Apple is expected to unveil its next generation of flagship smartphones during the second week of September, according to a new report from Bloomberg’s Mark Gurman. The event is rumored to introduce the iPhone 18 Pro, iPhone 18 Pro Max, and Apple’s first foldable iPhone, widely expected to be marketed as the iPhone Ultra.

The report suggests Apple will continue following its traditional launch strategy by holding the announcement on the first Tuesday or Wednesday after Labor Day in the United States.

Based on that schedule, September 8 currently appears to be the most likely launch date. However, September 9 remains a possibility, as it falls immediately after Labor Day on September 7.

If Apple chooses September 9 for the event, pre-orders could begin as early as September 10, with retail availability expected later in the month.

The launch is shaping up to be one of Apple’s most significant smartphone announcements in years. Alongside the annual refresh of its Pro lineup, the company is expected to enter the foldable smartphone market for the first time with the iPhone Ultra.

Recent reports indicate that Apple has already finalized key specifications for the foldable device and is preparing for mass production. Multiple supply chain sources have also suggested that the foldable model remains on track for a September unveiling despite earlier rumors of delays.

The iPhone 18 Pro and iPhone 18 Pro Max are expected to receive several hardware upgrades, including a redesigned main camera system. Rumors point to a larger camera module, a variable aperture system, and potential sensor improvements aimed at boosting photography performance.

Under the hood, the Pro models and the foldable iPhone are expected to be powered by Apple’s new A20 Pro processor and feature 12GB of RAM. The standard iPhone 18 and iPhone 18e, which are rumored to arrive next spring, are expected to use the regular A20 chip and feature 9GB of RAM.

Pricing will be another closely watched aspect of the launch. Apple recently implemented substantial price increases across several product categories, including Macs, iPads, Apple TV devices, and HomePods. As a result, industry observers expect the upcoming iPhone 18 Pro series and iPhone Ultra to launch at higher prices than their predecessors.

While Apple has not officially confirmed any launch plans, the growing number of reports from supply-chain sources and industry analysts suggests the company is preparing for one of its biggest product launches in recent memory. If the rumors prove accurate, September could mark the arrival of Apple’s first foldable iPhone alongside a significantly upgraded iPhone 18 Pro lineup.