Apple September 2026 event date: Tech giant announces when it will launch iPhone 18 Pro and other gadgets

Apple will hold its next launch event on September 9 at 1 pm ET, where it is expected to unveil the iPhone 18 Pro lineup. The event will take place at the Steve Jobs Theater in Apple Park and carries the tagline “Surprise and shine.”

The September launch window is important for Apple because it allows component suppliers such as TSMC to prepare high-volume production runs well ahead of retail availability. It also gives Apple an opportunity to drive stronger sales in the fourth quarter, while aligning with the annual upgrade cycle followed by many iPhone users.

iPhone 18 Pro expected price in India

The iPhone 18 Pro is expected to be priced higher in India than its predecessor. Reports suggest the device could start at around Rs 1,39,900, compared with the Rs 1,34,900 starting price of the iPhone 17 Pro. Another estimate puts the 256GB iPhone 18 Pro at Rs 1,44,900, while the iPhone 18 Pro Max could start at around Rs 1,54,900.

Why iPhone 18 Pro could cost more

Rising memory component costs could be one of the factors behind the expected price increase. Demand for AI infrastructure has increased pressure on memory supply and pushed up component prices.

Apple has already increased the prices of some products in India, including the iPad Air and MacBook Air. However, it is not yet clear whether the company will make a similar price adjustment for the iPhone 18 Pro series.

iPhone 18 Pro series expected upgrades

The potential price increase could come with several hardware upgrades. The iPhone 18 Pro models are expected to feature Apple’s A20 Pro chipset, reportedly based on TSMC’s 2nm process.

The Pro models could also come with 12GB of RAM, brighter LTPO+ displays and a smaller Dynamic Island. The iPhone 18 Pro Max is expected to feature a larger battery.

Camera upgrades could include a variable-aperture 48-megapixel primary sensor and a stacked sensor. Apple is also reportedly developing its C2 modem and expanded satellite connectivity for the new generation.

iPhone 18 Pro price: What we know so far

The reported prices are estimates and have not been confirmed by Apple. The company is expected to announce the official India pricing when the iPhone 18 Pro series launches.

If the highest reported estimates are accurate, the new models could cost up to Rs 20,000 more than their predecessors.