Apple’s Sept. 9 Event: What to Expect From the iPhone 18 Pro and the Reported $2,099-Plus Foldable

The iPhone Ultra is anticipated to take center stage at Apple's September event, as it will be Apple's first foldable device. However, there is some uncertainty regarding the exact launch date following the event. Various reports have surfaced, with some suggesting a September 9 unveiling followed by a staggered release, while others believe it will launch simultaneously with the iPhone 18 Pro and Pro Max.

Bloomberg's Mark Gurman, who has been tracking the foldable iPhone developments for years, believes the Ultra will be released either at the same time as the new Pro phones or very close to it. He dismisses the notion of a late October or November launch as unlikely.

It is expected that Apple will unveil the iPhone Ultra at the September 9 "Surprise and Shine" event in Cupertino. Gurman also adds that this event will be helmed by the new CEO, John Ternus. Gurman and Ternus both acknowledged the potential application of foldable technology across other product lines, as they learn from advancements in material science and miniaturization.

Pre-orders for the iPhone Ultra are expected to commence on September 12, instead of the typical Friday following the Apple event. This decision may be due to Apple wanting to avoid the 25th anniversary of the September 11 attacks. Apple is likely to leverage its new Apple Upgrade leasing program during the pre-order period to help offset the potentially high cost of the foldable device, which is expected to range from $2,000 to $2,500.

While there is speculation about a staggered release, the prevailing sentiment is that the iPhone Ultra will debut alongside the iPhone 18 Pro and Pro Max. Some have even suggested that Apple may push the release date to September 18 for maximum media coverage. It is believed that the foldable iPhone could initially have limited availability, possibly limited to the U.S. market before being rolled out to other countries. Tom's Guide will provide live coverage of the event on September 9.