This is CNBC's live coverage of Apple's September "Surprise and shine" launch event.
Apple kicked off its biggest launch event of the year on Wednesday, with new CEO John Ternus making his big debut.
Ternus kicked off the "Surprise and shine" event with a first look at the new iPhone 18 Pro and Pro Max, which come in new colors glacier and burgundy.
Investors are closely watching to see if Apple raises starting prices for its iPhones during a global computer parts shortage. The company raised prices on Macs and iPads over the summer.
Former CEO Tim Cook was in attendance, and Apple customers and investors are watching to see where Ternus follows Cook's footsteps, and where he diverges.