Apple has signaled its upcoming September iPhone event schedule, with keynotes and pre-order dates emerging for the iPhone 18 Pro, iPhone 18 Pro Max, and expected new hardware, according to reporting from Forbes.
Apple’s autumn special event schedule is coming into focus. According to Forbes, the company has maintained its autumn tradition of launching new hardware every September without fail since 2011, barring the October arrival of the iPhone 4S in 2011. Industry analysts have tracked upcoming dates for the anticipated iPhone 18 Pro and iPhone 18 Pro Max lineup.
September 9 Keynote Expected at Apple Park
According to Bloomberg’s Mark Gurman, writing in his newsletter and cited by MacRumors, September 8 or September 9 are the most likely dates for Apple’s upcoming fall event. Forbes notes that Apple avoids scheduling keynotes on the day after Labor Day to spare staff and press from traveling on a national holiday, making Wednesday, September 9, the most probable date for the keynote presentation.
The presentation will take place at the Steve Jobs Theater at Apple Park, starting at 10 a.m. Pacific, 1 p.m. Eastern, and 6 p.m. U.K. time. Forbes reports that the event will feature a pre-recorded video broadcast on the theater’s large screen, following a format established in 2020. In a notable shift, John Ternus will introduce the presentation on stage for the first time following his transition to CEO on September 1. Live video broadcasts from the event are expected to focus heavily on an anticipated foldable iPhone release.
Announcement Timing and Pre-Order Windows
Forbes details a clear historical pattern for when Apple officially announces its special event dates. While the company once gave a seven-day notice during 2020 and 2021, recent years have seen announcements land exactly 14 days prior to the keynote. In 2024, an August 26 announcement preceded a September 9 keynote, leading analysts to anticipate an official announcement on Wednesday, August 26, for the September 9 event.
Following the keynote, pre-orders for new devices—including the iPhone 18 Pro, iPhone 18 Pro Max, and two new Apple Watch models designated as Apple Watch Series 12 and Apple Watch Ultra 4—will open on Friday, September 11, at 5 a.m. Pacific, 8 a.m. Eastern, and 1 p.m. U.K. time, according to Forbes.
Release and On-Sale Schedule for September
The onsale date for the new iPhones is projected for the week following the keynote presentation. Forbes reports that the iPhone 18 Pro and iPhone 18 Pro Max release date should fall on Friday, September 18. Any newly announced foldable iPhone may also debut on that date or follow in a subsequent rollout.
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