The iPhone 18 Pro and Pro Max are widely expected to debut in September, continuing a cadence Apple has followed with only minor variation for years. What's different this time is the completely new product on stage – Apple is also expected to unveil its first-ever foldable iPhone, currently rumored to be called the iPhone Ultra, at the same event.
Notably, the launch will carry some symbolic weight beyond the hardware itself. Apple's new CEO, John Ternus, is set to take over from Tim Cook on September 1, making this September event the first major product unveiling under his leadership.
When are the iPhone 18 Pro and iPhone 18 Pro Max coming?
iPhone 18 Pro rumored colors. | Image by MacRumors
Bloomberg's Mark Gurman, one of the most reliable voices on Apple's internal plans, has indicated the company is sticking to its established launch playbook. That means an event on the first Tuesday or Wednesday after Labor Day – which falls on Monday, September 7 this year – with September 9 emerging as the most likely date.
iPhone 18 Pro event date (most likely)
Runner-up (possible date)
Expected market release
September 9, 2026
September 8, 2026
Around September 18, 2026
An internal Apple memo seen by Bloomberg adds weight to the timing: the company has reportedly opened a staff lottery for retail employees to help manage the in-person event, with staff told the launch will take place during the first half of September.
Recommended For You
Market availability would follow approximately a week and a half later, likely on a Friday – September 18 is the date to watch, consistent with Apple's tradition of releasing new iPhones on the third Friday of September.
Previous iPhone releases
Apple has maintained a remarkably consistent release schedule in recent years, which is precisely why analysts and insiders can forecast the window with confidence:
Device family
Announcement
Market release
Apple iPhone 17 family
September 9, 2025
September 19, 2025
Apple iPhone 16 family
September 9, 2024
September 20, 2024
Apple iPhone 15 family
September 12, 2023
September 22, 2023
Apple iPhone 14 family
September 7, 2022
September 16 (October 7 for iPhone 14 Plus)
Apple iPhone 13 family
September 14, 2021
September 24, 2021
Revealing new iPhones in early September allows Apple to build anticipation before a mid-September launch, giving the company a strong fourth-quarter revenue boost heading into the holiday shopping season – a pattern it has little reason to abandon.
Apple has shown no strict preference for a particular weekday – the last five events spanned Tuesdays, a Monday, and a Wednesday. This year, Wednesday September 9 has an edge: with Labor Day on Monday the 7th, Apple would likely give attendees Tuesday to travel before a Wednesday reveal.
The foldable iPhone may also be coming in September
Foldable iPhone concept image. | Image by Saurav_DJ47 on X
Apple's first foldable device is also rumored to make its debut at the September event alongside the iPhone 18 Pro and Pro Max.
Currently expected to be called the iPhone Ultra, the device is said to be a book-style foldable with a wide 4:3 aspect ratio – a departure from the more square proportions seen in most Android foldables.
The phone is also expected to be powered by the same 2nm A20 chip as the Pro models and pack a large 5,500+ mAh battery. iOS 27, adapted for the foldable form factor, is expected to come with it. Keep in mind that none of this is confirmed, and Apple has not officially acknowledged the device's existence.
What about the base iPhone 18?
The iPhone 17. | Image by PhoneArena
Apple is reportedly changing its lineup strategy this year. The iPhone 18 Pro, Pro Max, and the foldable iPhone Ultra are all expected at the September event, while the base iPhone 18 and a potential iPhone Air 2 (or iPhone 18 Plus, depending on how Apple shapes the lineup) are rumored to arrive in spring 2027, possibly alongside a mid-range iPhone 18e.
Apple has not confirmed this split-launch strategy, though it has been reported by multiple credible leakers and analysts.
iPhone 18 Pro and Pro Max rumored pricing
Excitement around the iPhone 18 Pro and Ultra has been somewhat tempered by persistent price hike rumors. The AI memory chip shortage has driven up component costs industry-wide, and multiple reports suggest the iPhone 18 Pro lineup could be as much as $200 more expensive than the outgoing generation.
The iPhone Ultra, as Apple's first foldable, is expected to carry a premium price regardless – though whether the memory crunch pushes it even higher than current flagship foldables remains to be seen.
Mark your calendars
As we explored above, all signs point to early September for Apple's biggest iPhone event in years – and with the iPhone 18 Pro, Pro Max, and the debut of the first-ever foldable iPhone all expected on the same stage, it's shaping up to be a landmark moment for the company. September 9 is the date to watch. As for saving up – well, you've got about two weeks. Good luck.
Curious to learn more about the iPhone 18 Pro? Check these out:
Iskra Petrova is a news writer at PhoneArena, where she covers mobile tech news and maintains the site’s device hubs with the latest leaked specs, rumors, and official details for upcoming phones. She joined PhoneArena in 2020 after three years in technical support for Microsoft Exchange, giving her practical experience with software infrastructure and troubleshooting. Iskra holds a Master’s Degree in Literature, which helps her translate complex tech details into clear, reader-friendly coverage. She is a daily Apple ecosystem user, while also closely following Sony Xperia’s camera-focused phones and Samsung’s Galaxy Z Flip series.
A discussion is a place, where people can voice their opinion, no matter if it
is positive, neutral or negative. However, when posting, one must stay true to the topic, and not just share some
random thoughts, which are not directly related to the matter.
Things that are NOT allowed:
Off-topic talk - you must stick to the subject of discussion
Offensive, hate speech - if you want to say something, say it politely
Spam/Advertisements - these posts are deleted
Multiple accounts - one person can have only one account
Impersonations and offensive nicknames - these accounts get banned
To help keep our community safe and free from spam, we apply temporary limits to newly created accounts:
New accounts created within the last 24 hours may experience restrictions on how frequently they can
post or comment.
These limits are in place as a precaution and will automatically lift.
Moderation is done by humans. We try to be as objective as possible and moderate with zero bias. If you think a
post should be moderated - please, report it.
Have a question about the rules or why you have been moderated/limited/banned? Please,
contact us.
Things that are NOT allowed:
To help keep our community safe and free from spam, we apply temporary limits to newly created accounts: