The tech world's attention is now firmly fixed on September, when Apple is expected to unveil the iPhone 18 Pro, iPhone 18 Pro Max and its first foldable iPhone, widely rumored to be called the iPhone Ultra.

Consumers typically postpone buying a new iPhone in the weeks leading up to Apple's annual fall launch event. This year, however, the situation is slightly different.

Although Apple raised prices for several product categories in June, it kept iPhone prices unchanged, leaving many consumers wondering whether they should buy now or wait for the iPhone 18 Pro lineup and its anticipated upgrades.

Apple has not confirmed any details, but reports from reputable industry sources and well-known leakers have already provided a relatively clear picture of the company's next premium smartphones.

Apple may overhaul its iPhone launch strategy

One of the biggest rumors surrounding the iPhone 18 has little to do with hardware. Instead, it focuses on how Apple plans to release the new devices.

Rather than introducing every new iPhone model during a single launch event, as it has done for years, Bloomberg reports that Apple is considering splitting the rollout into two phases to maintain more consistent sales throughout the year.

Under the rumored plan, the premium models - including the iPhone 18 Pro, iPhone 18 Pro Max and Apple's first foldable iPhone - would debut in September 2026.

The standard iPhone 18, iPhone Air 2 and iPhone 18e, meanwhile, could arrive in spring 2027.

If accurate, the move would represent Apple's biggest change to its iPhone launch strategy since it began releasing multiple models simultaneously.

Familiar design with bolder color options

Following the major redesign introduced with the iPhone 17 Pro - including a completely new raised camera island and a two-tone finish - many analysts believe Apple will make only modest design changes this year.

Instead, the company is expected to refresh the lineup with new color options.

Well-known leakers Sonny Dickson and Instant Digital claim Apple is testing a new cherry red finish alongside a light blue version, while retaining its traditional dark gray color.

Prototype models have also reportedly appeared in a lighter gray shade.

The rear design is expected to remain largely unchanged, but the overall feel of the device may be different. According to leaker Ice Universe, the iPhone 18 Pro Max could be approximately 0.25mm thicker and around 7g heavier due to a larger battery.

Smaller Dynamic Island, same display sizes

The most noticeable change on the front may be a smaller Dynamic Island.

Ice Universe says Apple could reduce its size by roughly 35% by moving some Face ID components - including the infrared projector - beneath the display.

Despite the smaller cutout, all existing Dynamic Island functions are expected to remain intact.

Display sizes are also expected to stay the same, with the iPhone 18 Pro featuring a 6.3-inch screen and the iPhone 18 Pro Max retaining a 6.9-inch display.

Apple is also reportedly asking suppliers to develop brighter display panels while adopting new LTPO+ technology to improve power efficiency without sacrificing adaptive refresh rates.

Variable aperture could become the biggest camera upgrade

After upgrading all three rear cameras to 48 megapixels on the iPhone 17 Pro, Apple is reportedly shifting its focus toward improving image quality rather than increasing resolution.

According to ETNews, the iPhone 18 Pro Max could become the first iPhone equipped with a variable aperture camera system.

Unlike the fixed apertures used on current iPhones, the new system would automatically adjust the amount of light entering the sensor.

In low-light environments, the aperture would widen to capture more light. Under bright sunlight, it would narrow to reduce overexposure while improving image detail.

Sources say the technology has already entered production, increasing the likelihood that it will be ready for the iPhone 18 Pro lineup.

A 2nm A20 chip could deliver a major performance leap

The iPhone 18 Pro Max is widely expected to feature Apple's new A20 processor, manufactured using TSMC's advanced 2-nanometer process - the first time Apple would adopt the next-generation semiconductor technology.

Compared with today's 3nm chips, the new manufacturing process should increase transistor density, significantly improve performance and deliver greater energy efficiency.

The downside is cost. Manufacturing expenses are reportedly around 50% higher than those of current-generation chips.

Apple may also introduce Wafer-Level Multi-Chip Module (WMCM) packaging, integrating the RAM, CPU, GPU and Neural Engine onto a single semiconductor package.

According to analyst Ming-Chi Kuo, this design could improve processing speeds, reduce latency and increase overall power efficiency.

Several reports also suggest Apple is considering using the same flagship processor across the entire iPhone 18 lineup rather than reserving the most powerful chip exclusively for Pro models.

Larger battery could significantly improve endurance

Apple rarely discloses battery capacities, but multiple reports agree that the iPhone 18 Pro Max could feature the largest battery ever installed in an iPhone.

According to Digital Chat Station, the flagship model may include a battery with a capacity of around 5,200mAh, up slightly from the estimated 5,088mAh found in its predecessor.

The standard iPhone 18 Pro is also expected to receive a modest increase, from approximately 4,252mAh to 4,288mAh.

Although the capacity gains are relatively small, the combination of Apple's more efficient C2 modem, the 2nm A20 processor and improved LTPO+ display technology is expected to deliver noticeably longer battery life than the iPhone 17 Pro series.

Prices could reach a new record high

For many consumers, pricing remains the biggest question.

Apple has managed to keep iPhone prices relatively stable for years despite steadily rising component costs.

However, CEO Tim Cook has acknowledged that the prices of memory chips and storage components have climbed significantly, making it increasingly difficult to avoid price increases.

Based on component cost estimates cited by The Wall Street Journal, the iPhone 18 Pro could start at US$1,299, roughly US$200 higher than the current iPhone 17 Pro.

If Apple maintains the traditional price gap between its Pro models, the iPhone 18 Pro Max could start at US$1,399, making it the most expensive Pro iPhone ever at launch.

Apple has yet to announce the date of its launch event. Nevertheless, industry analysts widely expect the company to unveil the iPhone 18 Pro and iPhone 18 Pro Max during its annual September keynote before opening sales just days later.

Hai Phong