The latest report from Bloomberg reporter Mark Gurman shows that Apple is expected to continue its past practice and hold the next iPhone new product launch conference in the second week of September this year, officially launching iPhone 18 Pro, iPhone 18 Pro Max, and the first folding screen iPhone, which is expected to be named iPhone Ultra.
The report pointed out that Apple usually chooses to hold its autumn conference on the first Tuesday or Wednesday after Labor Day in the United States, so the most likely date this year is September 8, and September 9 immediately after Labor Day is also among the options.
According to this rhythm, if Apple finally sets the launch conference on September 9, Mark Gurman predicts that the new machine will start pre-sale on September 10, and then be officially launched later that month. This means that a new generation of high-end products, including the iPhone 18 Pro series and the folding screen iPhone Ultra, will hit the market in September this year and continue to succeed the current iPhone 17 Pro and iPhone 17 Pro Max.
At the price level, Apple has recently made price adjustments on a number of products, which is regarded as the beginning of a new "price increase cycle." Multiple previous reports and rumors in the industry have also pointed out that the iPhone 18 Pro series is likely to adopt a higher pricing strategy than the previous generation model. One of the reasons is the rising cost of key components such as storage. Combining Gurman's timetable with previous news about price, it is widely expected that the iPhone 18 Pro and iPhone 18 Pro Max will become Apple's higher-priced regular flagship models to date when they are launched.
At present, third-party whistleblowers have shown prototypes of suspected iPhone Ultra, iPhone 18 Pro Max and iPhone 18 Pro, providing a preliminary reference for the appearance and size of the new products. Although Apple has not officially confirmed the specific name and configuration of the folding screen iPhone, supply chain information shows that the related project is still progressing as planned, with the goal of debuting on the same stage as the iPhone 18 Pro series this fall. Against the background of Apple's overall emphasis on AI and high-end hardware layout, this combination is regarded as an important focus of the company in the high-end smartphone market.