Apple has announced its next launch event for September 9th, with an invitation that carries a glowing Apple logo against a soft blue background and the words “Surprise and shine.” It’s expected to be one of Apple’s biggest iPhone launches in years, with the iPhone 18 Pro and iPhone 18 Pro Max tipped to arrive alongside the company’s first foldable iPhone, reportedly called the iPhone Ultra.
As per the invite, the event will take place at the Steve Jobs Theater in Apple Park at 10 am PT (10.30 pm IST). The event will be interesting for another reason as it also marks a change in Apple’s leadership. John Ternus is set to become CEO on September 1st, just eight days before the launch, taking over from Tim Cook. Ternus, who currently leads Apple’s hardware engineering, will therefore oversee his first iPhone launch as CEO. Cook, who has been Apple’s CEO since 2011, will become executive chairman after 15 years at the helm.
iPhone 18 Pro, Pro Max and iPhone Ultra expected
Obviously, Apple has been tight-lipped about every minute detail. But unlike previous September launches, Apple is not expected to announce the entire iPhone 18 lineup at this event. Reports suggest the standard iPhone 18 and second-generation iPhone Air could be pushed to 2027, leaving the iPhone 18 Pro, iPhone 18 Pro Max and foldable iPhone Ultra as the headline launches.
The iPhone Ultra is expected to be Apple’s first foldable, using a book-style design similar to Samsung’s Galaxy Z Fold 8. Rumours point to a 5.3 to 5.5-inch outer display and a 7.6 to 7.8-inch inner OLED screen, both potentially supporting 120Hz ProMotion. The device is also tipped to use Apple’s A20 Pro chip and offer a thinner design with a new hinge system.
The iPhone 18 Pro models, meanwhile, are expected to retain a broadly similar design to the iPhone 17 Pro series, but could get a smaller Dynamic Island, new colours and camera improvements. The iPhone 18 Pro Max is rumoured to feature a 48MP main camera with variable aperture, while both Pro models are expected to use Apple’s next-generation 2nm A20 Pro chip.
Read: iPhone 18 Pro series and iPhone Ultra roundup
iPhone 18 Pro, Ultra price and what buyers should expect
Pricing has not been confirmed, but reports suggest the iPhone 18 Pro could start at around USD 100 more than the iPhone 17 Pro, which retails for Rs 1,34,900 in India. The foldable iPhone Ultra is expected to be significantly more expensive, with reports pointing to a starting price around USD 2,000 (around Rs 1.9 lakh) or higher.
That would put the Ultra well above Samsung’s Galaxy Z Fold 8 and other premium foldables, making it a product for buyers who specifically want Apple’s take on the form factor rather than simply the best-value foldable. The Pro models may make more sense for most iPhone buyers, particularly if the camera, battery and performance upgrades materialise. That said, the Pro models are expected to bring more incremental improvements, while the Ultra could offer a completely new experience for users willing to pay a substantial premium for a foldable iPhone.
Apple iPhone 18 Pro Images
| Expected Price: | N/A |
| Release Date: | (Expected) |
| Variant: | 12 GB RAM |
| Phone Status: | Upcoming Phone |
