugs. I’d expect these more advanced features would be hidden away from the standard camera overlay, though, so they shouldn’t get in the way for casual snappers.

Still, there’s no guarantee that all or even any of them will arrive with iOS 27. While evidence of these tools has been found in the underlying code, none of them can currently be activated, and it’s possible Apple will choose to delay or cancel them.

It’s also unclear whether they’ll come to existing iPhones or just the iPhone 18 series. In particular, the aperture changes would probably primarily be aimed at phones with a variable aperture — meaning no current model — and the manual focus mode is reportedly currently locked to phones that ship with iOS 27 or later, which again rules out current models.

All should become clearer very soon, though, as Apple is set to announce the iPhone 18 Pro series along with the iPhone Ultra tomorrow (September 9), and we expect the finished version of iOS 27 to roll out shortly after that.

Generally, the launch of a new iPhone means a drop in price for the old one, but this isn’t a typical year for iPhones — not only is Apple expected to finally launch its long-rumored foldable phone, but thanks to out-of-control memory prices, it’s costing more for companies to build handsets.

On top of that, we’re actually not expecting to see a base iPhone 18 model this year, with that device reportedly landing in March or April instead. So at Apple’s September 9 launch you might only be able to choose from an iPhone 18 Pro, iPhone 18 Pro Max, or iPhone 18 Ultra.

Typically, it’s only the standard model that gets a price drop — so when the iPhone 18 finally does launch (likely next year), the iPhone 17 may well drop in price. But I’d guess the launch of the Pro series this month probably won’t trigger a price drop, since the iPhone 17 will probably remain the latest standard model for a while longer.

In fact, the rising price of memory could mean Apple won’t drop the price of the iPhone 17 even when the iPhone 18 does finally launch. Instead, it might decide to sell the iPhone 18 at a new, higher price and keep the iPhone 17 at its current one.

But I doubt that. If the iPhone 18 doesn’t land until early 2027, then the iPhone 17 will be well over a year old by that point and definitely due a price drop — though, at that point, Apple might instead choose to discontinue it altogether, especially as the cheaper iPhone 18e might land then too.

Regardless, this could be a rare year where there are no price drops, as my prediction is that, as usual, Apple will discontinue the iPhone 17 Pro and iPhone 17 Pro Max when the iPhone 18 Pro series lands, rather than dropping their prices.

As noted above, the iPhone 17 may get a price reduction when the iPhone 18 lands, but that feels up in the air at the moment, and probably won’t happen this year. If it does happen, Apple typically knocks $100 / £100/ AU$150 off the price, which would take the starting price of the iPhone 17 from $799 / £799 / AU$1,399 to $699 / £699 / AU$1,249. But I’d think you’ll be waiting until next year for that reduction, if it happens at all.

Limited options

So your options after the September 9 launch are likely to be either one of the new models at a (probably) higher price than existing iPhones, or an iPhone 17, iPhone 17e, or iPhone Air at their current prices.

It’s not impossible that Apple will drop some of these prices, or even keep the iPhone 17 Pro series around, but I doubt it.

If you’re desperate for a cheaper phone, though, you might not be totally out of luck, as while I’m not expecting Apple to drop any prices this year, third-party sellers might drop the prices of discontinued models to make way for the new ones.

So in other words, if Apple discontinues the iPhone 17 Pro and iPhone 17 Pro Max — like it usually does when new Pro models land — the likes of Amazon and Best Buy might drop the sticker price on them until they sell out.

Pre-owned handsets are also likely to fall in price, so if you don’t mind buying a used phone, you may be able to find a real bargain.

As such, if you’re in the market for an iPhone upgrade but don’t want any of the upcoming models, I’d still recommend waiting until they’re announced before buying anything, even though there probably won’t be any official price drops this year. Just don’t wait too long after September 9 to buy, or stores might run out of new units.

September 9 could be an exciting day for Apple fans, because along with new editions of long-running phones, like the iPhone 18 Pro and iPhone 18 Pro Max, we’re also expecting the company to finally launch its first foldable, possibly dubbed the iPhone Ultra.

This of course will almost certainly be the most expensive iPhone in history — though if you think of it as an iPhone and iPad all in one then it could still be reasonably good value. But despite the definitely high price and the possibility of ‘Ultra’ in the name, it might actually be lacking some standard iPhone features.

Their absence will probably be part of an effort to keep the device slim, but in some cases could also be a cost-cutting measure, and combined they might make some buyers question just how ‘Ultra’ — and how good value — the phone really is. We’ve detailed these possible omissions below.

1. Face ID

It’s long been rumored that the iPhone Ultra won’t have Face ID — instead it could have a Touch ID fingerprint sensor. Though unlike the last iPhone to sport Touch ID (the iPhone SE (2022)) this will probably be built into the power button, rather than being housed in a large home button under the display.

Still, it’s been many years since a high-end iPhone has lacked Face ID, and in recent years even budget models like the iPhone 17e have had it, so this omission could really sting.

There’s no guarantee that the iPhone Ultra won’t have Face ID, but numerous sources say it won’t, apparently because it’s going to be too slim for Apple’s TrueDepth camera array which powers Face ID.

2. A telephoto camera

Another casualty of the iPhone Ultra’s likely slim build could be a telephoto camera, with this phone reportedly having just a dual-lens rear camera, with wide and ultra-wide sensors.

This is a very believable claim, as not only has it been repeated a lot, but the Samsung Galaxy Z Fold 8 — which it’s likely to have a similar form factor to — also only has a dual-lens camera.

Plus, Apple hasn’t equipped the standard iPhone 17 or the iPhone Air with a telephoto camera, so the company doesn’t seem to see it as an essential feature, even for quite expensive handsets. But given that the iPhone 17 Pro and iPhone 17 Pro Max do have one, it would mean the iPhone Ultra is far from the best iPhone for photography.

3. An Action button

Apple debuted Action buttons back on the iPhone 15 Pro series and since then loads of iPhones have had one, but the iPhone Ultra reportedly won’t.

At this point we’ve seen numerous dummy units of the phone, such as some from leaker Sonny Dickson, and they lack an Action button, which could be a sign that the phone won’t have one — likely because it’s too slim for the required components.

These dummy units also lack a mute switch, which could make this the first iPhone to have neither.

4. MagSafe

As with the Action button, dummy units of the iPhone Ultra also lack a MagSafe ring, and while this could just be an omission from the dummies, it’s present in dummy units of the iPhone 18 Pro series, suggesting that the iPhone Ultra might not include magnets for connecting wireless chargers and accessories.

That said, Mark Gurman — an Apple watcher with a superb track record — has said in an interview with Tom’s Guide that "all indications that I've heard is that ‌MagSafe‌ is in for this foldable phone. They were able to get it into the iPhone Air, and I don't see why they wouldn't be able to get it into the foldable."

So right now we’re not sure whether MagSafe will be included or not. We’re inclined to believe Gurman, but then again the iPhone Ultra looks like it might lack some other features the iPhone Air has (such as Face ID and an Action button), so his comparison there doesn’t fully add up.

5. A SIM card slot

Apple has already ditched physical SIM card slots for its phones in the US and a handful of other regions. But except for the iPhone Air, all of its phones currently do have SIM card slots in most of the world — including the UK and Australia.

However, the iPhone Ultra might join the iPhone Air in relying purely on eSIM, whatever country you buy it in.

This is something we’ve heard from multiple sources and it would make sense, since if the iPhone Air is too slim for a SIM card slot then the iPhone Ultra likely will be as well. In fact, of all the possible omissions, this is the one we’re most sure of — though for buyers in the US it will be business as usual.

We’ve been hearing about the iPhone 18 series since even before the iPhone 17 landed, and if you include the foldable iPhone Ultra — which is said to finally be launching this year — then leaks and rumors have been circulating for literally years.

So, there’s a lot to sift through, but the rumors below are among the biggest whispers we’ve heard about these upcoming phones.

Beneath each rumor, we’ve detailed just how likely we think it is to become a reality, to give you a better idea of what to expect at Apple’s ‘Surprise and shine’ event.

The foldable iPhone Ultra will finally launch

What's the rumor?

We’ve been hearing rumors that Apple has been working on a foldable phone for years, but it finally looks like such a device might launch this year, possibly as the iPhone Ultra.

Leaks point to this phone having a passport-style design like the Samsung Galaxy Z Fold 8, with a foldable screen of around 7.8 inches and a cover display of roughly 5.5 inches.

It might also support MagSafe, but unlike some of Samsung’s foldables, it probably won’t come with stylus support — at least at launch.

How likely is this rumor?

Given how long we’ve been hearing about a foldable iPhone, with some rumors pointing to earlier release years, there’s still reason to doubt its existence. But the sheer number of leaks pointing to it now, including from reputable sources, makes us almost certain that we will, in fact, see the iPhone Ultra this year.

As for the specific details of the phone — such as screen sizes and MagSafe support — we can’t be quite so certain of those, but we’d be very surprised if the phone itself doesn’t launch next week.

• Likelihood: 9/10

No standard iPhone 18 until next year

What's the rumor?

While we might get a whole new type of iPhone this year in the form of the iPhone Ultra, leaks suggest that one of the models you’d typically expect will be absent, with the standard iPhone 18 supposedly not launching until March or April.

Apparently, it might launch alongside the iPhone 18e and the iPhone Air 2, giving Apple a second big phone launch in the space of around six months.

How likely is this rumor?

It’s completely unprecedented for Apple to launch a new base model at a separate event months after the Pro phones, so we’d take this rumor with a slight pinch of salt.

But that said, pretty much every leak now points in that direction, and we’ve heard less about the standard iPhone 18 than the Pro models and the Ultra — which would make sense if it’s not launching for a while.

• Likelihood: 8/10

A camera with a variable aperture

What's the rumor?

One of the more intriguing spec rumors we’ve heard is that either both the iPhone 18 Pro and the iPhone 18 Pro Max, or possibly just the iPhone 18 Pro Max, will have a camera with a variable aperture.

This would allow you to adjust the depth of field, giving you more control over what’s in focus. It might also allow for improved low-light performance if it also means the aperture can get wider than on current models.

How likely is this rumor?

We’ve heard talk of a variable aperture from multiple sources, including some well-regarded ones. But details of it still feel a bit wooly, which makes us slightly unsure of its existence, since a lot of things have leaked in more detail.

Still, the number and quality of the sources pointing towards a variable aperture make us think it’s more likely than not on at least one upcoming iPhone.

• Likelihood: 7/10

Bigger batteries

What's the rumor?

Leaker Digital Chat Station has found regulatory filings that suggest the iPhone 18 Pro will have a 4,288mAh battery and the iPhone 18 Pro Max will have a 5,567mAh one in the US.

For reference, the iPhone 17 Pro has a 4,252mAh battery, and the iPhone 17 Pro Max has a 5,088mAh battery. Again, that’s in the US, where capacities are higher than in most other regions because these are eSIM-only models (so no space is taken up by a SIM card slot). But this would suggest a slight boost for the iPhone 18 Pro and an enormous increase for the iPhone 18 Pro Max.

How likely is this rumor?

A battery capacity increase is fairly likely, as Apple often increases the capacity with new phones, but one as large as we’re hearing the iPhone 18 Pro Max might get is more questionable. In fact, even the source of the leak themselves says “this is questionable and needs further verification.”

So, you can probably expect an increase, but we’re far from certain that it will be this drastic.

• Likelihood: 6/10

New designs

What's the rumor?

The iPhone 18 Pro and Pro Max probably won’t look dramatically different to their predecessors, but there are at least two significant design changes we might get.

One is to the rear, with the metal frame and the glass panel being more unified in color, rather than offering the slightly two-tone look of current models.

More excitingly, we’ve also heard from Instant Digital and other leakers that the Dynamic Island could be smaller this year, coming in at around 13.5mm, rather than the 20.7mm of the current one.

How likely is this rumor?

This is multiple rumors in one, really, but both elements sound convincing. Both leakers and CAD renders have pointed to a smaller Dynamic Island, and it would make sense for Apple to want to reduce the size.

Making for a more unified look on the back of the phones also sounds logical, though only a couple of sources have pointed to this, so we can’t be certain it will happen.

• Likelihood: 7/10

• New leaks have shed light on colors coming to the iPhone 18 Pro
• The iPhone Ultra’s colors have also been revealed, leakers say
• There are some key changes compared to the iPhone 17 Pro range

We’re just days away from Apple’s Surprise and Shine event, where the Cupertino firm’s new CEO John Ternus will unveil all the latest and greatest iPhones the company has up its sleeve. And with the iPhone 18 Pro range nearly upon us, there’s been plenty of chatter about what sort of colors we might see at the show.

Here, we’ve gathered all the latest iPhone 18 Pro and iPhone 18 Pro Max color rumors, as well as what the best tipsters believe will be coming to the much-discussed foldable iPhone Ultra.

We haven't seen anything about expected colors for the iPhone 18 and iPhone 18e yet, but with those devices expected to arrive next Spring, it might be a bit too early. If you’re interested in what Apple's expected to reveal this week, however, you’re in the right place.

iPhone 18 Pro colors

According to the latest rumors, the iPhone 18 Pro and iPhone 18 Pro Max will come in three shades: Silver, a maroon-flavored Dark Cherry, plus Sky Blue. The latest evidence of this comes from renowned leaker Sonny Dickson, who posted an image on X allegedly depicting SIM trays in the iPhone 18 Pro roster that match these reported tones.

But hold your horses: at the same time, a leaker known as Fixed Focus Digital has claimed on Weibo that the color selection will actually consist of Dark Cherry, Sky Blue and Black, with the Silver option potentially missing from the palette. We’ll have to see which pundit is correct once Apple’s iPhone event is upon us.

What seems to be agreed is that there will be no more of the Cosmic Orange that we saw so vividly in the iPhone 17 Pro and iPhone 17 Pro Max. This year’s range will allegedly be a bit more down to earth, with nothing quite so bright making its way into the lineup.

At the same time, none of the colors on offer look to be as dark as the Deep Blue of last year’s iPhones, suggesting Apple is reining in your choices at both ends of the brightness spectrum.

iPhone Ultra colors

As for the iPhone Ultra, previous leaks have claimed that Apple’s first foldable phone will come in black and white colors.

Leaker Evan Blass recently threw a spanner in the works by arguing that there would be a third model sporting a reddish tint, but Bloomberg reporter Mark Gurman quickly poured cold water on that idea by saying that Blass’s images were in fact renders from rival phone maker Xiaomi. Blass has since deleted the post, suggesting that it might have been in error.

Most iPhone Ultra rumors so far have stuck to the line that Apple will limit its foldable phone to two tones. With the launch event less than a week away, it’s likely we would have seen more evidence if there were to be any additional shades.

While a surprise isn’t impossible, the sensible money is on Apple sticking to black and white for now.

Steve Jobs, Tim Cook, and now John Ternus: those are the three Apple CEOs of the 21st century, and I've seen them all in action. From keynotes to deep product dives during WWDC, each had his own presentation style, but what Jobs and, eventually, Cook shared was an uncanny ability to focus attention through the force of their personalities. Now it's Ternus'...er...turn. He's far from untested in these situations but has never led a major Apple keynote. That changes on Wednesday, September 9, when Ternus leads Apple's "Surprise and Shine" event at Apple Park in Cupertino, California.

In many ways, this should be a predictable event; the product lineup is widely rumored. Here are the anticipated highlights:

• Apple's first folding iPhone, the iPhone Ultra with two rear cameras and a truly creaseless design
• iPhone 18 Pro and iPhone 18 Pro Max (while they hold back the iPhone 18)
• AirPods 5 with ANC
• Apple Watch Series 12 with continuous heart rate tracking
• Apple Watch Ultra 4 with a new S Chip and blood pressure monitoring
• Apple 4K TV box with an A18 Chip and more RAM to support AI
• HomePod mini 2 with deeply integrated Siri AI
• A possible HomePad combo device with some robotic elements

Things get interesting, though, when we try to assess what kind of Apple Event keynote Ternus will run. The new CEO could take a page from the Tim Cook playbook and appear briefly on the Steve Jobs Theater stage before handing it over to a series of canned product-launch videos.

I find that hard to believe. First of all, Apple has had since April to plan for a keynote built around John Ternus, a 25-year Apple veteran who is, unlike Cook, a true technologist. Ternus might relish staying on stage to explain, in depth, some of Apple's most exciting new products.

Alternatively, Ternus could let the videos handle all the product launch walkthroughs except for the folding iPhone Ultra. Sure, it's the world's worst-kept secret, but imagine if Ternus officially launched his time as CEO with a memorable "One more thing."

Ternus has some charisma, and it would make sense for Apple to lean into showcasing that on stage, live.

Maybe he'll spend some time talking about the official launch of Siri AI and how it ties together all of Apple's new products. Siri will be in evidence on the new HomePod, AirPods, Apple Watch, Apple TV 4K, iPhone 18, and Apple Watch models. Not to mention the entire recently updated Mac, MacBook, and iPad lineup. Ternus could do one of Steve Jobs' classic live demos that weaves an exciting story of life at home with Apple products and Siri AI. Maybe he'll even joke and ask everyone in the theater to turn off their WiFi (if you know, you know).

Ternus also faces a critical test in how he reassures Apple fans and detractors that it will be more careful than others with the expansion of AI across almost every part of Apple's business without breaking privacy promises or adding to the growing outrage over resource use and data centers.

People will be looking to these moments to understand who Ternus really is and compare him to Cook and even Jobs (yes, inevitably, all roads lead back to Steve Jobs).

Many people have asked me if I expect Ternus to put his own stamp on the event, and I think the answer is yes. It's a massive opportunity for him (and Apple), and one I think that he is fully aware of. All eyes will be tuned in to learn about Apple's latest iPhone lineup and to confirm that folding phone, but also, and maybe even mostly, to see Ternus in action on Apple's biggest stage. It is, in truth, his moment to shine.

By almost any measure, Tim Cook has been one of the best tech CEOs ever. He diversified product lines, launched new lines of business, expanded across the globe, and grew Apple's overall market value ten-fold.

Cook is the rare public tech figure who has, for the most part, survived the vagaries of a public life. Did he disappoint many when he appeared to bend the knee before the United States' divisive President? Absolutely, though if you understand Cook, and you listen to his explanations, you know why he did it and how it actually fits into his worldview. Generally, though, Cook's been on a 15-year-long winning streak that was made possible by both sticking to the strict ethos of Steve Jobs' original Apple charter and by pragmatically doing things his own way.

I once wrote that Steve "Jobs was Apple." Tim Cook made Apple. Where Steve Jobs' mercurial personality was intertwined with Apple across its products, development, and marketing, Cook's fingerprints are so absent from the company he's run that you might wonder if he has them.

Cook became a celebrity at Apple, but without the rabid hero worship Jobs would sometimes foster.

I'd argue, though, that in an era of a million rising individual influencer personalities, Cook may have been exactly the CEO Apple needed. He commanded the stage at keynotes and even engaged in some playful "acting" for short comedic product segments, but Cook has clearly never been interested in building on a cult of personality. When the opportunity to speak in his own biography arose, Cook characteristically deferred to the people who know him. As a result, his voice is largely absent from a tome purporting to tell the story of his remarkable life.

Cook built it to last

What Tim Cook has done is build an Apple for the ages. At his fifth anniversary, I wrote about how often he proved "he was about choice." It wasn't a complete departure from Steve Jobs, who diversified the iPod line, but Cook carried that idea through virtually every product category. In the iPhone, this has provided the freedom to offer not just a wide range of iPhones, but handsets at a wider range of sizes and prices, opening up the cachet-filled handset to an even bigger audience.

Cook took Steve Jobs' germ of an idea for "technology that would improve the relationship between patients and health care providers," and turned it into the Apple Watch. Over the next decade, Cook and company would lean into that ideal, continuously enhancing the wearable to turn it into a true life-enhancing fitness and health wearable. There was obvious pride in Cook's voice whenever he shared true stories of the Apple Watch detecting potential health issues and possibly saving lives.

One of Cook's most remarkable creations is the Services business, originally built around a collection of "Plus"-named services that include Apple TV+ (now just Apple TV), Fitness+, Apple News, iCloud, and Apple Music. Services is now Apple's fastest-growing business, recently reaching over $30 billion in revenue in the last quarter.

I remember sitting in the Steve Jobs Theater audience in 2019 as Cook introduced a launch lineup that included Jason Momoa, Oprah, and Big Bird, wondering how, even with all that star power, Apple TV+ could compete with Netflix. Today, that's almost a laughable concern, as Apple TV enjoys some of the most acclaimed and widely-watched shows in streaming, including Widow's Bay and Ted Lasso. With movies like F1, Cook has even built a formidable movie studio.

It's not that I don't think Steve Jobs couldn't have built something similar. After all, it's unlikely we'd have Pixar's Toy Story franchise if it weren't for Jobs, who helped pivot the software company to filmmaking. Still, I think Jobs saw the Tech and Entertainment industries as two parallel but never intersecting lines. Cook's head was always on a swivel, and he has focused on business-strengthening diversification.

Missteps and power moves

For Apple purists, services might be a less exciting and interesting area than new product categories like the aforementioned Apple Watch, and Cook's track record in pure-play innovation has been somewhat spotty.

Cook's biggest swing, the mixed-reality Apple Vision Pro, remains one of the most impressive pieces of technology I have ever seen, but I have to wonder if Jobs would've made the same call, shipping a $3,499 headset and claiming it was for consumers. I have a strong feeling that the Vision Pro will not survive deeply into the John Ternus era.

Similarly, Apple under Cook has fumbled the AI ball, a fact that Apple has more or less admitted to us. It remains to be seen if the far more intelligent Siri AI will deliver on all the Apple AI promises and finally put it properly into an Artificial Intelligence race that has all but passed it by.

These are minor blemishes in an otherwise sterling track record, one that may ultimately be defined by the stunning transformation from a collection of Mac hardware that relied on Intel CPUs to an impressive array of Apple Silicon systems that perform well at virtually every level of demand.

If there's a natural handoff from the efforts of the outgoing CEO to the incoming one, John Ternus, it's this one. As a longtime hardware lead, Ternus has been deeply involved in all Mac innovations. The first time I spoke to him, it was about the short-lived 12-inch MacBook and all the work Apple did to move antennas and speakers and create a layered battery system. More recently, Ternus fronted the impressive MacBook Neo launch.

True continuity

Unlike Cook, who took over for a dying and idolized CEO in 2011, Ternus steps into the seat of a moving car as the deeply respected Cook scoots over to an Executive Chairman role.

15 years ago, people openly questioned Apple's ability to continue in Jobs' absence (I did not, writing, "Apple will be fine without Steve Jobs"). That concern does not exist in this transition. Ternus not only knows and understands the strategic plans laid out by Cook, but he can also still turn to his mentor at any moment for additional guidance.

As was the case when Cook took over, there won't be many changes evident in the first 12 months of Ternus' control. But a decade from now, there will be new products and services, devices sunsetted, and endless post-mortems about how well or poorly Ternus handled the Siri AI rollout.

Tim Cook was no Steve Jobs, which turned out better than fine for Apple. Similarly, Ternus is no Tim Cook. They have different temperaments and skill sets (Ternus is more of a true technologist). In the end, this next era of Apple is another exciting mystery full of anticipated unveilings like a folding iPhone and AR glasses, and surprises like Apple robots and EV cars (equal chance those don't happen), but the biggest surprise of all might, as it was with Cook, be what the company will be like under Ternus. That, and how Ternus will greet us all when he takes the stage for the next iPhone launch on September 9. Maybe, "Hey, everyone"?

I'm currently holding the Samsung Galaxy Z Fold 8 in my hands, only putting it down now to type this and tell you that, as I see it, it's the nearest thing we have at the moment to an iPhone Ultra, the folding iPhone we expect to meet in person on September 9. And what I wonder is not just if the real iPhone Ultra will be good enough to glow up the foldable category so that it eventually rivals standard flagship phones, but whether if it can rise above the foldable bar set by Samsung and, to a lesser extent, its rivals.

The iPhone Ultra will arrive on the tiny island that is foldable phones amid a group of well-established competitors. Apple's slow walk into this category has allowed Samsung, Google, Huawei, Motorola, and Oppo to hone their skills in creating thin, light, and powerful folding phones, often featuring excellent screens, battery life, and cameras.

The Samsung Galaxy Z Fold 8 is not the best of them. Don't get me wrong, it's an excellent foldable phone, but it's not the thinnest, doesn't have the longest battery life, and has just two rear cameras. On the other hand, the passport shape (when folded) makes it compelling in a way that's hard to quantify and temporarily unique among current foldable options. When opened, it has a screen size that is nearly as large as those found on other foldables, but in an oddball 4:3 screen aspect ratio.

The design is intentional, with Samsung hoping to bridge the gap between the clamshell-style and fashion-forward Galaxy Z Flip and the far more powerful, productivity-first Samsung Galaxy Z Fold 8 Ultra.

Samsung is filling the gap in the hope of vastly expanding what remains a very tiny market. I know there are reports that Samsung is selling out the Z Fold 8, with one report claiming that it sold out and is now rushing out a million more units. Overall sales for the Z8 line (Fold, Flip, and Ultra) might be in the 4-to-5M unit range. That sounds pretty good, but a look at typical iPhone sales after launch quickly puts those numbers in perspective.

In 2024, iPhone 16 preorder sales reportedly reached 37 million units. Apple used to provide quarterly updates on iPhone unit sales, and they were, honestly, insane. In December of that year, the Cupertino tech giant sold more than 77 million units. The year ended with over 217 million iPhones sold.

What the industry believes, or at least hopes, is that the arrival of the iPhone Ultra cracks open the market in ways Samsung and its folding counterparts haven't yet. This notion is predicated on the assumption that the iPhone Ultra will be substantially better than Samsung's folding line.

Except it probably won't be. I fully expect it to be an exciting and excellent smartphone, but Samsung, more than any other company, has come close to perfecting the art of the fold. The Z Fold 8 Ultra unfolds flat, has an almost creaseless screen, and is as light and thin as a standard flagship, while offering twice the utility.

The folding iPhone : what we expect

Apple's folding iPhone is not even expected to match the Z Fold 8 Ultra in style and features. In fact, it's a fair bet it will be in a form factor almost exactly the same as the Z Fold 8. That's right, we all expect Apple to produce the same kind of Passport-style foldable, right down to the pair of rear cameras with no telephoto lens in sight. This shouldn't be too surprising since most believe Apple is sourcing its folding display from Samsung Display.

Among the rumors I've read about the 5.5-inch (folded), 7.8-inch (unfolded) iPhone Ultra is that it will be built with a combination of aluminum and titanium, just like the Z Fold 8. It will, at 4,5mm, be no thinner than the Z Fold 8 when unfolded. The chief design distinction might be the use of what's rumored to be called "liquid metal" to try and fully erase the crease (something the Z Fold 8 Ultra and Z Fold 8 have nearly done).

Apple might have an edge, though, where it counts: performance. Most expect the A20 chip paired with 12GB of RAM and Apple's own C2 cellular model. All of this could make this a faster foldable, even if the average user never notices.

Some believe that Apple doesn't need to make the world's best foldable; it simply needs to deliver it to a willing market. How many people have been holding off on buying a foldable because Apple doesn't offer one? That could be millions of people, and if that's the case, it might be the Apple cachet that grows the foldable phone market to a previously unimaginable scale.

Apple’s big September event is under two weeks away at the time of writing, with invites having been sent out for a ‘Surprise and shine’ event on September 9.

So what surprises can you expect? Well, given how extensively Apple’s products and services tend to leak, there’s a chance there won’t be any major surprises at all. But there certainly will be some big announcements — likely to be headlined by the first foldable iPhone, which could be dubbed the iPhone Ultra.

That’s probably going to be joined by other iPhones, Apple Watches, and an assortment of other devices, so there could be lots to see even if none of it comes as a complete surprise. Below, we’ve detailed the most likely Apple announcements.

1. The iPhone Ultra

The iPhone Ultra is likely to be the biggest announcement at Apple’s ‘Surprise and shine’ event, as this is set to be the company’s first foldable phone — something we’ve heard rumors of for many years at this point.

In fact, it’s been so long now that it’s almost hard to believe it’s actually about to land, but all signs suggest it is.

Leaks point to the iPhone Ultra having a roughly 7.8-inch foldable screen and around a 5.5-inch cover display, with an overall design that’s somewhat similar to the Samsung Galaxy Z Fold 8 — so more of a passport shape than the book-style Samsung Galaxy Z Fold 8 Ultra.

This will likely have a dual-lens camera and top-end power, and reports suggest the screen might not have a visible crease. It could be the phone you’ve been waiting for if you want an iPhone and an iPad mini all in one. But it’s also sure to be very expensive, with leaks pointing to a starting price of at least $2,000 (around £1,470 / AU$2,785).

2. The iPhone 18 Pro and Pro Max

The iPhone 18 Pro and iPhone 18 Pro Max will almost certainly launch here too, for anyone who doesn’t want — or can’t afford — Apple’s foldable.

Based on leaks, these will probably sport broadly the same design as the iPhone 17 Pro series, complete with the same 6.3-inch and 6.9-inch screen sizes — though the back glass might be closer in color to the aluminum frame, leaving them with less of a two-tone appearance than the current models.

You can of course expect a chipset upgrade, with the as-yet-unannounced A20 Pro chipset likely to be featured, and the Dynamic Island might be smaller this year.

These phones are also rumored to have a variable aperture on one of their cameras — though it’s possible that only the iPhone 18 Pro Max will get this — and they could have higher capacity batteries than their predecessors.

Though they’re likely to also cost more, with estimates putting the starting price at anywhere between $100 (roughly £75 / AU$140) and $300 (around £220 / AU$415) more than the iPhone 17 Pro line.

3. New Apple Watches

That’s all the iPhones we’re expecting — with the base iPhone 18 reportedly not arriving until 2027 — but Apple is also likely to unveil some new wearables.

Specifically, we’re expecting the Apple Watch Series 12 and the Apple Watch Ultra 4. The main upgrades for the Apple Watch 12 could be Touch ID on the side button, and a new S12 chip, likely delivering a noticeable performance improvement. But — other than the new software coming with watchOS 27 such as a dedicated Siri app — this might otherwise be similar to the Apple Watch Series 11, complete with a largely unchanged design.

As for the Apple Watch Ultra 4, this could similarly have a new chipset and gain Touch ID, but it might additionally have a slightly larger screen and a slimmer build than the Apple Watch Ultra 3. Some reports suggest the upcoming model could also have new sensors, which might increase its accuracy at tracking health and fitness metrics.

4. New AirPods

Apple could also unveil some new AirPods at its next event, with talk of the AirPods 5 and AirPods 5 with ANC landing at the September event. Sadly we probably won’t see the rumored AirPods Pro with cameras yet though.

Details on the AirPods 5 are slim so far, but they might prove a tempting — and more affordable — alternative to Apple’s AirPods Pro line.

5. Apple’s first smart home display

Apple might finally launch a smart home display this September, as it’s rumored to be working on a home device with a seven-inch screen, and some reports suggest it will land this year — though don’t be surprised if we don’t see it until 2027.

This device — which might be called a Home Hub — will probably primarily be interacted with via Siri of course, and it will apparently use facial recognition to tell who is looking at it and serve up personalized content accordingly.

6. Other new devices for the home

Apple might also launch a new HomePod mini and Apple TV 4K box at its September event. The former will probably support some Apple Intelligence features and is rumored to work with Wi-Fi 7 and have improved sound quality over its aging predecessor.

The latter could support Siri AI, Wi-Fi 7, have an improved chipset, more RAM, and come with an upgraded Siri remote.

7. New software

That’s probably it for hardware, but September is also when we’ll see the launch of Apple’s new software, much of which is currently in beta.

This includes iOS 27, iPadOS 27, watchOS 27, macOS 27, and tvOS 27. The biggest feature on most of these will be Siri’s AI overhaul, bringing it more in line with the capabilities offered by the likes of Gemini and ChatGPT.

But you can expect tweaks to their interfaces and various other new and improved features too. So even if you’re not planning to buy one of the products above, your existing Apple devices should get a bit better soon.

You can officially mark your calendars for September 9, 2026, as Apple has just made its annual September event official by sending out invitations with the tagline "Surprise and shine," announcing the Special Event.

In true Apple time, the September 9 event kicks off at 10am PT / 1pm ET / 6pm BST (3am September 10 AEST) and will be livestreamed at Apple Park, specifically in the Steve Jobs Theater. We’re fully expecting the Cupertino-based tech giant to stick with a virtual format, though, for the keynote itself, and if you didn’t score an invite, fear not, as it’ll be livestreamed to the world, and our expert team here at TechRadar will be breaking it all down in real time.

“Surprise and shine” doesn’t just stand as the annual event where we expect Apple to unveil its next generation of iPhones, Apple Watches, and a few other devices, but it arrives eight days after John Ternus steps into the role of CEO. Our bet is that he still kicks off the show with a ‘Good Morning,’ and who knows, Tim Cook might still make an appearance.

The rumored hardware list is long for September 9, and all eyes are pointing to Apple entering the folding phone market with what will likely be called the iPhone Ultra. A device that’s purported to be similar in overall size and shape to the most recent Galaxy Z Fold 8, and that might make the foldable phone category a bit more mainstream with some Apple touches.

That won’t be the only iPhone, though, as the iPhone 18 Pro and 18 Pro Max are expected, but don’t hold out hope for a standard iPhone 18 or second-generation iPhone Air. According to the rumor mill, the focus will be on the Pros, with the follow-up to the iPhone 17 and iPhone Air arriving later. You can expect a next-gen Apple Watch Ultra and the Apple Watch Series 12, and we might see a new HomePod Mini and a long-awaited update to the Apple TV.

What does the ‘Surprise and shine” invite tell us?

After months of rumors, our eyes now turn to examining every part of the invite for 'Surprise and shine." For one, it's on a bright blue background that somewhat resembles the skies over Apple Park, but the center features an Apple logo with colorful flare and blur around it.

There also appears to be a circle flowing from it, which might hint at the venue, the Steve Jobs Theater, the circular Apple Park Ring, or how the new Siri AI ebbs and flows.

Potentially, the middle of the Apple logo shows a vertical line, which could hint at the folding iPhone. Though your guess is as good as ours at the moment.

The best news? Apple is promising us a surprise, and that's something we can all get excited about.

What can we expect at the event?

For starters, it will be John Ternus' first special event as Apple's CEO, and it arrives at an interesting time, with a ton of hardware expected. And just weeks before the event, Apple unveiled its next-generation M6 and M5 Ultra chips and refreshed both the Mac mini and Mac Studio. Might it have been to get some of the devices out of the way for a packed September event?

It could very well be, as we're expecting the iPhone 18 Pro, the iPhone 18 Pro Max, the foldable iPhone – likely named iPhone Ultra –, the Apple Watch Series 12, and Apple Watch Ultra 4. There are also chances for new AirPods, though it'll likely be the next-generation entry-level — AirPods 5 and AirPods 5 with ANC, replacing the duo of AirPods 4 — and not the recently leaked AirPods Pro with Cameras, as recent reporting suggests those won't be due out until 2027.

Then there's also a rumored refresh of the HomePod mini and the Apple TV 4K — the streaming box that connects to the TV, not the Apple TV streaming service, though it does run on this device — that's been rumored for quite some time, and was theoretically waiting on Siri AI to be released to power some new features.

Considering that Siri AI will release this Fall, likely in the back half of September, as a beta for consumers with a waitlist at first as part of the generally available iOS 27, iPadOS 27, macOS 27 Tahoe, watchOS 27, and tvOS 27, there is a good chance that Apple will debut these next-generation home products. It's also likely a necessary stepping stone before we get the reported Home Screen device with a robotic arm. Still, even more importantly, Siri AI needs a spot in the home rather than just on iPhone, iPad, Apple Watch, and Mac.

Both the next-gen HomePod mini and Apple TV 4K are reportedly on Apple's roadmap for 2026, according to Bloomberg's Mark Gurman; alongside that AirPods Pro leak, several other products were mentioned, including a new Siri Remote for the Apple TV.

It's likely, though, that the iPhone Ultra will be the big reveal — and potentially the first one more thing in the Ternus era at Apple — alongside the iPhone 18 Pro and 18 Pro Max.

The only other question mark as we roll into September is the next Beats product: over-ear headphones likely to be named Beats 360, according to recent leaks. Considering product pages were up, and Beats has coyly seeded some units to superstar athletes, it feels like a reveal could be coming in the next few weeks. It's unlikely we'd see these at Apple's September event, as Beats rarely gets time during the keynotes, but anything is possible. These might be released around the same time these new products formally debut.

The good news on all fronts is that we don't have much longer to wait — with Apple invites out for the 'Surprise and Shine' September 9, 2026 event and even some visual teasers out and about, we're just 14 days away from the next special event.

TechRadar will be on the ground, myself included, as well as our Editor-at-Large Lance Ulanoff, and our team of experts will be working around the clock to break it all down come September 9 and in the days after, but most importantly, come back that day to join in the festivities for our live blog featuring real-time reporting. And before then, vote in the poll below to let us know what you're most excited for Apple to reveal.

• SOCRadar uncovers AnonyMousKIT, a phishing kit abusing Apple’s Lost Mode contact info
• Crooks spoof Find My pages, trick victims into giving credentials to unlock stolen iPhones
• Active since 2024, it operates like a criminal software business with 500+ domains and AI‑driven vishing

Security researchers have discovered AnonyMousKIT, a new phishing kit designed to bypass the last line of defense for stolen iPhones, which has been in use for more than two years.

Apple devices come with several anti-theft mechanisms working together to make iPhones a lot less attractive to thieves, including Find My, Activation Lock, and Lost Mode.

If a user’s device is lost or stolen, they can use their tablet, laptop, or a similar device to enable Find My iPhone, which can then locate the device through an app or a website. They can also see its location on a map, make it play a sound, remotely wipe it, or receive a notification when it’s found. Enabling the Find My feature also turns on Activation Lock, which locks the phone and prevents it from being set up by someone else.

Even if the thief factory resets it, the phone remains connected to the real owner’s Apple account, and they simply can’t set it up. To do that, they would need the iPhone device passcode to exit Lost Mode, and the Apple account password, if Activation Lock/setup authentication is required.

But there is another feature Apple added, just in case the device isn’t actually stolen, but rather lost. For these occasions, there is an option to display the owner’s contact information on the screen so that a good samaritan who finds it can return it to its rightful owner.

As is the case with many other well-intended features, this one is now also being abused as part of the AnonyMousKIT phishing kit.

This is why we can't have nice things

According to security researchers SOCRadar, crooks are using AnonyMousKIT to create fake Find My or Apple pages. Then, they use the contact information displayed on the stolen iPhone to reach out to the victim. Through the kit, they can send emails, SMS messages, WhatsApp texts, or even AI-powered phone calls. Reaching out to the victim, the attackers introduce themselves as Apple customer support agents, and tell the victim their smartphone had been retrieved.

They also provide the victim with the correct model and IMEI details to confirm the authenticity of their claims. Then they require the victim to confirm their identity by visiting the spoofed Find My page and providing the credentials needed to unlock the phone.

The credentials end up with the attackers, who can then unlock the phone, wipe it, and sell it on the black market for a much higher price.

"Software business"

SOCRadar says the earliest records of the AnonyMousKIT date back to early 2024. Since then it has grown into a major operation, counting more than 500 domains, and having more than 150 storefront brands working as resellers and affiliates.

As part of their investigation, the researchers found records of roughly 200 calls, which the crooks made to victims between August 2025 and May 2026. The calls were done using five different AI agent personas and 55 different interaction transcripts.

Every call had cost the attackers $0.10, and most of them - 90% - were made to Brazilian victims. A small percentage of email correspondence was made towards government and corporate addresses, as well. Just under 30 attempts were made towards South African government domains, and three to a local university. While the campaign is global in its reach, it’s mostly focused on South Africa, Indonesia, India, Kenya, Brazil, and Italy.

SOCRadar describes AnonyMousKIT "not as a phishing kit but as a small software business with a criminal customer base."

"Its primary innovation is an automated, LLM-driven voice vector. At ~$0.10 per call, the platform initiates dynamic vishing across three languages using structured pretexts synced with email and SMS lure data, removing the need for fluent human callers."

At the moment the report was published, the campaign was still ongoing, and the researchers are still tracking it.

Via BleepingComputer

• Apple Maps is now showing ads for users in the US and Canada
• Currently, ads appear as the top result in search and Suggested Places
• Users are unsurprisingly unhappy about this change, with some saying they'll switch to Google Maps

We’ve known they were coming for a while, but now ads have started appearing in Apple Maps for users in the US and Canada, meaning that not every result you see on the search screen will be organically placed.

As confirmed by Apple to 9to5Mac, Apple Maps is now starting to show ads in ‘Suggested Places’ on the search screen before you enter a search query, and in the search results.

In both cases you’ll at most see one ad, and this will be at the top of that section, with a blue ‘ad’ label marking it out. So at least they should be easy to ignore and scroll past.

Still, while this might benefit businesses, it’s undeniably a downgrade for Apple Maps users, and there’s no way to opt out of it, even if you’re paying for Apple services like iCloud+ or Apple One.

An unpopular change

Unsurprisingly, this hasn’t been met with much approval from Apple fans, with users on Reddit saying things like “now with ads, there's absolutely no reason to use Apple Maps,” “I'll just use Google Maps,” “this is a bad move,” and “the main reason I used Apple Maps was because of no ads.”

Indeed the consensus — at least among initial online reactions — seems to be that Google Maps is better in most ways, with Apple Maps previously only being preferable due to its lack of ads. So without that differentiation, many users may jump ship for Google’s service.

One Reddit user summed it up with: “Google Maps is 100% more accurate and functional than Apple Maps. The only benefit Apple Maps had was that it didn't have ads so now that they've removed that, there's literally no reason to have this icon on your home screen anymore.”

That said, a few replies point out advantages that Apple Maps may still have, such as a perception at least of better privacy and it being less of a drain on your phone’s battery. So perhaps there could still be reasons to stick with Apple.

And of course, online complaints won’t necessarily mean Apple Maps will lose lots of users. Chances are, most people will stick with what they know. But either way, this is definitely a bad change — hopefully it won’t be a slippery slope to more intrusive ads.

• Current iPhones could fall in value by 30% once new models launch
• As such, owners should sell them now if they're planning to upgrade soon
• You may be able to lock in a price now but keep using your phone until the iPhone 18 series lands

If you have an iPhone and are planning to upgrade soon, then it’s worth selling your current handset now rather than waiting until the iPhone 18 series lands — even if you’re hoping to purchase one of these upcoming phones.

This is according to Sam Wilson, Director at Gadget GoGo — a site that buys and sells refurbished tech — who claims that pre-owned prices drop dramatically once new models launch, with prices potentially dropping by up to 30% in a matter of weeks.

The issue is biggest with high-end models, as Wilson explains that “if you’ve got a Pro or Pro Max, waiting until after the launch can be particularly costly. We can see values fall by £150 to £300 in a matter of weeks, so selling slightly earlier can make a significant difference to what you get back.”

But even cheaper and older iPhone models can see their prices fall noticeably once this year's models launch, and while prices typically plummet after the launch, data from previous years suggests a steep fall in value can start already. So, whatever iPhone you have, it’s worth selling it now if you’re planning to get rid of it soon.

Lock in that price

Of course, selling now can present a problem if the phone you want to upgrade to isn’t out yet, but as Wilson explains, you should "start the selling process now, even if you plan to upgrade in September. A lot of buyback services allow you to lock in a price today but keep using your phone for a few more weeks."

And this phenomenon isn’t exclusive to iPhones — other brands reportedly see pre-owned prices fall once new models launch too. So if you have a Samsung Galaxy S26, for example, you might want to sell it before the Samsung Galaxy S27 comes out.

But Samsung’s next flagship phone isn’t expected for a while, whereas new iPhones — likely including the iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Ultra — will probably launch in early to mid-September, giving you less than 30 days before your current handset’s value could fall substantially. Don't say we didn't warn you!

As I wrote my latest message to ChatGPT today something inside me broke. I hit Send, then looked back at what I’d written, and noticed that the message was once again littered with typos.

“Sorry, it’s very har ld to type on an iPhone keyboard.” I typed next, as if to prove my point. Sigh.

At this point I decided that this couldn't go on. I’d had it with the iPhone keyboard, and I was going to experiment with its settings until I found a way to make it better. In the end it didn’t take me long to identify the main culprit — Predictive Text.

If your messages to ChatGPT, or even just friends on text, are equally strewn with bizarre mistakes and words, then one of Apple's supposedly helpful keyboard features could be making things worse.

Turning off Predictive Text is a revelation

You’ll find the off switch inside Settings > General > Keyboard > Predictive Text. Just slide it to off. I noticed the difference almost immediately. The keyboard suddenly felt calmer, and I stopped finding so many bizarre words in my ChatGPT prompts.

Here’s the thing I hadn’t appreciated: Predictive Text and Auto-Correction aren't the same feature. You can turn off Apple's attempts to guess what you're going to say next without losing the spelling corrections you actually want.

Predictive Text uses the words you've already typed, the context of the sentence and patterns it's learned from your writing to suggest the word or phrase it thinks is coming next. The suggestions appear above the text and inline as grey text. Tapping the spacebar will accept the suggestion.

The problem is that when you’re writing prompts in ChatGPT you're usually writing unusual, specific sentences, not generic text messages, in which it can more accurately predict what words are likely to come next, so the predictions can be less useful.

With Predictive Text enabled, my iPhone is constantly offering words and completions as I type. Auto-Correction is also working in the background, so the overall experience feels like I'm fighting the keyboard: I type something, hit the spacebar, and suddenly the text isn't quite what I thought I'd written. With Predictive Text turned off, all of that visual noise disappears, while Auto-Correction can continue fixing obvious spelling mistakes.

Try it for a day and see how you get on. There are a couple of other keyboard tricks that are well worth trying too, which I'll share below.

Reset your Keyboard Dictionary

Another thing you can try is resetting the Keyboard Dictionary. Years of typos, names, jargon and accidentally accepted corrections have polluted your learned dictionary, leading to bad suggestions in Auto-Correction. What you need is a fresh start.

Go to Settings > General > Transfer or Reset iPhone > Reset > Reset Keyboard Dictionary. This wipes the custom words your keyboard has learned and returns it to its default state. Just be very careful not to accidentally choose to reset your whole iPhone!

Set up Text Replacements for ChatGPT

If you want another handy tip for using AI on your iPhone, check out the Text Replacement feature. This is for things like “omw” which turn into “On my way!” when typed. The full text appears, and you can insert it by tapping the space bar.

If there are things you type a lot of the time in ChatGPT then you can create Text Replacement features for them. For example ;short could expand to “Keep your answer concise and don't repeat my question”, or ;spoiler could become “Don't reveal anything beyond the episode I've told you I've watched.”

This is a genuinely useful ChatGPT power-user trick. To enable this feature go to Settings > General > Keyboard > Text Replacement, then tap the + button. Enter the full instruction in the Phrase box and the short version you want to type in Shortcut.

One bonus trick

My last favorite keyboard feature is the spacebar cursor. You probably know this, but if you don’t then it’s another revelation for making text edits to things you’ve typed on an iPhone. Hold down the spacebar and the entire keyboard becomes a trackpad, so you can precisely reposition the cursor when ChatGPT prompts get long.

Turning Predictive Text off still remains the best thing I've done on my iPhone for a while. I think the original idea behind Predictive Text was good, and if I’m only ever typing a few text messages a day on my iPhone then I can live with it. But in the age of AI, where I’m continually writing long prompts into ChatGPT, I'm better off without it. Let me know how you get on if you disable it too.

As Tim Cook prepares to vacate his role as Apple CEO on September 1st and John Ternus assumes control, people have asked me what Cook is like and how he compares to Ternus. I can't say I know either man well, but I do know them and have, over the years, had the opportunity to speak to each of them.

In due time, both will be part of a very small club: men who have stepped into running one of the biggest and most important tech companies on the planet. When Cook took over, it was shortly before one of Apple's most important launches: the iPhone 4S and, not coincidentally, Siri (yes, the original Siri). 15 years later, Ternus becomes Apple CEO at another pivotal moment: the launch of the first folding iPhone (maybe called the iPhone Ultra) and the full release of Siri AI.

How Cook in his day and Ternus next month deal with consequential moments is surely tied to their personalities. Leaving aside the scripted moments and the strategic imperatives that drive such days, it's who these men are that define the events. I'm not sure I ascribe to the idea that a company reorients itself in the image of its CEO, but it's hard to argue with the notion that who a person is does impact products, partnerships, and corporate culture. Even relationships with people like me (media journalists) will vary depending on leadership.

Cook and his Apple legacy

I thought about all of this as I watched Cook struggle a bit this week with a question from CBS News Correspondent Jo Ling Kent, who was interviewing the outgoing Apple CEO at the opening of a new Mac Mini plant in Houston, Texas, the first such US plant in ages to build consumer-grade Macs on US soil.

Kent reminded Cook that he once said Apple co-founder and former CEO Steve Jobs' legacy was innovation and wondered what his would be.

Anyone who knows Cook or has spoken to him even a little bit would know that he's not the self-aggrandizing type and is not obviously introspective. In my conversations, I found a genial and extremely polite man who could be a bit guarded (though he is far more approachable than Steve Jobs ever was). He's quick with a handshake and smile, but not one to slap you on the back and share a joke or a secret.

I somehow knew that Cook would not be defining his own legacy. Instead, he told Kent that should be left to others, but he hoped that "people say I was a good and decent man, then I feel like I will have achieved something."

In direct interactions and for much of his Apple tenure, I think Cook's basic decency was on display. Far more so than his predecessor, Cook spoke about Apple as a force for good, helping people, protecting the environment, and adding DEI principles to Apple's corporate policies that remain in place to this day.

Cook's reputation for goodness and decency may have taken a hit in public discourse when he appeared to align himself and Apple with divisive US President Donald Trump. The work has mostly been part of an effort to bring manufacturing back to the US, though some might argue Apple was strong-armed into it by Trump's threat of exorbitant tariffs. In fact, the completion of the Mac Mini plant is a direct result of the promises Cook made to Trump.

The complication of legacy and compromise

I, like many others, have struggled to reconcile the Cook I know with the man I saw handing Trump a golden trophy. Cook has since said the trophy was not a political statement and later told Esquire, "I’ve interacted with governments all around the world, some that I have very different views on. But I think until you engage, you never know — you never understand — where somebody else is coming from. And you have no influence at all."

This statement dovetails neatly with Cook's southern personality, which is focused on politeness and compromise, but also an iron will that allows you to ride the middle while still getting things done.

Cook would never tell you what he thinks of Trump, certainly not now or even when he becomes Executive Chairman on September 1, though I doubt Cook would be surprised if he heard Trump say he's unconcerned if people think he's been a good and decent man.

Which brings me to Ternus. Over the years, I've spoken to him mostly about products and technology, but have had a few moments where we just chatted (briefly), and I could immediately see how different he is from Cook. Ternus seems quicker to laugh, joke, and is maybe a little less guarded and focused on politeness. Perhaps it's his bi-coastal background (born in California, schooled in Pennsylvania), but there's no southern gentility here.

Apple CEO is not, fundamentally, a personality-driven role, not since Jobs, a true iconoclast, died. Cook has ultimately been more of a traditional CEO whose personality came second to the job. Ternus will surely be no different.

Whatever Cook's true legacy (services, health, Apple Watch, a trillion-dollar valuation), it'll soon be Ternus's time, and his moment to start building his own legacy, one that will also be judged and declared by others.

The Solar Eclipse did not bless my region with the full Monty, with the moon only managing to take a small bite of the sun. That, though, was enough for me. As soon as I donned my protective glasses and saw the celestial show, I had to document it in pictures.

Cue the struggle montage.

As I learned in previous solar eclipse events and, honestly, through years of photography, you can not shoot the sun or an event like a full or even partial solar eclipse with just your camera or smartphone. I don't care about how many megapixels you have or the size of your lens. In fact, shooting without lens protection could destroy the sensor on your digital camera or smartphone.

For this task, I pulled out a couple of tripods and grabbed both the iPhone 17 Pro Max and the new Samsung Galaxy Z Fold 8 Ultra. I also grabbed two pairs of protective Eclipse sunglasses I'd held onto since the total solar eclipse of August 21, 2017.

Setting uop for the big eclipse show

First, I placed the phones in their respective tripods and smartphone holders. After aiming the cameras at the sun and figuring out which of the three lenses on each phone were the telephoto lenses, I took the eclipse sunglasses and positioned the filters over each telephoto lens.

On the iPhone 17 Pro Max, I immediately struggled to get the phone's camera system to stick with the right lens. I would uncover the lens array to find the sun and then flip the filter back on, which is so dark that the sun, when I could find it, would become an orange blur. Even when I held my finger on the screen to lock the exposure, as soon as I moved or made any kind of adjustment, I'd lose the lock. And, honestly, it was never in focus.

No matter what I did, I couldn't get the telephoto camera to match the necessary zoom, exposure, and focus. In fact, I soon realized that without a way to manually control the focus, this would never work.

Meanwhile, on the Samsung Galaxy Z Fold 8 Ultra, I had more luck getting the right focus and exposure, especially once I switched to Pro mode (under More in the camera app), but the images didn't really come together until I zoomed past optical and into digital zoom. The photos look good, but I'm not sure I can trust them as representing reality.

I switched back to the iPhone 17 Pro Max Eclipse photo project.

For full control of the iPhone camera system, I downloaded the Halide app. It surfaces controls for everything from ISO to white balance and, more importantly, exposure and focus. Even better, Halide settings remain until you change them, just like a pro-level camera. Once I found the right combination of exposure, ISO, zoom (8x sensor crop), and focus, I just kept shooting.

In my haste, I neglected to switch to Apple's RAW shooting mode, and the filter slipped a bit, so it wasn't perfectly flat or positioned against the lens, which may account for the purplish hue of my photos and the slightly 3D effect. Even so, I like the results.

Obviously, these are still smartphone photos and don't compare to what I could capture with my Sony A6000 and the right filter, but they are pretty cool nonetheless.

Apple may or may not be working on a mostly-glass 20th anniversary iPhone. This long-rumored passion project would not necessarily transform the iPhone into a fully translucent device, but would extend the front and back glass panels so that they almost meet around a far thinner metal border.

But like a rabbit hiding inside the secret compartment of a magician's hat, the device, depending on your perspective, might not exist and may only appear through the force of sheer will or alchemy.

What's not in question is that the iPhone will celebrate 20 years of existence that started on January 9, 2007, the day Apple founder and CEO Steve Jobs held it aloft at Macworld in San Francisco. That it didn't ship for another six months is unlikely to dissuade Apple from engaging in some introspection and external celebration.

That might include a glassy iPhone.

On one side, we have an analyst stating that, owing to poor manufacturing yields, Apple scrapped plans for the 20th anniversary device. On the other side, we have Apple soothsayer Bloomberg's Mark Gurman claiming the glass iPhone is on track. In the middle, though, is the reality of a device that challenges the limits of physics and promises more glass than metal.

I think it's safe to say that Apple will ultimately produce an exciting, albeit practical, 20th anniversary device that we may get off-schedule in mid-2027. If the design is particularly challenging, then it may be a limited run, priced like a museum piece, and mostly never used by the relative handful or so Apple enthusiasts who manage to score one.

Buried under the [rumor] mill

The entire saga, though, led me to a different realization. I mean, what are we even talking about here? This conversation about a 20th anniversary iPhone is raging (and has been for years) just weeks before Apple unveils not just its iPhone 18 line, but the highly anticipated folding iPhone or iPhone Ultra.

That's a big deal, even more so because the flexible device will be held up not by long-time CEO Tim Cook, but by John Ternus, who will have officially taken over the reins just days before (September 1). It's a huge moment for the company and the tech industry.

And yet we're still obsessed with "what's next?"

No doubt, most tech companies suffer from this a little bit, but nothing like the insatiable curiosity that's dogged Apple since the launch of the first iPhone. The tech rumor mill was, in some ways, developed simply to support all the leaks and guesswork surrounding much of what Apple does, especially as it pertains to the iPhone.

This impulse didn't take years to develop. It was on full display in 2007. This October 9, 2007, story mused about whether or not the next iPhone would feature an Intel chip. This CNet feature obsessed somewhat presciently over a potential name change ("the 2G iPhone"). And the 2009 YouTube video went on an iPhone design deep dive, even touching on the never-delivered "iPhone Nano".

Apple, I'm certain, doesn't mind the attention, and as long as the leaks are not breaking the law or revealing clearly stolen information, they're happy to let the rumors percolate. For those working on these new devices, however, there must also be some level of frustration.

Just imagine if you're working on a big project and your customers say, "Yeah, great, but what about the next one?" Or every time you serve dinner, your family asks what you're making for tomorrow or begins speculating on what you might make and how it'll obviously be better than what you just served.

Apple can never get away from attention, turning our distractible heads toward the future.

When I attend an Apple iPhone launch event, I always laugh at how stories about the next iteration appear right after the launch of the still new iPhone — one I haven't even reviewed yet.

None of this serves consumers, who are usually still struggling to understand their current devices and maybe some of the new hardware currently on offer. Talking about a distant and sometimes improbable future only confuses and probably frustrates them.

Who is this serving?

Lately, the impulse to look past the present is creating this sonic dissonance wherein the pundits cannot even agree on the fundamentals of an uncertain future. They're free to make proclamations, even wildly different ones, because Apple will naturally never tell them (or us) otherwise. The information is so contrasting that it becomes useless (even if markets sometimes move on these rumors).

It's gotten so out of hand that we're already discussing the iPhone Ultra 2 and the Ultra 3. That's right, the unreleased folding phone has, according to rumor, been greenlit for second and third iterations. This is the only scientific proof we have that vacuums have weight and, in fact, get heavier over time. (Narrator: Pure vacuums have zero mass and weight.)

What if we stopped trying to fill these information vacuums with pure speculation and unfounded guesswork? What if we stopped fixating on the "what's next" and stuck with the "what's new," especially at least until we understand the impact of the new thing?

How, for example, will the folding iPhone, which may or may not be called Ultra, fare? It too is entering an uncertain future where it will compete with the well-established Samsung Galaxy Z8 line, especially that oddball Samsung Galaxy Z Fold 8.

As you may have noticed, for as popular as Samsung is, it doesn't really suffer or enjoy a rumor mill in quite the same way. Yes, there are always rumors about the next Galaxy line, but they're usually confined to the upcoming model release and not two or more years down the line.

I'm excited about Apple's next iPhone and am honestly over speculating about anything beyond that. Perhaps you and Apple are too.

The iPhone Ultra probably won’t launch for around another month, but we already have a fair idea of what to expect — and that’s not just thanks to leaks and rumors, but also because Samsung has launched what we think is a very similar phone.

That phone, of course, is the Samsung Galaxy Z Fold 8, a foldable device with a passport-like form factor, which is very much in line with what we’re hearing Apple is planning for its first foldable, reportedly called the iPhone Ultra.

That form factor, and particularly the screen sizes and shapes it results in, are arguably the most interesting things about these phones, since they’re different to the book-style and clamshell-style foldables we’re used to seeing.

But just how similar will the screens on these two phones be? Well, while we won’t be certain of anything until Apple unveils the iPhone Ultra, we’ve taken some educated guesses below, based on leaks and rumors about that phone, coupled with the confirmed specs of the Galaxy Z Fold 8.

How will their foldable screens compare?

Much like the Samsung Galaxy Z Fold 8 Ultra, the Galaxy Z Fold 8 folds open like a book, but unlike the tall and narrow Z Fold 8 Ultra, it has a slightly smaller and more passport-like display, and we’re expecting something similar from the iPhone Ultra.

To be more specific, the Galaxy Z Fold 8 has a 7.6-inch 1828 x 2448 AMOLED screen with around 403 pixels per inch, a peak brightness of 3,000 nits, and an aspect ratio of 4:3.

That aspect ratio makes it more suited to watching widescreen video than typical book-style foldables like the Galaxy Z Fold 8 Ultra, as our content viewing comparison shows, and speaking of books, it’s arguably also a better shape for reading, too.

So, what of the iPhone Ultra? Well, going by leaks, this device will probably have a foldable display of between 7.7 and 7.8 inches. Different sources point to slightly different numbers, but all the recent leaks put it in roughly that range.

So that would make it ever so slightly bigger than the Galaxy Z Fold 8’s screen — though still smaller than the 8-inch Galaxy Z Fold 8 Ultra.

We’re less sure of what the resolution will be, but leaker Digital Chat Station (via MacRumors) claimed last year that it would be 1920 x 2713 and that it would have a 4:3 aspect ratio. Though it’s worth noting that this resolution wouldn’t actually yield a 4:3 aspect ratio, so at least one of these numbers must be at least slightly wrong.

In any case, 4:3 would make for the same aspect ratio as the Galaxy Z Fold 8, and while this rumored resolution would be slightly higher, the marginally bigger display size should mean it still offers a similar number of pixels per inch.

We’re inclined to believe the aspect ratio here more than the resolution, as leaked renders of the iPhone Ultra show a very similar screen shape to that of the Samsung Galaxy Z Fold 8.

We also fully expect the iPhone Ultra to have an AMOLED screen, just like Samsung’s phone, since other iPhones use that too.

We haven’t heard much about the iPhone Ultra’s screen brightness, but the iPhone 17 Pro, for example, has a 3,000-nit peak brightness, so the iPhone Ultra might well match that — and match the Galaxy Z Fold 8’s brightness in the process.

In which case, there may be no significant difference between their foldable screens, with the iPhone’s probably just being slightly larger — though it may also have a less visible crease, if rumors are to be believed. The iPhone Ultra’s corners are also likely to be curvier than the Z Fold 8’s, based both on leaks — such as the dummy unit above shared by Sonny Dickson — and Apple’s typical design practices.

How will their cover displays compare?

The Samsung Galaxy Z Fold 8 has a 5.5-inch 1248 x 1972 AMOLED cover screen with around 428 pixels per inch, and with an aspect ratio of 16:10. This leaves it a bit more of a square shape than the screens on most phones.

As for the iPhone Ultra, that could either have a 5.49-inch cover display with a 1422 x 2088 resolution (according to the source detailed in the section above), or a 5.3-inch cover screen (according to a paywalled report on The Information). So, in other words, it might either be slightly smaller than the Z Fold 8’s cover display or roughly the same size. It will also most likely use AMOLED tech, since other iPhones do.

Not much has been said about the iPhone Ultra's outer aspect ratio, but this again is likely to be similar to the Galaxy Z Fold 8’s 16:10 one — both because it looks similar in leaked renders and dummy units, and because that would make sense if its internal aspect ratio is the same, as has been rumored.

So, as with their foldable screens, the main difference between the cover screen on the iPhone Ultra and the Samsung Galaxy Z Fold 8 might just be their size, with Apple’s possibly being slightly smaller in this case — though some leaks suggest there will be no real difference there either. In which case, it could just be the iPhone’s potentially curvier corners that set it apart.

How will their dimensions compare?

Screen sizes have a major impact on dimensions, but they’re not the only factor, with bezels and internal components also playing a role, so how will the iPhone Ultra compare to Samsung’s passport-style foldable there?

Well, the Samsung Galaxy Z Fold 8 is 123.9 x 161.4 x 4.5mm when unfolded and 123.9 x 81.9 x 9.7mm when folded shut.

Sources aren’t in total agreement about the iPhone Ultra’s dimensions, but going by various leaks, it seems likely to come in at 120.6 x 167.6 x 4.5-4.8mm when unfolded and 120.6 x 83.8 x 9.0-9.6mm when folded, so it’s mostly just the thickness that there’s disagreement on.

That, in any case, would make the iPhone slightly shorter than Samsung’s phone but also marginally wider. When unfolded, it could be either the same thickness or slightly thicker, and when folded shut, it would seemingly be marginally slimmer.

Based on these rumored screen sizes and dimensions, which foldable phone would you rather buy? Let us know in the poll or comments section below.

You could be sitting on a treasure trove of fantastic iPhone, iPad, Mac, and Apple TV games and not even know it.

Apple Arcade might be one of the most underrated gaming services on the market right now, with many Apple One subscribers not even realizing that it is included in all tiers of the service. You can also subscribe to it separately and you could even be able to access a generous free trial right now if you're reading this on a shiny new Apple device.

But what exactly is Apple Arcade, how much does it cost, what kind of games can you play on it, and, perhaps most importantly, are any of them actually good? I've spent the last week really sinking my teeth into the service in order to find out and deliver this ultimate guide to everything that you need know.

From all the basic facts to a bumper list of my personal game recommendations and even a personality quiz to match you to titles that you might like, everything here is intended to help you walk away an expert in all things Apple gaming.

The ultimate guide to Apple Arcade

Whether you're a die-hard mobile gamer or a newcomer to the world of portable play, Apple Arcade will likely have something for you.

The subscription service gives you access to hundreds of games for your iPhone, iPad, Mac, or Apple TV, ranging from revamped mobile classics including Angry Birds Reloaded and Doodle Jump 2+ to original and exclusive games in massive franchises such as Sonic the Hedgehog with Sonic Dream Team. All of the included titles have absolutely zero ads and no microtransactions, meaning that they offer a more premium, console-like experience than you would get with many other App Store titles.

Most Apple phones now come with a free three-month subscription to the service, giving you the perfect opportunity to take your shiny new hardware for a whirl. Even if you're using an older device, there's still a one-week free trial that new subscribers can take advantage of, in order to see what the service offers and work out whether it's a good fit for them.

The only problem? With so many titles on offer it can be hard to know where to start, even if you're already a subscriber. That's why I've created this short personality quiz, which is designed to find out what kind of gamer you are and deliver a selection of recommendations. The recommended games have been personally tested by me, and are what I believe should suit your taste.

Did you find this quiz useful, or do you think I missed the mark with my picks? Let me know in the comments, and don't hesitate to drop your own game recommendations if you have them!

It's been a huge week for me here at TechRadar. I managed to convince my boss that it was a good idea for me to sit at my desk for five whole days and play all 200+ games available as part of the Apple Arcade service on my phone.

If it sounds like a ridiculous idea, that's because it really is. Honestly, in my rush to get paid to play some games on my phone, I don't think I actually considered just how long the task would take. That became painfully apparent when I actually started on Monday, and the fact that I was about to spend hours and hours flicking through apps set in.

Still, I managed it — even if the quest ended up sapping up all of my free time. I spent entire evenings lying on the sofa planting crops in Stardew Valley+, whole meals with one finger guiding an escaping explorer in Temple Run Legends, and my hour commute with both eyes glued to Suika Game+ . If I had just one hand free at any given time this week, I was using it to play an Apple Arcade game. Thankfully, I didn't have to drive anywhere.

Now, to be clear, I didn't spend an equal amount of time in all of them. It's easy to sink a few hours into the pixel survival action of Vampire Survivors+, for example, but literal torture to do the same in Play-Doh World (which is basically just a sensory experience for toddlers).

Still, I can now say with confidence which ones are truly worth getting into and, while the following eight picks are by no means an exhaustive list of everything worth playing on the service (just look at the honorable mentions for even more greats), they are the games I've had the most fun with so far and will coming back to time and time again in the weeks and months to come.

Top eight

8. Squiggle drop

Squiggle Drop is one of the biggest surprises I've had while exploring Apple Arcade. It's an easy-to-understand puzzler that has you drawing shapes to complete different objectives and, with basic graphics and a spartan interface, looks like a pretty simple game.

That simplicity is one of its biggest strengths, however. The controls are eminently approachable; just drag your fingers around the screen to draw, and all of the levels have multiple solutions that reward creativity and mean that you never feel like you're truly at a loose end.

There's loads of variety to boot. One mission could have you drawing a container to save a birthday cake from the rain, while another might require a more complex creation to catch an underwater fish.

With more than 250 puzzles (some of which are pretty darn difficult), rotating daily challenges, a raft of achievements to obtain, and even an in-game town that you build as you progress, it's the perfect game to pick up and play when you get a few spare moments in an otherwise busy day.

7. Lego Star Wars: Castaways

Lego Star Wars: Castaways is yet more proof that you should never judge a book by its cover (or, I guess, an app by its icon art). What I thought was going to be a generic kids' game turned out to be a really approachable and quite charming MMO.

You create a custom Star Wars hero and drop into a shared hub world that you can explore while surrounded by other real players, before dropping into iconic locations from the movies (explained in-game as a training simulation) to battle waves of Stormtroopers, Tusken Raiders, Battle Droids, and fearsome bosses like Darth Vader either solo or with up to three friends.

There are four character classes to unlock, focusing on ranged laser blaster combat, powerful force skills, team support, and stealth, and they all have meaty upgrade trees in addition to a range of distinct weapons to try. Character customization is also strong, and you can unlock loads of different hats and outfits using currency you obtain by completing quests and missions.

I had a lovely time with it as an adult, but there are some smart safety features that make this a great pick for children as well. Your character name, for example, is chosen from a random selection of suitably Star Wars-sounding words (I foolishly flicked past 'Jar-Jar Skywalker' when it popped up as an option) and numbers. There's also no direct text or voice chat function, though you can communicate through a small selection of emotes.

6. Angry Birds Reloaded

Angry Birds is a game that needs no introduction. This legendary early App Store sensation spawned countless sequels, spinoffs, theme park rides, a TV show, and even two popular animated films with a third set to release later this year.

Reloaded is basically the definitive Angry Birds game, bringing together the levels from the classic Angry Birds and its sequels Angry Birds Seasons, Angry Birds Space, and Angry Birds Stella (the latter two aren't even available on the App Store in their original forms anymore, making this the only way to officially play them) in addition to loads of new ones.

It offers the classic bird-slinging action that made the series so popular, now spruced up with shiny new graphics that look lovely even blown up on a big screen. All of the new content means that it's a joy to dip into even if, like me, you completed all of these games back in the day.

For newcomers, it's the absolute best that the series has ever been, with the best-looking graphics, all the greatest levels, and absolutely no ad interruptions. Get it downloaded, and find out why it was such a hit.

Top five

5. Disney Dreamlight Valley Arcade Edition

If after a busy day you just want to kick back and escape to a fantasy world, then Disney Dreamlight Valley is for you. This life simulator thrusts you into a magical town filled with iconic Disney characters that has fallen into disarray. A mysterious malevolent force is taking over in the form of dark roots that sap away memories, and it's up to you to get rid of them all and restore everything to its former glory.

From relaxing farming to designing your own cute cottage and customizing your outfits, everything here seems designed to bring nothing but the most chill vibes. There's a good sense of progression as new areas are steadily unlocked while you play, bringing the worlds of new Disney franchises into the mix.

On that note, it's hard to overstate the joy of interacting with some of the company's best characters. I've never been a massive fan of Mickey Mouse, Donald Duck, or Goofy, but even I can't stop myself from smiling when I unlock childhood favorites like Ratatouille's Remy, Wall-E's Eve, or Peter Pan's Tinker Bell.

Although you can pick up Dreamlight Valley on other platforms, the Arcade Edition comes packed with all of the latest free updates and access to the biggest paid expansions at no extra cost. It looks great and controls well on a phone, too.

4. Sid Meier' Civilization 7 Arcade Edition

The Arcade Edition of Sid Meier's Civilization 7 is the real deal, bringing all the strategic brilliance of the latest Civilization game to mobile with few real compromises aside from some missing DLC.

If you're unfamiliar with the franchise, it tasks you with building and governing a historical society from the ground up in a randomly generated world. You build cities, conquer territory, develop new technology, and interact with other competing societies. Whether you form trade alliances and live peacefully alongside your neighbours or wage war is entirely up to you.

Unlike past games, Civilization 7 added the ability for your empire to evolve, giving you the choice to swap between different cultures for unique bonuses, special buildings, or exclusive units.

The level of depth here is simply unparalleled in the mobile space, and as games can take tens of hours at a time, it's great to be able to take it all on the go.

Top three

3. ‎Taiko no Tatsujin Pop Tap Beat

Taiko no Tatsujin is a name you'll recognize if you've even been to an arcade in Japan. It's a simple but addictive rhythm game all about hitting a big drum in time with the beat, a gameplay perfectly suited for a touchscreen.

Tap either side of the on-screen drum in time with the blue icons or either side of the middle for the red ones, with bigger notes needing both sides at once. It starts off simple, but as the difficulty ramps up, beats that you have to hold are introduced, alongside ones that have you hammering the screen as quickly as possible with your fingertips.

The song selection is brilliant if, like me, you love Japanese music with a good mix of J-pop hits, Vocaloid classics, and music from popular anime. If that's not your speed, there are plenty of original songs, a whole load of classical music, a few tracks from Western blockbusters like Indiana Jones, plus viral sensations such as Baby Shark.

Nothing quite compares to the joy of mastering a song and, with so many to choose from and a wide range of difficulty levels to beat, Taiko no Tatsujin Pop Tap Beat is almost impossible to put down.

2. Sonic Dream Team

What if I told you the best new 3D Sonic the Hedgehog game of the last decade was an Apple Arcade exclusive? It sounds hard to believe, but Sonic Dream Team is so good that I would recommend it even if you're not a Sonic the Hedgehog fan.

This 3D platformer has the iconic blue hedgehog navigating a series of dense worlds with impeccable dream-like visuals, hopping between floating platforms, boosting your way down high-speed rails, and dispatching enemies with homing attacks. The action certainly isn't as fast as some of the 2D Sonic the Hedgehog games, but the precise controls mean that it feels excellent nonetheless.

It's not the longest experience on Apple Arcade, lasting just a couple of hours, but it is highly replayable with six swappable characters (including a rare Cream the Rabbit appearance), each with their own distinct pacing and unique roster of abilities to experiment with, a ranking system to chase high scores, tricky challenge stages, and unlockable powers.

There are also loads of collectibles to seek out, so true completionists have plenty to chip away at even after the credits have rolled.

1. What the Golf?

If I were forced to pin down one overall favorite among everything that I played this week, then What the Golf? is the obvious choice.

It's an unapologetically ridiculous physics-based game that is only really about golf in the loosest sense. Levels are incredibly creative, and no two are the same, having you putt everything from hot dogs and cars to live horses and entire houses into the hole.

It's consistently surprising and endlessly amusing, with mechanics and even the game's perspective shifting on a level-by-level basis. It's all underpinned by an expressive, minimalist art direction, a sleek interface, upbeat music, and a barrage of punny humor. The brilliant use of haptics also deserves some credit, giving everything you punt a distinct feeling of weight to it.

In addition to a lengthy main campaign, there is a generous selection of daily courses, bonus episodes, special events, online leaderboards, and more. Indie game fans will recognize loads of crossovers and references, too. It's nothing short of a joyous time.

Even more picks

Honorable mentions

I wanted to keep my recommendations concise and varied, with a good mix of genres, art styles, control methods, and so on represented. That doesn't mean that I don't have loads more recommendations, though, so here are some more strong picks that didn't quite make the full list for one reason or another.

• Fantasian is a sprawling RPG adventure with a beautiful miniature art direction.
• Monument Valley+ and Monument Valley 2+ are two stunning indie puzzle games that play with perspective in interesting ways.
• NFL Retro Bowl '26 offers a surprisingly meaty football simulator delivered through charming pixel-art graphics.
• Stardew Valley+ combines relaxing farming with social simulation as you build relationships with a cast of memorable characters in a cozy town.
• Suika Game+ has you merging different fruits in an easy-to-understand puzzler that's taken the internet by storm.
• Puyo Puyo Puzzle Pop is an exclusive entry in the long-running Puyo Puyo series that's filled with its trademark Tetris-like puzzle battles.
• MySims and MySims Kingdom are both expansive, feature-complete ports of classic The Sims spinoff games.
• Vampire Survivors+ brings the viral wave survival game to mobile — be warned that hours can vanish in the blink of an eye.

Remember when mobile gaming was fun?

Back in the day, you could just scroll the App Store, pick out an icon or two that you liked the look of, and have a new game downloaded and ready to play in just a few moments.

Booting them up, you’re not confronted with a 29.68GB additional download that you have to stay on one screen to complete, a wall of sketchy in-app permissions to accept, or a page demanding that you sign in with some iffy third-party account — just a neat little self-contained experience designed to help you kill a few hours on the train.

Though they seemed simple, many of the best App Store games were quietly revolutionary. Angry Birds and Fruit Ninja pioneered intuitive touch-screen controls, while Doodle Jump smartly utilized the iPhone’s accelerometer to show how hardware features could become core gameplay mechanics.

Statista estimates that there are now more than 180,000 mobile games available on the App Store. But when was the last time you installed one that felt genuinely exciting, rather than like a thinly veiled scheme to force ad views, harvest personal data, or pressure you into pricey Gacha Pulls? That’s exactly where Apple Arcade comes in.

Back in time

Having spent the last week diving into all 200+ of the titles available on the service, I can’t help but think that Apple’s highly curated library of mobile titles feels like a journey back in time to the App Store’s glory days.

The whole experience is completely seamless. You sign up for $6.99 / £6.99 / AU$9.99 a month and can immediately jump into browsing the games. They’re all contained in a dedicated Arcade tab in your iPhone’s App Store, so there’s no ambiguity about whether the app you’re looking at is part of the service or not.

Although the selection here is nowhere near as expansive as the regular games tab, it feels genuinely curated and cuts out huge amounts of clutter and spam.

No matter what you like to play, there’ll be at least a few games for you. An impressive variety of genres are represented in the catalog: there are plenty of massive role-playing games (RPGs) that you can sink hours into, be that Trials of Mana+ or Final Fantasy+, fast-paced racers such as Asphalt 8: Airborne+ and Sonic Racing, head-scratching puzzlers in Monument Valley+ and Lego Builder’s Journey, and so much more.

Those iconic early mobile titles I mentioned earlier? They’re back too in new and improved forms that make them a nostalgic joy to revisit. There’s a full-on Angry Birds remake with enhanced graphics and extra levels, an expanded Doodle Jump sequel that updates the hand-drawn graphics and adds new environments, and a Temple Run successor that trades the endless format for challenging levels that are better-suited for short bursts of play.

The innovation of the early App Store is there too. RPG Fantasian wows with incredible art direction that sees you exploring hundreds of beautiful real-world dioramas that were digitally scanned into the game, while bonkers sports simulator What the Golf? takes full advantage of punchy iPhone haptics to add real weight to its wacky physics challenges.

No distractions

The games are all entirely devoid of ads and microtransactions, so you never have to deal with a frustrating splash screen or pop-up that takes you out of the action.

This means that most of the games will work entirely offline as well, just like they did back in the day. I had practically given up playing mobile games on my commute before getting into Apple Arcade simply because it was so hard to find titles that wouldn’t kick me out the second my train went into a tunnel.

There are no sign-in screens anywhere, and most games don’t even request permission to send push notifications. Your progress will even automatically sync to the cloud so you can continue playing on your iPad, Mac, or Apple TV when you get home.

Oh, and you don’t need to worry about your privacy in all this either. Apple says that all of the games in the service have no third-party tracking software and don’t collect any advertising data. All that, to me, is certainly worth paying for.

If you're a die-hard iPhone user, then there's a strong chance that you already have access to Apple Arcade and don't take full advantage of it. The gaming service is currently included with all tiers of the Apple One subscription — an all-in-one bundle that also includes the likes of iCloud Plus, Apple TV Plus, and Apple Music in one monthly fee.

Even if you don’t pay for Apple One, a free three-month trial of Apple Arcade comes bundled with every new iPhone, iPad, Mac, or Apple TV, plus, the service is available as a standalone subscription if you don’t want it bundled with anything else. Sounds great, right? But what actually is Apple Arcade, how much does it cost, and is it really worth the price?

I’ve spent this week getting to grips with all things Apple Arcade, from diving into some of its biggest exclusive games to comparing it to other competing services, in order to bring you this comprehensive breakdown of everything you need to know about it. Read on and become an Apple Arcade expert.

What actually is Apple Arcade?

Apple Arcade is a gaming subscription service by Apple designed for its iPhone, iPad, Mac, Apple TV and even Apple Vision Pro devices. It launched in September 2019 and gives you access to a huge library of more than 200 premium games that you can download and play offline.

Unlike many titles that you might download from the App Store, Apple Arcade games are wholly devoid of both ads and in-app purchases. They are complete experiences that you can dive into without the risk of annoying interruptions or being asked to shell-out real world cash for in-game items or downloadable content (DLC).

What kind of games are included?

There are more than 200 games available on Apple Arcade, with options across a wide variety of genres. This includes a selection of high-quality original games such as fast-pace platformer Sonic Dream Team, cozy life simulator Hello Kitty Island Adventure, and beautiful role-playing game Fantasian.

There are also some ports of console and PC games, such as hit strategy game Sid Meier's Civilization 7 Arcade Edition, Disney life sim Disney Dreamlight Valley Arcade Edition, and indie roguelike Cult of the Lamb.

You will also find loads of premium versions of existing mobile titles with no ads or microtransactions in the likes of Doodle Jump 2+, Fruit Ninja Classic+, Bloons TD 6+, and much more.

You can use our quiz below for some hand-picked recommendations.

How much does Apple Arcade cost?

The Apple Arcade standard plan costs $6.99 / £6.99 / AU$9.99 a month.

You can save some cash by opting for an annual plan instead, which is $49.99 / £49.99 / AU$79.99 — a saving of $33.89 / £33.89 / AU$39.89 compared to 12 months of monthly payments.

No matter which of these two options you choose, you can share your Apple Arcade subscription with up to six family members at no extra cost.

Apple Arcade is also available as part of all Apple One tiers (Individual, Family, and Premier). Unlike Apple Arcade, Apple One is not available in an annual subscription format, so you can only pay for it on a monthly basis. You can view and compare all of the options below.

How to claim your Apple Arcade free trial

In most regions a new iPhone, iPad, Mac, or Apple TV now comes with a three-month free subscription to Apple Arcade. The offer is only valid for 93 days (that's roughly three months), so if you have an eligible device you should consider claiming it quickly if you're interested.

To do so, simply follow these four simple steps

1. Open the App Store on the eligible device
2. Tap the Apple Arcade tab at the bottom of the screen
3. The offer should appear automatically
4. Follow the on-screen instructions to redeem it

If you're not eligible for a complimentary three-month subscription, there's no need to worry — because new subscribers can still claim a one-month trial via the App Store.

Whether you claim three months or one month, bear in mind that a valid payment method will be required in order to get set up. This will be billed at the standard subscription price when your promotional period is over, so remember to cancel your subscription if you want to avoid any charges.

You can find out how to do this on the official Apple Support page.

Do you need a controller to play Apple Arcade games?

You don't actually need a controller to play the majority of Apple Arcade games. On iPhone and iPad, almost every title supports full touch screen controls and can be enjoyed without any extra hardware.

If you're playing on Mac, many titles support keyboard and mouse controls.

On Apple TV, you're most likely to need a dedicated gamepad as there are only a few titles that work well with the included remote.

Of course, lots of games still allow you to use a controller on any device even if it's not strictly required and I'd recommend it if you're after an even more console-like gaming experience.

You can see some models that I've personally tested and would recommend for Apple Arcade below.

What about the competition?

If you're strictly looking for a gaming subscription service for your iPhone, then Apple Arcade doesn't really have much direct competition.

The biggest alternatives on that platform are cloud gaming services such as Amazon Luna, which you can access through your iPhone's web browser. These stream games to your phone directly from a cloud server, which means that they require a constant internet connection and cannot be accessed offline.

They also don't work too well with on-screen controls, which means a controller like the dedicated Luna Wireless Controller is required for anything but the most casual titles.

That said, cloud gaming does have some big advantages. You can access full console or PC games, including massive titles such as Fortnite, Fallout 4, or Shadow of the Tomb Raider. As they do not rely on your local hardware, they can also offer high-end graphics features such as maximum in-game settings and ray tracing — though slow or choppy internet can negate this by introducing visual artifacts.

If you have access to an Android Phone, Google Play Pass is a potential alternative. It's cheaper than Apple Arcade but similarly grants access to loads of mobile games with zero ads or microtransactions. It also includes some productivity apps, meaning that it's a little more versatile than the strictly gaming-focused Apple Arcade.

That said, its software library feels much more chaotic and less curated. It also lacks the compelling exclusive releases that I think really bring a lot of value to Apple Arcade.

Apple Arcade FAQs

While Apple TV first showed that the iPhone 17 Pro and iPhone 17 Pro Max could handle the demands of a live professional sports broadcast during Friday Night Baseball, the company has since expanded their role into Major League Soccer, using the smartphones to capture angles traditional broadcast cameras simply can't.

Nearly a year after Apple first put iPhone 17 Pro Max units into a live sports broadcast workflow, the cameras are back for 2026 MLS All-Star Week in Charlotte, North Carolina. During the July 28 Skills Challenge and the July 29 MLS All-Star Game, iPhone 17 Pro Max can be mounted behind goals, attached to Magic Arms — articulated mounts commonly used in film and broadcast production — and carried on Ronin gimbals by roaming camera operators. If a penalty kick happens, one could even end up just feet behind the player taking the shot, delivering an even more immersive perspective.

I've been on the ground in Charlotte this week and caught up once again with Royce Dickerson, Executive Producer, Live Sports on Apple TV, to see how the company's approach has evolved over the past year. For Dickerson, the mission is no longer proving the iPhone belongs in a live broadcast — it's figuring out what broadcasters can do with it that they couldn't before.

"We’re always looking for ways to innovate and bring fans closer to the action," Dickerson told me. "How do we continue to be creative with the spaces that we have? Where can we stick iPhones that we haven't thought about before?... We're always striving for... what is that perfect shot? I don't think we've found it yet."

That shift in mindset is perhaps the biggest takeaway one year later. Apple is no longer asking whether the iPhone can work as a broadcast camera — it's asking how many more it can deploy and where they can go next.

'Just like another camera'

A year in, nobody on Dickerson's crew treats the iPhone as a novelty act anymore. He pointed back to that first Friday Night Baseball broadcast, when veteran director John Moore ended up cutting to the iPhone shot more often than he expected once he saw the picture quality for himself. Camera operators reached the same place, Dickerson told me that once they're familiar with the iPhone, "it's just like another camera to them."

That comfort is why Apple is running the setup weekly across both MLS and Friday Night Baseball now, rather than treating it as a special event. "I don't think we'd be doing it week-over-week in MLS right now and in Friday Night Baseball if everybody wasn't 100% comfortable with the camera," he said.

The hardware has diversified slightly, too — alongside the now-recognizable Cosmic Orange units, Apple has mixed in some silver iPhone 17 Pro Max cameras as well.

From four iPhones to 15 — and eventually 30?

Ask Dickerson what he took away from that first Fenway broadcast and applied directly to MLS, and his answer is immediate: they needed more iPhones.

That first game ran four units total — one on the Pesky Foul Pole, one tucked into the Green Monster, one on a Ronin gimbal, and one in the dugout. Seeing how unobtrusively that small footprint could be worked into a stadium convinced him the ceiling was much higher than four.

"We need more of them," he told me. "The small-scale size of that just showed me we can put iPhones anywhere. We need to be able to say, like, let's put 20 — what can we do that's crazy in a stadium that just provides full 360 coverage inside of a venue?"

That thinking has already become reality. For a dedicated MLS match shot almost entirely on iPhone, Apple deployed 15 iPhone 17 Pro Max cameras throughout the stadium — and Dickerson doesn't see that as a ceiling.

"I see a world where we have 20 iPhones. I see a world where we have like 30," he said. "With the confidence that everybody has in them now, the envelope's going to start getting pushed a little bit further out."

The workflow has caught up with that ambition. What used to take a full day of rigging and connectivity checks is now, in Dickerson's words, roughly a tenth of the time it took a year ago — purely a result of doing it week after week and building familiarity with the process.

Crews are still using Beastgrip rigs for mounting, but the iPad-based control setup I saw a year ago is gone: camera input and shading are now integrated directly into the truck's standard broadcast system, no separate tablet required.

Geometry is a key difference between capturing MLB and MLS

The biggest difference between MLB and MLS comes down to something surprisingly simple: geometry.

A pitch is the same size in Charlotte as it is in LA, Miami, or New York, and in many soccer stadiums, the stands run right up to the touchline — meaning a Ronin-mounted iPhone can get shockingly close to the run of play.

Baseball doesn't offer that flexibility. The foul lines are a hard boundary, and once you cross onto the field of play, that's it — no matter which park you're in, and no matter how the dimensions shift from stadium to stadium. Soccer's more consistent footprint, paired with sideline access, is letting Apple push cameras nearer to the action than it could at a ballpark.

That proximity has led to placements you wouldn't get near a diamond: a Ronin at the touchline for tight shots, an iPhone on the team benches (Dickerson mentioned catching LA Galaxy head coach Greg Vanney's face as he made notes on an iPad during a match), cameras tucked into the goal net, in the tunnel, and mounted on field-level advertising boards. None of it blocks a fan's sightline, and all of it is small enough that it goes unnoticed until a broadcast cuts to it.

Dickerson also pointed to a subtler benefit: players, coaches, and managers react differently to an iPhone than they do to a traditional broadcast camera.

"Usually there's a big broadcast camera being shoved in their face, and they immediately kind of retreat within themselves," he said. "But all of a sudden there's just an iPhone 17 Pro Max on a gimbal... and it kind of eases them."

That reaction is helping Apple capture more intimate, unguarded moments without disrupting play or fans' sightlines.

What to watch for in Charlotte

Tuesday's Skills Challenge leaned heavily on mobility with Ronins at the stadium, two of them on RF for full remote control, plus two more mounted on Magic Arms positioned for organic, up-close angles of balls in flight and players running by.

Wednesday's All-Star Game mixes in two Ronins pushed toward the sidelines, alongside iPhones positioned around the halftime stage for Ciara's performance (produced by a separate crew that Apple's broadcast will ingest as a feed).

Dickerson's dream shot for the All-Star Game: a Ronin-mounted iPhone getting a tight angle from behind a player on a penalty kick — a shot that's essentially impossible with a traditional camera rig.

I'll be keeping an eye out for that moment during the match, because if Apple can pull it off, it may be one of the clearest examples yet of why these tiny cameras are changing what's possible in a live broadcast.

Still searching for the perfect shot

Twenty years into a broadcast career, Dickerson isn't interested in declaring victory. He pointed to a shot from the first official MLB game shot on iPhone when Ceddanne Rafaela had a walk-off captured from a phone on the Pesky Pole, as one of the closest things to a perfect shot his team has captured — but he's clear it's not the finish line.

The goal, as he put it, is finding angles nobody's thought to try yet, in stadiums that all start to look the same until you walk them looking for a spot nobody's used before.

With Apple already talking about a "year-and-a-half" of testing and implementation behind it heading into the next MLS season and Friday Night Baseball campaign, Dickerson is promising more of what got Apple here in the first place: more iPhones, more unconventional angles, and continued insistence that the phone in your pocket can shoot alongside — and sometimes replace — a six-figure broadcast camera.

Apple TV in the United States is the broadcast home to MLS, and you get to watch for free as it’s included with one of the best streaming services. The MLS All-Star Game will kick off at 8 PM ET tonight, July 29, 2026, with a pre-show starting before it, and it’ll be easy to know when they call for a shot from the iPhone thanks to a ‘Shot on iPhone’ bug visible on the screen.

Apple's long-rumored product leasing program, which it calls unironically "Apple Upgrade," is finally here, and it looks like a low-cost way to slide into the Apple ecosystem whether on the shiny surface of a gleaming iPhone 17 Pro, a Snoopy-faced Apple Watch, a clamshell Apple Silicon Mac, or an ultra-slim iPad Pro.

With no upfront fee and monthly charges as low as $11.99 a month (it's only available in the US for now), your new Apple Watch might cost you far less than your daily Starbucks mocha latte.

Honestly, this sounds like a great program, especially when you can snap up a powerful MacBook Pro for as little as $38.99 a month. Naturally, most people might be looking at the Upgrade program, a leasing program actually run by Klarna, for their next iPhone and probably the popular iPhone 17 Pro Max, which starts at $34.99 a month. Still, when I asked on a pair of social media platforms (X and Threads) if people would be leasing their next iPhone, the sentiment was decidedly negative.

On Threads and with 199 votes in, 80% said no. On X, with 105 votes, 78% said nah. I was surprised, but some of the responses to my anecdotal polls offered a little insight.

One thing a few talked about was ownership. Apple Upgrade works like most other lease programs, which means ownership is not really a thing. Here are the highlights:

• You have to qualify for the program (might be a credit check)
• You pay a fixed fee for 12, 24, or 36 months
• You're not paying off the cost of the phone
• At the end of the lease term, you own nothing
• You can return the phone
• You can turn it in for an upgrade and continue paying
• A better device (upgrading from an iPhone 17 to an iPhone 17 Pro Max) will increase your monthly fee
• You can buy the leased device at the end of the lease term (it's the full price minus whatever you've paid thus far via the lease program)

Virtually every part of this resembles a typical lease program you might have with an automobile.

"I have an Apple Card for a reason… I like being able to pay it off whenever and ACTUALLY own the thing," wrote brianniesniak on Threads.

The ownership argument is the sole reason I've never leased a car. I always buy them with a substantial down payment and then pay the rest off. Of course, I tend to hold onto my cars for a decade or more. In the world of technology, like smartphones, laptops, watches, and tablets, technical advances are so rapid that it rarely makes sense to hold onto them for that long.

On the other hand, there are people who own their tech for extraordinarily long times and only upgrade when companies like Apple, Microsoft, or a necessary third-party application force them to through lack of support. These days, many companies, including Samsung and Google, tout years of OS and security updates, but in a world of leases, none of that really matters. Every two years, you could have a new device; it will always have the latest software and security protections.

Access for all

"If you can’t buy it, you can’t afford it," argues Mrmarchall on Threads. I mean, isn't that the whole point of credit and lease programs? They throw open the doors of access to these products to those who don't have the funds to cover full purchase. Yes, there is the risk of someone who unexpectedly is unable to afford the lease, and then, if they try to leave the program, they're still on the hook for the remainder of the program (they leave at 3 months and still have to pay 21 months).

Even though most in my poll respondents were anti-lease, some saw the obvious benefits. "People who picked no, you seriously have $1000 laying around?" wrote Ajvizz on Threads.

"Yeah, probably. I can't personally think of any negatives in my situation," surmised Dilpickle1 on Threads.

Others on X pointed to the excellent option of refurbished iPhones, which offer access to pre-owned iPhones (sometimes higher-end models) at far more reasonable prices. And you get the added benefit of true ownership, if that's your thing.

The endless age of subscriptions

Apple Upgrade's inherent lack of ownership and never-ending payments because you're in an endless upgrade cycle does raise some concerns and correlates to an unfortunate and rapidly growing trend.

"It is absolutely crazy that we have entered the era of leased consumer electronics. "Everything is a subscription!" should not be the new normal," wrote Tech Journalist Matthew Keys on X.

I had to agree. Last year I wrote about tech services subscription culture and how companies are now often placing key features behind subscription paywalls. At least in this instance, you're getting the whole device and all its capabilities. The lease only equates to a subscription in that there's an assumption you will jump from one leased device to another, hence the name "Apple Upgrade".

If I were asked, I think I'd look more positively on Apple Upgrade.

Smartphones, laptops, smart watches, desktop computers, and tablets are, in some ways, a fact of life. No one leaves home without a phone in their pocket. Frustration over aging iPhones that can't support the latest OS or whose battery life ends faster than a summer vacation is all too real. The knowledge that with a relatively affordable monthly payment, you're guaranteed a better phone in 24 months might be a relief.

It's an irrefutable fact that as soon as you unbox your shiny new iPhone, it's worth less than it was seconds before. Those who buy cars know that depreciation, which begins the moment you drive it off the lot, is real. It's no different with consumer electronics. Maybe ownership isn't all it's cracked up to be. So what if joining Apple Upgrade means, for the next 24 months, Apple kind of owns you?

The iPhone 7 isn’t remembered as being a particularly important iPhone release, but it did represent several ‘firsts’ for Apple. It was the first iPhone to lose the traditional headphone jack, the first to boast IP67 water resistance, and the first to swap the mechanical Home button for a pressure-sensitive equivalent.

The iPhone 7 was also the first standard-sized iPhone to feature Optical Image Stabilization (OIS), which uses physical gyroscopes to counteract shake-induced blur, and has been a feature of every iPhone released since (that’s 35 models and counting).

Why am I writing about the iPhone 7? Because it arrived almost a decade ago — on September 16, 2016, to be precise — and because I came across TechRadar’s iPhone 7 review sample during a recent clearout of our office cupboard.

I’m currently using the iPhone Air — released on September 19, 2025 — as my daily phone, which is a similarly thin and lightweight iPhone with only one rear camera, and so I thought it would be fun (and nostalgic!) to compare the camera capabilities of these two devices to see how far Apple’s camera hardware has come in 10 years. The answer, as you can imagine, is 'very far'.

Specs

Before I jump into the side-by-side comparisons, here’s a table detailing the key camera specs of the iPhone 7 and iPhone Air:

It's worth noting that the iPhone Air defaults to shooting in 24MP, rather than 48MP, via a 'Fusion' process that merges 12 high-dynamic-range pixels and 12 low-dynamic-range pixels into a single 24MP shot. You can choose to shoot in 48MP on new iPhones like the iPhone Air, but I stuck to the default option for this comparison.

Photo gallery

Right, onto the side-by-side photos. I took both phones on a walk around the neighborhood, comparing their wide-shooting capabilities, ability to capture color, digital zoom capabilities (neither device has a dedicated telephoto zoom), and low-light shooting capabilities.

First shot: a tree on the sidewalk. This isn't a particularly demanding scenario, but at first glance, both phones appear to have captured a similarly detailed image. Apple's approach to color science doesn't appear to have changed all that much in 10 years, either (at least in this example — more on color science later).

If you zoom in, though, the iPhone Air's shot is clearly superior. Check out the detail on the property nameplate to the left of the tree, for instance, or the paving stones in the foreground. The iPhone 7 smears over details it can't capture, while the iPhone Air's sensor picks up lots more information. These are subtle differences, but the iPhone Air's shot is the better of the two.

This is another example of subtle differences. The two images look similar at first glance, but the iPhone Air captures more brick, metal, and pavement detail than the iPhone 7. The dog is just as cute in both images, mind you.

Pub time! Again, the iPhone 7 does a decent job here, but the detail and color of the main building are more real-looking in the iPhone Air's image. If you zoom in on the main Holly Bush logo or the Hollybush House sign, you'll notice the difference in clarity. The shadows in the latter photo are also more pronounced, which speaks to the iPhone Air's superior dynamic range.

How about a butterfly? Or more specifically, a Jersey Tiger moth? The iPhone Air's image is clearly the richer of the two. The leaves, branches, and pattern on the butterfly itself are more detailed in the shot captured with Apple's newer phone, while the iPhone 7's image is softer, almost as if there's a streak of sunblock on the lens. This is the first shot where I think, "Yeah, that photo was shot on an old iPhone."

This is a tricky one. The petal detail on the main flower is slightly better on the iPhone Air shot, and the color of the rear wall is more accurate, too. But the iPhone 7 keeps more foreground detail intact (see the green leaves on the left and the red label at the bottom). We'll call it a draw.

And here we come to the best example of Apple's modern approach to color science in action. On newer iPhones, Apple prioritizes style over realism, occasionally warming things up with more saturation, so shots have an almost yellowish quality. As you can see above, the ice cream is literally a different color in both pictures.

The iPhone 7's approach to this image is too cold — I chose the salted caramel flavor, and the older iPhone saps all the fun and warmth out of that decision. It makes the ice cream look unappetizing and the weather miserable. The iPhone Air's photo looks immeasurably warmer, and while my surroundings weren't quite that yellow, I'd rather exist in this sun-kissed world than in the iPhone 7's gloomy alternative.

Another big win for the iPhone Air here. Neither phone has a dedicated zoom camera, so I had to employ digital zoom in both cases (around 4x), and the iPhone Air captures far, far more detail than the iPhone 7.

So far (the zoom example above notwithstanding), the iPhone 7 has delivered less detailed but still largely usable images versus the iPhone Air. That stops when you switch to low-light scenarios.

In this example, the iPhone 7 just can't handle the bright light of my IKEA donut lamp — you can't even tell that it's a donut at all. The iPhone Air, meanwhile, captures the charming shape of the lamp itself as well as details in the shadows it creates. Look at the pattern on the cupboard door — it's simply not visible in the photo captured by the iPhone 7.

Again, the difference is night and day here (almost literally). The candle in the iPhone 7 photo is extremely blown out — no pun intended — while the iPhone Air more accurately recreates what I was seeing with my eyes (read: light).

If this were a competition to see which phone could best recreate the neo-noir visual style, the iPhone 7 would win (the first photo is very Lynchian). Alas, it's not, and so here we have a great example of just how far the iPhone's night photography skills have come. The iPhone Air photo is more detailed, has better dynamic range, and has more accurate colors — try and read the number plates in the iPhone 7 photo, and tell me I'm wrong.

Oh look, it's me! I'm actually quite impressed with the detail served up by the iPhone 7 here — the hairs on my head and face are equally visible in both examples — but the iPhone Air more accurately captures the whites of my eyes and the details of my complexion (read: the blemishes. Sigh.)

In fact, now I'm looking at the iPhone 7 photo again — specifically, my black eyes — I look a bit like a Great White Shark who's enjoying his last hours as a human. Maybe that's what Apple was going for in 2016?

Verdict

Surprise! The iPhone Air captured a better photo than the iPhone 7 in almost every example. That was to be expected, and, if you're spending close to four figures on one of the best iPhones in 2026, hoped for.

Apple's latest single-camera iPhone delivers superior details, colors, dynamic range, and digital zoom clarity than its predecessor 10 generations removed, and if that wasn't the case, you'd be worried for the company's future.

But in writing this comparison, I was pleasantly surprised by how well the iPhone 7 held up against the iPhone Air. At first glance, it delivered comparable photos on several occasions, only revealing itself to be a 10-year-old device when I zoomed in and dug into the details (or lack thereof). The low-light examples were a different story, but again, that's to be expected.

So, yes, iPhone photography has come a long way since 2016, but if you find yourself forced to use a banged-up old iPhone 7 for a few days (for whatever reason), it won't be totally incapable of capturing usable photos.

Having just watched the Samsung Unpacked event, I think the Korean company has just fixed every major problem that existed with foldable phones. They’re now thinner, wider and more normal-looking, and yet even at the point where most of the kinks have been ironed out… I still find them a bit uncool.

There’s still something about unfolding a phone in 2026 that feels unnecessary and a bit like a throwback from the 90s. It takes something that has been refined into a seamless sheet of glass and puts a hinge back into the middle of it.

Sure, retro is cool, but foldable phones still feel stuck between two worlds to me.

Cheaper in Korea

Foldable phones are also still pretty expensive — I wasn’t the only one in the office raising an eyebrow at the Z Fold 8 Ultra’s eye-watering $2000+ price when it was announced— although at this point I’m tempted to blame AI for making everything more expensive, even if it's up to 48% cheaper in Korea.

The new foldable phones look amazing, but it’s taken Samsung a while to get here — it launched its first foldable phone, the Galaxy Fold , back in 2019 — at the time we called it, “The most forward-thinking phone you shouldn't buy”.

But the real cultural test of the foldable phone may not arrive until Apple does what Apple does best — walks into an established category, removes a few visible seams, adds a name that sounds like it came from a yoga retreat, and behaves as if everyone else had merely been beta-testing the future.

Under Steve Jobs, being best, not first, was Apple’s greatest trick. The iPod was not the first MP3 player. The iPhone was not the first smartphone. The iPad was not the first tablet. Apple’s genius was letting other companies prove there was a category, then making the version people could imagine actually buying.

It remains to be seen if the incoming CEO John Ternus has the ability to work the controls of Steve Jobs’ reality distortion machine in exactly the same way and convince people that Apple’s version of a folding phone will make them cool.

Enter the iPhone Ultra

That rumoured Apple foldable phone is the iPhone Ultra, which could arrive in September this year. I’d also be surprised if it wasn’t well over the $2,000 mark, too. Some reports suggest $2,500.

I haven’t gotten hands-on with the new Z Fold 8 Ultra yet, but I’ve used foldable phones before and they always felt incredibly geeky to me. They’re impressive but slightly awkward to use, especially in public, and mostly bought by people who like explaining their phone to strangers.

I understand that the foldable form factor makes it better for watching videos using that massive inner screen, or by using the design to prop the phone up on a desk so you can watch on its outer display without having to hold it or carefully balance it against something.

I get that a large screen is better for gaming, too, but I can’t remember the last time I played a game on my iPhone.

My problem is that I don’t want to attract attention to myself. Phones are expensive and waving a larger screen around in public seems like it could make you more of a target for thieves, or the simple curiosity of strangers. I’d rather be left alone to enjoy my journey in peace with a phone that doesn’t advertise my presence.

The real problem isn't the hinge

All of which makes me think that in September, Apple’s biggest challenge might not be around making the perfect, seamless hinge, camera or screen aspect ratio.

It might be simply to convince people that foldable phones can be cool, even at their ridiculous prices, and that’s going to be a tougher task than any of the technical hurdles it will need to overcome.

Saying that, if anybody can make us think that folding phones are for everyone, it’s Apple. Samsung has done the brave work of making foldables exist. Apple’s job is to make them feel less like a magic wallet and more like an iPhone that has learned a party trick.

• People keep arriving at a Reddit user’s house seeking their lost iPhones
• It may be down to a quirk with how Apple’s Find My system works
• It sounds similar to another case from ten years ago

If someone turned up at your door claiming their lost device was at your address — and you knew it definitely wasn’t — you might be a little confused, but not too bothered. But if it happened repeatedly over a period of years, you’d start to get concerned. That’s exactly what’s been happening to one long-suffering Reddit user, and the cause is still a mystery.

As recounted by the victim on their recent Reddit thread, “About 3-4 years ago, we had two men turn up to our door because one of them had an iPhone stolen the night before, and the Find My app brought them to our house.” The device wasn’t there, however, and the men left.

“Ever since, we’ve had at least four or five more instances or random guys, iPad, or friend’s phone in hand, saying ‘My phone is here,’” they continued. “It’s frustrating to have to explain to them that this has happened and we don’t have them.”

But aside from the mere confusion of the incidents, the original poster was also concerned about their safety. “We’re both women, and I don’t want one guy to be absolutely fuming about his phone missing and hurt us,” they worried.

Some people thought this might be more than a simple case of mistaken identity or Find My having a glitchy moment. “I’ve seen videos from Ring doorbells being posted saying that this is a common scam nowadays,” said one, with another adding that “I would call the police. It may be someone trying to gain access to your property, whatever you do don’t let them in.”

Can anything be done?

Situations like this can be concerning, especially if they keep happening with different people turning up on your doorstep. But this is not the first time Apple’s Find My feature has befuddled people in this way, with a similar case reported back in 2013, for example.

And back in 2016, the Reply All podcast investigated after a strikingly similar occurrence in Atlanta, GA. In the end, the podcast concluded that it was all to do with the “digital desert” present in the area, with the Atlanta victims being one of the few homes with a router in the area.

As the podcast explained, if a lost phone is trying to broadcast its location, it might do so by connecting to GPS. If that’s not feasible, it’ll next try to find the nearest IP addresses and Wi-Fi networks, triangulating itself based on the relative strengths of those networks.

If the center of that IP address area happens to be a person’s house, that’s where people seeking their lost device will end up. Moreover, considering how few routers were in the area, any lost phone that was relatively nearby and couldn’t connect to GPS might have found the victims’ router as a fallback, leading people straight to the home in question.

What's the answer?

Apple’s Find My feature uses Bluetooth to connect to a network of other devices, using them to pinpoint a lost phone’s location.

It’s therefore conceivable that the solution for the Reddit conundrum is slightly different to that suggested by Reply All. One alternative suggested on Reddit was that stolen devices are being handled nearby and send out a ‘ping’ before they’re disassembled or deactivated. That ping is an approximate location, but it happens to line up with the victims’ house, sending people to their door.

Another possibility relates to Wi-Fi networks, as in the 2016 case. This time, it was pointed out that Find My can log local Wi-Fi networks — if the victims’ home network strength is strong enough, lost devices nearby could show it as the phone’s last known location. The answer this time could be to add _nomap to the home network SSID name, as one user suggested.

But without a solid idea of what’s happening, solutions might not always be possible. As one commenter said, “depending on where you live it could be that your home happens to be the location that a lot of IP addresses default to on the map. Sadly there is very little you can do about it.”

There has been a developer beta of iOS 27 for a while, but now it’s available in public beta, which both makes it slightly easier to get hold of and suggests it might be more stable than it was initially.

That said, this still isn’t finished software, so while stability may have improved, you’re still likely to encounter bugs and potentially unfinished features.

So this isn’t for everyone, and as a general rule we’d recommend running it only on a secondary handset. If in doubt, simply wait for the finished iOS 27 release, which we’re expecting in September.

But if you do have a spare phone lying around or want to take the jump with your main device, then the beta could be worth checking out, as it comes with loads of new and improved features — some of which we’ve looked at further down.

How to install the iOS 27 public beta on your iPhone

Before you start downloading and installing the iOS 27 public beta, make sure your iPhone is backed up, just to be on the safe side. We won’t detail that here because we’ve got a full guide covering how to back up your iPhone.

Once your data is safely backed up, the next step — if you haven’t run a beta before — is to sign up for Apple’s beta program. You can do this by heading to the Apple beta page and tapping ‘Sign up’, after which you’ll have to log into your Apple account to enroll. If you’re not sure whether you’ve already signed up for this or not, then instead press the ‘Sign in’ button on that page — if it doesn’t let you sign in, then sign up instead.

Once you’re registered, you can simply head to Settings > General > Software Update > Beta Updates on your phone, and tap ‘iOS 27 Public Beta’. There may be other betas listed too, but this is the one you want.

Then tap the back arrow at the top of the screen, and the page you were on before will now show the beta you selected, complete with notes on it and a download size. From there, just tap ‘Update Now’ to grab it, or ‘Update Overnight’ if you’d rather wait until you’re sleeping to put your phone temporarily out of action.

Then you just need to wait for it to install. Once it has, there’s plenty to check out, but below we’ve highlighted some of what you might want to try first.

3 things to try first

iOS 27 has an enormous number of features — so many in fact that we found 21 that Apple didn’t even have time to mention during its announcement. But below, you’ll find some of the biggest and best to start off with.

1. Siri’s AI overhaul

By far the biggest thing in iOS 27 is the long-awaited AI overhaul for Siri. There are many elements to this, but the main one is that Siri now works much like ChatGPT or other AI chatbots — you can have natural, back-and-forth conversations with it, and its responses aren’t just preset or based on basic web searches.

Siri can both search the web and interact with apps to get answers or carry out the tasks you need, and it now comes with a dedicated Siri app where you can find and pin previous conversations.

2. Improved photo editing

Photo editing has also gotten a lot better with iOS 27, allowing you to do things like reframe or extend photos after they’ve been taken, and remove larger objects than previously.

It makes the photo editing tools far more powerful and brings them more in line with those available on Pixel and Samsung phones.

3. New ‘Describe a Shortcut’ tool

Shortcuts has long been one of the most powerful apps that comes with your iPhone, but it can also feel a bit impenetrable. Now, though, it’s far simpler.

Rather than creating a shortcut or automation through various menus and complicated ‘if this then that’ rules, you can now simply use natural language to describe what you want.

So, for example, you could say “When I’m leaving work, message Pedro I’m on my way with my ETA,” and the app will automatically create an automation that does exactly this.

Having spent decades covering Apple, I understand and respect its efforts to maintain a shroud of secrecy over its product development. Reading this line in the blockbuster Apple vs OpenAI lawsuit, I can hear the voices of countless Apple execs and PR people who, rightly or not, feel deeply wronged by what it considered a trusted partner: "OpenAI’s nascent hardware business now rests on the shakiest of foundations, rotten to its core by its illegal reliance on misappropriated trade secrets."

Late last week, Apple filed a lawsuit against OpenAI and, more specifically, a pair of key employees who, over the last two years, left Apple to join OpenAI's hardware business. The massive filing, which calls for a jury trial, accuses the pair of corporate espionage, essentially stealing a raft of trade secrets to help bolster OpenAI's still unrealized efforts to build AI hardware (it's currently working with Jony Ive to build what may eventually become a wearable device).

I've spent some time poring over the documents and, to be honest, the accusations are stunning and, if true, seem unaccountably brazen for people who spent years with the Cupertino tech giant.

From the inside out

Tang Yew Tan, who currently serves as OpenAI's Chief Hardware Officer, was at Apple for a quarter of a century and, according to his own LinkedIn profile, "Oversaw the design and development of iPhone and Apple Watch Product Design, Interconnects Design, Acoustics and Materials technology centers."

Chang Liu (whose LinkedIn handle is "changliu-apple") spent almost a decade as an iPhone Electrical Engineer.

Apple's NDA's that they hand to journalists like me are almost legendary (the first time I signed one, I swear my hands were shaking). I can only imagine the intensity of the Intellectual property agreements (IPAs) Apple says it asks employees to sign from time to time. The language is probably appropriately terrifying; it's hard to conceive of how Liu and Tan could ignore them, and yet, according to the lawsuit, that's exactly what the pair did both during their waning days at Apple and in the time after when they joined OpenAI.

OpenAI's only public response so far has been from its Director of Strategic Communications Drew Pusateri, who said on X, "We have no interest in other companies' trade secrets. We remain focused on building innovative technology that empowers people everywhere."

The company's co-founder and CEO Sam Altman also only obliquely referenced it on X when someone accused him of being afraid of Apple. He wrote, "I am not afraid of Apple, but I have tremendous respect for them. s-tier company." ("S-Tier" basically means "elite").

I won't ask you to read the full document and instead have cherry-picked the most eye-watering accusations:

A potentially sneaky exit

When Liu left Apple, he allegedly took his work laptop with him. If you've ever worked in a corporate environment, you know this is a no-no. Most companies will pursue you to the ends of the earth to retrieve that hardware and whatever corporate access and secrets it contains.

It gets worse

Lui apparently didn't shelve the old (we assume) MacBook. Instead, he, according to Apple, exploited a network vulnerability and used the system to access Apple network folders. If true, that's an incredibly bold move. Surely Liu would've known how Apple's internal forensics could discover what was accessed by whom and when.

Boasting

While allegedly downloading Apple's proprietary files (details on unreleased products, presentations, tech data, specs, and more), Liu may have messaged someone through the Apple-issued laptop, celebrating how he was pulling the wool over Apple's eyes with "LOL" and "so funny". Again, was Liu the most careless corporate spy ever? Who would boast when they know Apple would eventually stumble on these details?

Coaching recruits

Apple claims Liu was actually recruiting Apple employees and coaching them on how to gather data before leaving the company. He may have told them how to email themselves files before exiting Apple.

Now, I understand how some of your, say, personal data, can end up intertwined with corporate data and you may want to hold onto some of that. On the other hand, if you didn't keep a firm line between work and personal files, that's on you.

A real betrayal

Tang Yew Tan spent 25 years with Apple, and what he's being accused of has surely enraged and disappointed Apple. "Mr. Tan has been methodically using Apple’s confidential information to benefit OpenAI," claims Apple.

Like Lui and other Apple recruits, Tan may have emailed himself proprietary Apple info.

Using Apple codenames

Apple claims Tan is asking Apple recruits about upcoming projects using code names only Apple employees would know.

We have their OK

This one is kind of mind-blowing. Apple alleges that OpenAI has used Apple info to get a partner to apply a "specific trade-secret metal finishing technique," because they convinced the partner Apple was OK with them doing so.

Carry out

This last one might be the boldest move of all. Apple alleges that OpenAI instructed potential Apple recruits to bring everything from CAD files to actual prototypes or parts to OpenAI interviews.

That's a particularly stunning accusation, and again, just seems so reckless. What kind of corporate spies operate with this level of impunity?

Naturally, OpenAI will, at some point, respond properly to this lawsuit, perhaps with one of their own. Apple could also eventually settle this suit out of court. They've done so before with similar cases, though I don't think they were quite at this level.

Can they come back from this?

Whatever happens with this case, it's hard to imagine the Apple / OpenAI relationship, which is already somewhat fraught, survives.

For now, you can explicitly choose to use ChatGPT to handle requests in the new Siri in iOS 27 dev beta, and it's a key part of Image Playground and Visual Intelligence. Apple could pull those options and lean harder into its Google Gemini foundation Model partnership while this case works its way through the courts.

I don't think that will materially impact your iPhone experience, but the loss of direct access to those hundreds of millions of iPhone customers could hurt OpenAI, a company that, as Apple acknowledges, is trying to build its own hardware business.

Plus, if OpenAI loses, it could see a lot of the in-house hardware innovation potentially tied to Apple's work blocked from ever reaching consumer hands.

And, obviously, it'll be hard for the partnership to come back from this passage in the suit:

"Apple lacks visibility into what’s been happening behind closed doors at OpenAI, where such misconduct is normalized and exemplified by leadership. This much is clear, however: at every level, from members of its Technical Staff to its Chief Hardware Officer, and in coordination with business partners, OpenAI has been stealing Apple’s trade secrets and confidential information."

• Mario Kart Tour will shut down on September 29
• Nintendo has confirmed that an offline mode is not planned for release
• Nintendo said "We sincerely thank the many players who have loved and supported the game since service began so long ago"

Nintendo has announced that the servers for Mario Kart Tour will be shut down later this year.

The company notified players in a new blog post, confirming that the mobile racing spin-off, which first launched in 2019 for iOS and Android, will cease operating on September 29 at 11PM PT / 2AM ET / 7AM BST.

"Service for the Mario Kart Tour game for smart devices will come to an end as of 11:00 p.m. Pacific on September 29," the post reads.

"We sincerely thank the many players who have loved and supported the game since service began so long ago. Thank you for playing Mario Kart Tour."

In the FAQ, Nintendo confirmed that "An offline version is not scheduled for release," meaning it's officially the end of the mobile Mario Kart game for now.

All automatic subscription renewals and new subscriptions to the Mario Kart Tour Gold Pass were stopped during the game's maintenance on July 7, in conjunction with the game's end-of-service time frame.

Mario Kart Tour was centered around a race seasons mode and featured online multiplayer that allowed players to compete in live races against others around the world.

The mobile game also featured tracks that were later added to Mario Kart 8 Deluxe as part of the Nintendo Switch game's Booster Course Pack DLC.

Nintendo didn't offer a reason for the game's shutdown, although the company may be attempting to encourage more mobile players to make the jump to the recently released Mario Kart World.

The Apple AirTag is, for iPhone owners, one of the simplest trackers to use. Pairing couldn’t be easier, and once you do have it connected, it then lives in the Find My app. You can name it, give it an emoji and easily see where it is on a map.

I’ve had first-hand experience of just how valuable they can be after losing my keys on a late-night walk home (albeit after a fair few drinks). I was able to open the Find My app the next morning and see exactly where my keys and I had become separated. A short walk back to the scene of the crime and I was reunited.

And that’s with the original AirTag. The AirTag 2 comes with better features and while I wouldn’t recommend an upgrade if you already use the OG, the second-gen model can be a stress reliever. Right now, for Amazon Prime Day, you can get the Apple AirTag 2 with up to 21% off. It’s available as a single unit or a four-pack, with the latter offering arguably greater value.

• Follow our live coverage of the best Prime Day 2026 deals, many of which ship to New Zealand as well

As I mentioned, I own the first-generation AirTag, and it works a treat. The second-generation, launched at the start of 2026, offers some notable upgrades that make it even more findable.

Said upgrades include a second-generation ultra-wideband (UWB) chip that enables precise AirTag finding from up to 50% farther away than the previous tracker. You will, however, need an iPhone 15 or newer to take advantage of this feature. If you have an older iPhone, you’ll still get the new precision finding feature, but range is limited to around nine metres or 30 feet.

The other notable upgrade is a speaker that’s 50% louder than the previous version, which will help reunite you with items you may have lost around your home much easier.

Fortunately, Apple kept the battery the same. This means it’s user-replaceable, as it accepts a CR2032 battery. I’ve owned the first-gen trackers for almost three years, and I’ve only replaced the battery in the one I use most (on my house keys) twice. Other trackers that have laid dormant still have their first battery inside and I can see them on the Find My app.

As Apple tech goes, the AirTag 2 could be considered affordable even at full price, but thankfully these Prime Day discounts make them even more accessible.

And to make them even more useful, be sure to check out the various accessories available, including key rings, straps, wallets and more.

• A mistake meant an iPhone user sent ‘sensitive’ texts to the wrong person
• Their partner’s phone number was associated with the wrong device
• The error happened when their partner didn’t properly reset their iPhone

When you sell an old iPhone, do you really know that it’s been fully wiped and disconnected from all your accounts? Because if you don’t, the consequences could be terrible — as one unfortunate Redditor has just vividly demonstrated. This particular story should come as a warning to any iPhone user who is thinking of getting rid of their device.

The Reddit thread in question has the alarming headline of "I may have accidentally been texting a child instead of my boyfriend?" It includes screenshots that show a conversation with someone who claimed that “You have the wrong number. This is a child’s phone.”

Worse, the original poster confided that the messages erroneously sent to the child’s device included “sensitive pictures” and “sensitive messages.” “I am mortified,” they revealed.

It appears that this mix-up could be the result of the poster's partner not fully resetting their iPhone and disconnecting it from their Messages account — something Apple specifically advises you to do if you sell an iPhone and replace it with an Android device.

As a result, messages that were sent to their partner's number were directed to their old device, not their new one, resulting in the humiliating situation they described. And interestingly, this appears to be a problem explicitly linked to switching from an iPhone to an Android device.

Here’s what you can do

Luckily, there are a few ways to avoid falling into a similar situation yourself. And it’s important that you get it right. If you don’t, not only is the potential for embarrassment high, it could put your privacy and even your financial data at risk if you accidentally send it to the wrong person.

If you’re about to sell your old iPhone and replace it with an Android alternative, the first thing you’ll want to do is back up your device. This is so you’ve got a way to restore your iPhone if anything goes wrong. You can back up your phone to your computer, a Mac or a PC — just follow Apple’s instructions and you’ll be set.

The next step is to deregister iMessage. Ensure your SIM card is in your old iPhone and you’re connected to a cellular network, then open the Settings app and go to Apps > Messages. There, disable the toggle next to iMessage to turn it off. Finally, if you got rid of the iPhone before you could deregister iMessage, Apple has a special web page where you can carry out the process safely.

There are other steps you’ll need to consider. First, go to Apps > FaceTime in the Settings app and turn off the toggle next to FaceTime. If you’ve got an Apple Watch, it should be unpaired, and if you’re subscribed to AppleCare+, you’ll need to transfer that to your new device or cancel your coverage. Then, sign out of your Apple Account by navigating to Settings > [Your Name] > Sign Out.

Once all that’s complete, there are still a few steps you’ll need to do before your iPhone is fully reset (assuming you haven’t already disposed of it). Open the Settings app and head to General, scroll to the bottom, then tap Transfer or Reset iPhone > Erase All Content and Settings. Follow the on-screen prompts and your iPhone will be completely reset to factory settings.

Finally, the very last thing to do is to remove your old iPhone from your list of trusted devices in your Apple Account. Once that’s done, you’ll be safe to get rid of it.

Remember these tips when it comes time to move on from your old iPhone, especially if you’re going to replace it with an Android device. Otherwise, you could end up in the unfortunate position of sending texts to an unwitting recipient — along with all the potentially sensitive material those messages might contain.

• A user got bugged to verify their identity on their new iPhone
• They shouldn’t have needed to, as their local laws didn't require this
• The culprit was their iPhone, which was imported from the UK

Apple has just jacked up its prices across the board, and while the iPhone is safe for now, many users are wondering if it’s only a matter of time before Apple’s best iPhones feel the weight of price rises. If that sounds familiar, you might have snapped up a second-hand iPhone in a bid to get ahead of the game — but that could leave you falling foul of an annoying, unforeseen consequence.

That’s exactly what happened to Reddit user, who said that their new iPhone was forcing them to verify their age, despite the fact that they live in Bulgaria, an EU country where age verification is not required by law.

Understandably, they were reluctant to upload their ID documents, describing the process as a “huge privacy black hole.” But due to their refusal to do so, they were unable to access “certain types of content, social apps, GTA games and other things I paid for.” As they put it, “Content and privacy restrictions, scanning my chats, FaceTime calls and photos in gallery are forced upon me without my will and consent.”

The case seems to be a confusing one, as Bulgarian users are not subject to ID verification laws that mandate them to confirm their age before accessing certain apps and services. But there is one nearby country that does have laws like this, and it proved to be the key to unlocking the mystery.

Check the model number

The UK has enacted laws that necessitate users to verify their identities in order to access certain apps and services on their devices, with the stated aim of protecting children from online harms. But the regulations — specifically the Online Safety Act — has caused much controversy among privacy advocates and has resulted in a surge of angry users downloading the best VPNs to protect their identities and sidestep the requirements.

Back on Reddit, the age verification mystery was solved when the Redditor discovered where their iPhone originally came from. This is something you can find in the Settings app by going to General > About and looking in the Model Number section.

The iPhone's model was MFYP4QN/A and this contains several clues about its origin. For example, "MFYP4" refers to the iPhone 17 Pro Max in Deep Blue with 256GB of storage. The “QN” part of the code, meanwhile, relates to the regions where this model is sold: “Denmark, Norway, Sweden, Iceland, United Kingdom, Israel.”

In other words, although the Redditor bought their iPhone in Bulgaria, the device was likely imported from the UK. As a fellow Redditor noted, there is no official Apple presence in Bulgaria, making an import the probable answer. As they put it, “If it is a UK model, it will behave like a UK model” — which would explain why the device was asking the user to verify their identity, even though local Bulgarian laws did not require that to be done.

With different regions enforcing different privacy and age verification laws, the risk — as demonstrated on Reddit — is that you can buy a second-hand iPhone in a country that doesn’t compel you to confirm your identity, yet still get forced to do so by an imported iPhone. It’s all a bit of a mess.

If you’re thinking of buying a used iPhone and you’re at all able to check it in person, make sure you note down its model number first in the Settings app. As explained by The Apple Wiki, if the code contains the letters B, KN, QN, Z, ZD, ZF or ZM just before the forward slash — for example, MFYP4ZD/A — then it might be a UK device and therefore might act as if it is governed by UK laws, regardless of where you bought it. And that could have big consequences if you’re not prepared.

• A new report suggests foldable phone prices could rise by 18% this year
• That's in part due to the iPhone Ultra, which could launch at a very high price
• Samsung and other brands may well cash in on this market shift

2026 could be one of the biggest years for foldable phones yet, as the foldable iPhone Ultra looks set to finally arrive in September. But while that’s sure to excite anyone who’s been waiting for an Apple-made foldable, it could also come with some bad news for consumers.

You see, according to a recent Counterpoint Research report (via 9to5Mac), the average price of foldable phones could rise by as much as 18% this year, and that increase will in part be thanks to Apple’s upcoming model.

Specifically, the average price is predicted to rise to $1,485 (roughly £1,110 / AU$2,140), and that’s in part because the iPhone Ultra itself will probably cost significantly more than that, with a recent IDC report predicting that the phone could retail for as much as $2,500 (around £1,870 / AU$3,600) — and that might just be the starting price.

This being an iPhone, it’s sure to be popular and could therefore drive up the average price of foldable phones. But its impact might extend to other brands too, because a $2,500 foldable iPhone could make such prices more palatable when attached to phones from Samsung and other companies.

A welcome rival

With this in mind, it’s perhaps no surprise that a Samsung exec said last year that the Korean giant is “welcoming others to join this category,” in response to a question about the iPhone Ultra’s arrival.

Don’t be surprised, then, if future Samsung foldables cost more than current ones — and not just because of rising RAM prices and inflation, but also because of the Apple impact.

Still, this Counterpoint report has some good pricing news too, as while it predicts that book-style foldables will continue increasing in price, clamshell models are expected to fall in price on average, bringing them “closer to premium bar-type smartphone alternatives.”

So while book-style foldables might start feeling even further out of reach for a lot of buyers, clamshell models could become increasingly attainable.

For a company that prides itself on delivering polished, functioning hardware and software, Apple dropped the ball with its original AI-powered Clean Up tool.

Not only did this Apple Intelligence feature arrive almost a year after similar tools from Samsung and Google, but by all accounts, it was objectively worse at removing unwanted objects in images than those big-name rivals. We tested Clean Up against Galaxy AI last year, and found that the former “comes incredibly short of the mark when Samsung’s offering is capable of truly achieving what it sets out to do.” Ouch.

But Apple has promised to make things right in iOS 27. At WWDC 2026, the company announced that Clean Up will be faster and more capable in your iPhone’s next software update — and so I put that claim to the test by comparing Clean Up as it exists in iOS 26 against Clean Up as it exists in the iOS 27 developer beta (if you’re keen to try an early version of iOS 27 for yourself, here’s how to download the iOS 27 developer beta).

Before we dive into the image comparisons, an important note: Clean Up is better in iOS 27 because it’s capable of engaging Apple’s powerful Foundation models when needed. Say, for instance, you want to remove an obstruction from your face; your iPhone will employ a ‘High Quality’ version of Clean Up that taps into Apple’s own Private Cloud Compute servers to access these Foundation models. But it doesn’t do this all the time.

For small touch-up jobs, your iPhone employs a ‘Fast’ version of Clean Up that uses Apple's on-device AI models to complete your request, just as it does in iOS 26 (albeit not under this 'Fast' banner). This version is (surprise!) faster than the ‘High Quality’ alternative, but it's also not as effective at removing objects.

In iOS 27, your iPhone defaults to using an ‘Auto’ version of Clean Up that switches between ‘High Quality’ and ‘Fast’ depending on the edit request you’re making, but you can force your iPhone to use one or the other by selecting your chosen mode in a drop-down menu.

For this comparison, I stuck to ‘Auto’ to test how well my iPhone recognizes when (and when not) to use the more power-intensive ‘High Quality’ version of Clean Up — and because most people will use Clean Up in this default ‘Auto’ mode. I also wanted to see whether ‘Fast’ in iOS 27 — which my iPhone surely used for a few of the photos below — is more effective than it is in iOS 26.

I've added a separate section for comparing ‘Fast’ and ‘High Quality’ results in iOS 27, which is the starkest example of how much Apple's Clean Up tool has been improved.

And, of course, my results are based on the iOS 27 developer beta, not the finished version of iOS 27. There's every chance that Clean Up will be improved further once iOS 27 proper arrives later this year.

Photo comparisons

In this first example, iOS 26 leaves behind an unnatural smear in place of the dog, while iOS 27 adds a more detailed, natural-looking replacement. The latter looks more like a bush than grass — and the end of the dog's tail is still visible in both examples — but iOS 27 delivers the better overall result.

iOS 26 actually delivers the better result here, leaving behind a slightly less visible L-shape than iOS 27. I suspect this is an example of that 'Fast' version of Clean Up in action, and that if I manually selected 'High Quality', the iOS 27 version would be superior (see the 'Fast' vs 'High Quality' comparison at the bottom of the page to see what I mean). This comparison also proves that 'Fast' in iOS 27 doesn't always deliver superior results to Clean Up in iOS 26 (at least as far as the developer beta goes).

Again, I'd say iOS 26 delivers the better result in this example — focus on the llama's erased head in both photos to see what I mean.

This is the first example in which I'm convinced my iOS 27-enabled iPhone switched from 'Fast' to 'High Quality'. When asking Clean Up to remove the long strands of hair over my left eye, the iOS 26 version completely botches the job, adding random ugly smears and not actually removing anything. The iOS 27 version, meanwhile, serves up a genuinely impressive result. It's not completely devoid of fakery, but it's certainly the more usable of the two results.

Now you see him, now you don't. At first glance, both iOS 26 and iOS 27 appear to do a similarly OK job at removing Bad Bunny from the roof of La Casita, but if you look closely, iOS 26 doesn't recognize that there are stairs behind him. The iOS 27 result isn't that much better, but it's the objectively superior of the two.

Another slim win for iOS 27 here. Neither version of Clean Up completely removes the dog's shadow, but iOS 27 makes a slightly better go of it than iOS 26.

In this example, the iOS 27 result is the much better of the two. Not only does iOS 26 leave behind a smeary cloud, but it also adds a random shape and (badly) generates an extra helping of mountain in the background. None of these mistakes are visible in the iOS 27 result.

iOS 27 wins again here, but not by much. The dark splodges left behind in the iOS 26 result are a tad more visible than those in the iOS 27 result, and I'd be more comfortable passing the latter off as reality.

This is probably the most challenging request of the bunch. I'm sitting on a backless bench while pedalling a piece of urban gym equipment, and I asked Clean Up to remove me, but keep everything else intact. iOS 26 fails miserably, and while iOS 27 doesn't totally succeed either — it leaves my right foot behind and removes the end of the bench entirely — it does do a better job of replacing what it removes with real-looking imagery.

Fast vs High Quality in iOS 27

Here's an example of the different results you can achieve by manually selecting the 'Fast' and 'High Quality' versions of Clean Up in iOS 27.

As you can see, the difference is huge. The 'Fast' result is a total mess, while the 'High Quality' result is genuinely real-looking. The latter isn't perfect — it's changed the menu art, for instance, and reduced the menu count from two to one — but I suspect that's because a portion of the menu was caught in the circle I drew around the coffee cup (and for that reason, I hope Apple reduces the thickness of the Clean Up line when iOS 27 releases in full later this year).

First impressions

In all but three of the comparisons, the iOS 27 developer beta version of Clean Up delivered the better result; however, it's clear that, when your iPhone opts for the 'Fast' version of the feature, the gulf in quality is not dramatic. In fact, in some examples, the iOS 26 result is better — so it's probably best to think of 'Fast' Clean Up and iOS 26 Clean Up as the same tool.

It's a different story for the 'High Quality' version of Clean Up in the iOS 27 developer beta, which delivered vastly superior results to Clean Up in iOS 26 when my iPhone auto-selected that option, or when I manually enabled it (as in the coffee cup example).

This proves beyond doubt that Apple has improved Clean Up in iOS 27 as it exists right now — but unless users manually select this 'High Quality' option (or always request complex edits that trigger its automatic use), the difference in Clean Up's capabilities may not be all that noticeable.

Again, though, I've been careful to specify that these iOS 27 results are from the developer beta — Apple will likely further tweak Clean Up between now and iOS 27's September release, so I expect the tool to get even better.

• Reddit users have complained of a worrying storage ‘bug’ in iOS
• This sees the System Data category eat up huge amounts of storage
• Fortunately, there are several ways to fix this problem

iPhone storage often comes at a premium — after all, it’s not like you can open up any of the best iPhones and add more space after you’ve bought one. That’s why it can be frustrating to see a massive chunk of your storage taken up by your iPhone’s “System Data” category, and especially worrying if this number seems to keep creeping up. Luckily, there are a few solutions you can try to put things right.

This problem was recently illustrated on Reddit, where user TakenToTheRiver posted a screenshot showing that 86.96GB of their iPhone’s storage was taken up by the System Data category. Worse, they only had 128GB of total space, meaning a whopping 68% of their iPhone’s internal storage had already been gobbled up.

As they put it, “This is not something the average iPhone user should have to deal with.” They added that this “bug,” as they called it, “has persisted for years, and we shouldn’t have to work around it ourselves.” It’s also something we’ve seen elsewhere — such as in the Maps app — so it’s not an isolated issue.

They were also far from the only person struggling with System Data on their iPhone or iPad. User laszlotuss had lost 100.62GB, while for DanscoRed that figure stood at 150.56GB. Clearly, something was amiss.

How to reclaim storage space

Luckily, there are one or two ways you can get back precious space eaten up by your iPhone’s System Data category. They might take a little work, but they’re worth it if you’re worried about filling up your device.

Different approaches have worked for different iPhone users. For some, simply backing up their iPhone (either to iCloud or to your computer), resetting it, then restoring from the backup has done the trick.

A similar tip was provided by jg61600, who said (via machine translation), “Back up your entire iPhone in iCloud, and then restore it to DFU mode if you’re going to remove all the cache you have.” DFU mode restores your firmware to working order and installs a fresh copy of iOS, which could help with runaway System Data.

This backup-and-restore method was exactly the one that helped the most when we investigated Apple Maps taking up too much storage space, so it should have a good chance of success. However, it’s quite a drastic technique, so you might want to try one of the other ideas below first.

For instance, another successful technique has been opening the iPhone's Settings app, going to Apps > App Store, then scrolling down and enabling Offload Unused Apps. This uninstalls apps you haven’t used for a while (but keeps your documents and data intact), which Dapper_Contest_5695 said “seemed to fix the extra system storage issue” for them.

Finally, EffectiveEquivalent shared another potential solution: clear the caches for your web browser and podcast app. They also “deleted a game that had an extra download once in the app.” They added: “I suspect the latter will trip up most people.”

Seeing your iPhone’s storage space slowly diminish without knowing how to stop it can be an exasperating experience, but that doesn’t mean there’s nothing you can do about it. Try the ideas that have worked for us and others above and you might be able to reclaim lost storage and put an end to the misery.

Amazon's July Prime Day sale is now behind us, but there's another major Amazon shopping event expected in October. Officially called Prime Big Deal Days and often referred to as a second Prime Day or October Prime Day, the sale should bring another round of discounts across Apple products, including AirPods, iPads, Apple Watches, iPhones, accessories and MacBooks.

Exact dates for the 2026 event haven't been announced yet, but we'll be tracking the best Apple offers as they appear. In the meantime, the deals we saw during July Prime Day give us a benchmark for the October sale.

AirPods and Apple Watches had some of the better discounts, while iPhone deals were much harder to recommend and MacBook pricing needed extra scrutiny after Apple's Australian price rises.

Of course, not every Apple discount is worth buying. A deal might only apply to one colour or storage size, or a product may have been cheaper before. That's why we'll compare Amazon's offers with Apple's official pricing, previous sale prices and deals available from other Australian retailers to highlight the discounts that are genuinely worth considering.

Quick links to the best Apple deals on Amazon

These direct links are the fastest way to check current Apple pricing on Amazon ahead of the October sale. We'll update this page with the best offers as deals start appearing.

• Amazon Prime Day: shop the main Prime Day sale
• Apple at Amazon: browse Apple products and deals
• AirPods deals: check current AirPods prices
• iPad deals: shop iPad offers at Amazon
• Apple Watch deals: see current Apple Watch prices
• iPhone deals: check current iPhone prices
• Apple accessories: browse AirTags, chargers, cables and more
• MacBook price checks: find current MacBook pricing

Amazon Prime Day Apple deals 2026: what to expect in October

There aren't any live October Prime Day Apple deals to recommend yet. Below, we've highlighted what we're expecting from each category and the July 2026 prices we'll compare against when October deals appear.

AirPods Prime Day deals

AirPods are usually one of the easier Apple products to find discounted during Amazon sales, so they're a category worth watching in October. In July, we saw discounts across everything from the standard AirPods 4 to Apple's premium over-ear headphones.

If you're shopping in October, we'd pay particular attention to the AirPods 4 and AirPods Pro ranges. A small discount is common outside major sales, so we'll compare new offers with July and other recent pricing rather than recommending every reduced listing.

AirPods deals we saw in July 2026

iPad Prime Day deals

iPad deals can be harder to compare because Amazon often discounts only a particular storage capacity or colour. Apple's Australian price rises also changed the baseline for several iPads shortly before July Prime Day, so a large percentage saving against the new RRP didn't necessarily mean the product had reached an all-time low.

For October, we'll compare offers against both Apple's current pricing and the street prices we've seen during previous sales. For everyday use, we'll be watching the regular iPad for value, while the iPad Air is the model we'd look at if you want more performance without paying iPad Pro prices.

iPad deals we saw in July 2026

Apple Watch Prime Day deals

Apple Watches were another highlight of July Prime Day, with discounts appearing across the range rather than on just one model. That makes Apple Watch a category worth checking during the next sale before buying at full price.

As always, check the exact case size, connectivity option, colour and band before buying. Amazon can show several configurations on the same product page, and the headline discount may only apply to one of them.

Apple Watch deals we saw in July 2026

iPhone Prime Day deals

iPhones are much less predictable during Prime Day than AirPods or Apple Watches. Amazon often discounts only one colour or storage capacity, and during July 2026 we didn't find an iPhone deal good enough to recommend.

That doesn't mean October will be the same. We'll be watching both current and previous-generation iPhones, but the important thing will be the actual price rather than the Prime Day badge. If Amazon discounts only an unpopular colour by a small amount, for example, we won't recommend it simply because it's discounted for Prime Day.

Apple accessories Prime Day deals

Apple accessories rarely attract as much attention as an iPhone, MacBook or pair of AirPods, but they're often easier to find discounted. AirTags, chargers, MagSafe accessories and Mac peripherals are all worth checking during a major Amazon sale, particularly if you've already been planning to buy one.

The individual savings can look small in dollar terms, so we'll focus on discounts that match previous lows rather than filling the page with minor price drops.

Apple accessory deals we saw in July 2026

MacBook Prime Day deals

MacBooks are worth watching in October, but they're also a category where the advertised saving needs particularly careful checking.

Apple raised Australian Mac prices shortly before July Prime Day, which made some Amazon prices look like unusually large percentage discounts against Apple's new RRPs. In reality, part of the apparent saving reflected that change in the comparison price. You can read more about the changes in our guide to Apple's Australian price rises.

That's why we'll compare October MacBook deals against recent street prices as well as Apple's current RRP. A large percentage beside the Amazon listing isn't enough on its own.

MacBook deals we saw in July 2026

Amazon Prime Day Apple deals 2026: key information

Amazon's main Prime Day sale for 2026 took place in July, and we're now looking ahead to its expected October sale, officially called Prime Big Deal Days. For the latest information on dates, membership requirements and the wider sale beyond Apple products, see our Amazon Prime Day Australia guide.

Amazon Prime Day Apple deals: shopping tips

Prime Day can be a good time to buy Apple gear, but it can also be hard to navigate. Amazon can show large percentage discounts from comparison prices, and Apple products often get small price cuts that only apply to one colour, size or storage option. These steps can help you work out whether an Apple Prime Day deal is actually worth buying.

1. Check Apple's official price first

Start with the current price on the Apple Australia store. That gives you a clear comparison point before you look at Amazon's claimed discount. It matters more than usual in 2026 because Apple raised Australian prices on a number of products, including Macs and iPads.

2. Look at price history, not just the discount badge

It's easy to get pulled in by a big percentage saving, but the current price is what matters. For Amazon deals, CamelCamelCamel can help show whether today's price is actually low or just lower than an old comparison price.

It's also worth searching OzBargain to see whether the same product has been cheaper before and how other shoppers rated past discounts. If the deal still looks good after those checks, you can buy with more confidence.

3. Figure out what features you actually need

A discount on an iPad Pro or MacBook Pro can look tempting, but the best Prime Day deal is not always the product with the largest saving. If you mainly want a tablet for streaming, browsing, note-taking and video calls, a standard iPad or iPad Air may be the better-value buy.

The same logic applies across Apple's range. If you're buying a laptop, think about whether you really need a MacBook Pro or whether a MacBook Air is the better choice. If you're buying a phone, decide whether camera quality, storage, battery life or price matters most before jumping on a deal just because it has a big discount.

4. Be flexible on colour, storage and case size

Apple deals at Amazon often apply to one specific version of a product. That might mean one AirPods model, one iPad storage size, one Apple Watch case size or one iPhone colour. Check the exact model before you buy, and make sure the cheaper version is actually the one you want.

5. Check whether the price needs Prime

Some of the lowest prices during Amazon sale events are Prime-exclusive. Check the membership requirement before planning around a deal, and also check the delivery estimate, especially if the product has limited stock or is shipping from overseas.

6. Don't assume the biggest percentage is the best deal

Apple raised Australian prices on several products in 2026, which can make some discounts look larger when they're calculated against a newer, higher RRP. That's particularly important for Macs and iPads.

Compare the actual sale price with recent street prices and previous deals rather than judging an offer purely by the percentage Amazon displays. A 25% saving that only brings a product back to a price we've seen several times before isn't necessarily better than a 15% discount that sets a genuine new low.

There's no understating the influence of Jony Ive – the man responsible for designing so many iconic Apple products – in changing the way that manufacturers approached consumer and business electronics.

Modern design

Ive, Apple's former chief design officer, first publicized this way of thinking during the introduction to iOS 7 at WWDC 2013.

The operating system was widely lauded at the time for revolutionizing the structure of the iPhone's layout – ditching the skeuomorphic approach (where digital objects deliberately mimicked real-world counterparts).

Instead, the new iOS 7 introduced a sleeker and flatter design as well as crisp typography, alongside a visual parallax in which a 3D effect allowed the background to subtly shift and tilt behind app icons as you moved the device. This came alongside a host of functional additions including the Control Center and AirDrop.

Setting trends

At the core of Ive's approach was to perform something of a magic trick: making technology – an inherently complex area – appear simple to the unsuspecting.

To exude simplicity, Ive believed, you first had to understand how to wield and package powerful and complex technology in a way that doesn't overwhelm the user. Mastering chaos and complexity, in this way, is about being so on top of it that you can then disguise it.

Such was the success of Ive's entire approach to design at Apple that a long list of manufacturers have long strived to mimic not just the hardware, but software layout too. This is despite Ive having moved on in 2022.

A recent example is the introduction of the Dynamic Island – an interactive pill that sits atop the iPhone screen. Phone makers like Xiaomi have integrated similar features into their latest devices with HyperOS. The introduction of Liquid Glass in 2025 is also something that Android-based developers are borrowing.

• AI is forcing Apple to deliver security updates more often
• iOS 26.5.2 is part of Apple's new update strategy
• More updates mean better protection against AI-powered cyberattacks

It seems that the number of ways AI is changing the world is increasing. The requirement for more RAM to run new AI features in Apple products is already being blamed for the recent price increase in Apple products, as well as for the current high price of RAM itself.

Now, according to a recent Reuters report, AI is also to blame for the number of iOS and macOS updates we'll need to install. The bad news is that it's going up, all because of the threat posed by the latest AI models and their potential to aid cyberattacks.

Instead of waiting for the next scheduled operating system update for the latest round of security fixes to arrive, Apple is now delivering individual security updates ahead of the next iOS and macOS 26.6 update.

iOS 26.5.2 is here now

If you look in Settings > General > Software Update on your iPhone, you'll see that iOS 26.5.2 is waiting for you now, unless your iPhone already installed it overnight.

The description for the update reads, rather vaguely: "This update provides security fixes for your iPhone," but it's the dangers posed by AI that are driving this update, so make sure you install it promptly.

Details of the security updates for all Apple operating systems are available on the Apple Security Updates page.

Malicious hacking tools

The Reuters article states that the urgency of the update is due to the risk that AI now poses to Apple devices.

"The company told Reuters on Monday it was adapting to the reality that, given the ability of artificial intelligence to speed the development of malicious hacking tools, it needed to reduce the time between when updates were first made public and when they were put into customers' hands."

It looks increasingly likely that this will become the new normal for security updates, and companies like Apple won't be able to rely on bundling the latest security fixes into the next scheduled operating system update. Stand-alone security patches delivered whenever they're needed are something we're all going to have to get used to.

While it might be annoying to keep updating our tech gadgets more often, it's a small price to pay for better security in the AI era. We'll just have to get used to software updates being less about new features and more about staying ahead of increasingly sophisticated cyberattacks.

A few weeks ago, Reuters reported that India's Tata Electronics, one of Apple's largest iPhone production facilities, suffered a serious data breach compromising 200,000 files and 630 gigabytes of data. Apple wasn't the only target — Tesla data was snapped up, too — but the apparent fruits of that illicit labor resulted in one very large iPhone 18 Pro leak.

We have no confirmation that the videos of a silver iPhone 18 Pro undergoing drop tests are real, but the detail in the online post that the videos come from a Tata leak lends credence to their veracity.

Some called it the biggest leak since Gizmodo and the iPhone 4. As others have noted — and I agree — it's really not on that level. After all, the iPhone 4 that someone found in a California bar was a fully functioning model. For all we know, the alleged iPhone 18 Pro shown in the video is just a dummy model or a chassis with no internal components.

It's what comes next, though, that has me concerned and I'm sure worries Apple too.

A trickle could become a flow

As of this moment, the data from the breach, which Tata Electronics confirmed, is on the Dark Web. This is a part of the internet hidden from the public web; it's not searchable by Google or even your favorite AI chatbot. Only people who know how to traverse the dank space, usually using a Tor browser, can search the treasure trove of information from Tesla and Apple.

According to Reuters, a group called World Leaks had started posting data from the breach on the Dark Web and it included "several purported Apple files and folders, some titled 'com.apple.factorydata', and documents referring to 'material specification'."

What appears to be happening is that hackers (and maybe others on the Dark Web who know where to find these files and how to dig into them) are just starting to unearth critical data from Apple (and Tesla). It stands to reason, then, that the videos we've seen are not the end of the leaks but just the beginning.

Why not Ultra?

With the launch of the iPhone 18 lineup likely just a few months away (most expect it to happen in the first half of September), Apple is well past the point of design and specification. It's working with manufacturing partners like Tata Electronics to assemble the phones (and maybe test them) and prepare them for shipping. Once Apple unveils all its new handsets, including perhaps the new iPhone Ultra foldable, it will be just a few weeks before they start shipping to customers. Apple must build millions of handsets now in order to prepare for typical demand.

As for what we might see next, that's anyone's guess. Obviously, this leak put Apple on high alert. It may be playing the whack-a-mole game of stamping out the spread of this leak, and is surely it's working with Tata to ensure another breach doesn't happen. But there's not much Apple can do to police the Dark Web. It can't break down the door of the Internet and demand those files back.

Hackers and other interested parties will dig through those folders and files, looking for other tidbits to post — I'm sure they've already been scouring them for any indication of a folding device. Tata, though, may not have been tasked with building that completely new and all-important device. This is just conjecture, but for that flexible handset, Apple could've turned to its oldest and most trusted iPhone manufacturing partner in China, Foxconn.

I know, why do that when the US is pushing for manufacturing outside China (and in the US, if it can get it)? My thinking is that the Ultra folding iPhone will be more expensive and probably not as appealing as a mass-market phone and will therefore sell in far lower quantities. In that case, Apple leaves that with Foxconn and still hands at least a third of the iPhone 18 assembly duties to Tata.

If that's the case, then future leaks will revolve around everything but the new foldable... if Apple is lucky.

Mark my words, though, I really don't think this is the last major leak we'll see in the run-up to Apple's big iPhone 18 launch.

• A leaked video shows an iPhone 18 Pro being drop-tested
• If it's real, then this is a massive leak to occur so far from launch
• But the internet is mostly expressing mild disappointment at the design of the phone

There have been many iPhone leaks over the years, but undoubtedly the biggest concerned the iPhone 4, when a prototype unit of that device was left in a bar and subsequently purchased by Gizmodo. Now, it seems there might have been another big iPhone leak, and while it’s not quite as significant as that 2010 equivalent, it’s potentially not far off.

A video is circulating online that purportedly shows an iPhone 18 Pro undergoing a drop test, though the posts showing it seem to be getting rapidly deleted — it's unclear whether this is for legal reasons or because it's fake.

Still, at the time of writing, this video is still live in a post from @TechKard, among others. You can see a device that looks a lot like an iPhone 17 Pro in silver being dropped onto a surface, and coming out of that scenario more or less unscathed from what we can tell — though it doesn’t appear to be getting dropped from a particularly high height.

A muted response

If this is legit, then it’s footage of a real unreleased iPhone months before launch, so that’s a big deal. But online reactions have been muted, with most posters simply expressing mild disappointment that the design isn’t being updated.

On Reddit, for example, posts include “looks just like the 17 pro lol,” “is this not just a 17?,” and “that's a nice looking iPhone 17.01 you got there.” Some posts also note that this device looks a bit thicker than the iPhone 17 Pro, but it appears as though the video might be slightly stretched, so the actual handset may not be any thicker.

Regardless, the overall reaction seems to be a collective shrug, which is rather different from the excitement generated by the aforementioned iPhone 4 leak.

That said, there’s some reason to doubt this leak. Reuters reports that various iPhone 18 Pro details and images have been shared on the dark web, so that much is probably true, and it’s assumed that this video is part of that leak. But the earliest posting we found of it came from an X account masquerading as famed leaker Evan Blass, but which in fact has nothing to do with him, casting doubts on its credibility.

Still, whether this is an authentic leak or not, we’re not expecting there to be too many visual differences with this year’s iPhones, as Apple is rumored to be overhauling the phones next year instead for their 20th anniversary.

At WWDC, Apple finally unveiled the long-delayed, genuinely rebuilt version of Siri — a more context-aware assistant that can understand what’s on your screen, use your personal data across apps, respond more naturally, and work both inside iOS/macOS and as a standalone Siri AI app.

The prospect of having a more intelligent Siri to talk to is hugely exciting, but there were plenty of other smaller announcements made at the recent Worldwide Developers Conference that got overshadowed by the big Siri AI reveal.

In fact, I might actually be more excited about these features than the new Siri. Here’s what I’m looking forward to most:

1. AI-powered Safari tab organization

If you’re anything like me, your Safari browser is a shocking mess of tabs. I try to close them, but they seem to breed like rabbits whenever I’ve been using Safari for more than 10 seconds. In macOS Golden Gate, Safari can use Apple Intelligence to group your open tabs into relevant topics without you having to do anything.

So, if you’re planning a trip, all your open tabs related to that topic will be pulled together into a single group. “Topics” is the word Apple uses to describe this organization. In the case of your holiday, it would likely pick a name for the topic — probably the destination — and all the open tabs would then be accessible from within that topic.

2. Natural-language Shortcuts

Shortcuts already exist in macOS, and they’re awesome. Shortcuts in macOS let you automate repeated actions on your Mac, either with a click, a keyboard shortcut, Siri, the menu bar, Finder, the Share Sheet, or sometimes from inside apps. You can use them to resize images, extract text from PDFs, create calendar events or reminders, and much more.

They can, however, be a little tricky to create. That’s going to change with the new version of Apple’s software. macOS Golden Gate is going to use Apple Intelligence to make creating shortcuts easier. Instead of building fiddly automations manually, you can simply describe what you want using natural language and Shortcuts will build it for you.

3. Improved Photos editing

Clean Up, Extend, and Reframe are coming to Photos to make editing pictures on your iPhone a whole lot easier, thanks to Apple’s on-device AI models, which can enhance your photos in ways that wouldn’t be possible without AI.

First, Clean Up is already part of Photos and is useful for removing distractions, but it’s getting a big upgrade in the next OS. The old version could get tripped up by busy backgrounds and complex textures, but the new version is much more adaptable and works on old photos and photos not taken on an iPhone.

Next, Extend is a way to add more background to any photo, or adjust its aspect ratio. Apple Intelligence simply fills in the new areas after the fact.

Finally, Reframe looks like a very powerful way of improving your photos. It uses Apple’s on-device AI model so you can change the angle a photo was taken at — just drag your finger around on the image in real time to change the angle the camera was pointing in. It looks a little bit like magic, and it’s very cool.

4. AirPods custom EQ

This may look like a small feature for AirPods owners, but it’s a big quality-of-life win, especially if you’ve ever wished that AirPods had more personal sound control, so you can adjust the sound to your tastes, not Apple’s.

So what does it do? Well, you’re able to adjust bass, mids, and treble, although it doesn’t give you exact frequencies or a numerical scale showing how much you’re affecting them. The good news is that older models like the AirPods Pro 2 will support Custom EQ, as well as the newer AirPods Pro 3 and AirPods 4.

5. Smarter parental controls

I don’t know if these features are “smarter” or simply “less confusing,” but I’m all in. Having tried to set up parental controls before for my children on iPhones, I’m in favor of anything that makes the process less tortuous.

Features like the new Ask to Browse, where a child can ask if they can look at a particular website before you grant permission, sound like they’re just making everything easier for the parent to set up. Ask to Buy is another feature that sounds self-explanatory, and exactly what busy parents need. Time Allowances for entertainment, games, and social media also look great and give a handy starting point for concerned parents.

These aren't the AI features you're looking for

A lot of the new features I’m looking forward to here use AI, but they are benefit-first features rather than another excuse to use AI for something nobody actually wants. Siri AI may well be a great step forward for the next generation of Apple devices, but there are plenty of other ways that AI is going to benefit Apple users too — and some of them might turn out to be more useful in everyday life than talking to Siri.

Apps are the lifeblood of smartphones, and with so many to choose from, we inevitably each have our favorites. As such, the apps I'm about to suggest might not be essential for everyone, but they are for me — and you never know, you might just fall in love with them too.

These are five of the iPhone apps I use most throughout my day, so they essentially define how I use my phone. For the most part, they’re also apps that I actively enjoy spending time in.

So, if they sound interesting to you, then they’re worth a download — especially as they all have free versions.

1. StoryGraph

For a long time, Goodreads was my go-to app for logging what I’m reading, making lists of what I want to read, and finding new books, but recently I’ve largely switched over to StoryGraph.

It's a very similar concept to Goodreads but with an arguably more attractive, modern interface, and without the baggage of it being owned by Amazon — a brand I’m trying to interact with less.

But on top of that, StoryGraph also has far more stats and book details built into it, showing you things like the pace of a book, how plot-driven it is, whether it has strong character development, and more, all based on what readers have said.

You can also see how many books and pages you’ve read, how many books of each genre, what moods your books most commonly feature, how your reading has changed over time, and more. So, if you like stats, there’s a lot to dig into here.

Some features are hidden behind a StoryGraph Plus subscription, but the majority of the app is available for free.

2. Letterboxd

Unlike StoryGraph, Letterboxd is something I’ve been using for a very long time, and it’s a similar idea but for movies — so just as StoryGraph is an alternative to the bigger name Goodreads, Letterboxd is an alternative to IMDb.

But it’s more social and community-driven than IMDb, with user reviews very much being front and center of the Letterboxd experience. And as with StoryGraph, there is a wealth of stats available (though some of these are hidden behind a paywall).

You can see how many films you’ve watched, how many hours you’ve spent watching, the number of directors and countries you’ve watched films from, your most watched genres, your highest rated films from each decade, your most watched themes, and many, many other things.

Plus, of course, you can make lists, view lists created by other users, add films to your watchlist, and even rent movies — including sometimes films that aren’t available anywhere else.

3. Pocket Casts

Podcasts are the soundtrack to much of my day, and Pocket Casts is my player of choice. I won’t pretend this is the only great podcast app, but if you’re unhappy with your current player, then it’s well worth giving this one a try.

Pocket Casts has been around for a long time, and it’s gradually gotten better and better, to the point where now, I can’t think of much that could improve it.

It has an attractive interface with good discovery tools, the option to sort podcasts into folders, both dark and light themes, playlist support, the option to change the speed, boost the volume, and trim the silence, a sleep timer, videos (where available), and more.

Plus, Pocket Casts works not just on iPhone but also on Android, Apple Watch, Mac, Windows, the web, and Sonos; it also supports CarPlay, Chromecast, and AirPlay, so you can listen to your podcasts just about anywhere.

4. Proton VPN

VPNs have always been advisable from a privacy perspective, but never more so than now, when countries like the UK are increasingly requiring you to hand over identification to access large parts of the internet — often outsourcing the data collection to companies that may or may not be responsible with it.

So, VPNs are one way to avoid that risk, but they also have other benefits beyond security and general privacy, such as letting you access streaming platforms that might either not operate in your region or have a different selection of content elsewhere.

As for why I’m recommending Proton VPN in particular, I’m a big fan of Proton in general and also use some of their other services. They take privacy more seriously than some VPN companies, and their VPN has over 17,000 servers in over 120 countries, so it’s a good, reliable service, and I don’t notice significant speed drops when connected to Proton VPN either.

That said, there are plenty of other great VPN providers to consider (check out our best VPNs guide for our full list of recommendations), so while I stand by Proton VPN, my suggestion is more just to make use of VPNs in general.

5. Google Photos

Yes, Apple has its own Photos app built into iPhones, and it’s not bad. But for me, Google Photos is the superior option.

Part of that is because it works across various operating systems, so if I ever switch back to Android, I’ll still have ready access to all my photos. But even if you’re a lifelong Apple user, there are still advantages to Google Photos.

While both apps have a decent search function for finding photos through keywords, Google Photos does this best in my experience, and it comes with far more free cloud storage. So, if you want to back up a lot of photos, then Google’s offering is the clear winner there.

Ultimately, I find myself using both apps, but it’s Google Photos that I’m more passionate about — and that I’ll take with me to non-Apple devices.

The iPhone will go down in history as one of the most iconic technologies that any business has introduced to the world. But not everybody, including Microsoft's former CEO Steve Ballmer, thought it would be a hit.

Disrupting the market

Steve Jobs' iconic presentation revealing the iPhone in January 2007 had an air of magic around it, capturing the attention of plenty of commentators and technologists.

But there were also plenty queuing up to label it a fad that would never take off. Steve Ballmer, Microsoft's CEO at the time, was among them.

In an interview with USA Today, a grinning Ballmer laid into the new device, criticizing its expensive pricing and the lack of a physical keyboard. This is a feature that Microsoft supported with its Windows Mobile operating system that it licensed to third-party developers like Motorola, which itself was selling a $99 Motorola Q – something that Ballmer considered a much better business alternative.

The iPhone marches on

To be fair to Ballmer, he did say in the same interview that the iPhone could end up selling really well. But he certainly failed to catch onto its appeal not only as a popular device but one that businesses would embrace.

Businesses appreciate the intuitive mobile device management (MDM) system backing iPhone in the workplace and the interoperability between Apple devices is something many also find useful. That's not to say Android devices aren't suitable for businesses — but Apple indeed tops the rankings for the highest number of shipments among enterprises.

Ballmer has since conceded that he made the wrong call – and it just goes to show how tricky predicting the future could be.

We now know with more certainty than before that your next iPhone, especially if it's a more affordable model, will probably be more expensive come September.

Allow me to walk you back through my reasoning.

At approximately 8:30AM ET (that's 10:30PM AEST) the RAM crisis reached Apple shores in the form of price hikes across multiple product categories, including MacBooks, Macs, iPads, and HomePods.

It was inevitable and, as Apple told us, the culprit is clear: "The rapid expansion of AI data centers has created an extraordinary surge in demand for memory and storage."

It's the component crunch we've seen repeated over and over again. Everything from the latest gaming rigs to storage and memory is getting more expensive.

And it's only going to get worse.

"We are not at the bottom and will take more time to climb out," wrote Creative Strategies Founder and longtime analyst Tim Bajarin when I asked him via email if this marked a tipping point for our RAM crisis travails. It did feel like Apple held off as long as possible, and I think Bajarin concurs, "Apple had no choice," he wrote to me.

No RAM crisis end in sight

Not only does Bajarin see the issue continuing, but he thinks it could drag on for years. As he wrote in his recent Forbes column, with just a few major memory factories already "maxed out" and those under construction years away from coming online, "I see this memory squeeze at the least lasting another two years," he told me via email.

This aligns, by the way, with reports we've seen elsewhere from those who run these memory plants.

"We expect tight conditions to persist beyond calendar 2027 as a result of AI-driven demand across all segments coupled with structural supply constraints," said Micron CEO Sanjay Mehrotra in a recent earnings report.

We've all been wondering if and when the RAM crisis would affect iPhone prices, and while the fresh price hikes miss out iPhones, Apple Watches, and AirPods, Apple's comment on why it raised the prices now, makes it clear that they're probablly not done: "We have shielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices on a number of products, including today’s increases for iPad and Mac."

Did you pick up the key phrase? "need to begin raising prices". Apple didn't say, "we've raised the prices," and instead opened the door to further hikes.

Those price increases might come to the full lineups in affected product categories, but I believe that this issue will affect the anticipated iPhone 18 launch in September.

But wait. It gets worse.

An affordability crisis

Bajarin says the price/performance trajectory we've seen for decades (more and faster/better tech for lower prices) is, with this component crisis reversing itself, making it harder to build affordable devices, or rather devices at affordable prices, because one of the key components is exponentially more expensive than ever. We already have some evidence of this with Nothing cancelling its affordable model in response to RAM crisis.

This means that those who usually buy the iPhone Pro, iPhone Pro Max, and iPhone Air might easily absorb higher prices because they can probably already afford them.

It's with base models like the anticipated iPhone 18 where a dramatic increase could push the phone out of reach. This will, by the way, affect Android phones too (see Nothing, above), especially, Bajarin notes, those affordable handsets sold around the world.

You see, they all source their memory from the same handful of suppliers. It's all in shorter supply and more expensive.

In the end, if any of us thought Apple could hold out indefinitely and show the industry a way around this AI-led RAM crisis (the AI boom isn't slowing down, and its demands on energy, water, and memory will probably only increase), they were mistaken. Apple isn't magic, RAM doesn't grow on trees, and we're in for a very rough couple of years.

A look at all the Apple price hikes