Apple Eyes Sept. 8 or 9 Debut for iPhone 18 Pro and $2,500 Foldable

Q: With prices soaring to $1,400, does the iPhone 18 Pro offer enough innovation?

Probably not for most buyers. Based on the leaks and analyst reports, the iPhone 18 Pro looks like a strong refinement of Apple’s flagship formula, not a breakthrough that clearly justifies a jump to around $1,300-$1,400. The rumored upgrades are meaningful. The A20 Pro chip, expected on TSMC’s 2nm process, should improve speed and power efficiency. A smaller Dynamic Island enabled by under-display Face ID components would clean up the front design. The biggest practical change may be the variable-aperture main camera, which could deliver better low-light shots and more natural depth-of-field effects than today’s largely computational approach. A slightly thicker body also suggests a larger battery, while 12GB of RAM and Apple’s C2 modem could help with AI features, connectivity and battery life. But the broader picture is more incremental than transformative. The overall design appears largely unchanged, the camera bump gets bigger, and many of the gains are the kind users may notice only in side-by-side comparisons. At this price, buyers typically expect a major shift in daily experience, not just a better chip, a tidier cutout and camera refinements. That is why several reports frame the iPhone 18 Pro as an “iterative” generation, especially with a more dramatic 2027 anniversary iPhone already rumored. For upgraders coming from older models, the 18 Pro may still feel worth it. For recent Pro owners, the innovation case looks thin relative to the expected price.

3 articles · Updated · Tom's Guide · Jun 29

Sept. 8 is Bloomberg's Mark Gurman's most likely date for Apple's iPhone event, with Sept. 9 the runner-up for unveiling the iPhone 18 Pro, Pro Max and first foldable iPhone.
The timing fits Apple's usual early-September launch window, though Forbes argues Labor Day on Sept. 7 makes Sept. 9 more practical for press travel and an iOS 27 release-candidate rollout.
Price is emerging as a key issue: analysts and leakers say the iPhone 18 Pro line could cost up to $200 more, putting the Pro around $1,300 and Pro Max near $1,400.
The foldable iPhone Ultra is tipped as Apple's headline new device, with a 5.5-inch outer screen, 7.8-inch main display and a reported $2,400-$2,500 price tag.
Apple is also expected to split its 2027 lineup, with the regular iPhone 18 and iPhone Air 2 reportedly shifting to a spring launch instead of joining the Pro models this fall.