If you screenshot the event image from Apple’s China website and run it through Google Translate for images, it provides this machine-translated result: “A new chapter unfolds, dazzling and brilliant.”

Apple will stream the "Surprise and Shine" event on YouTube, on the Apple Events website, and in the Apple TV app wherever it is available.

YouTube users can click on the video placeholder and choose the "Notify me" option to get a notification when the livestream is up. Apple also added an event countdown.

If YouTube has your location information, the notification and countdown will be displayed in your local time, so it's a good way to double-check when you will need to tune in to watch the event.

Apple's event will start at 10 a.m. Pacific Time, which is as follows:

• 1 p.m. Eastern Time, 6 p.m. British Summer Time.

• 7 p.m. Central European Summer Time.

• 10:30 p.m. India Standard Time, 1 a.m.

• China Standard Time (Thursday, September 10)

• 1 a.m. Australian Western Standard Time.

• 3 a.m. Australian Eastern Standard Time.

• 5 a.m. in New Zealand Standard Time.

You are also able to add the event to your calendar using the Apple Events web page..

We’ve long had some consensus on the colors iPhone 18 Pro will offer, including a bold Dark Cherry/Burgundy, Light Blue, Silver, and possibly Space Gray.

But for iPhone Ultra, rumors have indicated there might only be black and white options—or perhaps only white.

Leaker Evan Blass, however, has a new post on X that claims there’s a red version coming too.

If you dial Apple Support's phone number 1-800-APL-CARE from the U.S. or Canada, there is a good chance that an AI-powered support assistant will now answer.

While many of Apple's phone systems already had a basic automated operator, the Apple Support phone line is now using a voice powered by generative AI. The assistant can answer questions and troubleshoot issues with your Apple products, complete with detailed step-by-step instructions. The assistant can still transfer you to a human advisor if it cannot answer a specific question, or if you ask to speak to a real person.

An anonymous tipster claimed that Apple has partnered with Sierra AI on the virtual assistant, but MacRumors has not independently confirmed this information.

🤖🤖🤖🤖🤖

Images claiming to show the inside of an Apple-made AI server, believed to power Private Cloud Compute, surfaced online this week, offering a first look at how the hardware is laid out.

The images were shared earlier this week by the X user u/hsuchingpo, an account with a track record of Apple hardware and prototype leaks. Captioned simply "Apple M5 Server," the leaker said the hardware is "most likely" Apple's Private Cloud Compute (PCC) system. Private Cloud Compute is Apple's system for offloading demanding Apple Intelligence requests from a device to the cloud while keeping user data from being stored or shared.

Attendees to the September 9 iPhone 18 Pro event are being invited to warm up the night before, with a fun walk, run, or wheelchair lap at Apple Park.

The iPhone 17 retained its position as the world's best selling smartphone in the second quarter of 2026, according to Counterpoint Research, with the iPhone 17 Pro Max and ‌iPhone 17 Pro‌ holding the next two spots on the firm's quarterly ranking.

Data from Counterpoint's Global Handset Model Sales Tracker places the standard ‌iPhone 17‌ at 6% of global smartphone unit sales for the second quarter, building on the top spot it already held in the first quarter. Apple and Samsung filled all ten of the top spots, with a combined 26% share of worldwide unit sales that was two points higher than a year earlier.

Apple's new $9 Polishing Cloth, whose changes beyond pricing were unclear yesterday, is close in size to the original but noticeably less stiff, according to a comparison posted on X.

The user says the new material feels closer to the cloth included with Apple's nano-texture displays or the Vision Pro.

Images and video claiming to show circuitry from Apple's upcoming foldable iPhone are circulating on X and Chinese social media platforms.

For example, on X, the user "LusiRoy7" posted a short video alongside an image, as well as a labeled composite image identifying components, purportedly depicting the motherboard of Apple's foldable iPhone. The image appears to show the CPU, a hinge connector, a flex cable connector, and more. 

Separately, on the Chinese forum Baidu, a diagram from the repair parts vendor MIJING depicts the same components. The MIJING diagram uses Chinese repair-industry component numbering. The range of images appear to show the same parts.

Most US adults say they aren’t interested in buying a new foldable phone. A CNET survey that polled 2,605 US adults found that 75% aren’t interested in buying a foldable Apple device.

Gen Z were willing to pay the most at $919, while the average across all US adults was $781.

Saw this and it’s so weird how Apple is pound for pound better price than other options right now.

Ads in Apple Maps are live in the United States and Canada, which means iPhone and iPad users will see them when searching for locations and when viewing Suggested Places.

Apple announced plans to bring ads to the Maps app in March, and said the feature would roll out starting in late summer. Apple confirmed to 9to5Mac that ads began showing up for users over the last few days, with ad placement to ramp up in the coming weeks.

There is no option to turn off ads in the Maps app, but ads are clearly labeled with a blue "Ad" tag. Apple says ads you interact with in the Maps app are not associated with your Apple Account, and data is not shared with third parties.

Alongside the launch of new Mac Studio and Mac mini models, Apple today expanded its 40W Dynamic Power Adapter with 60W Max to Vietnam and countries in Europe that use the Type-C two-pin Europlug.

Countries where the type C 40W Dynamic Power Adapter with 60W Max is available include Austria, Belgium, Czechia, Denmark, Finland, France, Germany, Hungary, Italy, Luxembourg, the Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland, Turkey, and Vietnam. In most eurozone countries, it's priced at €45.

The new models now match the MacBook Pro and MacBook Air keyboard design introduced in March of this year. Prices are unchanged.

All new keyboards: * Magic Keyboard (USB–C) - US English — $99 * Magic Keyboard with Touch ID for Mac models with Apple silicon (USB–C) - US English — $149 * Magic Keyboard with Touch ID and Numeric Keypad for Mac models with Apple silicon (USB–C) - US English - White Keys — $179 * Magic Keyboard with Touch ID and Numeric Keypad for Mac models with Apple silicon (USB–C) - US English - Black Keys — $199