iPhone 18 Pro and Foldable iPhone Expected to Lead Apple’s Major September Event

Apple is set to unveil its next-generation iPhone lineup Wednesday, with the iPhone 18 Pro models and the company’s first foldable iPhone expected to be the main attractions at its “Surprise and Shine” event.

The event is scheduled to begin at 1 p.m. ET, marking the first iPhone launch event led by Apple CEO John Ternus. Investors and consumers are watching closely for details on pricing, new features and Apple’s strategy for its higher-end phones.

Bank of America analyst Wamsi Mohan expects three new phones to be presented, with pricing likely to be a major focus.

iPhone 18 Pro Could Get a Significant Price Increase

The iPhone 18 Pro and Pro Max are expected to become more expensive, with Bank of America forecasting price increases of between $150 and $200.

The analyst attributed the expected increases to higher costs for memory and storage chips. The size of the increases will be one of the key details investors are expected to watch during the event.

The higher pricing could make the premium iPhone models substantially more expensive than their predecessors, while Apple is also expected to emphasize new artificial intelligence capabilities and other upgrades.

Apple’s First Foldable iPhone Could Cost $2,099

The biggest potential addition to the lineup is Apple’s first foldable iPhone.

Reports cited by Bank of America put the starting price of the foldable model at about $2,099. If that price is confirmed, it would make the device the most expensive iPhone Apple has sold.

The foldable could be marketed under the “Fold” or “Ultra” name, although the final branding remains a key detail ahead of the event.

Apple is also expected to discuss its broader product strategy, including the possibility of moving lower-priced iPhone models to a spring launch schedule rather than introducing every model during the traditional fall event.

Investors Will Be Watching Apple’s Next Move

The iPhone 18 launch comes as Apple shares have experienced a volatile run heading into the event. The stock reached a recent high Sept. 3 before falling 2.51% Friday and moving lower again ahead of Wednesday’s presentation.

Bank of America maintained its Buy rating on Apple and a $380 price target. That target is above the average price target of $335 from 29 analysts tracked in the report.

Mohan said the market’s reaction will depend in part on the actual price increases, consumer adoption of Apple’s new Siri artificial intelligence features and what the company says about demand for its foldable device.

For consumers, however, the central question will be whether Apple can justify higher prices with a new premium iPhone lineup and a completely new foldable form factor.