Apple Store goes offline ahead of ‘Surprise and Shine’ launch event
Apple’s online store has gone offline ahead of its ‘Surprise and Shine’ event, where iPhone 18 Pro models and a foldable iPhone are expected. Reported India price leaks point to a further premiumisation of Apple’s flagship range, though official pricing and availability remain unconfirmed.
What happened
Apple is expected to unveil iPhone 18 Pro models and a foldable iPhone, with leaked India prices suggesting higher premium-device pricing. Official India
Key facts
- iPhone 18 Pro expected India price: Rs 1,44,900
- iPhone 18 Pro Max expected India price: Rs 1,59,900
- Expected increase versus prior equivalents: around Rs 10,000
- Foldable iPhone Duo rumoured India price: Rs 2,49,900
- Samsung Galaxy Z Fold8 price: Rs 1,79,999
- Samsung Galaxy Z Fold8 Ultra price: Rs 1,99,999
- Event time: 10:30 pm IST
- John Ternus assumed CEO role: September 1
Why this matters
A rumoured Rs 2,49,900 foldable would place Apple into a high-value new device segment, increasing the strategic importance of display, hinge and financing partnerships.
What to watch
- Official India MSRP, storage-tier pricing and whether the reported Rs 1,44,900 and Rs 2,49,900 figures are confirmed.
- India launch-date timing, preorder window and any evidence of constrained foldable supply.
- Bank cashback, no-cost EMI tenure, exchange valuations and Apple trade-in uplift versus the prior launch.
- Preorder mix between standard, Pro, Pro Max and foldable models, especially in Mumbai, Delhi NCR and Bengaluru.
- Discounting levels for iPhone 17/16 inventory during the first four to eight weeks after launch.
- Samsung and other premium Android brands' response through foldable pricing, exchange guarantees and channel incentives.
- Use launch-week trade-in and EMI offers to frame the monthly ownership cost rather than the upfront handset price.
- Protect Pro inventory allocation for top-tier Apple Stores, premium resellers and high-income metro catchments; use older-generation models to capture price-sensitive demand.
- Bundle AppleCare+, AirPods, cases and storage upgrades to offset slower unit elasticity with higher attach rates.
- Prepare a clear foldable merchandising narrative around productivity, durability and ecosystem continuity, avoiding comparisons based solely on screen size or price.
- Track Android competitor promotions, especially Samsung foldable trade-in offers, and respond selectively rather than broadly discounting new iPhone models.