Apple is expected to host its annual September event to unveil the new iPhone 18 Pro, iPhone 18 Pro Max, and the foldable iPhone Ultra smartphone models.

Key Points

• Apple is projected to hold its next iPhone launch event on September 8 or September 9, 2026.
• The company typically provides two weeks' notice, suggesting an official announcement date of August 25 or August 26.
• The upcoming lineup will feature the iPhone 18 Pro, iPhone 18 Pro Max, and the new foldable iPhone Ultra.
• Lower-end models, including the iPhone 18, iPhone 18e, and iPhone Air 2, are reportedly delayed until March 2027.
• Recent launch events have utilized pre-recorded videos shown at the Steve Jobs Theater, followed by hands-on sessions for invited reporters.

Why it Matters

This shift toward a split-launch strategy marks a significant change in Apple's traditional annual release cycle for its flagship hardware. By separating the premium and entry-level models, the company may be attempting to better manage supply chain demands and differentiate its high-end product tiers.