Apple’s major September event is scheduled for midnight on Sept. 10 Vietnam time, marking the company’s most important product showcase of 2026. Most notably, Apple is expected to unveil as many as three new iPhones: the iPhone 18 Pro, iPhone 18 Pro Max and iPhone Ultra. This could also be one of Apple’s most unusual iPhone launch seasons yet, with almost its entire new lineup focused on the premium segment.

iPhone 18 Pro and 18 Pro Max: Major performance, camera and battery upgrades

The iPhone 18 Pro and iPhone 18 Pro Max will directly succeed the iPhone 17 Pro lineup, which has attracted considerable attention. According to leaks, Apple is preparing a series of significant upgrades for the two models, spanning their processors, cameras and display design.

At the heart of the upgrades is the next-generation A20 Pro chip. It is expected to deliver higher performance while improving energy efficiency, potentially boosting both processing speed and real-world battery life.

The camera system is also expected to take a major step forward, particularly the main camera. Apple is rumored to be introducing a variable aperture, allowing the camera to adjust the amount of light reaching the sensor depending on shooting conditions. This could represent an important change for iPhone photography.

On the front, Dynamic Island is expected to shrink by around 35%, giving the phones a more modern appearance while freeing up more usable display space. Apple is also reportedly preparing new color options, including a distinctive deep burgundy red.

Battery life is expected to become one of the biggest strengths of the iPhone 18 Pro generation. The iPhone 18 Pro Max, in particular, is rumored to deliver a substantial improvement and potentially the best battery life ever offered by an iPhone.

Apple is also expected to revamp Camera Control, while its in-house C2 modem will continue to play an important role in cellular connectivity. Several new satellite features are also rumored, most notably potential support for 5G connectivity via satellite.

These upgrades, however, could come with a higher starting price. Some estimates suggest the iPhone 18 Pro could start at $1,399, although a price of $1,199-1,249 is considered more plausible.

iPhone Ultra: Apple’s most expensive and radically different iPhone yet

While the iPhone 18 Pro and iPhone 18 Pro Max represent major upgrades to Apple’s conventional smartphone lineup, the iPhone Ultra could be the product that truly changes the game.

iPhone Ultra is believed to be the name of Apple’s first foldable iPhone. With an expected price above $2,000, the device would create an entirely new tier above the company’s existing iPhone lineup.

Its book-style folding design would make the iPhone Ultra the most visually distinctive iPhone Apple has ever introduced. The device is expected to feature an outer display of around 5.4 inches and an inner display of approximately 7.8 inches, giving it dimensions comparable to an iPad mini when unfolded.

In terms of materials, the iPhone Ultra could borrow from the iPhone Air, with a titanium frame and a slim, premium design. Its rear camera system is expected to feature two sensors - a main camera and an ultra-wide camera. Two front-facing cameras are also expected, with one serving each display.

Notably, Apple could use Touch ID instead of Face ID on the iPhone Ultra. If true, this would mark a significant change, particularly as the foldable design makes positioning facial-recognition sensors more complicated.

Software could prove to be one of the iPhone Ultra’s biggest advantages. iOS 27 is expected to support running multiple apps side by side while automatically adapting layouts to landscape orientation, making better use of the large display when the device is unfolded.

In performance terms, the iPhone Ultra is unlikely to significantly outperform the iPhone 18 Pro. It is expected to use the same A20 Pro chip, paired with a vapor-chamber cooling system and Apple’s in-house C2 modem.

This suggests Apple could differentiate the iPhone Ultra primarily through its design, display and software experience rather than developing an entirely separate hardware platform.

iPhone 18 and iPhone Air 2 to sit out this fall

The biggest departure from Apple’s usual iPhone launch strategy this year could be the absence of its more affordable models.

Apple would ordinarily introduce the standard iPhone 18 alongside the next generation of the iPhone Air in September. Based on current reports, however, the company is changing its fall launch strategy and pushing the iPhone 18 and iPhone Air 2 into early 2027.

It remains unclear whether this is entirely a strategic decision by Apple or is partly related to the ongoing memory supply crunch. Whatever the reason, the absence of two more accessible iPhone models from the September launch would give this year’s lineup a very different character.

Rather than covering everything from the mainstream to premium segments, Apple appears to be concentrating its efforts on its most expensive devices, while customers looking for a more affordable new iPhone may have to wait until early 2027.

Hai Phong