Rumor

Apple prepares for iPhone 18 Pro and Ultra launch by expanding its reach

9to5Mac • Thu, 06 Aug 2026

Apple is gearing up for a more focused and potentially much more expensive iPhone launch this fall. For starters, the cheaper base iPhone 18 is being saved for spring. That leaves the more expensive Pro models and Apple’s first foldable iPhone Ultra to carry September, with higher-than-usual starting prices expected. Here’s how Apple is already preparing to make the sticker shock more palatable for new customers and upgraders.

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Story details

Apple is gearing up for a more focused and potentially much more expensive iPhone launch this fall.

For starters, the cheaper base iPhone 18 is being saved for spring.

That leaves the more expensive Pro models and Apple’s first foldable iPhone Ultra to carry September, with higher-than-usual starting prices expected.

Why it matters

This page keeps Apple rumors separate from official updates, so readers can follow early reports without confusing them with confirmed announcements.

Original source

https://9to5mac.com/2026/08/06/apple-prepares-for-iphone-18-pro-and-ultra-launch-by-expanding-its-reach/

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