iPhone 18 Pro and iPhone Ultra: When Will Apple Event Be Announced?

Late August marks the close of Apple's annual iPhone event, and speculation is rife about when the next one will occur. This September, Apple is rumored to unveil the iPhone 18 Pro, iPhone 18 Pro Max, and a foldable iPhone dubbed the iPhone Ultra. The regular iPhone 18, alongside a lower-end iPhone 18e and the iPhone Air 2, are expected to debut around March 2027.

An exclusive ChannelNews report suggests the iPhone 18 Pro and Ultra event will be held on Tuesday, September 8. However, Apple's event history typically includes a two-day gap after Labor Day, so this date may be inaccurate. A more plausible possibility is that the event will take place on either Wednesday, September 9, or later.

If the event were to be held on Tuesday, September 8, or Wednesday, September 9, pre-orders would likely commence on Friday, September 11. Nevertheless, given that this Friday marks the 25th anniversary of the 9/11 attacks, Apple might opt to bypass this week entirely. Instead, a week following Labor Day, along with the 9/11 anniversary, might be a more fitting time for the iPhone 18 Pro and Ultra event.

Notably, Bloomberg's Mark Gurman reports that the event will be held in the first half of September, making Tuesday, September 15 the latest possible date. If the event occurs on either Monday, September 14, or Tuesday, September 15, pre-orders should begin on Friday, September 18, with devices launching on September 25. The availability and launch timeline of the iPhone Ultra in relation to the iPhone 18 Pro models remain uncertain.

Since 2020, Apple has pre-recorded its iPhone event videos, but recently, certain reporters have been invited to the Steve Jobs Theater to view the video live. Following the video, attendees are granted hands-on time with the new devices. The table below outlines the dates for the past six iPhone events, with 2020 being an exception due to the COVID-19 pandemic.