There are still two months to go until the flagship product launch of Apple’s year. One day in early September (very likely the 8th), we’ll get our first official glimpse of the iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Ultra. Yet it feels like we’ve already had enough unofficial glimpses to fill a prerecorded keynote presentation.
Last week, for example, saw the leaking of the 18 Pro’s parts list and a video of the device allegedly undergoing a drop test, all apparently as a result of a ransomware attack. A few days later, a different source claimed to know the exact battery capacity of the 18 Pro Max, and yet another claimed both Pro models would feature slower QLC NAND storage.
These are major and specific pieces of information about a set of products that don’t yet officially exist. And they follow in the wake of broader knowledge: the staggered launch cadence, the existence (and likely branding) of a folding model, camera, processor, and modem upgrades, and even the color finishes. The cat isn’t quite out of the bag, but supply-chain sources have revealed extensive details about the cat’s design and tech specs.
The latest reports may be plain wrong, we should add. The drop-test video came under scrutiny after its source was banned from Twitter/X, seemingly for hijacking a more reputable leaker’s account. The battery spec rumor, meanwhile, comes from a tweet that’s since been deleted by a leaker with very little track record to check for accuracy. Skepticism is advised in the age of Weibo punditry.
Apple thus finds itself in a curious position where its unreleased products are both known and unknown to the public. They certainly aren’t a secret, much to Apple’s chagrin. John Ternus wants nothing more than to step out on the virtual stage and pull a mysterious object from a manila envelope. But that’s not going to happen.
However, the information we have is likely fallible and almost certainly incomplete. Some elements of the released products, hopefully minor ones, will be different from the theoretical iPhones we’ve pieced together across a year of punditry and leakage. This may be because somebody somewhere got something wrong and was then wrongly believed; or it may be because Apple changed its plans.
The other possibility is that Apple may have deliberately poisoned the well with misinformation. It’s known to have engaged with the rumor mill in the past in order to flush out moles within its own organization, so there’s no reason why it wouldn’t follow a similar playbook to discredit pesky leakers who keep spilling its beans. Or, more deviously, to put rumors into the public sphere that will subsequently make its products look better by comparison.
Take this battery rumor. The new claimed numbers for the 18 Pro Max’s capacity (5,235 mAh and 5,425 mAh on the Nano SIM and eSIM models, respectively) are higher than the community’s previous best guess (between 5,000 mAh and 5,200 mAh) and way higher than the capacity of the 17 Pro Max (4,823 mAh and 5,088 mAh). Compare that to another recent rumor, which claimed the 18 Pro’s capacity would see the smallest gain since 2020. One rumor raises expectations, the other tempers them–so which do you think is more likely to come from Apple?
By this point, I suspect that most customers are used to the steady flow of rumors and the loss of that sense of secrecy and surprise for which Apple was once known. It may not be quite as fun to watch the keynote and know the reveals before they come, but that’s a far better experience than having high expectations and seeing them disappointed.
Needless to say, the rumors won’t stop any time soon. Macworld’s job is to help you separate the legit info from the nonsense: for our verdict on this year’s phone launches check out our guides to the iPhone 18 Pro and the iPhone Ultra. Just remember to keep a supply of salt handy.
Foundry
Welcome to our weekly Apple Breakfast column, which includes all the Apple news you missed last week in a handy bite-sized roundup. We call it Apple Breakfast because we think it goes great with a Monday morning cup of coffee or tea, but it’s cool if you want to give it a read during lunch or dinner hours too.
Trending: Top stories
Apple has all the tech needed for great Mac games, writes Alex Blake. So where are they?
Apple won’t go broke for us, argues the Macalope, so why should we go broke for Apple?
Ring toss: Why the Apple Watch’s activity goals need an update.
New video proves that MacBook Neo lives rent-free in Microsoft’s head.
Apple A20 Pro preview: What to expect from the chip that will power the iPhone 18 Pro and iPhone Ultra.
You can blame the iPhone for the plunging U.S. birth rate. Apparently.
Podcast of the week
Late last month, Apple drastically raised prices for the Mac and iPad. Apple is also expected to introduce new iPhones and other products later this year with higher prices than usual. We talk about this new development and how it affects you in the latest episode of the Macworld Podcast.
You can catch every episode of the Macworld Podcast on YouTube, Spotify, Soundcloud, the Podcasts app, or our own site.
Reviews corner
The rumor mill
Sources: iPhone 18 and Ultra will launch separately with highest prices ever.
New iPad Pros and entry-level MacBook Pro coming in the first half of 2027.
Apple’s pricing woes will worsen through 2027, report claims.
Crackdown raises red flags over ‘biggest leak in Apple’s history.’
Video of the week
Siri on the Mac has a big opportunity. For more short videos, follow us on TikTok and Instagram.
Software updates, bugs, and problems
New malicious clipboard clone raises serious security concerns for Mac users.
Hackers have a new way to disable Mac security software.
iCloud’s ‘Hide My Email’ might not be hiding your email after all.
macOS 27 Golden Gate marks the end of built-in DVD support.
And with that, we’re done for this week’s Apple Breakfast. If you’d like to get regular roundups, sign up for our newsletters, including our new email from The Macalope–an irreverent, humorous take on the latest news and rumors from a half-man, half-mythical Mac beast. You can also follow us on Facebook, Threads, Bluesky, or X for discussion of breaking Apple news stories. See you next Monday, and stay Appley.
