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Apple announces iPhone 18 Pro and foldable iPhone Ultra event: ‘Surprise and shine’

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Why This Matters

Apple's upcoming event on September 9 will introduce the iPhone 18 Pro lineup and its first foldable iPhone, signaling a significant shift in design and technology for the brand. The foldable iPhone Ultra could redefine user expectations for portability and innovation, impacting the broader smartphone market. These developments highlight Apple's focus on advanced display, camera, and connectivity features, shaping future industry standards.

Key Takeaways

Apple has officially announced its next product event, where it will unveil the iPhone 18 Pro lineup and its first foldable iPhone. The event will take place on September 9 at 10 am, PT. The tagline reads “Surprise and shine,” and the invitation features a glowing Apple logo with a sun shining through.

What to expect from Apple’s September event

Apple is expected to announce three new iPhones:

iPhone 18 Pro

iPhone 18 Pro Max

Apple’s first foldable iPhone, rumored to be called iPhone Ultra

This year, a standard iPhone model isn’t expected to be part of Apple’s fall lineup. Apple is reportedly splitting its annual iPhone launch, with iPhone 18, iPhone 18e, and iPhone Air 2 following in spring 2027.

The iPhone 18 Pro and iPhone 18 Pro Max are expected to retain the same general designs and display sizes as their predecessors. Instead, this year’s upgrades will focus on new display, camera, and connectivity technology.

Rumors point to three main upgrades: a variable-aperture Main camera, a smaller Dynamic Island, and Apple’s C2 cellular modem.

Apple may offer the new Pro phones in four colors: dark cherry, black, silver, and light blue.

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