In the lead-up to this week’s landmark presentation, Lifehacker conducted the third and final round of its interactive "Big Guessing Game," inviting tech-savvy readers to cast their votes and share predictions on how the keynote will unfold. While the ultimate answers remain under wraps until Apple officially takes the virtual stage, the survey results offer a fascinating look at consumer expectations, shifting corporate leadership, and the immense curiosity surrounding Apple’s upcoming product lineup.
Question 1: Which product will Apple discuss first?
Historically, Apple’s product cadence at fall keynotes sets a definitive tone for the rest of the presentation. Industry rumors strongly point toward a heavy focus on new generations of iPhones and the Apple Watch, though the Cupertino-based company is rarely predictable when it comes to secondary ecosystem additions. Speculation has circulated regarding potential updates to the AirPods lineup—with ongoing rumors about models featuring embedded cameras—while potential Mac announcements remain a wildcard, particularly given that Apple surprised the industry with unannounced Mac hardware just last week.
When posed with the question of which device category would lead off the Wednesday keynote, survey respondents leaned heavily toward Apple’s flagship mobile device. A solid 49% of participants believe Apple will start its presentation with iPhone news, setting the stage immediately with its most lucrative product line. Meanwhile, 23% of respondents believe the company will kick things off by addressing the Apple Watch Series 12.
Smaller percentages of the readership cast their votes for alternative opening acts. Despite recent hardware surprises, 16% of participants guessed that Apple would dive straight into new Mac announcements, while 12% believe the company will give AirPods the first formal shoutout of the afternoon.
Question 2: Will former Apple CEO Tim Cook make an appearance?
Wednesday’s keynote carries significant historical weight for the company, as it will be Apple’s first major product event led by a new chief executive officer since the introduction of the iPhone 4S back in 2011. With Tim Cook having transitioned out of the CEO role, newly appointed Apple CEO John Ternus is set to host and guide this week’s presentation.
Even though Cook is no longer running the day-to-day operations of the company, he remains closely tied to Apple as its executive chair. Apple keynotes are well-known for featuring numerous corporate executives and engineering leaders throughout the broadcast, leaving open the possibility that Cook could make a symbolic appearance on stage or via pre-recorded video segment.
Lifehacker readers were somewhat divided on this question, though a clear majority ultimately anticipated seeing a familiar face. A total of 55% of respondents believe Cook will make some form of appearance during the keynote, while the remaining 45% believe he will stay completely off-screen. Observers note strong logic on both sides of the argument. On one hand, an appearance by Cook could serve as a ceremonial passing of the torch to Ternus, providing a comforting bridge for longtime consumers. On the other hand, Apple’s marketing machine may prefer to maintain a laser-like focus on establishing the new "Ternus" era without muddying the waters or shifting the spotlight away from the current leadership team.
Question 3: When will preorders for the foldable iPhone Ultra begin?
Without a doubt, the rumored iPhone Ultra is expected to steal the entire show on Wednesday. As Apple’s very first foldable smartphone, the device has generated immense industry curiosity, fueled by reports that it could carry a luxury price tag exceeding $2,000 and face potential supply chain or production delays.
Given the questions surrounding its manufacturing timeline, participants were asked when preorders for the groundbreaking foldable device would actually open to the public. Despite rumors of possible delays, the readership leaned toward an optimistic timeline. A leading 43% of respondents predicted that the iPhone Ultra will become available for preorder sometime this month.
Meanwhile, 33% of the surveyed audience adopted a slightly more conservative view, guessing that Apple will officially open preorders in October. Another 15% believe the Ultra will face more substantial delays and remain unavailable until November, while a final 9% suggested that preorders might not kick off until an entirely different month later down the line.
Question 4: How long will Apple’s keynote last?
Apple’s official product keynotes are rarely brief affairs. The company typically packs a massive amount of corporate updates, software deep-dives, and hardware specifications into its presentations. Even though these major keynotes transitioned to highly polished, pre-recorded cinematic broadcasts several years ago, they frequently run as long as a feature-length movie. Because Apple does not adhere to a rigid broadcasting schedule, the event’s exact runtime remains a popular point of speculation among fans and analysts alike.
When asked to estimate the length of Wednesday’s presentation, the majority of Lifehacker readers—51% of those surveyed—predicted that the keynote will run between 90 and 120 minutes. A substantial block of respondents, 41%, expect the event to be slightly more concise, clocking in between 60 and 90 minutes.
Only a slim minority of 8% believe that Apple will deliver an unusually marathon-length broadcast lasting more than two hours. While a two-hour runtime is considered unlikely by many tech commentators, it remains within the realm of possibility should Apple decide to dedicate significant, in-depth technical segments to explaining the engineering behind its brand-new foldable iPhone architecture.
Question 5: Will new CEO John Ternus bring back "One More Thing?"
For many years, the phrase "One more thing" served as the ultimate signature staple of Apple events, popularized by legendary co-founder and former CEO Steve Jobs. The company traditionally used the phrase to build suspense right before revealing a massive, unexpected product announcement or software innovation near the conclusion of the show.
Reviving the slogan would provide a nostalgic and fun stylistic nod for John Ternus during his debut keynote as CEO. However, industry watchers wonder whether the new chief executive will instead choose to deliberately carve out his own distinct leadership path rather than leaning heavily on historical traditions established by his predecessors.
Despite the temptation to forge a fresh identity, the vast majority of Lifehacker readers believe the iconic phrase will make a comeback. Fully 61% of respondents predicted that "One more thing" will return to Apple keynotes this year, while 39% believe the new CEO will leave the historic phrase in the past. As anticipation reaches its final hours, consumers and analysts alike wait to see whether Ternus embraces the company’s storied catchphrase—and whether whatever follows it manages to deliver a genuine surprise rather than a previously leaked detail.
