Apple sets launch date for iPhone 18 and foldable iPhone: Hardware breakthroughs and new pricing.
Apple's September 10th event will focus on the iPhone 18 Pro and the first foldable iPhone model, along with a 2nm chip upgrade and the risk of price increases due to component costs.
Apple has officially sent out invitations to its biggest hardware event of the year, scheduled to take place at 0:00 AM on September 10th Vietnam time (equivalent to 10:00 AM on September 9th Pacific Time). The focus of this launch will be entirely on the high-end segment with the appearance of the iPhone 18 Pro and iPhone 18 Pro Max, along with the company's first foldable device.
The product line repositioning strategy and the emergence of the foldable iPhone.
According to Macworld, Apple is making major adjustments to its release roadmap, deciding to postpone the launch of the standard iPhone 18 and iPhone 18e to spring 2027. This move turns the September event into a showcase for the most premium devices.
Most notably, the first foldable phone, tentatively named the iPhone Ultra, is expected to feature a book-like folding mechanism with a 5.5-inch outer screen that expands to 7.8 inches in the inner display area. The expected price for this device ranges from $2,000 to $2,500, although the company has not yet announced official specifications.
Hardware upgrades on the iPhone 18 Pro: 2nm chip and variable camera.
The iPhone 18 Pro series is equipped with the A20 Pro processor, developed on an advanced 2nm process, optimizing processing performance and saving energy. In addition, it integrates Apple's proprietary C2 modem and a main camera system with variable aperture.
According to MacRumors' analysis, the variable aperture system allows the sensor to more flexibly control the amount of light entering the lens, while also precisely adjusting the optical depth of field according to real-world shooting conditions.
| Machine line | Screen size | Processor configuration | Key features | Expected price |
|---|---|---|---|---|
| iPhone 18 Pro | Pro Standard | A20 Pro (2 nm) | C2 modem, variable aperture | Expected increase of $100 |
| iPhone Ultra (Foldable) | 5.5 inches folded / 7.8 inches unfolded | A20 Pro (2 nm) | Book-fold design | 2,000 - 2,500 USD |
Pressure from component costs and the accompanying device ecosystem.
Besides smartphones, the event also featured the Apple Watch Series 12 with improved battery life and processor, and the Apple Watch Ultra 4, which focuses on upgrading its advanced sensor system. AirPods with integrated infrared cameras and Macs using the M6 chip are expected to appear in later stages.
Bloomberg journalist Mark Gurman notes that the cost of manufacturing components, particularly the scarcity of chips and memory, is putting significant pressure on prices. Apple is considering a $100 price increase on the new product line, making the iPhone 18 Pro about 9% more expensive than the starting price of $1,099 for the iPhone 17 Pro. To support users, the company plans to launch the Apple Upgrade program with flexible monthly payment options.
