iPhone 18 Pro and iPhone Ultra: When is the Next Apple Event?

As mid-August approaches, the anticipation for Apple's upcoming iPhone event continues to grow. This September, the tech giant is set to unveil the iPhone 18 Pro, iPhone 18 Pro Max, and a new foldable model known as the iPhone Ultra. The regular iPhone 18 and iPhone 18e, along with the iPhone Air 2, are not anticipated until March 2027 as part of a revised launch plan.

According to ChannelNews, a reputable Australian media outlet, the iPhone 18 Pro and iPhone Ultra event is scheduled for Tuesday, September 8. However, this date is not without controversy, as Apple has never previously held its event one day after Labor Day. Historically, there has always been a two-day gap between the holiday and the event, making Tuesday, September 9 or later the more plausible dates.

If the event were indeed on September 8 or 9, pre-orders for the new devices would typically commence on September 11. However, this particular Friday coincides with the 25th anniversary of the 9/11 attacks. To show respect for this solemn occasion, Apple may opt to skip the week of Labor Day and the 9/11 anniversary and hold the event the following week instead.

Bloomberg journalist Mark Gurman suggests that the latest possible date for the event is Tuesday, September 15, with pre-orders likely beginning on Friday, September 18 and the devices launching on September 25.

While the availability of the iPhone Ultra remains uncertain, it may initially be limited to the U.S. market. Since 2020, Apple has been pre-recording iPhone event videos, but in recent years, the company has invited select journalists to the Steve Jobs Theater to watch the video in person before receiving hands-on experience with the new products. The table below provides a summary of dates for the last six iPhone events, with 2020 being a notable exception due to the COVID-19 pandemic.