Apple is expected to hold a major product launch event next month, where the company will reportedly unveil the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable iPhone. The event is anticipated for September 9 and could feature as many as seven new products, making it one of the company's largest launches in recent years.
According to estimates published in American technology media, sales of the new iPhone devices could begin around September 18, following Apple's established launch pattern: an announcement early in the month, pre-orders opening a few days later, and retail availability on the third Friday of September.
The Pro models are expected to take center stage at the event. The iPhone 18 Pro is slated to feature the A20 Pro chip manufactured using a 2-nanometer process, a smaller Dynamic Island interface element, and a camera system with a variable aperture, a capability designed to give users better control over the amount of light entering the lens and depth of field in photography.
Alongside it, Apple may introduce the event's most intriguing device: a foldable iPhone Ultra in a book-style configuration. The device will reportedly feature a 7.8-inch internal display, incorporate Touch ID fingerprint recognition instead of Face ID facial recognition, and will not include a dedicated telephoto lens. Initial inventory of the device is expected to be particularly limited, partly due to the manufacturing complexity of the foldable screen and mechanical hinge.
Price Increases in the Background
The launch of these new models comes during a period of rising hardware component costs, particularly in the memory market, driven by high demand for artificial intelligence infrastructure and data centers. According to estimates, Apple has struggled to absorb these costs, and some may be passed on to consumers.
The starting price for the iPhone 18 Pro could approach $1,299, compared to $1,099 for its predecessor. The foldable iPhone Ultra model is expected to be even more expensive, crossing the $2,000 threshold, positioning it at the upper end of the premium smartphone market.
Apple Watch and AirPods Also Featured
Beyond the iPhone family, Apple is expected to present the Apple Watch Series 12 and Apple Watch Ultra 4. Both models are anticipated to include a new processor and upgrades to fitness tracking and health monitoring capabilities.
In the audio category, the company may announce AirPods 5. The series will maintain a split into two models: a basic version and a more advanced version featuring active noise cancellation.
Meanwhile, the standard models, iPhone 18, iPhone 18e, and iPhone Air 2, are not expected to be part of the September event. According to estimates, Apple has postponed the launch of these devices until spring 2027, as part of a possible split of the iPhone launch cycle throughout the year.
If these reports prove accurate, the upcoming September event will not merely be an annual update to Apple's flagship devices, but also a strategic turning point: the company's entry into the foldable market, an expansion of the gap between premium and basic models, and an attempt to maintain growth in a market where both prices and consumer expectations continue to rise.
