Apple Plans to Unveil 14 New Products as Major Product Push Takes Shape

Apple is preparing for one of its busiest product periods in years, with reports pointing to as many as 14 new products arriving from late 2026 into early 2027. The company’s September 9 launch event is expected to be the first major product showcase under new CEO John Ternus, who officially succeeded Tim Cook on September 1. The upcoming event is expected to focus primarily on the next generation of iPhones, Apple Watches and AirPods.

The biggest expected announcement is Apple’s next-generation iPhone lineup, including the premium iPhone 18 Pro and iPhone 18 Pro Max. Apple is also widely expected to introduce its first foldable iPhone, reportedly referred to as the iPhone Ultra. The foldable device is expected to feature a large internal display and a premium design, potentially giving Apple a major new presence in the rapidly growing foldable smartphone market. These details remain based largely on reports and leaks ahead of the event.

Apple’s wearable business could also receive several updates. Reports indicate that the company is preparing new Apple Watch models, including the Apple Watch Series 12 and Apple Watch Ultra 4, alongside new AirPods. The September event could therefore become more than an iPhone launch, with Apple using its ecosystem of devices to introduce upgrades across smartphones, wearables and audio products.

Beyond the September announcements, Apple’s reported product roadmap extends into other categories. New Macs, iPads and smart-home products are expected to arrive in subsequent launches, potentially including an updated Apple TV, HomePod-related hardware and a new home hub. Some reports also point to longer-term products such as a touchscreen MacBook and other new devices as Apple expands its hardware portfolio through 2027.

The product push comes at an important moment for Apple as Ternus begins his tenure as CEO. The company is facing pressure to accelerate innovation, particularly in artificial intelligence, while maintaining the ecosystem and supply-chain strengths developed during Cook’s leadership. Apple has already previewed its next generation of Apple Intelligence and a more capable Siri, making AI an increasingly important part of its future products. If the reported launches materialize, the coming months could mark one of Apple’s most significant periods of hardware expansion in years.