Apple’s annual iPhone event starts soon, at 10am PT / 1pm ET, streaming on its website and YouTube channel. The company is sure to announce its latest lineup of iPhones, Apple Watches, and maybe even some AirPods.
While I won’t know exactly which devices Apple will show off at the event today, it’s a pretty safe assumption that the iPhone 18 and 18 Pro will be there. Some strong rumors have been rumbling for a while that Apple’s long-expected foldable iPhone is going to make an appearance. This will be the first Apple event helmed by the company’s new CEO, John Ternus, so the company should have something big to mark the start of this new era.
If the foldable ‘iPhone Ultra’ is real, though, expect it to be very expensive. Every foldable on the market right now has a significant price jump over regular old slate phones, and Apple has never been shy about charging a premium for its new products (looking at you, Apple Vision Pro). But the price increases likely won’t be limited to a foldable.
So far, Apple has avoided raising the prices on its iPhones, even though it’s feeling the same RAM-flavored pressures as every other hardware manufacturer has been this year. I wouldn’t be surprised if the iPhone 18 Pro costs as much as $1,399 this year, which would be $200 more expensive than last year’s iPhone 17 Pro.
All of this is just speculation until Apple takes the stage and reveals which iPhones are going to be in our pockets for the next year, of course. I’ll be keeping this article updated as the event goes on, so you can keep an eye on everything Apple annoounces today.
