Apple plans to send invitations for its annual iPhone event this week, according to Bloomberg’s Mark Gurman, with the company expected to announce the keynote date on Wednesday, August 26 if it maintains its typical two-week notice pattern.
As per Bloomberg’s reporting, the event will likely take place on Wednesday, September 9. If Apple adheres to its four-year scheduling precedent, that would place the formal announcement exactly two weeks earlier on August 26. The event will mark the first iPhone launch under new CEO John Ternus, who takes the role on September 1 while Tim Cook transitions to executive chairman.
What Apple Will Announce in September
The iPhone 18 Pro and iPhone 18 Pro Max will be the headline announcements, alongside Apple’s first foldable iPhone Ultra. The company is also expected to debut AirPods 5 in two models, an Apple Watch Series 12 with ceramic-case options, and potentially a new Mac mini ahead of the keynote.
The iPhone 18 Pro will retain the same 6.3-inch and 6.9-inch display sizes as its predecessor but feature a smaller Dynamic Island, internal processor upgrades, and a new variable-aperture Wide camera. The new A20 Pro chip, built on TSMC’s 2nm process, will deliver up to 18% faster performance and up to 30% improved power efficiency compared to the A19 Pro. Dark Cherry is expected to join a light blue color option in the lineup.
Apple’s foldable iPhone Ultra is expected to feature a 5.5-inch display when closed and 7.8-inch display when open. Because the device is too thin for Face ID’s TrueDepth camera system, it is expected to use Touch ID instead. Supply of the iPhone Ultra will be severely limited at launch due to manufacturing constraints.
The AirPods 5 is expected to include an updated H3 chip for improved sound quality and lower latency. Apple is expected to offer both ANC and non-ANC variants, continuing the two-tier approach.
Pricing and Pre-Order
iPhone 18 Pro models could cost up to $300 more than the iPhone 17 Pro and Pro Max, price increase. Pre-orders would ordinarily begin on Friday, September 11 if the event falls on September 9, but Apple may delay the start to avoid Friday, September 11, the 25th anniversary of the 9/11 attacks. General availability is expected for September 18 unless Apple deviates from its standard release cadence.
The Split Launch Strategy: iPhone 18 and 18e Delayed to Spring 2027
Apple is adopting a “premium first” strategy for 2026, reserving the standard iPhone 18 and lower-end iPhone 18e for announcement around March 2027. This breaks from the company’s traditional single September launch window for the entire lineup; staggering the release allows Apple to manage component demand and prioritize Pro and foldable models during the fall selling season.
Other Products Expected in the Coming Weeks
Before or during the September event, Apple is gearing up to launch a new Mac mini for the first time in nearly two years, driven by demand from users wanting to run AI applications locally. The company has tested versions with both M5 and M6 chips. An OLED iPad mini is targeted for launch by October 2026, with either an A19 Pro or A20 Pro chip replacing the A17 Pro in the current model.
