Apple is set to hold an online event on September 10, 2026, where the iPhone 18 Pro and Pro Max are expected, along with a foldable iPhone called the iPhone Ultra. The standard iPhone 18, iPhone 18e, and iPhone Air are not expected at this event.
Apple announced on August 27, 2026, an online event for September 10, 2026, with the catchphrase "Surprise and shine." The event is expected to introduce the iPhone 18 Pro and iPhone 18 Pro Max, alongside Apple's first foldable iPhone, which sources call the iPhone Ultra. The foldable is the main focus, with estimated retail prices of $2,000 to $2,500. IDC predicts first-year shipments will exceed 10 million units. The standard iPhone 18, iPhone 18e, and iPhone Air are not expected at this event, possibly arriving in spring 2027.
Reports describe the iPhone 18 Pro models as keeping similar designs, with upgrades including a variable aperture main camera, a smaller Dynamic Island, and the C2 modem chip. A leak from Ice Universe on August 18 claims the variable aperture is exclusive to the Pro Max, the first camera feature exclusive to the larger model since the 5x telephoto in 2023. This would force camera-focused buyers to choose the Pro Max.
Apple's Q3 fiscal 2026 earnings, reported July 30, showed record revenue of $109.417 billion, up 16% year-over-year, with iPhone sales up 22% to $54.252 billion. CEO Tim Cook said memory costs are expected to increase further, potentially impacting September and beyond. Market rumors suggest a $200 price hike for the iPhone 18 Pro, which could raise the cost of accessing Apple Intelligence. In June, a ransomware group called World Leaks published confidential data allegedly stolen from Apple supplier Tata Electronics, including logic board schematics and A20 Pro datasheets for the iPhone 18 Pro series, revealing parts configurations and procurement sources.
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Apple detailed Apple Reference Image, a technology announced on September 10, 2026 alongside the iPhone 18 Pro and Pro Max. The Secure Enclave Processor and the camera sensor each generate a signing key at the factory, and pixel data is signed inside the sensor right after capture. C2PA attaches provenance metadata after shooting; Apple's method makes the development processing verifiable.
Apple raised prices on the iPhone 16, 17, 17e and Air alongside the iPhone 18 Pro and the foldable iPhone Duo announcements, by 12,000 to 48,000 yen per model and capacity. Coming after a July domestic increase, cumulative rises reach 25,000 to 30,000 yen, and 65,000 yen on the 1TB iPhone Air. The same revision was applied in the United States.
Apple announced the iPhone 18 Pro and iPhone 18 Pro Max on September 9, with pre-orders opening September 12 at 21:00 and release on September 18. Both phones carry the camera change: a variable aperture mechanism on the 48-megapixel main wide lens, selectable across four steps at F1.48, F1.8, F2.8, and F4, built from six laser-cut blades. The A20 Pro chip inside is Apple's first iPhone SoC on a 2nm process, with a 6-core CPU, a 7-core GPU, and two 16-core Neural Engines. Apple puts sustained performance at up to 40 percent above the iPhone 17 Pro. Video playback runs up to 36 hours for the Pro and up to 45 hours for the Pro Max, which Apple says is the largest increase ever for an iPhone. Colors are Black, Silver, Glacier, and Burgundy. Japan pricing starts at 219,800 yen for the 256GB iPhone 18 Pro and 239,800 yen for the 256GB iPhone 18 Pro Max, a 25,000 yen increase over the previous generation.
Apple is expected to announce the iPhone 18 Pro series at a special event on September 9 (September 10 in Japan), and price projections from Taiwan's TrendForce suggest a significant increase over the current models. According to TrendForce's smartphone market research released September 3, the iPhone 18 series could cost 10 to 20 percent more than the previous generation. U.S. outlet MacRumors applied TrendForce's earlier June forecast of a 14 to 18 percent rise to these projections, estimating the iPhone 18 Pro will start at 1,249 to 1,299 dollars, or roughly 220,000 to 230,000 yen in Japan, while the iPhone 18 Pro Max could start at 1,349 to 1,399 dollars, about 230,000 to 250,000 yen. That would mark an increase of roughly 25,000 to 35,000 yen over the current iPhone 17 Pro, which starts at 1,099 dollars (194,800 yen in Japan), and the iPhone 17 Pro Max at 1,199 dollars (214,800 yen in Japan). TrendForce attributes the higher prices mainly to surging memory costs, which it says could rise nearly 400 percent year over year for the 256GB Pro model in the third quarter of 2026. Total component costs for that model are seen climbing about 38 percent year over year.
Apple announced on August 27, 2026, that it will hold an online event on September 10, 2026, at 2:00 a.m. Japan time. The event, with the catchphrase "Surprise and shine," is expected to introduce new iPhone models. Reports point to the iPhone 18 Pro and iPhone 18 Pro Max, along with Apple's first foldable iPhone, which sources call the iPhone Ultra. The event date follows Apple's usual early-September schedule, a year after the iPhone 17 series announcement. The foldable iPhone is the main focus, with estimated retail prices of $2,000 to $2,500, roughly 320,000 to 400,000 yen. Market research firm IDC predicts first-year shipments will exceed 10 million units. The iPhone 18 Pro models are expected to keep similar designs, with upgrades including a variable aperture main camera, a smaller Dynamic Island, and the C2 modem chip. The standard iPhone 18, iPhone 18e, and iPhone Air are not expected at this event, possibly arriving in spring 2027. Apple Watch Series 12 and Apple Watch Ultra 4 may also appear. The event streams on Apple's website, YouTube, and Apple TV.
A well-known leaker claims the iPhone 18 Pro Max will be the first iPhone with a variable aperture camera, a feature that will not appear on the smaller iPhone 18 Pro. The leak, posted on Weibo by Ice Universe on August 18, says the Pro Max exclusively features the variable aperture and suggests Apple cannot escape the weight of a brick for the highest camera experience.
Apple reported its third-quarter fiscal 2026 earnings on July 30, with revenue of $109.417 billion, up 16% year-over-year, and net profit of $29.789 billion, up 27%, a record for the April-June period. iPhone sales drove the growth, rising 22% to $54.252 billion, while Mac revenue climbed 29% to $10.352 billion and services, including the App Store and iCloud, grew 12% to $30.739 billion, both also setting records for the quarter. iPad sales fell 6% to $6.191 billion, and the wearables segment, which includes Apple Watch and AirPods, rose 6% to $7.883 billion. Revenue increased year-over-year in all regions, including the Americas, Europe, China, and Japan. CEO Tim Cook said the company saw double-digit growth in iPhone, Mac, and services, and revenue growth in every geographic segment. The active installed base of devices also reached all-time highs across all major product categories and regions, according to CFO Kevan Parekh. Despite the strong results, Apple's stock fell in after-hours trading after its July-September revenue forecast missed market expectations. The company also faces rising memory costs, which Cook said are expected to increase further, potentially impacting the business in September and beyond.
A ransomware group called World Leaks has published confidential data allegedly stolen from Apple supplier Tata Electronics, including logic board schematics, A20 Pro datasheets, and supplier lists for the iPhone 18 Pro series. The documents, verified by AppleInsider, reveal parts configurations and procurement sources, potentially exposing Apple's supply chain strategy.