Apple is set for a major reveal this Wednesday, bringing three high-end iPhone models: the iPhone 18 Pro, iPhone 18 Pro Max, and the company’s first foldable, dubbed the iPhone Ultra. The launch marks a sharp focus on premium devices this fall—and no more budget or mid-tier models until early 2027.
What’s new in the 18 Pro and Pro Max
The iPhone 18 Pro line follows the 17 Pro series and delivers several upgrades. It’s expected to feature the A20 Pro chip, bringing improvements in speed and efficiency. The main camera may get a variable aperture for better low-light performance, while a smaller Dynamic Island aims for a sleeker front profile.
Design enhancements include new colors, with burgundy being especially prominent. Battery life is said to receive its best increase yet—especially for the Pro Max. Also on deck: a revamp of Camera Control, Apple’s new C2 cellular modem, and upgraded satellite functionality including satellite-based 5G. Pricing could set an elevated tone this year: estimates suggest the iPhone 18 Pro could start around $1,399, though some believe it may come in closer to $1,199 or $1,249.
The iPhone Ultra: Apple’s first foldable
The iPhone Ultra introduces a foldable, book-style design with a wide outer display (about 5.4 inches) and a larger inner display that rivals the size of an iPad mini (around 7.8 inches).
The build is expected to feel premium—titanium edges and materials reminiscent of the iPhone Air. Camera setup includes two on the back (main and ultra wide) and dual front cameras—one for each display. Authentication shifts from Face ID to Touch ID to accommodate the foldable form.
Under the hood, the Ultra shares performance components with the iPhone 18 Pro, including the A20 Pro chip and C2 modem. Thanks to a vapor chamber cooling system, it should maintain performance under load. Software for the Ultra is set to take advantage of its form factor: iOS 27 will support side-by-side multitasking and adaptive layouts tailored for landscape usage.
No iPhone 18 or Air 2 this season
Unlike past launches, the base iPhone 18 model and a successor to the iPhone Air are not expected until early 2027. The delay may stem from memory supply issues, or could be part of a strategic shift focusing entirely on high-end phones this fall. Either way, the absence of more affordable models keeps this year’s rollout exclusive to Apple’s premium tier.
Apple’s fall event is shaping up to deliver significant changes in design, performance, and product strategy. By zeroing in on premium tiers and introducing a foldable device, Apple is aiming to redefine what the next generation of iPhones can be.
What to watch
Keep an eye on pricing across the board—if the starting price of the 18 Pro is indeed elevated, it could reshape expectations for Apple’s premium market. Also worth monitoring: how well the foldable Ultra executes its display technologies, software optimizations, and reliability. If all works as rumored, this week could mark one of Apple’s boldest iPhone turns yet.
