iPhone 18 Pro may not follow the usual pre-order cadence

We have made it to August, which means we are just a month away from the iPhone 18 Pro and iPhone Ultra launch event. Apple's unveiling schedule is pretty predictable, but there could be a few changes this year.

Pre-orders might start a day later than usual

Apple is reportedly already deep into event prep. Retail employees scheduled to assist with the event have reportedly been told that the event will take place in the first half of September.

Apple typically holds iPhone events on the second Tuesday or Wednesday of September. With Labor Day falling on Monday, September 7, this year's event will likely take place on Wednesday, September 9, giving attendees a travel buffer.

Pre-orders normally open the following Friday. However, because that Friday coincides with the 25th anniversary of 9/11, Apple is expected to skip the date out of respect. The last time September 11 fell on a Friday, Apple shifted pre-orders to Saturday. The same will likely happen this year.

What are your hopes for the event?

A much-anticipated keynote

While tech fans closely track all major phone announcements, this event is notable for two reasons. It will introduce Apple's first foldable iPhone, marking the company's foray into a category that rivals embraced years ago.

It will also be the first event led by incoming CEO John Ternus.

Aside from the iPhone 18 Pro and foldable iPhone Ultra, Apple is expected to announce the Watch Series 12, Ultra 4, HomePod mini, and possibly its first smart home hub.

Possible shortages

It's not entirely clear if the iPhone Ultra will go on sale at the same time as the iPhone 18 Pro. Analyst Ming-Chi Kuo previously said that while the device will be announced alongside the iPhone 18 Pro, its pre-orders will likely kick off at a later date. Due to production challenges, supply will be constrained initially, and it might not go on sale until the fourth quarter.

Expensive toys

The iPhone Ultra could cost as much as $2,499, while the iPhone 18 Pro may start at $1,399. That may dissuade some people from upgrading, but that's precisely why Apple recently launched a leasing program.

Not everyone will be willing to sink monthly cash into something they will never own, though, so it will be interesting to see how many buyers actually take the plunge.

Once you say yes you give in; they have control. If you can’t afford one outright don’t buy it will go away and prices will come down.Merchants only have power because you’re willing to do what they want.The true power is with the consumer if we all flex our muscle.

Adventurous_Mix_8533, Reddit user, July 2026

Actually seems like a decent deal. I'm not sure why all the hate aside from the "you don't need a new phone every 2 years" crowd. The monthly payment is lower than the old financing program and, from the few sources I've found, the residual after the lease is simply the MSRP less the payments made. So it's essentially a 0% loan with lower monthly payments and then a higher payment the end if you want to keep it.

Imaginary_Trader, Reddit user, July 2026

What to expect at the event:

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Anam Hamid is a computer scientist turned tech journalist who has a keen interest in the tech world, with a particular focus on smartphones and tablets. She has previously written for Android Headlines and has also been a ghostwriter for several tech and car publications. Anam is not a tech hoarder and believes in using her gadgets for as long as possible. She is concerned about smartphone addiction and its impact on future generations, but she also appreciates the convenience that phones have brought into our lives. Anam is excited about technological advancements like folding screens and under-display sensors, and she often wonders about the future of technology. She values the overall experience of a device more than its individual specs and admires companies that deliver durable, high-quality products. In her free time, Anam enjoys reading, scrolling through Reddit and Instagram, and occasionally refreshing her programming skills through tutorials.

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