From display and performance to camera capabilities, all signs suggest Apple may be preparing a notable upgrade. Yet the familiar question persists: will these improvements be enough to justify an ever-rising price tag?

Launch timing and pricing: holding the ultra-premium line

According to multiple sources, Apple is likely to stick to its traditional schedule, targeting early September 2026 for the unveiling of its next iPhone lineup. The iPhone 18 Pro and Pro Max variants are expected to debut between September 3 and 10, in line with previous release cycles.

Leaked pricing indicates the iPhone 18 Pro could start at around US$1,199 for the 256GB version, roughly equivalent to VND31-32 million. Analysts suggest Apple is negotiating favorable memory supply deals with partners such as Samsung and SK Hynix, potentially allowing the company to offset rising component costs and keep prices stable.

This would run counter to broader market trends, as DRAM and NAND prices have surged in recent months. Whether Apple ultimately maintains or raises the price of the Pro Max model remains a key uncertainty.

Meanwhile, a rumored foldable iPhone priced from US$1,999 could reshape the overall pricing structure of the iPhone lineup.

Display and performance upgrades: targeting pro users

On the hardware front, the iPhone 18 Pro Max is expected to feature a new A20 Pro chip built on an advanced 2nm process. This could mark a significant leap in both performance and energy efficiency, particularly for demanding tasks such as AI processing, high-end gaming, and professional video editing.

The device is also rumored to come with 12GB of RAM, increasingly seen as a standard for premium flagship devices, alongside storage options of up to 1TB.

Notably, the smaller Pro variant is expected to share the same core hardware, signaling Apple’s strategy to narrow the gap between the two models, with differences largely limited to size and battery capacity.

In terms of display, the Pro Max could feature a 6.9-inch OLED panel, while the standard Pro model may offer a 6.3-inch screen. Both are expected to support a 120Hz refresh rate, ensuring smooth interaction.

Peak brightness levels may also see a substantial increase from the current 1,600 nits HDR, improving visibility in outdoor conditions - an increasingly important factor as smartphones become central to everyday activities.

Camera: selective innovation focused on flexibility

Camera upgrades appear to follow a more targeted approach. Leaks suggest the iPhone 18 Pro Max could incorporate a new sensor supplied by Samsung, featuring a three-layer design aimed at improving capture speed, reducing noise, and enhancing dynamic range.

Another notable addition could be a variable aperture lens - a first for the iPhone. This would allow users to control the amount of light entering the sensor, similar to DSLR cameras.

The result would be improved depth-of-field control, enabling sharper subjects and smoother background blur, expanding creative possibilities in mobile photography.

The standard Pro model is also expected to adopt a similar camera system, reinforcing Apple’s strategy of delivering a consistent experience across its premium lineup.

On the front, both devices may upgrade to a 24MP selfie camera, catering to portrait photography and video calls. While not a dramatic leap in specifications, Apple’s emphasis on image processing algorithms could still deliver noticeable real-world improvements.

Taken together, the iPhone 18 Pro Max appears to represent an “evolutionary” rather than “revolutionary” upgrade. Apple is refining core elements - display brightness, processing power, and camera flexibility - that directly shape everyday user experience.

The biggest question, however, remains pricing. As the device moves further into the ultra-premium segment, it is clearly aimed at users willing to pay for top-tier performance, rather than the broader mass market.

It is worth noting that all current details remain speculative. Apple has yet to confirm any specifications or pricing, and final decisions may change before launch. Even so, the emerging picture suggests the iPhone 18 Pro Max will remain one of the most closely watched technology releases of 2026.

Hai Phong