Apple’s iPhone 18 Event: Pro Models and First Foldable
Apple will unveil the iPhone 18 Pro, Pro Max, and its long-rumored foldable device on September 9, with CEO John Ternus hosting for the first time. The iPhone…
CUPERTINO — Apple will take the stage on September 9 with a lineup unlike any before it. CEO John Ternus will host his first Apple event, introducing the iPhone 18 Pro, iPhone 18 Pro Max, and the company's first foldable device—tentatively called the iPhone Ultra—in what analysts describe as a deliberate shift in strategy driven by surging component costs.
The event, titled "Surprise and Shine!" will stream at 10 a.m. Pacific time. Pre-orders are expected to open two days later on Friday, September 11.
The absence of a standard iPhone 18 from the fall announcement marks a departure from Apple's traditional playbook. Instead of rolling out a full lineup, the company is expected to launch only its premium models in September and defer the entry-level iPhone 18 and a new mid-range iPhone 18e to spring 2027.
Memory component shortages have forced manufacturers worldwide to choose: absorb costs, raise prices, or adjust product strategy. Apple has chosen the third path. Former CEO Tim Cook acknowledged in June that the company would raise prices to offset manufacturing costs.
"Our assumption is that they're going to be launching three models in the fall, the premium side of the models of the 18 series," said Nabila Popal, senior director of data and analytics at IDC. "Then the mid/budget devices will be launched in the spring."
The strategy spreads Apple's revenue across quarters: a traditionally robust fourth quarter and a weaker spring. It also signals that the iPhone Pro line—already more attractive to consumers willing to spend—is becoming Apple's flagship focus.
iPhone Ultra: The $2,000 Foldable
The iPhone Ultra foldable has been leaked multiple times. A Vodafone Egypt listing priced it at EGP 155,750 before removal. Since the iPhone 17 Pro Max costs EGP 94,400, the Ultra represents a 65% markup. Applied to US pricing, that formula suggests a $1,980 base price, though industry analysts predict a round $2,000 figure.
Australian pricing data corroborates this. The 256GB iPhone Ultra is reported at AUD 3,700, 68% above the iPhone 17 Pro Max's AUD 2,200—nearly identical to the Egypt-derived ratio. The 512GB model is pegged at AUD 4,200, and 1TB at AUD 4,700.
Directly comparable to Samsung's Galaxy Z Fold 8—which launched at $1,900 in the US—the iPhone Ultra is likely to target the same market segment. Google's Pixel 11 Fold Pro and Samsung's newer foldables have already proven consumer appetite for devices above $2,000.
Pro and Pro Max Pricing
Leaked Vodafone Egypt pricing suggests the iPhone 18 Pro at EGP 98,000 and the iPhone 18 Pro Max at EGP 105,000. These figures hint at an upward shift from the iPhone 17 generation, though precise dollar and euro conversions depend on local tax regimes.
Expected Features
The Dynamic Island display on Pro models may shrink in size. Cameras could gain variable aperture capability—a feature that adjusts lens opening based on lighting conditions. Battery capacity is rumored to increase across the board.
New color options include light blue, burgundy, and black, potentially replacing the silver-gray variant. Some reports mention a dark cherry shade.
Price hikes across Apple's ecosystem are no longer anomalies. The company raised costs on Macs, iPads, HomePods, and Apple TVs this year. The iPhone 18 lineup will follow suit, making this launch a test of whether consumers remain willing to absorb premium pricing amid broader economic uncertainty.
