Apple is expected to announce iPhone 18 models in September 2026, following the company’s traditional fall announcement schedule. Multiple leakers and analysts anticipate Apple will introduce iPhone 18, iPhone 18 Pro, iPhone 18 Pro Max, and potentially a new foldable iPhone called iPhone Ultra.

The iPhone 18 lineup is expected to feature upgrades to processors, camera systems, and battery technology compared to the current iPhone 16 generation. Apple’s focus on artificial intelligence features to compete with Google and Samsung is also anticipated.

iPhone Ultra Foldable Rumored

Rumors suggest Apple may introduce a foldable iPhone called the iPhone Ultra in 2026 or 2027. The device would represent Apple’s entry into the foldable smartphone market, competing directly with Samsung’s Galaxy Z Fold lineup.

Apple’s typical approach to new categories involves waiting for the technology to mature before entering the market with a premium product. The rumored iPhone Ultra would likely carry a price premium comparable to or exceeding Samsung’s foldable pricing.

iPhone 18 Pro Price Expectations

The iPhone 18 Pro Max is expected to maintain the $1,199 starting price point established with the iPhone 16 Pro Max. Apple has held professional model pricing steady over recent years while concentrating price increases on base storage configurations.

Analyst expectations suggest iPhone 18 models will feature incremental upgrades rather than revolutionary changes. New AI features accessible only on iPhone 18 models may serve as a key differentiator to drive upgrades from users of older devices.

September 2026 Event Timeline

Apple typically holds its September event in the second or third week of the month. The iPhone 18 announcement is expected on a Tuesday or Wednesday, with availability beginning the following Friday.

Pre-orders typically open the day after announcement, giving customers access to the new devices one week after the announcement date.

The iPhone 18 lineup will showcase Apple’s strategy for maintaining market dominance in premium smartphones while competing in the emerging foldable category.