Apple Eyes Sept. 9 iPhone 18 Pro Event, With Sept. 12 Pre-Orders Likely
Updated
Updated · MacRumors · Aug 18
Apple Eyes Sept. 9 iPhone 18 Pro Event, With Sept. 12 Pre-Orders Likely
3 articles · Updated · MacRumors · Aug 18
Summary
September 9 is emerging as the likeliest date for Apple to unveil the iPhone 18 Pro and iPhone Ultra, with pre-orders potentially opening on Saturday, September 12 and sales starting September 18.
Labor Day falls on September 7 this year, and in the last comparable non-pandemic year—2015—Apple held its iPhone launch on Wednesday, September 9 rather than earlier that week.
September 12 pre-orders would also mirror 2015, when Apple skipped the usual Friday opening and started iPhone 6s orders on Saturday, likely to avoid the September 11 anniversary.
A later fallback scenario would put the event on Tuesday, September 15, followed by September 18 pre-orders and a September 25 release; Apple has not confirmed any dates.
As John Ternus takes the helm, will Apple's gamble on a $2,500 foldable and delayed base models alienate its core consumer base?
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Apple’s $2,000+ Foldable iPhone Ultra and 2026 Lineup: Leadership Shift, Hardware Overhaul, and AI-Driven Strategy
Overview
Apple’s September 2026 event marks a major turning point, as Tim Cook steps down and John Ternus leads a shift toward bold, engineering-driven products. Facing industry-wide RAM shortages and soaring memory costs, Apple boosts RAM across its new devices to support advanced AI, but must delay some launches and raise prices. The iPhone Ultra Foldable debuts with a unique wide design, but its high price and bulky feel create mixed reactions and force accessory makers to adapt. To make the expensive device more accessible, Apple introduces a new leasing program. Meanwhile, delays and cancellations of other models squeeze profitability and reshape the product lineup.