Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max this September, with rumours suggesting a deep red colour option and a variable aperture camera system that could rival DSLRs. The new flagship models are also tipped to feature a refreshed liquid glass design and advanced AI-powered photo editing tools, as revealed in the iOS 27 software preview.
According to reports, Apple may shift its launch strategy by dedicating the entire September event to the Pro models and the long-rumoured iPhone Fold, while postponing the regular iPhone 18 launch to spring 2027. This follows claims from analyst Mark Gurman that Apple is moving away from its traditional autumn launch to spread releases throughout the year, easing strain on supply chains and marketing teams.
Pricing is expected to remain unchanged from the iPhone 17 Pro series, despite rising costs of DRAM and NAND storage. Analysts Jeff Pu and Ming-Chi Kuo suggest Apple will absorb extra expenses through cost management and favourable memory chip deals with Samsung and SK Hynix.
The iPhone 18 Pro is likely to be announced on 8 or 9 September, with pre-orders on 11 September and release on 18 September. The Pro Max is expected to follow the same timeline.
