Apple could hold its next major launch event slightly earlier than previously expected. The company is expected to unveil the new iPhone 18 Pro lineup in September, including the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable iPhone.
Apple’s first foldable model is rumoured to be called the iPhone Ultra.
According to Bloomberg’s Mark Gurman, Apple could announce its new iPhones on Tuesday, September 8. Earlier reports had suggested that the event could take place on Wednesday, September 9.
Why Apple Could Choose September 8
In the latest edition of his Power On newsletter, Gurman discussed when Apple could announce its next iPhones and pointed to the company’s usual launch schedule.
Apple typically holds its iPhone launch events on the first Tuesday or Wednesday after Labor Day in the United States.
This schedule allows the company to start selling its new iPhones by mid-September. It also gives Apple a head start on fourth-quarter revenue and helps the company ensure that enough devices reach stores before the important holiday shopping season.
Based on this pattern, September 8 and September 9 are currently the most likely dates for Apple’s next iPhone event.
Why September 8 May Not Be the Final Date
However, September 8 may not be the most practical date for the event. It falls just one day after the Labor Day public holiday in the US.
Apple usually invites journalists, analysts, and media representatives from across the United States and other countries to attend its launch events.
Holding the keynote immediately after a long holiday weekend could create travel and logistical challenges for attendees. It could also make preparations more difficult for Apple employees involved in organising the event.
For this reason, Wednesday, September 9, is still seen as a more likely date for the keynote.
Could Apple Delay the iPhone 18 Event?
A report from Forbes suggests that Apple could delay the event until Monday, September 14, if the company faces unexpected production issues.
However, such a delay is currently considered highly unlikely.
Apple has not officially confirmed the date of its next iPhone launch event. For now, September 8 and September 9 remain the most likely dates for the unveiling of the iPhone 18 Pro lineup and Apple’s first foldable iPhone.
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