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Apple iPhone 18 Launch: First Foldable iPhone Could Bring the Biggest Design Change in Years

Posted on 9th Sep 2026 03:13 pm by rohit kumar

Apple’s iPhone journey, which began with the first-generation iPhone in 2007, could enter a major new phase on Wednesday, September 9, 2026. The company is preparing for its “Surprise and Shine” event, where the spotlight is expected to fall on premium iPhone models and, potentially, Apple’s first foldable iPhone.

 

The event is also significant because it is the first major Apple product launch led by new CEO John Ternus, who took over from Tim Cook on September 1.

 

Will the standard iPhone 18 launch in September?

 

One of the biggest changes expected this year is Apple’s reported decision to split the iPhone launch cycle.

 

Instead of introducing the standard iPhone alongside the Pro models in September, reports indicate that Apple could unveil the iPhone 18 Pro and iPhone 18 Pro Max first, while the standard iPhone 18 may arrive in early 2027.

 

Reuters and other reports say the entry-level iPhone models are expected to be deferred until spring, marking a significant departure from Apple's recent September launch pattern.

 

If that happens, consumers looking for a new iPhone during the September launch window could initially have premium models as the main new options.

 

Apple iPhone 18 Pro and Pro Max: What to expect

 

The iPhone 18 Pro and iPhone 18 Pro Max are expected to be among the main announcements at Apple’s September 9 event.

 

Reports and leaks have pointed to upgrades including a new-generation processor, camera improvements, and changes to the Dynamic Island. However, these specifications have not been officially confirmed by Apple, so they should be treated as reported features rather than final specifications.

 

The focus is expected to remain on Apple's premium iPhone lineup as the company prepares to introduce its next-generation hardware.

 

Foldable iPhone could be Apple's biggest surprise.

 

The most significant potential announcement could be Apple's first foldable iPhone.

 

Reports have suggested that the device could be marketed as an iPhone Ultra, although Apple has not officially confirmed that name. The expected design is a book-style foldable that could open to provide a much larger display.

 

Reuters reports that the high-end foldable could carry a price of more than $2,500, putting it firmly in Apple's premium product category. Reports also point to a focus on a durable hinge and a less noticeable display crease—areas that have been important challenges for foldable smartphones.

 

Apple's late entry into the foldable smartphone market could nevertheless have a major impact. Foldable phones remain a relatively small part of the overall smartphone market, but Apple's entry could accelerate consumer interest and put additional pressure on rivals such as Samsung and Google.

 

How could this change the iPhone's 19-year identity?

 

Since the original iPhone launched in 2007, Apple has built a powerful annual upgrade cycle around its flagship smartphone. The September iPhone event has become one of the biggest dates on the technology calendar.

 

The potential 2026 strategy would change that pattern.

 

Instead of launching the major iPhone models together, Apple could divide the lineup into two stages: premium models in September followed by standard and lower-priced models at a later date.

 

Reports suggest the standard iPhone 18 could be joined by an iPhone 18e and a next-generation iPhone Air in early 2027.

 

This would give Apple a way to create multiple iPhone launch moments throughout the year rather than concentrating the entire lineup around September.

 

Why could Apple be changing its iPhone launch strategy?

 

There could be several reasons behind the reported shift.

 

One possible factor is Apple's focus on its most profitable premium smartphones. Launching the Pro models and a potential foldable iPhone first would allow the company to put its most expensive devices at the centre of the initial sales cycle.

 

Another issue is the broader smartphone supply chain. Reports have highlighted rising memory costs and supply pressures, which could make product segmentation more important for manufacturers. AP has also reported that memory shortages could contribute to higher iPhone prices.

 

However, Apple has not publicly confirmed that these factors are the reason for any change in its launch schedule.

 

John Ternus faces his first major iPhone test as Apple CEO.

 

The September 9 event is about more than the iPhone.

 

It is the first major Apple product launch under John Ternus, who became CEO on September 1 after Tim Cook moved into the role of executive chairman.

 

Ternus, a longtime Apple hardware executive, now faces the challenge of maintaining the company's reputation for product innovation while also addressing growing competition in artificial intelligence.

 

A major focus is expected to be Apple's AI strategy and the future of Siri. Reuters reports that Apple is preparing a significant Siri overhaul as the company attempts to strengthen its position against AI competitors. Regulatory issues could affect the timing of some AI features in certain markets.

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