iPhone 18 Pro: Circle the date. Apple’s biggest year in a long time might kick off on a Monday.
Apple’s most anticipated product lineup in years could be just weeks away. Bloomberg’s Mark Gurman reports that Apple is likely to hold its annual iPhone event on September 8, 2026, sticking to its usual post-Labor Day launch window. And this year, the stakes are higher than usual — because it’s not just a new Pro iPhone on the table. It’s Apple’s long-rumoured first-ever foldable.
iPhone 18 Series: What’s Expected at the September Event?
The September keynote is expected to spotlight three devices: the iPhone 18 Pro, the iPhone 18 Pro Max, and Apple’s first foldable iPhone — widely rumoured to be called the iPhone Ultra.
If Apple opts for a September 9 date instead, pre-orders could open as early as September 10, with retail availability to follow later in the month.
Notable by their absence: the standard iPhone 18 and iPhone 18e won’t be at this event.
The Foldable iPhone: Years in the Making
The foldable has been “coming soon” for so long it’s practically a meme. But 2026 looks like the real deal. The device is expected to feature a book-style form factor with a wide inner display, similar in concept to devices like the OPPO Find N series and Huawei Pura X lineup.
Apple being Apple, expect the execution to be distinctly different — tighter hinge tolerances, tighter software integration, and a price tag that makes your eyes water. If you’re curious how the foldable market has shaped up ahead of Apple’s entry, our best foldable phones you can buy in India right now roundup is a good starting point.
Standard iPhone 18 Is a 2027 Story
The standard iPhone 18, iPhone 18e, and possibly an iPhone Air 2 are tipped to arrive in Spring 2027 — part of Apple’s rumoured shift to a two-phase launch strategy.
That’s a meaningful change from how Apple has operated for over a decade. It lets the Pro models breathe in the spotlight longer — and gives the foldable iPhone room to make its own noise at launch.
Expect to Pay More — Possibly a Lot More
| Model | Expected Launch | Rumoured Price Increase |
|---|---|---|
| iPhone 18 Pro | September 2026 | +$100–$300 vs iPhone 17 Pro |
| iPhone 18 Pro Max | September 2026 | +$100–$300 vs iPhone 17 Pro Max |
| iPhone Ultra (Foldable) | September 2026 | Premium pricing expected |
| iPhone 18 / 18e | Spring 2027 | TBD |
Pricing remains unconfirmed, but reports suggest the iPhone 18 Pro lineup could cost $100–$300 more than the current generation. Apple has already raised prices across Macs and iPads, partly citing rising memory costs driven by AI infrastructure demand.
Indian buyers who’ve already felt the sting of Apple’s recent price hikes — check out our coverage of how Apple’s pricing strategy has evolved in India — will want to brace themselves. The iPhone 17 Pro already crossed the ₹1.27 lakh mark; the 18 Pro could push even further.
Bottom Line
September 8 could be one of Apple’s most significant keynotes in years. A new Pro iPhone is expected, but the real story is the foldable — a product category Apple has watched rivals iterate on for half a decade while carefully waiting for the right moment. If Gurman is right, that moment is now less than three months away.
Keep this page bookmarked. We’ll be covering every leak, spec rumour, and confirmed detail as we get closer to launch.
Source: Bloomberg / Mark Gurman via Smartprix
