iPhone 18 Pro Series and Apple’s First Foldable Could Debut on September 8, Says Gurman

By Mehtab Ansari • Updated On 29 Jun 2026

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TL; DR

Bloomberg’s Mark Gurman says Apple is likely to hold its annual iPhone event on September 8, 2026.
The event is expected to introduce the iPhone 18 Pro, iPhone 18 Pro Max, and Apple’s first foldable iPhone.
The standard iPhone 18 and iPhone 18e are still expected to arrive later in Spring 2027.

Apple could unveil the iPhone 18 Pro series and its long-rumored foldable iPhone on September 8, 2026, according to Bloomberg’s Mark Gurman. In his latest report, Gurman says Apple is expected to stick to its usual launch window and hold its annual iPhone event during the week following Labor Day in the US.

Since Labor Day falls on September 7 this year, September 8 currently appears to be the most likely date for the keynote. Apple could also choose September 9, which falls in line with the company’s recent launch patterns.

If Apple opts for a September 9 event, pre-orders could reportedly open as early as September 10, with retail availability expected later in the month.

ALSO READ: iPhone 18 and iPhone 18e Could Get 9GB RAM Instead of 12GB, New Rumor Suggests

iPhone Ultra Could Finally Arrive

The September event is expected to focus on Apple’s premium lineup, including the:

iPhone 18 Pro
iPhone 18 Pro Max
Apple’s first foldable iPhone (rumored to be called the iPhone Ultra)

The foldable iPhone has been rumored for years, and multiple reports now suggest that 2026 could finally be the year Apple enters the foldable smartphone segment. The device is expected to adopt a book-style form factor with a wide inner display, similar to devices like the OPPO Find N series and Huawei Pura X lineup.

ALSO READ: More Apple Price Increases Could Be on the Way as Company Hints at Further Hikes

Standard iPhone 18 Models Expected Later

As we already know, Apple is rumored to split the iPhone lineup into two launch phases starting next year. While the Pro models and foldable are expected to debut in September, the standard iPhone 18, iPhone 18e, and possibly the iPhone Air 2 are tipped to launch in Spring 2027.

Price Hikes Could Be on the Cards

Pricing remains unclear at this point, but recent reports suggest that the iPhone 18 Pro lineup could become $100 – $300 more expensive than the current generation. Apple has already increased prices across several product categories, including Macs and iPads, citing soaring memory costs driven by AI infrastructure demand.

ALSO READ: Apple’s Foldable iPhone To Use Double-Layer Glass To Fix Its Biggest Problem

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Mehtab Ansari

Mehtab Ansari is the Assistant Editor – Features & Reviews at Smartprix, where he writes about smartphones, laptops, audio gear, and everything in between. A computer science student by degree but a tech nerd by heart, he’s been into consumer tech for years and started reviewing products professionally in February 2024. He’s especially into photography and audio, often spending more time testing a smartphone’s camera than he probably should. For him, tech isn’t just work, it’s what he’s always thinking about.

Expertise

Smartphones, laptops, tablets, monitors, smartwatches, photography, and audio gear. I’ve reviewed over 60 products across these categories on Smartprix in the past year and a half.

Education - Bachelor of Computer Applications – Nizam College, Hyderabad (2022–2025) | Joined Smartprix -February 2024 | Published Reviews & Stories - 723

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