2026年9月9日 / 美国东部时间上午11:04 / 哥伦比亚广播公司（CBS News）
苹果公司将于今日的年度秋季发布会上推出最新款iPhone，而在本月早些时候接替长期掌舵人蒂姆·库克的新任首席执行官约翰·特纳斯将首次亮相这场发布会。
苹果发布会何时举行？
这场被苹果命名为“惊喜亮相 焕新登场”（Surprise and Shine）的发布会将于美国东部时间下午1点在加州库比蒂诺的苹果总部启动。
观众可通过苹果活动专属页面或公司YouTube频道收看直播。
苹果预计将发布哪些产品？
据行业媒体MacRumors消息，本次发布会最重磅的新品预计是苹果首款折叠屏iPhone，该机可能被命名为iPhone Ultra。彭博社周三报道称，这款手机的售价或将达到约2000美元。
约克维尔艾夫斯公司（Yorkville Ives & Co.）合伙人兼分析师丹·艾夫斯在接受CBS新闻采访时表示：“我们认为这款折叠屏设备有望成为苹果的爆款产品，这也是特纳斯上任后开启新硬件篇章的绝佳时机。这款产品姗姗来迟，此时瞄准庞大的用户安装基数恰逢其时。”
苹果还将推出最新款智能手机iPhone 18。科技分析师指出，与前代机型相比，iPhone 18的售价可能更高，部分原因是全球内存芯片短缺。iPhone 17的售价区间为799美元至1999美元，具体取决于机型版本。
标准普尔全球可视阿尔法（S&P Global Visible Alpha）研究主管梅利莎·奥托在接受CBS新闻采访时表示，投资者也迫切希望了解苹果的人工智能计划，因为相较于谷歌母公司Alphabet等竞争对手，苹果在人工智能领域被视为落后者。
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今年早些时候，苹果公布了人工智能领域的进展，包括对Siri助手的升级，该公司强调隐私保护与日常使用体验，力求在人工智能领域追赶竞争对手。
这场发布会对新任CEO约翰·特纳斯有多重要？
福雷斯特研究公司分析师迪潘詹·查特吉表示，这场主题演讲将为特纳斯描绘苹果未来愿景定下基调。
查特吉称：“约翰·特纳斯接手的或许是现代史上最成功的消费科技巨头。这对他而言既是机遇也是挑战。蒂姆·库克完善的运营执行力、业务规模和盈利模式树立了极高的标杆，特纳斯必须延续这一发展势头。”
编辑：阿兰·谢特
本报道由美联社供稿。
What to know about today’s 1 p.m. Apple tech launch and foldable iPhone
September 9, 2026 / 11:04 AM EDT / CBS News
Apple is set to unveil its latest iPhones today at its annual fall showcase, as new CEO John Ternus steps into the spotlight after succeeding longtime leader Tim Cook earlier this month.
What time is the Apple event?
The event, dubbed “Surprise and Shine” by Apple, will start at 1 p.m. ET at its Cupertino, California, headquarters.
The showcase can be streamed at Apple’s events page or at the company’s YouTube page.
What is Apple expected to announce?
The biggest new product debut is expected to be Apple’s first foldable iPhone, which could be dubbed the iPhone Ultra, according to the trade publication MacRumors. The phone could carry a price tag of about $2,000, Bloomberg reported on Wednesday.
“We believe the foldable could be a major hit for Apple, and this is the right time to go after the new hardware chapter under Ternus,” Dan Ives, partner and analyst at Yorkville Ives & Co., told CBS News. “Long overdue and the right timing to go after the golden installed base.”
Apple is also set to unveil the iPhone 18, the latest iteration of its smartphone. Compared with earlier generations, the iPhone 18 will likely cost more due in part to a global memory chip shortage, according to tech analysts. The iPhone 17’s price ranges from $799 to $1,999, depending on the model.
Investors are also eager to hear Apple’s plan for artificial intelligence, as the company is seen as a laggard compared with rivals such as Alphabet, Melissa Otto, head of research at S&P Global Visible Alpha, told CBS News.
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Earlier this year, Apple unveiled AI advances, including upgrades to its Siri assistant, emphasizing privacy and day-to-day use as the company tries to catch up with rivals in AI.
How important is the event for new CEO John Ternus?
The keynote address for Ternus will set the tone for his vision of Apple’s future, Forrester analyst Dipanjan Chatterjee said.
“John Ternus inherits perhaps the most successful consumer technology juggernaut in modern times. That is both a boon and a burden for him. Tim Cook’s perfected execution, scale, and monetization set a high bar, and Ternus must extend that run,” Chatterjee said.
Edited by Alain Sherter
The Associated Press contributed to this report.
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