Apple is just weeks away from unveiling its next-generation iPhone lineup, where we are expecting to see the launch of iPhone 18 Pro, iPhone 18 Pro Max and an all-new iPhone Fold. But when exactly can you expect to get your hands on the new iPhones?
Past September Events
It has become tradition for Apple to host its iPhone launch event in early September, with every iPhone lineup since 2012 being announced within the first two weeks of the month. There is only one notable exception to this pattern, 2020, when the event was delayed until October due to the COVID-19 pandemic.
Taking a look back at these event dates, the 9th of September has been used most frequently, appearing 5 times:
- 9th September 2025
- 9th September 2024
- 12th September 2023
- 7th September 2022
- 14th September 2021
- 10th September 2019
- 12th September 2018
- 14th September 2017
- 9th September 2016
- 9th September 2015
- 9th September 2014
- 10th September 2013
- 12th September 2012
A 9th September date is very plausible for this year, as it fits around the United States Labor Day federal holiday, and falls on a Wednesday, a day Apple has commonly used before.
Labor Day falls on Monday, 7th September, and is the equivalent of a Bank Holiday Monday in the UK. This suggests that most Americans will be off work for the day to spend time with family, so we can almost certainly rule this date out for the Apple Event.
As a result of Labor Day, It will be unlikely that Apple hosts the event the following Tuesday, as the media, press and content creators will need time to travel and settle in to Cupertino, before the event. Apple may instead use that Tuesday as a travel day, and make the announcement on the Wednesday.
A 9th September launch will also mark exactly 1 year since Apple unveiled the iPhone 17 lineup, and mark exactly 2 years since they announced the iPhone 16 family.
However, Apple usually launches iPhone pre-orders on the following Friday, allowing customers to pre-order the iPhone 17 lineup on Friday 12th September 2025.
A 9th September event leaves just a 2 day gap, and could see pre-orders on Friday 11th September. In the US, the 11th is a historically significant date, so Apple may be mindful of this and choose to delay pre-orders until the following Friday 18th September.
Likely Dates
Everything Apple has 4 likely dates in mind for the iPhone event.
- Wednesday, 9th September
- Monday, 14th September
- Tuesday, 15th September
- Wednesday, 16th September
The first date will work around Labor Day, and take into account travel time. However, the company could then end up launching pre-orders on September 11th, unless they delay pre-orders for over a week following the announcement.
Monday 14th Could be the winner, having launched the iPhone 13 lineup and iPhone XS on this date in the past. This would align nicely with a Friday 18th pre-order date.
We cannot rule out the following Tuesday and Wednesday, as the company has used these days before. Though, any launch later than the 14th would officially mark the latest iPhone launch since 2012, excluding delays caused by the Coronavirus.
When Can I get An iPhone 18 Pro?
If you plan on pre-ordering from the Apple Website, prepare for a Friday pre-order on either the 11th or 18th of September.
For in-store shoppers, last years iPhone 17 lineup was available in stores one week after pre-orders. This means it could still be over a month before you can get your hands on an iPhone 18 Pro, iPhone 18 Pro Max or iPhone Fold. iPhones could become available as early as the 18th, but could also get pushed back as far as Friday the 25th.
Apple Media Invites
Apple usually sends out invitations to the event 2 weeks prior, with content creators regularly sharing their invites on social media in the last week of August.
If Apple opts for the earlier 9th September date, expect to see media invites as early as next week, though they could spill over to the first week of September.
Whatever happens, Apple's official event announcement is expected in the coming weeks. Everything Apple will, of course, be covering the event as it happens, so make sure you're subscribed to push notifications so you don't miss a thing.
