Pro and Iphone 18 Pro Max at a September 9 Event, According to Past Launch Patterns, Though the Company Has Not Yet Confirmed the Date

The Cupertino, California-based tech giant has announced its iPhone events two weeks in advance for four consecutive years, with last year's iPhone 17 event revealed on August 26, 2025. Apple has already opened applications for store employees to work at its Event Support Experience Program in California, signaling the event will occur in the first half of September. Bloomberg notes that September 7 is Labor Day, making Wednesday, September 9, more likely. If Apple follows its four-year pattern, it would announce the date on August 26. The event is expected to feature three flagship iPhones: the iPhone 18 Pro, iPhone 18 Pro Max, and possibly the first foldable iPhone, dubbed iPhone Ultra.

The standard iPhone 18, iPhone 18e, and iPhone Air 2 are slated for spring 2027. September also traditionally brings new Apple Watch models and sometimes AirPods. This event will mark the first iPhone launch under incoming CEO John Ternus, who takes over on September 1, with Tim Cook transitioning to board chairman.