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1Repair Windows errors before they cause bigger problems2Scan for outdated or missing drivers - takes under a minute3Clear out junk files and repair common Windows errorsApple’s “It’s Glowtime” event took place on September 9, 2024. The Watch headline was Apple Watch Series 10; Apple also refreshed the Ultra 2 finish, while the iPhone 16 family and two AirPods 4 models rounded out the major announcements. Before the event, a new Ultra and SE were possibilities—not certainties—and several rumored health features were never safe to treat as confirmed.
What happened at Apple’s September 2024 event?
Apple held “It’s Glowtime” at Apple Park on Monday, September 9, 2024, starting at 10:00 a.m. Pacific Time (1:00 p.m. Eastern). Apple’s event page is the primary place to find its event information: Apple Events. The company announced the iPhone 16 lineup, Apple Watch Series 10, a black-finish version of Apple Watch Ultra 2, two AirPods 4 models, and a USB-C refresh for AirPods Max. A post-event rundown is available from MacRumors.
This is a retrospective, not a current event preview. The distinctions below matter: Series 10 was a strong pre-event expectation; an Ultra 3, a new SE, and particular health capabilities were much less certain.
Apple Watch: Series 10 arrived, but there was no Ultra 3
Series 10 was the main Watch announcement
Pre-event reporting anticipated a thinner Series 10 case and larger displays, with a possible case-size shift that included a model around 49mm. It also raised the possibility of sleep-apnea detection and an S10 chip. Those details were rumors before the keynote, not confirmed specifications. Apple’s actual product announcement was Apple Watch Series 10; the event’s outcome should not be retroactively described as confirmation of every prediction in the rumor cycle.
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- 【Note】You can fix the phone suction cup on a smooth surface such as a mirror or glass. If necessary, wipe the suction cup with a damp cloth to obtain stronger suction. Before releasing your hand, make sure the phone is firmly fixed. (Not applicable to rough walls, wooden surfaces, and other uneven surfaces)
The “10” prompted anniversary speculation, but it did not guarantee a special anniversary edition. Apple introduced the Watch in 2014, while the first model reached customers in 2015. That difference makes claims about an exact retail-anniversary launch easy to overstate.
Ultra 2 received a finish update instead of a new generation
Some coverage anticipated Apple Watch Ultra 3, but Apple announced Apple Watch Ultra 2 in a new black finish. The result illustrates why a possible product refresh should not be presented as a sure thing. The broader Ultra line remains aimed at people who want a larger, rugged watch for outdoor use; the standard Series line is the more natural starting point for most buyers.
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- SUPERIOR COMFORT — Unlike traditional circular ear buds, the design of EarPods is defined by the geometry of the ear. Which makes them more comfortable for more people than any other ear bud–style headphones.
- HIGH-QUALITY AUDIO — The speakers inside EarPods have been engineered to maximize sound output and minimize sound loss, which means you get high-quality audio.
- BUILT-IN REMOTE — EarPods with USB-C plug also include a built-in remote that lets you adjust the volume, control the playback of music and video, and answer or end calls with a pinch of the cord.
- COMPATIBILITY — Works with all devices that have a USB-C port.
- INTEGRATED MICROPHONE — A built-in microphone precisely captures your voice while you’re on the phone, taking a FaceTime call, or summoning Siri — so you’re always heard loud and clear.
No Apple Watch SE refresh was among the listed announcements
A third-generation SE was discussed as a possibility, including speculation about a larger display, a faster chip, or a plastic case. The announced product list did not include an SE 3. Those design details therefore belong to pre-event rumor coverage, not to a description of what Apple unveiled.
What the iPhone 16 rumors got right about the event’s focus
Apple announced four iPhone 16 models: iPhone 16, 16 Plus, 16 Pro, and 16 Pro Max. Before the event, the standard models were expected to gain the Action Button and a new Capture Button, while the Pro models were widely tipped for larger displays—roughly 6.3 inches for Pro and 6.9 inches for Pro Max—and thinner bezels. Other reports discussed a vertical rear-camera arrangement on standard models, an A18-series chip, and a possible 48-megapixel ultra-wide camera on Pro models. These were forecasts at the time; the lineup announcement alone does not validate every rumored specification.
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The practical buying question was whether new controls, camera capabilities, display changes, and Apple Intelligence would justify replacing an existing phone. A recent iPhone owner with no need for those features had a reasonable reason to wait; someone with an older phone or a specific need for new camera controls had more reason to compare models and prices. The event did not make every iPhone 16 an automatic upgrade.
Apple Intelligence was the strategic story, not a promise of instant availability
Apple Intelligence was expected to frame the iPhone 16 launch, and the event’s “Glowtime” branding was widely interpreted in that context. But a hardware announcement and software availability are different milestones. Apple’s AI features could roll out in stages and depend on software version, supported device, language, and region; readers should not assume every announced capability was ready on launch day. Apple maintains an overview at Apple Intelligence, and software release information in its Newsroom.
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iOS 18, watchOS 11, macOS Sequoia, and other operating-system updates were also part of the expected software context. Their release timing was a separate question from the September hardware announcements. Features tied to later updates, including those associated with iOS 18.1, should not be conflated with what buyers could use immediately.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.AirPods announcements and the lower-confidence rumors
Apple announced two AirPods 4 models and a USB-C refresh for AirPods Max. Beforehand, reports anticipated a redesigned AirPods 4 in two versions, with features such as an H2 chip, Bluetooth 5.3, noise cancellation on a higher-end version, and a speaker in the case for Find My. Hearing-test and hearing-assistance capabilities also appeared in rumor coverage, but those were not equally well-established predictions. Do not treat speculative hearing features as a replacement for professional medical advice.
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For choosing among Apple’s earbuds, fit is as important as a feature list: an open-fit AirPods design will not suit everyone who wants the passive seal of an in-ear model. Users who prioritize isolation should compare AirPods Pro rather than assume every AirPods 4 option serves the same purpose.
How to read the event’s pre-launch confidence levels
| Pre-event expectation | Confidence before the event | What Apple announced |
|---|---|---|
| iPhone 16 family | High | Four models: iPhone 16, 16 Plus, 16 Pro, and 16 Pro Max |
| Apple Watch Series 10 | High | Announced |
| Apple Watch Ultra 3 | Medium; not guaranteed | Apple Watch Ultra 2 in a new black finish |
| Apple Watch SE 3 | Medium to low | Not among the listed announcements |
| Two AirPods 4 versions | High | Two models announced |
| Specific sleep-apnea or glucose monitoring claims | Low or unsupported | Do not infer these from the event preview |
The confidence assessment reflects pre-event coverage, not a promise by Apple. A broad roundup published before the keynote is available in MacRumors’ event guide; its last-minute rumor roundup helps show which claims were still unsettled shortly before the event.
What the event meant for someone considering a Watch upgrade
- Looking for a mainstream Apple Watch: Series 10 was the event’s central Watch update. Compare its size, comfort, display, health features, and price with the model you own rather than buying based on the Series number alone.
- Need a rugged, larger outdoor watch: The Ultra line is the more relevant comparison. The September announcement was a new Ultra 2 finish, not a new Ultra generation.
- Waiting for a lower-cost SE refresh: The event did not announce an SE 3, so the rumors about a new case or display did not establish a buying option.
- Own a recent Watch: An upgrade makes most sense when a specific change solves a need. A model number or anniversary narrative, by itself, is not a reason to replace a working watch.
Apple’s September 2024 event announcement was reported on August 26; a further pre-event product roundup appeared on August 30. Those dates help distinguish early forecasts from the final announcements.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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