Will Apple Change in the Ternus Era?

Apple's annual autumn event is approaching once again.

Recently, renowned leaker Mark Gurman, a journalist from Bloomberg, released several posts revealing information about Apple's upcoming autumn products. He suggested that Apple's autumn event this year is likely to be held on September 9. This means there is less than a month to go before the official release of major new products like the iPhone 18 Pro and iPhone Ultra.

In fact, there have been numerous leaks about Apple's autumn new products, and it's time to compile all of them to get a sneak peek at the highlights of these upcoming releases.

New Products Debut One After Another, Old Product Lines 'Resurrected'

Apple plans to launch several products at this autumn event. Based on various leaks, at least the following products are confirmed for release: iPhone 18 Pro and iPhone 18 Pro Max, iPhone Ultra, Apple Watch Series 12, Apple Watch Ultra 4, HomePod mini 2, and a new Apple TV.

First and foremost, the most important new products are, of course, smartphones. This autumn event will see the release of two new iPhones: the iPhone 18 Pro series and the iPhone Ultra. We have previously highlighted the foldable iPhone Ultra in an article. In short, as the first foldable model, Apple has made extensive preparations for it, including stockpiling 10 million units and procuring display panels from Samsung. However, although the iPhone Ultra will be announced as scheduled on September 9, its release will be postponed to the fourth quarter due to production scheduling issues.

Undoubtedly, the iPhone Ultra will steal the spotlight from the iPhone 18 Pro, but the latter remains a crucial model responsible for the majority of shipments. With the standard iPhone 18 and iPhone Air 2 delayed until early next year, the 18 Pro series becomes the most critical player among Apple's new products.

Given the abundance of leaks and the massive leak from Tata Electronics' factory in India, there are no secrets left about the iPhone 18 Pro series. From the leaked real-device videos and images, the design on the back of the iPhone 18 Pro remains largely unchanged, featuring an integrated triple-camera module and a combination of glass and metal construction. The color options have been updated to light blue, silver, and deep cherry red.

(Source: Macworld)

However, there are changes on the front. The area of the Dynamic Island has been reduced by 35%, primarily because the flood illuminator component of Face ID has been placed beneath the screen, allowing for a smaller cutout area.

(Source: X)

In terms of imaging, the main camera CMOS of the iPhone 18 Pro has been upgraded to the new Sony IMX905. The most significant change is the support for a variable aperture, enabling better regulation of physical light intake and depth of field, enhancing shooting performance. However, the telephoto and ultra-wide cameras remain largely unchanged, resulting in a modest overall imaging upgrade.

Regarding performance, the 18 Pro will be powered by the A20 Pro chip, based on TSMC's 2nm process, with an expected 15% performance improvement and 30% energy efficiency enhancement. The A20 Pro will integrate 12GB of memory, which is sufficient for a Pro-model iPhone.

In terms of battery, the Chinese version of the iPhone 18 Pro will have a battery capacity of 4056mAh, while the 18 Pro Max will have 5391mAh, showing a significant gap compared to flagship Android models. It seems that Apple has not yet introduced silicon-anode batteries in this generation.

The screen of the 18 Pro will also see an upgrade. According to leaks, its panel suppliers remain Samsung and LG. This screen will utilize Samsung's M16 luminescent material, offering a 12% increase in luminous efficiency compared to the previous generation. Its global and peak brightness remain unchanged, but energy efficiency is improved, reducing screen power consumption by 15%-20% at the same brightness level. Currently, it appears that the iPhone 18 Pro has not compromised on screen quality, but next year's standard 18 model will downgrade its screen luminescent material from M14 to M12, further widening the configuration gap between the standard and Pro models.

Overall, the iPhone 18 Pro represents a regular upgrade without significant product highlights but also without obvious shortcomings. However, without the support of the standard model, it bears the primary shipment responsibility alone, and its performance may not be as good as the previous generation.

Smartwatch Communication Function Upgraded, Ceramic Version Returns

Apple's Apple Watch series has undergone several iterations over the years. Due to the product's maturity and the limited scenarios a watch can accommodate, recent Apple Watch upgrades have been somewhat incremental. This autumn, Apple will release two new watches: the Apple Watch Series 12 and Watch Ultra 4.

The Apple Watch Series 12 sees minimal major updates, primarily focusing on chip upgrades, presumably to support the latest AI features. Other updates include an enhanced hypertension warning function and extended battery life. There are also reports suggesting a ceramic version will be introduced to differentiate the product, albeit at a higher price.

The Apple Watch Ultra 4 undergoes more significant changes, featuring a 2.0-inch LTPO3 OLED screen with a peak brightness of 3200 nits and support for a minimum brightness of 1 nit. Its chip will also be upgraded to the 3nm S12, and a new titanium case will reduce the body thickness by 15%. Due to reduced power consumption from the chip and screen, battery life in regular usage scenarios is expected to increase to 36-48 hours.

(Source: 9To5Mac)

This watch also sees an upgrade in communication capabilities, with the cellular version supporting 5GB RedCap, enabling low-power 5GB communication. Its satellite function is also enhanced, supporting two-way satellite messaging. However, this feature is unlikely to be available in the Chinese version. Additionally, its charging speed is upgraded, allowing for 80% charge in half an hour.

Currently, the higher-end and more expensive Ultra series has monopolized certain specific functions, while upgrades to the regular Apple Watch digital series have become increasingly underwhelming.

At this autumn event, Apple will also update some long-overdue old product lines. Among them, the HomePod mini 2 will be released, six years after the initial HomePod mini. The upgrade focus for the HomePod mini 2 will be on the chip to support the latest Siri AI features. With the new chip, the HomePod mini 2 is expected to have certain on-device AI computing capabilities, better integrating into the Apple Intelligence ecosystem and serving as a control hub for the entire Apple hardware ecosystem.

Similarly, the Apple TV will also see an update after nearly four years. According to Gurman's leaks, the Apple TV 4K (fourth generation) will be released this autumn. The core upgrade for this TV box is the chip, which will be updated from the A15 to the A17 Pro. This chip was previously used in the iPhone 15 Pro and is currently the earliest to support Apple AI. With this chip, the new Apple TV will also support AI functions. Additionally, for users, the 8GB of integrated memory in the A17 Pro will significantly enhance the TV box's smoothness and playability.

(Source: Apple)

Currently, updates to the HomePod mini and Apple TV product lines are primarily aimed at adapting to Apple's newly established AI ecosystem, with no significant functional highlights beyond chip upgrades.

In addition, the previously leaked 'HomePod with a screen' may also be released. Its form factor may be closer to an IoT control panel, with the latest leaks suggesting it will also support Face ID and other functions. Its positioning is as a control hub for Apple's smart home system, playing a similar role to the HomePod but with the added interaction capability of touch.

September Sees Fierce Competition in New Product Releases, Apple Faces Significant Pressure

Apple's autumn event, known as the 'Tech Gala,' attracts significant attention. Meanwhile, September is also a peak season for other brands to release new products. In addition to facing competition from rivals, Apple also faces new challenges this year, such as rising storage costs.

The iPhone Ultra, mentioned earlier, is Apple's first foldable model, and the company is confident in its market performance, with an initial stockpile of 10 million units. However, it also faces significant competitive pressure. After years of development, foldable screens have matured, with Samsung and Huawei recently launching high-end large foldable models that directly compete with the iPhone Ultra. Some new products will also be released in September, and they have a price advantage.

As for the iPhone 18 Pro series, the old problem persists: without the support of the standard model and with not obvious (bù míng xiǎn, not obvious) product upgrades, maintaining the explosive performance of the same period last year will be challenging. The pressure from rising storage costs has been fully passed on to Apple. Earlier, supply chain reports indicated that Changxin rejected Apple's price reduction request, with memory prices on par with Samsung and SK Hynix. The latest news shows that Apple has been testing Changxin memory in iPhones and MacBooks. It seems that even as the new models are about to be released, Apple still has significant memory-related anxieties.

Recently, market research firm TrendForce stated that rising component costs, represented by storage, have increased the overall cost of the iPhone 18 Pro by nearly 40%. According to TrendForce's forecast, in the third quarter of this year, storage costs will account for 34% of the total hardware material costs of the iPhone 18 Pro, up from 10% in the same period last year. In contrast, the cost proportion of the new chip, which uses a more expensive manufacturing process, remains largely unchanged.

(Source: TrendForce)

It appears that a price increase for the iPhone 18 Pro is almost inevitable. The currently leaked US price for the iPhone 18 Pro is $1,399, an increase of $300 compared to the iPhone 17 Pro. The starting price for the Chinese version of the iPhone 17 Pro was 8,999 yuan, which is significantly higher than the US price. Considering the negative impact of price increases, Leitech speculates that the starting price for the Chinese version of the iPhone 18 Pro will be set at 9,999 yuan, a 1,000 yuan increase.

In fact, the Android camp is also under significant cost pressure. Previous leaks indicate that the price of next-generation Android flagship chips has risen sharply. Combined with rising memory and storage costs, the total cost of chips, memory, and flash storage has reached $600, equivalent to over 4,000 yuan. Currently, Android flagship new models are generally experiencing price increases. If the iPhone 18 Pro can limit its price increase to 1,000 yuan, it will be relatively competitive.

Ultimately, the entire smartphone industry is bearing the cost pressure of rising storage prices. Relatively speaking, Apple, with greater cash flow and higher profit margins, faces less pressure than its Android rivals. Apple is not concerned about losses but rather about storage costs eroding its profits.

Will Apple's Product Strategy Change Significantly with the New CEO?

This autumn event will be the first hosted by the new CEO after Tim Cook's resignation. However, considering that Cook has just stepped down, the new products at this event are still primarily under Cook's leadership. In other words, the specific performance of the new products at this event has little to do with Ternus. Given his background in the hardware department, there are high expectations for future Apple hardware innovations.

Recent leaks from channels like Gurman also suggest significant changes in some Apple hardware. For example, Apple plans to enrich the Apple Watch product line, including introducing models with larger, smaller, or even no screens. Ternus has also considered launching an Apple Watch with a round screen. The previously mentioned new control panel product will also be a key product developed by Ternus. Additionally, there have been reports that Ternus will launch Apple-branded AI glasses.

Ternus joined Apple in 2001 and has long served in the hardware department, participating in the development of many Apple products and overseeing multiple product lines, including the iPad, Mac, AirPods, Watch, and iPhone. Now, as the leader, Ternus has stronger product decision-making power and can theoretically introduce more product lines.

Compared to Cook, Ternus has a more technical background and is seen as key to Apple's transition from a marketing-driven to a technology-driven company. However, during Cook's tenure as Apple CEO over the past decade, despite controversies, his overall performance has been outstanding. Moreover, although the iPhone has been criticized for lacking innovation, Cook has introduced many innovative products, such as the AirPods, Watch, and HomePod. AirPods, in particular, have become a phenomenal product category, directly creating a new market segment.

For Ternus, bringing more innovative hardware products is undoubtedly important, but the immediate priority is likely to help Apple achieve breakthroughs in the AI field. Apple's lag in AI is an undeniable fact. Purchasing the Gemini solution may provide a temporary fix, but it means relinquishing technological control. Ternus and Apple are undoubtedly aware of this and are accelerating the AI integration of other products.

(Image source: Apple)

Nowadays, devices such as iPhones, iPads, Macs, AirPods, and Watches are all upgrading their chips to accommodate Apple Intelligence, and even reviving product lines like HomePod and TV, which have been dormant for years. However, one of the key focuses of Apple's AI project should still be to launch its own powerful large model to support the operation of the AI brain; otherwise, the lagging situation will still not be completely reversed.

When it comes down to it, Apple has a heavy task at this year's autumn event. On one hand, it has to face the cost pressure brought by rising storage prices, and on the other hand, it needs to quickly roll out its own AI features across various devices. Although the iPhone 18 Pro appears to have mostly regular upgrades, given the high probability of a price increase, it remains a key product for testing Apple's market appeal. The addition of the first foldable iPhone Ultra also finally gives Apple a new weapon to directly compete with major Android manufacturers in the ultra-high-end market.

As for how these new products actually perform, and whether the new generation of screens and AI features are user-friendly, simply looking at existing leaks is certainly not enough. Everything will have to wait until the event and the release of the new products to be determined.

Apple iPhone 18 ProiPhone TernusAI

Source: Leikeji

The images in this article are from the 123RF licensed image library. Source: Leikeji