Mark your calendar for September 9. Apple is expected to put the iPhone 18 Pro and the foldable iPhone Ultra on stage together, and this is the fall event worth rearranging your schedule for. As I mentioned previously, this looks to me like the split between the pro-sumer and regular consumer iPhone product launches. I expect this September event to lean heavily into discussion of higher-end devices, culminating in the launch of the foldable iPhone Ultra.
There isn’t any read yet on the consumer launches, although I would expect the announcements to be there in this event so as not to fully disrupt the marketing flow. And with prices climbing, the pro messaging will have to include component scarceness and heightened demand. I also expect mentions of other Apple products so be ready to pick and choose what you really need.
The September timeframe does give consumers time to start planning for their holiday tech shopping. With spending budgets increasingly constrained, this will be an interesting shopping season. But it is not just Apple products whose prices are going up. The competition for consumer budgets will be across the board.