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Ahead of Apple's launch event, Bloomberg's Mark Gurman reported that the iPhone 18 Pro and Pro Max will carry a $100 price increase, starting at $1199, while the new foldable iPhone Duo will start at $1999 with higher-storage models near $3000. These figures come in below the steeper increases many analysts had predicted earlier this year.
Apple will hold its annual iPhone launch event on September 9 at 10 AM PDT, streamed live on YouTube and Apple's events site. The event is widely anticipated to introduce Apple's first foldable phone, the iPhone Ultra, alongside new iPhone 18 Pro and Pro Max models, with the standard iPhone 18 expected next year. Apple may also reveal updated HomePods, camera-equipped AirPods, and new Apple Watches.
Apple is preparing an event dubbed 'Surprise and Shine,' with leaks pointing to a foldable iPhone, iPhone 18 Pro models, Apple Watch Series 12 and Ultra 4, and new AirPods 5. Details remain based on rumors and supply-chain leaks rather than official confirmation from Apple.
Apple's upcoming 'Surprise and Shine' event is expected to introduce three new iPhones, including its first foldable device, rumored to be called the iPhone Ultra, priced between $2,000 and $2,500. The lineup will also include the iPhone 18 Pro and Pro Max, both reportedly powered by a new A20 Pro chip, with the standard iPhone 18 and iPhone Air held back for a later announcement. This will be the first major product event overseen by Apple's new hardware engineering chief turned CEO, John Ternus.
Apple will introduce the Apple Watch Ultra 4 and Apple Watch Series 12 alongside its new iPhones this week. Reports point to an upgraded S11 chip replacing the aging S10/S9 silicon, a returning ceramic case option, additional sensors, and possible new health features including an expanded hypertension notification system and an always-on heart rate sensor.
With new iPhone models on the horizon, buyers face a choice between purchasing directly from Apple or through a wireless carrier. Apple offers unlocked phones with no long-term contract, plus a discount of about $30 if the phone is activated with a carrier at purchase, while carriers often provide financing plans that spread costs over time.
A 14-second clip circulating online shows what appears to be dark cherry and blue iPhone 18 Pro models displayed alongside an iPhone 17 Pro Max at what looks like a retail store. Analysts flag several red flags suggesting the footage is staged with dummy units rather than genuine pre-release hardware.
Apple is holding its 'Surprise and Shine' fall event, where the company is expected to reveal its first foldable iPhone alongside the iPhone 18 Pro lineup, updated Apple Watches, and new AirPods. Gizmodo is live-covering the announcements as they happen.
Apple's September event this Wednesday is expected to introduce three new high-end iPhones: the iPhone 18 Pro, iPhone 18 Pro Max, and a first-ever foldable model dubbed iPhone Ultra priced above $2,000. The base iPhone 18 and an Air successor are reportedly being delayed until early 2027, leaving this year's lineup focused entirely on premium devices.
Apple will hold its annual September product event on September 9 at 10 am Pacific, streamed via its website, YouTube, and Apple TV. It marks the first such event since Tim Cook stepped down as CEO, with John Ternus now leading the company. Leaks point to Pro-level iPhones, updated Apple Watches, and possibly Apple's first foldable phone.
Ahead of Apple's September 9 event, where the company is expected to unveil the iPhone 18 Pro, Pro Max and a foldable iPhone Ultra, a rumored dark cherry red color option for the Pro models has inspired a fan-made AI video ad. The creator clearly labeled the clip as AI-generated rather than presenting it as a leak.
Reports suggest Apple's upcoming iPhone 18 Pro lineup will introduce a variable aperture lens on the main camera, a first for the iPhone. It remains unclear whether both the Pro and Pro Max models will get this feature, or just the larger Pro Max, and the wide-angle and telephoto lenses are expected to keep fixed apertures.