Apple's September product launch is shaping up to be one of the year's most anticipated technology events. However, the expected price tags for the new iPhone lineup may give many consumers reason to think twice.

Even so, the iPhone 18 Pro, iPhone 18 Pro Max and the rumored iPhone Ultra are still widely expected to dominate the spotlight when Apple unveils its latest flagship devices.

According to multiple reliable sources, Apple is likely to stick with its familiar launch schedule despite growing expectations that the new iPhone generation will come with higher prices as component costs continue to rise.

A series of recent reports suggests Apple is preparing to raise prices across its premium iPhone lineup, tempering some of the excitement surrounding the upcoming release.

Even so, analysts believe Apple's brand appeal remains strong enough that an increase of around US$200 may not significantly dampen demand among loyal iPhone buyers.

When Apple is expected to unveil the iPhone 18 Pro Max

According to Bloomberg technology journalist Mark Gurman, Apple is highly likely to continue following the launch formula it has maintained for many years.

Traditionally, Apple's iPhone launch event takes place on the first Tuesday or Wednesday following the U.S. Labor Day holiday.

Based on the 2026 calendar, September 8 is considered the strongest candidate for this year's event, while September 9 is viewed as the second most likely date.

If that prediction proves accurate, Apple is expected to introduce several new products, including the iPhone 18 Pro, iPhone 18 Pro Max and the long-rumored foldable iPhone, widely referred to as the iPhone Ultra.

This timing has remained remarkably consistent for Apple over the years, with only exceptional circumstances such as the COVID-19 pandemic disrupting its schedule.

Industry analysts say Apple's preference for early September is no coincidence.

Launching new iPhones at that time allows the company to generate maximum media attention before beginning retail sales around the middle of September.

The strategy not only stimulates immediate consumer demand but also helps Apple record strong fourth-quarter revenue during the company's most important financial period of the year.

Equally important, announcing new devices early gives Apple more time to increase production ahead of the year-end holiday shopping season, particularly Thanksgiving and Christmas in the United States, Europe and other key markets.

After years of observing Apple's product roadmap, industry analysts believe the company's launch schedule has become increasingly predictable.

Meaningful upgrades, but enough to justify higher prices?

The iPhone 18 Pro lineup is expected to introduce several notable hardware improvements.

Current rumors suggest the devices will feature Apple's new A20 Pro chip built on a 2-nanometer manufacturing process, promising significant gains in both performance and power efficiency.

Reports also indicate Apple may reduce the size of the Dynamic Island, introduce a variable-aperture camera system and extend battery life.

These would represent meaningful upgrades for professional users. However, some analysts argue the improvements may still fall short of justifying a price increase of around US$200 to US$300 compared with the previous generation.

If current leaks prove accurate, the iPhone 18 Pro Max would represent a refined evolution focused on improving the overall user experience rather than delivering a transformational leap comparable to Apple's earlier introductions of Face ID or ProMotion displays.

iPhone Ultra could become Apple's most expensive iPhone ever

Meanwhile, the iPhone Ultra is expected to become Apple's most premium smartphone to date.

From the outset, the device has been rumored to command a very high price because of its entirely new design, flagship hardware and a possible foldable display.

A larger concern for the market, however, is the ongoing memory chip supply shortage, which has yet to show clear signs of easing.

If component shortages continue, the iPhone Ultra's price could surpass many foldable smartphones already available on the market.

Although Apple has not confirmed any pricing, many analysts believe the Ultra could become the most expensive iPhone ever released.

One of the biggest factors behind rising smartphone prices is the rapid expansion of artificial intelligence.

AI companies worldwide are consuming enormous volumes of high-performance memory chips to build and operate data centers used for training advanced AI models.

That surge in demand has tightened global memory supplies, driving up component costs across multiple industries, including gaming consoles, servers and smartphones.

As a result, smartphone buyers are ultimately absorbing much of the increased cost even though AI features on mobile devices remain relatively limited.

For the iPhone, many upcoming AI capabilities are expected to rely on Google's Gemini models rather than being developed entirely by Apple.

For that reason, some analysts believe mobile AI has yet to deliver a compelling enough breakthrough to persuade consumers that ever-higher smartphone prices are justified.

Hai Phong