Apple is anticipated to unveil its latest flagship models, including the first foldable iPhone, in a September keynote, with dates potentially confirmed for early September. The company’s traditional autumn product cycle suggests pre-orders could open shortly after the announcement, shaping the upcoming smartphone landscape.
Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max, along with its first foldable handset, at its September keynote, with the strongest current expectation centring on Wednesday, September 9. Forbes says that date fits Apple’s usual pattern after Labour Day, while Bloomberg’s Mark Gurman has also pointed towards early September timing for the launch.
The timing matters because Apple has become highly consistent about how it stages its autumn product cycle. According to MacRumors, the company has in recent years announced its iPhone keynote two weeks before the event, which would point to Wednesday, August 26, for this year’s reveal of the invitation. That timing would also allow Apple to stay ahead of IFA, the Berlin technology show that begins in early September.
If Apple follows its usual playbook, pre-orders would open on Friday, September 11, with the phones then reaching customers a week later. Forbes notes that Apple often sets the ordering window at the same moment worldwide, meaning buyers in the US, UK and elsewhere must act quickly if stock is limited. Last year, orders opened at 5 a.m. Pacific, 8 a.m. Eastern and 1 p.m. UK time, though the company can adjust the schedule.
The broader product picture remains fluid, but the direction is becoming clearer. MacRumors and Tom’s Guide report that the Pro models, the foldable device and possibly a new generation of chip and camera hardware are all expected in the autumn window, while the standard iPhone 18 may be held back until spring 2027. PhoneArena, however, has floated later event dates as possibilities, underscoring that Apple’s final timetable is not confirmed until the company sends its invitation.
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