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<\/picture><\/div>\nNurPhoto via Getty Images<\/small><\/div>\n<\/div>\n<\/figure>\n
July 8 update: this post, first published on Sunday, July 5, was updated with more news and details of the expected iPhone 18 Pro, iPhone 18 Pro Max and iPhone Ultra release timetable. <\/em><\/p>\n The next Apple keynote, heralding the release of the iPhone 18 Pro, for instance, may be earlier than I\u2019ve been predicting, a respected industry voice has said. Here are the details, and why I disagree.<\/p>\n This is the crucial date as the release follows like clockwork \u2014 usually.<\/em><\/p>\n Apple\u2019s next big products will be the iPhone 18 Pro, iPhone 18 Pro Max and the company\u2019s first foldable, possibly called the iPhone Ultra. Apple Intelligence will be one of the most-anticipated upgrades<\/a> on board. A report from Bloomberg\u2019s Mark Gurman suggests the special event where they\u2019re unveiled could be on Tuesday, Sept. 8, and not Wednesday, Sept. 9 as I\u2019ve been saying<\/a>. <\/p>\n In answer to the question, \u201cWhen will Apple announce the next iPhones?\u201d in his recent Power On<\/a> newsletter, Gurman made several points. <\/p>\n \u201cApple\u2019s September iPhone events tend to follow a familiar playbook: They\u2019re usually held on the first Tuesday or Wednesday after Labor Day, giving Apple enough time to get the new phones on sale by mid-September, lock in a couple of weeks of fourth-quarter revenue and stock the channel ahead of the holiday season,\u201d he said. <\/p>\n<\/section>\n The exact calendar date changes most years.<\/em><\/p>\n Labor Day falls, as you know, on the first Monday of September and therefore must be between Sept. 1 and Sept. 7. So, you\u2019d have thought there would be some years when the keynote would be on Sept. 2 or Sept. 3, for instance. In fact, in the last 10 years the keynote has never been held earlier than Sept. 7, so Apple often holds the event in the week after Labor Day, not the day after.<\/p>\n This year, Labor Day is the latest possible date, Monday, Sept. 7. <\/p>\n \u201cThat cadence is carefully mapped out by Apple\u2019s marketing, finance and operations teams, and there\u2019s little reason to think this year will be any different,\u201d Gurman went on. I agree that this year will follow the regular schedule.<\/p>\n \u201cWith that in mind, the most likely date for the debut of the iPhone 18 Pro, iPhone 18 Pro Max and foldable iPhone is Sept. 8, with Sept. 9 as the runner-up. It\u2019s hard to see it landing anywhere else,\u201d he concluded.<\/p>\n<\/section>\n Keynotes don\u2019t routinely fall the day after a public holiday.<\/em><\/p>\n I think Gurman has the right week \u2014 it\u2019s still possible Apple could hold off until Monday, Sept. 14 if something went awry in production, for instance, but I think that\u2019s highly unlikely.<\/p>\n But I think Tuesday, Sept. 8 is not right. Since the Monday is a public holiday, and Apple flies press in from around the U.S. (and the world) for the keynote, the company doesn\u2019t like to bust into that holiday for those guests, or indeed its staff. <\/p>\n As such, Sept. 8 is a non-starter, I\u2019d say. The second date Gurman mentions, Wednesday, Sept. 9, is the one that I believe is secretly marked in Cupertino calendars.<\/p>\n<\/section>\n Other key elements leading up to the iPhone\u2019s release.<\/em><\/p>\n Once the keynote is announced, however, everything else will fall into place with a rigorous smoothness. Whether the keynote is on Wednesday, Sept. 9 as I predict, or the day before, as Gurman favors, pre-orders will open on the following Friday, which this year is Sept. 11. <\/p>\n The exact timing, if it mimics the routine from las year, will be 5 a.m. Pacific Daylight Savings Time, which is 8 a.m. Eastern Daylight Savings Time and 1 p.m. London time (or British Summer Time, as it\u2019s correctly called). It\u2019s the same moment wherever you are in the globe so everybody has the same chance to snag their chosen model at the same time. <\/p>\n That said, in some years Apple has introduced a neat extra which may be useful if this time means an inhospitable hour. There\u2019s not clue yet whether Apple will do this in 2026 or not, but it means that customers can go online on the night before, Thursday, Sept. 10, to put their desired purchase in the shopping bag in advance. <\/p>\n This means they can hone in on the model, color and storage size of their choice. Then, when the pre-orders whistle blows the following day, they\u2019ve saved valuable seconds or minutes, needing only to go to click on the button to buy it. Whether this will be available this time around will be announced on the day of the keynote, in all likelihood.<\/p>\n Similarly, the next moment in the timetable, the general release of iOS 27, the software which will run on the new models but also on iPhones right back to the iPhone 11, will probably happen on Monday, Sept. 14 (though this could move by a day or two). <\/p>\n The current iOS 27 releases have been useful for Apple watchers: so far, the three developer betas have all happened bang on time, with the latest release on Monday, July 6 seeming to indicate that the schedule is progressing as it should. <\/p>\n The first public beta should be, according to that timetable, available in the next few days. If it doesn\u2019t appear, it\u2019s possible that Apple will do what it did last year and hold the public beta until the fourth developer beta instead. That would mean a public beta release in a couple of weeks\u2019 time. Even so, it\u2019s not likely to change the day of the keynote.<\/p>\n Next up is the moment when readers can see the first reviews of the new products. The very first review samples will, if previous years\u2019 experience is anything to go by, be handed to select press on the day of the keynote \u2014 certainly not before. <\/p>\n This would mean that the date the reviews go live is likely going to be Tuesday, Sept. 15 or Wednesday, Sept. 16. If the keynote is Wednesday, Sept. 9 as I suspect, it\u2019s possible that reviews will appear on the second of these days, Wednesday, Sept. 16, to allow press a little longer to appraise the new devices. <\/p>\n That said, keep an eye out on the Tuesday as well \u2014 if the iPhone reviews don\u2019t start appearing then, reviews other released products, such as the next Apple Watches, will probably get an airing then. That said, Apple could hold those until Thursday, Sept. 17. <\/p>\n As for the timing on these days, this is also subject to change from year to year, but recently Apple has followed a strict pattern. If it does the same this year, reviews will appear from 6 a.m. Pacific, 9 a.m. Eastern and 1 p.m. British Summer Time. <\/p>\n Note that the latest indication is that the first foldable iPhone will be announced at the same keynote as the Pro and Pro Max, but may be held back for a later release. Nine years ago, when the iPhone X offered a similarly radical change from the phones that came before, that phone with its OLED screen and Face ID didn\u2019t go on sale until November. <\/p>\n You could argue that the technical challenges of making your first foldable phone are significantly greater, so it\u2019s quite possible there will be a delay for the iPhone Ultra this time around. <\/p>\n The reviews of the foldable will come later, too, in that case. It\u2019s not clear how much of a delay there will be \u2014 if any \u2014 but that will be announced at the keynote. And reviews are likely to appear a few days before the onsale date that\u2019s announced.<\/p>\n<\/section>\n When the iPhones will reach customers seems as clear as ever, though.<\/em><\/p>\n You can read a full schedule of what I expect to happen when this fall here<\/a>. <\/p>\n The good news is that either way, the release date for the iPhone 18 Pro and iPhone 18 Pro Max will be the same: the Friday in the week after the keynote. This year, that means Sept. 18. As mentioned above, it\u2019s not yet easy to guess when the foldable iPhone might grace store shelves. <\/p>\n Of course, if Apple\u2019s keynote is the week after, then the release date will be, too. But, as Gurman points out, that interrupts Apple\u2019s planned cadence, and means sales will be delayed in the run-up to the important holiday season. <\/p>\n<\/section>\n<\/div>\nThe iPhone 18 Pro Keynote Date Projections<\/h2>\n
Analyzing Apple’s Historical September Cadence<\/h2>\n
Why Tuesday, Sept. 8 Is A Non-Starter For iPhone 18 Pro<\/h2>\n
Apple iPhone 18 Pro Release Schedule<\/h2>\n
Apple iPhone 18 Pro Predicted Onsale Date<\/h2>\n