This September, Apple will see not just a change in leadership but also a major shift in its best-selling product category: the iPhone. With Tim Cook stepping down as CEO and John Ternus taking over on September 1st, the company appears set to rethink the iPhone launch strategy it has followed over the past five years.
For the first time since 2021, Apple is reportedly moving away from its four-iPhone strategy. The iPhone 18 launch event in September could feature just three models, with the vanilla iPhone 18 potentially sitting out this year. Meanwhile, a completely redesigned iPhone could break all records, at least in terms of pricing.
Here’s everything we know about the upcoming iPhones so far, per the leaks and rumours:
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iPhone 18 and Air 2 launching in 2027
The base iPhone model has been a mainstay of Apple’s fall launch event for years. However, that could change this year. Multiple reports suggest Apple may delay the base iPhone 18, along with the iPhone Air 2, to a separate launch event in early 2027. Several notable sources, including Apple supply chain analyst Ming-Chi Kuo, former The Information reporter Wayne Ma, and Apple supplier Largan Precision, have backed the possibility.
Reportedly, Apple is splitting the iPhone launch to manage component shortages, smooth out supply chain pressure, and prioritise high-margin Pro models and the new foldable iPhone.
Only Pro models this year
With iPhone 18 and Air 2 out of this year’s launch, the iPhone 18 Pro could become the new entry-level variant in the lineup. The handset will be accompanied by the iPhone 18 Pro Max for users who want a bigger screen and battery. Both smartphones are expected to look identical to their predecessors, with new colour options and minor under-the-hood improvements.
If reports that only the Pro models will launch this year are accurate, the annual iPhone upgrade could become considerably more expensive for users. This would come on top of the expected price hikes across the lineup, driven by rising component costs amid the ongoing memory shortage.
Pricier lineup than ever before
The long-running joke about selling a kidney to afford an iPhone might lose some of its relevance with this year’s lineup. With a price hike already expected, buying the latest iPhone could require much more than a kidney, and this may not be a one-off increase. Besides the usual yearly price adjustments, Apple could also pass on the soaring cost of memory, which has skyrocketed over the past year.
Since there is no vanilla model in the lineup for now, users could be forced to spend close to Rs 1,50,000 to get into the latest iPhone lineup. Rumours suggest the iPhone 18 Pro could cost between $1,200 (~Rs 1,14,409) and $1,300 (~Rs 1,23,943) in the US. For context, the iPhone 17 Pro started at $1,099 and is priced at Rs 1,34,900 in India. Even a $100 increase could push the iPhone 18 Pro’s price in India close to Rs 1,45,000.
Additionally, it is believed that Apple could also increase the prices of its older iPhone models. The OEM previously increased prices of its MacBooks, iPads, HomePods, and more by up to Rs 1,00,000, citing an extraordinary surge in demand for memory and storage due to the rapid expansion of AI data centres.
New iPhone Ultra, new form factor
One reason Apple may be skipping the vanilla iPhone 18 this year is the arrival of the all-new iPhone Ultra. There are rumours that the iPhone may be released early next year. The new model is rumoured to be Apple’s first-ever foldable iPhone, giving the company a major new product to headline its premium lineup. The iPhone Ultra is expected to debut in the same passport-size foldable form factor as the Samsung Galaxy Z Fold8.
In fact, Apple is sourcing the foldable’s display from Samsung itself. The iPhone Ultra is rumoured to debut with a 5.5-inch outer display and 7.8-inch inner display. Needless to say, it will be Apple’s most expensive smartphone ever, reportedly starting at $2,000 (~Rs 1,90,700).
iPhone 18 Pro and Ultra specs roundup
All three smartphones are likely to be powered by the new TSMC 2nm A20 Pro SoC, which could bring improvements in performance and power efficiency, and run the latest iOS 27 out of the box. Other than that,
iPhone 18 Pro and Pro Max
The smartphones are expected to remain similar in size to the iPhone 17 Pro models and to sport the same camera island. However, it is reported that the 18 Pros will feature triple 48MP rear cameras with variable aperture on the main sensor, giving users greater control over light entering the lens and potentially improving photography in different lighting conditions. The front camera could be the same 18MP snapper as last year.
The iPhone 18 Pro could flaunt a 6.3-inch OLED 120Hz display, while the Pro Max may ship with a 6.8-inch OLED 120Hz display. That said, the phones could offer more screen real estate than ever before. Apple is reportedly working on reducing the size of the Dynamic Island on the iPhone 18 Pro models. Other features include a second-generation Apple C2 modem to enhance cellular connectivity and 12GB of RAM.
iPhone Ultra
The iPhone Ultra will sport dual displays (one 5.5-inch cover and the other 7.8-inch foldable) and measure around 9 to 9.5mm in thickness when folded and between 4.5 and 4.8mm when unfolded. As for cameras, the handset is expected to sport a dual-rear camera setup, minus the telephoto lens. Hopefully, the main, ultrawide and selfie sensors remain identical to the Pro models.
Similar to the iPhone 18 Pros, the iPhone Ultra could reportedly feature 12GB of RAM. The handset is also said to pack a 5,500mAh battery, which would make it the largest battery ever used in an Apple handset. For comparison, the iPhone 17 Pro Max reportedly has a 5,088mAh battery.
There are also reports that Apple is skipping Face ID on the Ultra to keep its form factor slim. Instead, the foldable may bring back Touch ID integrated into the side button. Additionally, the phone is rumoured to use a stainless steel and titanium alloy hinge, while high-density battery cells similar to those used in Apple’s ultra-thin iPhone are also expected.
That’s all we know about the iPhone Ultra and iPhone 18 Pro specifications so far. But as for colour options, the iPhone Ultra is tipped to come in Silver White and Deep Indigo. The latter reportedly resembles the Deep Blue finish on the iPhone 17 Pro series.
The iPhone 18 Pro models, meanwhile, could reportedly be available in Dark Cherry, Light Blue, Dark Grey and Silver. Dark Cherry is expected to be the new signature colour, while the current Cosmic Orange finish is said to be discontinued.
Apple has yet to confirm any details, so take the news with a pinch of salt. The handsets are likely to launch in September, either on the 8th or 9th, per rumours.
