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Key Takeaways Apple is gearing up for its annual iPhone release event on Wednesday.
The event, called “Surprise and Shine” this year, will reportedly showcase a foldable iPhone.
It will mark the company’s first event with new CEO John Ternus at the helm.
Apple’s “Surprise and Shine” event on Wednesday is shaping up to be one of its busiest launches in years.
According to Tom’s Guide, Apple will reportedly introduce three new iPhones at the event. The centerpiece could be Apple’s long-rumored foldable iPhone, widely expected to carry the iPhone Ultra name. The phone is rumored to use a book-style design with a 7.8-inch internal display and 5.5-inch outer screen. It will allow Apple to enter a foldable market that Samsung and other Android manufacturers have already spent years developing.
The Ultra could be a major statement product but is likely an expensive one. Tom’s Guide reports estimated prices ranging from $2,000 to $2,500 and warns that availability may be limited at launch.
The other two iPhones Apple is expected to introduce are the iPhone 18 Pro and Pro Max. Both models are rumored to run on Apple’s upcoming A20 Pro chip. The phones may look similar to the prior Pro generation, but with a smaller Dynamic Island and a better front-facing camera.
Expected price hikes
A report last month from Counterpoint Research predicted that the iPhone 18 Pro models would cost $250 to $350 more than the existing iPhone 17 Pro lineup. The current iPhone 17 Pro Max costs $1,599; the iPhone 18 Pro Max could cost between $1,849 and $1,949.
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