# How to watch Apple's iPhone 18 Pro and iPhone Ultra launch live Everything you need to know about Apple's upcoming iPhone and foldable Ultra unveiling - **Source:** [AppleInsider News](https://brifing.si/source/4f063a0c-06a9-46c3-84ea-633b4d4b1a4f) - **Published:** 2026-08-26 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/a692cdf1-fc44-4014-8eab-4f200309955d ## New iPhone models incoming Apple is preparing to unveil the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable model, the iPhone Ultra. New color options including a rumored Dark Cherry variant are expected. This will be Apple's first major product event under new CEO John Ternus, who takes office on September 1. ## Event format details Apple will continue its recent prerecorded event format. Media representatives and invited guests will gather in person at Apple Park, while the general public can watch the polished presentation streamed online simultaneously. The company has perfected this hybrid approach in recent years. ## iPhone Ultra features The iPhone Ultra marks Apple's first foray into foldable smartphones, expected to feature a more durable hinge system and advanced display technology compared to competitors. Targeting professional users, the Ultra may introduce productivity-focused innovations that leverage its unique form factor. ## Design and color options The iPhone 18 series is rumored to include a new Dark Cherry color option, continuing Apple's tradition of introducing exclusive hues. Pro models are expected to retain their titanium construction, with possible refinements to the industrial design and materials. ## Software innovations The new iPhones will ship with iOS 18, featuring significant AI-powered enhancements. The iPhone Ultra is expected to include software optimizations specifically designed for its foldable display, potentially introducing new multitasking capabilities and interface paradigms. ## Leadership transition This event marks John Ternus's first major product launch as Apple's new CEO, succeeding Tim Cook. Ternus's background as hardware engineering lead suggests a product-focused leadership style that could influence Apple's future direction in hardware-software integration. ## Pricing and market impact The iPhone Ultra is anticipated to start above $1,500, making it Apple's most expensive iPhone to date. Analysts predict the foldable could create a new premium segment, with Apple's entry validating and potentially expanding the foldable market that competitors have pioneered. ## Industry significance Apple's entry into foldables could be transformative for the smartphone industry. The company's reputation for perfecting technologies may raise standards across the market. While late to the category, Apple's approach typically focuses on refining rather than pioneering first. ## Sources covering this story - https://appleinsider.com/inside/iphone-18/tips/how-to-watch-apples-iphone-18-pro-iphone-ultra-launch-live?utm_source=rss — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._