Apple ‘Surprise and Shine’ Event: iPhone 18 & Foldable Ultra

Apple is getting ready to shake up the smartphone scene with its ‘Surprise and shine’ event on September 9, 2026. The tech giant is expected to pull the curtain back on the iPhone 18 Pro, iPhone 18 Pro Max, and its highly anticipated first foldable smartphone, the iPhone Ultra.

What to Expect from the Pro Models

The upcoming Pro series aims to push performance limits with significant hardware upgrades. Here is what is on the table for the new flagship handsets:

• The A20 Pro chip will power both the Pro and Pro Max models, built on a 2nm process for better efficiency.
• Both devices will feature a 48-megapixel triple rear camera system enhanced with new variable aperture technology.
• The iPhone 18 Pro is expected to keep its 6.3-inch display, while the Pro Max likely moves to a 6.9-inch screen.
• Both screens are anticipated to utilize LTPO+ technology for improved visual performance.

The Foldable Shift

The most dramatic reveal is the iPhone Ultra, which signals a major shift in Apple’s hardware strategy. This device is rumored to feature a book-style foldable design, sporting a 5.5-inch outer display and a large 7.8-inch inner screen.

Key Numbers for Your Wallet

If you are planning to upgrade, these premium devices come with a significant price tag. Here is the expected pricing breakdown for the new lineup:

• iPhone 18 Pro: $1,249–$1,299
• iPhone 18 Pro Max: $1,349–$1,399
• iPhone Ultra: Starting at $2,199, with some reports suggesting it could exceed $2,500.

While these high-end models take the spotlight today, keep in mind that standard iPhone 18 models might not arrive until the spring of 2027. This staggered release suggests a deliberate strategy to separate the premium foldable and Pro tiers from the rest of the product range.