{
  "id": 6328938,
  "title": "Apple event: 77% of our readers expect iPhone price hikes",
  "url": "https://urgent.news/2026/09/08/apple-event-77-of-our-readers-expect-iphone-price-hikes",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-09-08T21:04:49.000Z",
  "source": {
    "name": "Mashable",
    "slug": "mashable",
    "url": "https://mashable.com/tech/apple-event-predictions-sept-8-guessing-game"
  },
  "original_language": "en",
  "account": "John Ternus, the new CEO at Apple, is set to make his first appearance at the company's September iPhone launch event. This is a significant shift from the typical format, as Apple has not hosted a live keynote since the time of Steve Jobs. Half of Mashable readers believe Ternus will debut on stage, while 8 percent think he will appear in front of the Apple rainbow arch.\n\nThe upcoming iPhone 18 Pro Max is expected to come with a higher starting price, with 77 percent of Mashable readers predicting a $100 or $200 increase. This is due to the ongoing global memory shortage, which is driving up the cost of smartphones, laptops, and gaming consoles. Meanwhile, 16 percent of respondents thought the iPhone 18 Pro Max would cost the same as its predecessor, $1,199.\n\nApple has been rumored to be working on a foldable phone, which has been unofficially dubbed the iPhone Duo. However, the final name remains undisclosed. Out of all the readers, 30 percent predicted the device would simply be called \"Something else.\"\n\nAlthough there was no official passing of the torch moment at the previous Apple event, 65 percent of readers believe Tim Cook will make an appearance during the main keynote this time around. The length of the keynote presentation is also a topic of speculation, with 52 percent of readers expecting it to be under 60 minutes, and 23 percent anticipating it to last 91 minutes or longer.",
  "summary": "We asked Mashable readers to predict what's going to happen at the Apple 'Surprise and Shine' iPhone launch event Sept. 9.",
  "key_points": [
    "John Ternus, new CEO, to make debut at September iPhone launch event",
    "77% of Mashable readers expect iPhone 18 Pro Max price increase of $100-$200",
    "65% predict Tim Cook will appear during main keynote"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 8,
    "also_reported_by": [
      {
        "outlet": "TechRadar",
        "title": "It looks like Apple will finally support four HomePods in Dolby Atmos surround sound with Apple TV 4K — and it'd be a pretty good price compared to Sony's equivalent system",
        "url": "https://urgent.news/2026/09/08/it-looks-like-apple-will-finally-support-four-homepods-in-dolby-atmos",
        "published": "2026-09-08T16:56:36.000Z"
      },
      {
        "outlet": "TechCrunch",
        "title": "How to watch Apple’s foldable iPhone announcement",
        "url": "https://urgent.news/2026/09/08/how-to-watch-apples-foldable-iphone-announcement",
        "published": "2026-09-08T17:46:53.000Z"
      },
      {
        "outlet": "Android Authority",
        "title": "Samsung flexes its foldable lead one day before Apple joins the race",
        "url": "https://urgent.news/2026/09/08/samsung-flexes-its-foldable-lead-one-day-before-apple-joins-the-race",
        "published": "2026-09-08T19:26:16.000Z"
      },
      {
        "outlet": "CBS News",
        "title": "Apple event expected to debut foldable iPhone and new CEO John Ternus",
        "url": "https://urgent.news/2026/09/08/apple-event-expected-to-debut-foldable-iphone-and-new-ceo-john-ternus",
        "published": "2026-09-08T20:25:52.000Z"
      },
      {
        "outlet": "Free Malaysia Today",
        "title": "New Apple CEO to face first test with foldable iPhone launch",
        "url": "https://urgent.news/2026/09/09/new-apple-ceo-to-face-first-test-with-foldable-iphone-launch",
        "published": "2026-09-09T01:53:27.000Z"
      },
      {
        "outlet": "The Hindu - Sci-Tech",
        "title": "New Apple CEO John Ternus to face first test with foldable iPhone launch",
        "url": "https://urgent.news/2026/09/09/new-apple-ceo-john-ternus-to-face-first-test-with-foldable-iphone",
        "published": "2026-09-09T03:39:29.000Z"
      },
      {
        "outlet": "AppleInsider",
        "title": "Rumor says foldable is iPhone Duo, gets Apple Pencil, & starts at $2,000",
        "url": "https://urgent.news/2026/09/09/rumor-says-foldable-is-iphone-duo-gets-apple-pencil-starts-at-2-000",
        "published": "2026-09-09T04:35:30.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}