The Vergecast · Friday, September 11, 2026
The event's structure was noted as significantly different this year, starting with the iPhone Pro and prioritizing software over hardware details. This approach was described as unusual for Apple's keynotes.
“I also thought they did this really interesting structure to the event this year. And you noted this in the live blog, they started with the iPhone Pro, right? And they opened all software. They don't, they barely tell you what's new about the hardware. And I, I can't remember them doing it to quite this extent before, can you?”
“No, and to be, uh, it was like, iPhone 18 Pro, here it is. We were, we were definitely less than, like, 10 minutes in, and it was like, wow.”