Apple has sent out invitations for its iPhone 18 Pro event today titled ‘Surprise and Shine’, with the event scheduled for Wednesday, September 9, 2026. This September event marks the first iPhone announcement under John Ternus, who becomes CEO on September 1 as Tim Cook transitions to executive chairman.
iPhone Lineup Splits: iPhone 18 Pro in Fall, Base Models in Spring 2027
For the first time in modern Apple history, the iPhone lineup will roll out across two separate seasons rather than launch as a cohort in fall. The September 9 event will introduce only three models: the iPhone 18 Pro, iPhone 18 Pro Max, and a new foldable device codenamed iPhone Ultra. The standard iPhone 18, a lower-end iPhone 18e, and the iPhone Air 2 will not arrive until March 2027, reflecting Apple’s shifting approach to product cycles and demand management throughout the year.
A20 Pro Chip: 18% Faster, 30% More Power Efficient
The iPhone 18 Pro pairs Apple’s new A20 Pro chip, built on a 2nm process, with a smaller Dynamic Island and an improved OLED display using LTPO+ technology for extended battery life. The A20 Pro is up to 18% faster and up to 30% more power efficient than the iPhone 17 Pro’s A19 Pro chip. A variable aperture Main lens gives users greater control over lighting and background blur in photography.
iPhone Ultra: A $2,000+ Foldable With Limited Supply
Apple’s iPhone Ultra is expected to start at $2,000 or higher, creating a new luxury tier competing directly with Samsung’s Galaxy Z Fold line. The foldable will unfold from a 5.3-inch external display into a 7.6-inch internal screen with a book-style design resembling an iPad mini when open. Because the form factor makes the device too thin for the TrueDepth camera system, it is expected to use Touch ID instead of Face ID.
Early hands-on impressions are favorable overall, though the camera setup may disappoint some users. Supply is expected to be severely constrained at launch.
iPhone 18 Pro Price Increase
The iPhone 18 Pro will come in a new dark cherry shade alongside a light blue option. Both the iPhone 18 Pro and iPhone 18 Pro Max are rumored to cost up to $100 more than their iPhone 17 predecessors, reflecting higher memory costs and the expense of the 2nm A20 Pro chip.
Surprise and shine! It’s almost time for the #AppleEvent, on Wednesday, September 9! pic.twitter.com/SLkIcNmLwP
— Greg Joswiak (@gregjoz) August 26, 2026
Pre-Orders and Launch Timing
Pre-orders would ordinarily begin on Friday, September 11. However, that date marks the 25th anniversary of the 9/11 attacks, and Apple may defer pre-orders to Saturday, September 12 out of respect, mirroring its approach to iPhone 6s pre-orders in 2015. The new models are expected to launch on September 18.
