WORLD · VERIFIED DEVELOPMENT
Apple Unveils iPhone 18 Pro, Pro Max, Foldable Ultra at September 9 Event
WHY IT MATTERS
The delay of the standard iPhone 18 models to spring 2027 will shift Apple’s pricing and inventory plans for the fall, affecting retailers and consumers who anticipate a full lineup this year.
What happened
Apple’s “Surprise and Shine” event on September 9 will launch the iPhone 18 Pro, Pro Max, and the first foldable iPhone Ultra. The company also plans to debut the Apple Watch Series 12 and Apple Watch Ultra 4.
While the Pro models arrive this fall, the standard iPhone 18 lineup will be postponed until spring 2027, a shift that will alter the company’s autumn pricing strategy. The event marks a significant expansion of Apple’s flagship offerings, adding a foldable design to its premium line and refreshing its smartwatch range.
Retailers and consumers will need to adjust expectations for the full iPhone 18 family, which will now be split across two release windows.
DEVELOPING STORY
Story timeline
PRIMARY SOURCES
Apple iPhone 18 Pro, iPhone Ultra launch on Sep 9: Likely specifications and price
The Times of India · TOI TECH DESK · Discovery only; publisher copyright terms apply