Bloomberg’s Mark Gurman put the iPhone 18 Pro at $1,199 and the Pro Max at $1,299 hours before the keynote. That is a $100 rise over the iPhone 17 Pro’s $1,099 and the Pro Max’s $1,199, and every earlier estimate was higher. IDC had said $200. Other supply chain forecasts pointed at $250 to $300, enough to put the smaller Pro at $1,399. The same morning Gurman also gave the colors, black, light blue, burgundy and silver for the Pro pair and white and dark blue for the foldable, and he gave the foldable its name. It is the iPhone Duo, after months of everyone calling it the iPhone Fold or the iPhone Ultra.
The other thing settled before the keynote is what would not be on the stage. The base iPhone 18 has moved to spring 2027 along with the iPhone 18e and the iPhone Air 2, which leaves the fall lineup as two Pro models and the foldable and makes the iPhone 18 Pro the cheapest new iPhone of the season. Largan Precision, an Apple lens supplier, had already talked about a major US customer postponing a smartphone into the first quarter of 2027.