This year's Apple conference , which it plans to hold on September 9 to unveil its latest phone models, is different from any previous conference, as it includes many important things that are happening for the first time.
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This conference is the first major official event held by the company's new CEO, John Ternos, following the resignation of its former CEO, Tim Cook , as well as being the conference where it will announce its first foldable phones.
Therefore, the conference or the "iPhone 18" devices cannot be treated like previous generations, as the choice this year will be different due to the presence of new criteria that are entering the equation for Apple devices for the first time.
Apple has always released several models of iPhones at each of its annual conferences. These are usually the standard version of the phone, along with a unique and different version, whether it is very small like the "iPhone 12 Mini" or a very thin version like the "iPhone Air" or even a version with a larger screen like the "iPhone 16 Plus", and then two professional models under the "Pro" and "Pro Max" banners.
An Apple intends to postpone the release of the standard iPhone 18 until next spring, and will only release the iPhone 18 Pro and Pro Max this year, as well as the foldable phone called the iPhone Ultra.
The best-selling iPhone model will not be released now.
A report by Counterpoint Research revealed that the standard iPhone 17 was the best-selling phone overall during the second quarter of this year, 2026, while at the same time last year, it was the standard iPhone 16.
These sales figures reflect a global trend in the purchase of Apple's annual phones, with the standard version being the best-selling because it offers features comparable to the flagship versions, as well as a lower price compared to them.
the iPhone 17 came with all the main features found in the iPhone 17 Pro, with the exception of some points that were aimed exclusively at professionals, such as leading video shooting capabilities and even the vapor chamber and the most professional processor.
But apart from that, the iPhone 17 delivered the features that users rely on most, such as fast charging, a new front camera sensor, and even new main camera sensors.
But Apple plans to release its best-selling phone next fall, along with the new category of budget phones that the company has started releasing in recent years.
This year's iPhone will be more expensive than previous years.
Apple has traditionally released two flagship phones, either the "Pro" with a 6.3-inch screen and the "Pro Max" with a 6.9-inch screen. The phones used to start at $1,099 for the "Pro" and $1,199 for the "Pro Max," but this year things may be a little different.
Reports indicate that Apple intends to raise the prices of its phones this year to $1,199 for the "Pro" category and $1,299+ for the "Pro Max" category, in line with the recent wave of rising prices for technological devices.
There is no explicit information about the price of the new foldable "iPhone Ultra", but its price may approach or slightly exceed the $2,000 mark.
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