Apple Event Surprise and Shine: 11 Products May Be Discontinued
Ahead of the Sept 10, 2026 Apple Event, 11 devices face potential removal from the official online store following new hardware launches.
Stock photo for illustration only, not from the actual event
- Apple Event Surprise and Shine set for midnight on Sept 10, 2026 Thai time
- 11 older Apple devices face potential discontinuation from the online store
- iPhone 17 Pro and Pro Max are confirmed to step down for new flagships
- Uncertainty surrounds iPhone 16 and Home devices due to shifting iPhone 18 timelines
Tech enthusiasts are gearing up for the Apple Event Surprise and Shine, scheduled for midnight on September 10, 2026, Thailand time. Alongside anticipated hardware announcements, the tech giant typically refreshes its official online storefront by phasing out older generation models.
According to reports, a total of 11 items are currently on the potential chopping block to make room for newer successors. The full list includes:
- iPhone 17 Pro
- iPhone 17 Pro Max
- iPhone 16
- iPhone 16 Plus
- Apple Watch Series 11
- Apple Watch Ultra 3
- AirPods 4
- AirPods 4 with Active Noise Cancellation
- Apple TV 4K (3rd generation)
- HomePod mini (1st generation)
- HomePod (2nd generation)
Among the items, the iPhone 17 Pro and iPhone 17 Pro Max are virtually guaranteed to be retired despite posting stellar sales figures, ensuring all attention shifts entirely to the incoming flagship lineup.
"From the initial 11 items, some products might continue selling, but certainly, the iPhone 17 Pro and iPhone 17 Pro Max will be discontinued to pave the way for newer models."
Apple Product Lineup Report
Stock photo for illustration only, not from the actual event
Meanwhile, the fate of the iPhone 16, iPhone 16 Plus, and the Home product category remains fluid. Normally, Apple discounts standard older models to sell alongside new releases. However, multiple sources indicate that the standard iPhone 18 and second-generation iPhone Air have been pushed to early 2027 as part of a twice-yearly launch strategy, leaving their immediate future unclear.
Apple's product discontinuation strategy is a core component of supply chain management and inventory control, designed to prevent older models from cannibalizing sales of newly introduced hardware. Transitioning to a biannual hardware release cycle also allows the company to smooth out revenue streams and maintain consumer momentum throughout the fiscal year.
Another fascinating variable this cycle is potential price adjustments, which might encourage Apple to keep legacy products on shelves longer at a lower price point while pushing higher-priced new flagships. Consumers will find out which of these 11 products survive the midnight keynote.
Source: Thairath Lifestyle
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