Three new iPhones launch this week, here's what's coming

Primary Journalistic Dispatch & Direct Reporting

Apple's big September event is this Wednesday , and the company has three new iPhone models set to launch: iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Ultra. Here's what to expect.

iPhone 18 Pro and iPhone 18 Pro Max are coming as successors to Apple's popular 17 Pro line.

iPhone 18 Pro is also expected to have a higher starting price. Estimates suggest it could start at $1,399, but I suspect it could be closer to $1,199 or $1,249.

In-Depth Developments & Factual Context

iPhone Ultra is the rumored name for Apple's first foldable, with its expected $2,000+ price creating a new high-end tier.

The foldable form factor should make iPhone Ultra the most radically unique model Apple has yet introduced. It will have a wide book-style fold, with a roughly 5.4-inch outer display and 7.8-inch inner display that resembles an iPad mini.

Design materials are expected to mimic the iPhone Air, with a titanium border and sleek look.

Industry Impact & Strategic Analysis

iPhone Ultra will have two rear cameras (Main and Ultra Wide) plus two front-facing cameras, one for each display. It will use Touch ID for authentication rather than Face ID.

Software will be where the device especially shines, with iOS 27 supporting side-by-side app multitasking and adaptive landscape layouts that are perfect for the new form factor.

Performance should be about the same as iPhone 18 Pro, with the same A20 Pro chip, a vapor chamber for cooling, and a C2 modem.

Forward Outlook & Market Perspective

Normally we would expect a new base model iPhone 18 to launch in September too, alongside an iPhone Air successor.

This year though, Apple is reportedly overhauling its fall lineup by pushing the iPhone 18 and iPhone Air 2 into early 2027.

It's unknown whether this change is entirely strategic, or simply out of necessity due to the current memory crisis. In any case, the absence of more affordable models means this fall's new iPhone line will focus solely on the high end.

Are you planning to upgrade to a new iPhone this fall? Which model? Let us know in the comments.

Ryan got his start in journalism as an Editor at MacStories, where he worked for four years covering Apple news, writing app reviews, and more. For two years he co-hosted the Adapt podcast on Relay FM, which focused entirely on the iPad. As a result, it should come as no surprise that his favorite Apple device is the iPad Pro.

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