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Apple's "Surprise and Shine" keynote on September 9, 2026, the first hosted by new CEO John Ternus, announced five new products: the iPhone Duo (Apple's first foldable, starting at $1,999), the iPhone 18 Pro ($1,199) and iPhone 18 Pro Max ($1,299), and the Apple Watch Series 12 ($399) and Watch Ultra 4 ($799).
Apple raised the starting price of the iPhone 18 Pro to $1,199 and the iPhone 18 Pro Max to $1,299, both $100 more than their iPhone 17 predecessors, and simultaneously discontinued the iPhone 17 Pro and Pro Max.
Google's Pixel 11 family is official, bringing Tensor G6, brighter displays, new camera hardware, Proactive Assistance, Qi2.2 charging and the return of notification lights through HiLight.
Google says it can no longer absorb the memory crisis and is redesigning Android to use RAM more efficiently.
A split launch would turn Apple's biggest 2026 phone event into a premium-only season and push value-conscious buyers toward older iPhones or Android.
