With just 2 days out to the launch of iPhone 18 Pro Max, the countdown to the Apple Surprise and Shine event has officially begun, and this one comes with a twist: Tim Cook will not be the one holding the mic. After 15 years of owning the Apple keynote stage, Cook steps back as the new CEO as John Ternus, takes his first bow at the podium. A foldable iPhone, two Pro models, and a fresh set of wearables are lined up, but this year, the biggest headline is not an Apple iPhone at all. Know what is set to launch at the Apple event.
15 years, 15 keynotes, and not one hosted by anybody else, until now. Tim Cook's run began in 2011 with the iPhone 4S and wrapped up in 2025 with the iPhone 17 series, covering practically every iPhone in between: the 6, the X, the 11, all the way through to the iPhone 16.
Even 2020 could not break the streak, delivered virtually, but delivered nonetheless. Now serving as Executive Chairman, Tim Cook may not even appear at the event, leaving the stage entirely to John Ternus. 15 years is a long ritual to break, but Apple, evidently, is ready to turn the page.
The iPhone 18 Pro Max and Pro, meanwhile, will keep their design mostly intact and come in new dark cherry, light blue, and silver shades. A DSLR-like variable aperture camera and a possible three-layer stacked sensor headline the upgrades, backed by a bigger battery and a more efficient LTPO+ display.
Expect the price to climb too, anywhere between $100 and $300 (Rs 10K to Rs 20K+ approx) more than last year.
Leading the charge is Apple's first-ever foldable iPhone, likely to be called the iPhone Ultra, a book-style design with a ~5.5-inch outer display that unfolds into a roomy 7.8-inch screen, iPad energy, iPhone branding.
Face ID doesn't make the cut this time, with Touch ID stepping in via a side button instead, and the rear camera trades a telephoto lens for just an Ultra Wide and Wide setup. A 2nm A20 Pro chip and Apple's in-house C2 modem power things from within, though a price tag north of $2,000 means this one isn't for the faint-hearted wallet.
Alongside the phones, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 round out the main lineup, with a home hub, refreshed Apple TV 4K, and HomePod mini rumoured as possible surprise entries.