Leaked Apple memo reveals its iPhone 18 Pro and iPhone Ultra plan

Apple typically holds its iPhone unveiling event in September, so it's no surprise that the company is gearing up for the iPhone 18 Pro and iPhone Ultra reveal. However, a new memo seen by Bloomberg provides concrete clues about when the event will take place.

Getting ready

Apple has reportedly opened a lottery for retail employees who want to help manage the in-person event.

The company has allegedly told staff that the launch will take place during the first half of September.

Apple usually announces new iPhones on the second Tuesday or Wednesday in September. With Labor Day falling on Monday, September 7 in the US, this year's event might take place on Wednesday, September 9. That's because Apple usually provides a travel window for attendees.

A notable event

This year's iPhone launch event carries extra weight for two reasons. First, the company is expected to debut its first bendable handset, the iPhone Ultra.

Secondly, it will mark the first product unveiling led by new Chief Executive Officer John Ternus, who takes the baton from Tim Cook on September 1.

Sticker shock

Apple's upcoming flagships will be fueled by the powerful 2nm A20 chip. The iPhone 18 Pro is likely to feature a smaller Dynamic Island, a variable aperture camera, and a bigger battery. The Ultra is expected to be a short and wide foldable without the usual flagship features, such as Face ID and a telephoto camera

The iPhone 18 Pro could start at $1,399 after a $300 price hike, whereas the iPhone Ultra may start at around $2,300.

Another route

Apple recently rolled out a leasing program that allows people to subscribe to hardware for a low monthly payment. This could motivate more people than before to get their hands on the new devices.

The iPhone Ultra is projected to capture 25% of the foldable market share this year alone, underscoring the anticipation for it.Find out what's driving the iPhone 18 Pro's price hike:

・No one explains it better than Tim Cook

・The company is trying to cut costs where it can

・Apple users may not even care