We generally have a decent idea of what to expect as we head into these events, given myriad reports and rumors about what Apple is up to. It was long expected that the company would reveal its first foldable iPhone — dubbed the iPhone Ultra or iPhone Duo — the iPhone 18 Pro models and the latest Apple Watches.

Many tech observers thought Apple might name its folding phone the iPhone Ultra, but the company went with Duo instead. That ruffled the feathers of a certain fictional owl, Duo, the mascot for language app company Duolingo. (Duo’s used to wading into newsy issues — he once pretended to be murdered by a Tesla Cybertruck .)

I got the iPhone 17 Pro Max last fall, and to be brutally honest, none of the iPhone 18 Pro Max rumors have convinced me it’s worth upgrading again this year. The new iPhone sounds better, of course, in all the predictable ways: a faster chip, better cameras, a smaller Dynamic Island, and potentially longer battery life.

Apple is expected to announce its first foldable iPhone, the iPhone 18 Pro and Pro Max, and more at its "Surprise and Shine" September event.

Apple's annual product announcement event starts at 1 p.m. ET on Wednesday, Sept. 9. Folks can watch at home on the Apple website or Apple TV app.