Apple likely to hold September iPhone 18 Pro and Ultra event around September 9
Apple is expected to unveil the iPhone 18 Pro, iPhone 18 Pro Max and a foldable iPhone Ultra in early September, with the event tentatively scheduled for September 9 and pre-orders possibly beginning later that month.
Apple's annual iPhone launch is anticipated in early September, with the company expected to introduce the iPhone 18 Pro, iPhone 18 Pro Max and a new foldable model dubbed the iPhone Ultra. Analysts note that the regular iPhone 18, a lower-priced iPhone 18e and the iPhone Air 2 are slated for a later release, possibly around March 2027, as part of a revised rollout plan.
Australian outlet ChannelNews reported an exclusive claim that the event could occur on Tuesday, September 8, but historical patterns suggest Apple typically leaves at least a two-day gap after Labor Day, making Wednesday, September 9 or a later date more probable. Bloomberg reporter Mark Gurman wrote in his Power On newsletter that the event will take place "on or around" Wednesday, September 9.
If the event is held on September 8 or 9, pre-orders would normally start on Friday, September 11. However, that date coincides with the 25th anniversary of the September 11 attacks, and Apple has previously adjusted launch timelines for similar sensitivities, such as moving 2015 iPhone 6s pre-orders to Saturday, September 12.
A later schedule, such as Monday, September 14 or Tuesday, September 15, would shift pre-orders to Friday, September 18 and a possible market launch to Friday, September 25. The iPhone Ultra may initially be limited to the United States, though its exact availability remains unclear.
Since 2020, Apple has pre-recorded its event videos, but recent presentations have included invited journalists at the Steve Jobs Theater for an in-person viewing followed by hands-on sessions with the new devices.