Apple's first foldable device to iPhone 18 Pro Max: Everything expected at September showcase
Apple is expected to host its annual autumn hardware showcase on 8 or 9 September 2026, according to reporting by Bloomberg’s Mark Gurman. The keynote promises major silicon upgrades, a redesigned flagship camera system, and a strategic shift in Apple's traditional release schedule.
iPhone 18 Pro and Pro Max Upgrades
The flagship iPhone 18 Pro and Pro Max will serve as the centrepiece of the presentation. The devices are tipped to introduce Apple's A20 Pro chipset, built on TSMC's cutting-edge 2-nanometre process, paired with 12GB of RAM to power expanded on-device Apple Intelligence capabilities.
According to reports, the Pro Max will feature a triple 48-megapixel camera setup highlighted by a mechanical variable aperture primary lens (f/1.6 to f/4.0), offering DSLR-style light control. Additional leaked specifications include a Dynamic Island that is roughly 35 per cent smaller, Apple's custom C2 5G modem, an LTPO+ OLED display, and an expanded 5,567mAh battery in the eSIM variant.
A Split Launch Strategy and the Foldable Debut
In a significant operational shift, Apple is splitting its smartphone launch cycle. The standard iPhone 18 and second-generation iPhone Air have reportedly been deferred to spring 2027.
This leaves the September stage open for the Pro series alongside Apple's first foldable device, expected to carry the "iPhone Ultra" moniker. Analysts project the book-style foldable to feature a 5.5-inch cover screen opening to a 7.8-inch main display, positioning it at the apex of Apple’s lineup.
Wearables and Expected Pricing
Alongside smartphones, the event is slated to introduce the Apple Watch Series 12 and Apple Watch Ultra 4, both featuring updated health sensors and enhanced battery performance.
However, flagship buyers may face steeper costs. Bloomberg forecasts potential price increases of $100 to $200 (₹9,535 INR to ₹19,070 INR) across the Pro lineup, driven by advanced 2nm chip fabrication costs and industry-wide mobile DRAM supply constraints highlighted by supply-chain reports.