With just four months to go until Apple's next iPhone launch, leaks and rumours are painting a clearer picture of the iPhone 18 Pro and iPhone 18 Pro Max. While major upgrades are not expected, intriguing camera improvements and potential pricing stability are generating interest.
According to a 12 May report from MacRumors, analyst Jeff Pu of GF Securities predicts an “aggressive pricing strategy” for the iPhone 18 Pro, with starting prices either remaining unchanged from the iPhone 17 Pro lineup or increasing only slightly. This comes amid rising costs of DRAM and NAND storage, which have led competitors like Samsung to hike prices on models such as the Galaxy S26 Ultra.
Colour options for the iPhone 18 Pro and Pro Max are also emerging. A 1 May report from Macworld, citing a supply chain source, suggests a dark cherry colourway described as “much closer to wine than fruit punch”. Other potential colours include light blue (similar to the iPhone 17's mist blue), dark grey, and silver.
Apple is reportedly overhauling its launch strategy. According to Mark Gurman, a reliable Apple insider, the company will move away from its traditional September-only event. Instead, the iPhone 18 Pro and Pro Max, along with a foldable iPhone, are expected to be unveiled in September 2025, while the standard iPhone 18 may launch in spring 2027 alongside the iPhone 18e.
The release date for the Pro models is likely to follow Apple's usual pattern. Based on previous years, the announcement is expected on Tuesday 8 September or Wednesday 9 September 2025, with pre-orders on 11 September and release on 18 September. Labor Day in the US falls on 7 September, making a later announcement more probable.
