Apple confirms September 9 as launch date for iPhone 18 Pro, Pro Max

Apple announced September 9, 2026 as the event date, with expectations of their premium lineup -- the iPhone 18 Pro and iPhone 18 Pro Max to be launched. 

The announcement was made by Apple Senior Vice President of Worldwide Marketing Greg Joswiak, through an X (formerly Twitter) post. "Surprise and shine! It’s almost time for the #AppleEvent, on Wednesday, September 9!", the post read. 

The event will be held at Apple's headquarters in Cupertino, California, and would mark a new chapter for the company under John Ternus as the new CEO, who is set to take over from Tim Cook on September 1. 

The event will be livestreamed on the company's website, and is scheduled to begin at 10 a.m. Pacific Time, or 1 p.m. Eastern Time. Indian viewers would need to tune in at 22:30 IST to virtually attend the launch. 

iPhone18 Pro and Pro Max to be powered by a new chip

The new iPhone 18 Pro models are expected to be powered by Apple's next-generation A20 Pro chip. The chip is built on a 2-nanometre process, along with the company's C2 modem. Meanwhile, not much design changes are expected, though a large camera module could be introduced along with under-display Face ID, and the Pro Max variant is rumoured to be equipped with a variable-aperture camera for improved photography and more natural background blur.. Amongst new colour options, a dark cherry colour may be introduced.

Foldable iPhone to be launched?

The foldable, reportedly called iPhone Ultra or iPhone Fold, is expected to use a book-style design with a roughly 5.5-inch outer display that opens into a 7.8-inch inner screen, giving it a tablet-like form factor. Reports also point to a thinner design and a hinge engineered to minimise the visible crease.

For Apple, the rumoured product could finally mean an entry in the foldable market, which already has players like Samsung dominating. Global foldable smartphone shipments are expected to grow 21% YoY in 2026, according to Counterpoint Research’s July edition of Foldable Smartphone Market Forecast. The market is projected to continue to expand from 2025, supported by continued demand for premium book-type devices, stronger product competition among leading smartphone vendors, and Apple’s expected entry into the category.

Samsung is projected to maintain its leadership in the foldable smartphone market in 2026, with a projected 32% share. Still, the market will look quite different from 2025 as Apple enters the segment and Huawei remains a strong player, particularly in China. Apple is projected to capture a 25% share in 2026, while Huawei is expected to hold 24%, followed by Motorola at 8% and HONOR at 3%.