Apple Set to Launch Three New iPhones This Week: iPhone 18 Pro, Pro Max and Ultra

Apple is preparing to unveil three new iPhone models this week as part of its major September launch event. The company is expected to introduce the iPhone 18 Pro, iPhone 18 Pro Max and iPhone Ultra at an event scheduled for Wednesday, September 9.

Unlike previous years, Apple is reportedly keeping the initial flagship lineup focused on these three high-end models, with the standard iPhone 18 expected to arrive later.

iPhone 18 Pro and iPhone 18 Pro Max

The iPhone 18 Pro and iPhone 18 Pro Max are expected to succeed Apple’s iPhone 17 Pro lineup, bringing improvements to performance, cameras, battery life and design.

Both models are rumored to feature Apple’s new A20 Pro chip, which should deliver improved performance and efficiency. Apple is also expected to introduce a redesigned camera system, including a possible variable-aperture or mechanical-aperture main camera for improved control over light and depth.

Other expected upgrades include a smaller Dynamic Island, new colors such as a dark burgundy or cherry shade, improved battery life and a redesigned Camera Control experience.

The Pro models are also expected to use Apple’s C2 cellular modem, marking another step toward greater control over the iPhone’s cellular technology. New satellite connectivity features, potentially including 5G satellite support, are also rumored.

The iPhone 18 Pro is expected to retain a 6.3-inch display, while the Pro Max should continue with a larger 6.9-inch screen.

iPhone Ultra: Apple’s First Foldable iPhone

The biggest change to Apple’s iPhone lineup could come from the iPhone Ultra, which is rumored to be Apple’s first foldable smartphone.

Rather than following the traditional slab-style iPhone design, the Ultra is expected to use a book-style folding design with an approximately 5.4-inch outer display and a much larger 7.8-inch inner screen.

The foldable iPhone is expected to occupy a new ultra-premium position in Apple’s lineup, with reports suggesting a starting price of more than $2,000.

Its foldable design would make the iPhone Ultra one of the most significant hardware changes in the iPhone’s history.

When Will the New iPhones Launch?

Apple’s September event is scheduled for September 9, 2026, when the company is expected to officially reveal the new iPhone models.

Pre-orders could begin later in the week, although reports suggest Apple may move the usual Friday schedule to Saturday, September 12. The iPhone 18 Pro and Pro Max are then expected to reach customers around September 18, although Apple’s official availability details remain to be confirmed.

What About the Standard iPhone 18?

One of the biggest changes to Apple’s launch strategy this year is the reported delay of the standard iPhone 18.

Instead of launching alongside the Pro models in September, the regular iPhone 18 is expected to arrive in early 2027. Reports also point to an iPhone 18e and a second-generation iPhone Air joining the lineup during the same later launch window.

That means Apple’s initial September lineup could be significantly more premium than in previous years.

A Major iPhone Launch for Apple

The September 9 event could mark one of Apple’s most important iPhone launches in years. The iPhone 18 Pro models are expected to bring significant improvements to cameras, performance and battery life, while the iPhone Ultra could introduce an entirely new foldable form factor.

Apple’s new lineup will also be closely watched for pricing, availability and the company’s strategy for separating its premium iPhones from the standard models.