Apple is moving closer to one of its most closely watched product launches of the year, with reports pointing to a September event featuring the iPhone 18 Pro, iPhone 18 Pro Max and the company’s long-rumoured first foldable iPhone.

An internal memo reportedly indicates that preparations are underway for Apple’s annual iPhone event, adding to expectations that the premium iPhone 18 models and foldable device will make their debut in the first half of September.

The foldable model has frequently been referred to in reports as the “iPhone Fold,” while “iPhone Ultra” has also emerged as a possible name. Apple has yet to publicly confirm its final branding.

The event could mark one of the most significant changes to the iPhone lineup in years, bringing Apple into the foldable smartphone market after years of speculation.

Apple prepares for September launch

According to reports surrounding the internal memo, Apple has begun preparations for the new-generation iPhone event by inviting retail employees to register to assist with the in-person launch.

The process is familiar ahead of major Apple product events, with selected retail employees helping receive guests, guide product demonstrations and support activities in display areas.

The reported timeframe points to the first half of September, broadly in line with Apple’s traditional schedule for flagship iPhone announcements.

Apple typically holds its major iPhone event shortly after the US Labor Day holiday. With Labor Day falling on September 7 in 2026, September 8 or 9 has emerged in reports as a likely window for the event.

The company itself has not announced an official date.

This year’s launch is also expected to differ from Apple’s traditional approach to the iPhone lineup.

Rather than introducing its full range at once, Apple is reportedly preparing a split release strategy. The premium iPhone 18 Pro and Pro Max are expected in the fall alongside the foldable model, while the standard iPhone 18 is expected later.

Apple prepares to enter the foldable race

The biggest change could be Apple’s first foldable iPhone.

After years on the sidelines while competitors developed increasingly sophisticated folding smartphones, Apple is widely expected to enter the category with a book-style device.

Reports suggest the phone will have a shorter, wider form factor than many existing book-style foldables, opening into a display with proportions closer to a small tablet.

The device is expected to have an inner screen of around 7.8 inches and an outer display of roughly 5.5 inches.

Its thin construction could also require compromises.

The foldable is widely rumoured to use Touch ID rather than Face ID and to feature two rear cameras rather than the more extensive camera system found on Apple’s Pro phones.

Apple is nevertheless expected to put considerable emphasis on the large-screen experience, multitasking and hardware design as it seeks to establish a position in the premium foldable market.

While the device is expected to be unveiled alongside the iPhone 18 Pro models, reports have differed over when it will actually reach consumers. Manufacturing challenges could mean availability comes later than the September debut.

iPhone 18 Pro Max expected to bring major internal upgrades

The iPhone 18 Pro and Pro Max are also expected to receive a series of upgrades, even if their overall appearance remains relatively familiar.

At the heart of the new generation is expected to be Apple’s A20 chip, manufactured using a 2-nanometre process.

The shift to 2nm technology is expected to improve performance and energy efficiency while supporting increasingly demanding artificial intelligence and on-device computing tasks.

The iPhone 18 Pro models are also rumoured to feature a smaller Dynamic Island, giving users more usable display space.

Camera improvements could include a variable-aperture system capable of adjusting the amount of light reaching the sensor according to shooting conditions.

Longer battery life has also been widely reported as one of the upgrades being considered for the new Pro generation.

Foldable iPhone could carry a premium price

Apple’s entry into foldable smartphones is unlikely to come cheaply.

Current reports have consistently suggested a price of around $2,000 or higher for the foldable device, which would place it firmly at the premium end of the smartphone market.

Such pricing would reflect both the complexity of foldable display technology and the cost of the advanced components expected inside the device.

The iPhone 18 Pro lineup could also face higher component costs, particularly with Apple expected to move to a new generation of 2nm processors.

The eventual prices, however, remain unconfirmed and will not be known until Apple officially announces the devices.

What appears increasingly clear is that Apple’s 2026 iPhone strategy could look markedly different from previous years.

Instead of refreshing the entire mainstream lineup at once, the company is expected to put its most expensive devices in the spotlight first, led by the iPhone 18 Pro family and its long-awaited entry into foldable smartphones.

If the reports prove accurate, September will therefore represent more than another annual iPhone upgrade.

It could mark the moment Apple finally brings the iPhone into the foldable era.

Hai Phong