Apple is set to host its biggest event of the year in Cupertino, California, on Wednesday, Sept. 9. While the keynote is only the beginning, the series of events will eventually lead to the launch and sale of the company’s newest products, including the iPhone 18 Pro. With several important dates approaching, here’s the latest schedule to help you plan ahead.
iPhone 18 Pro: Launch Event at 10 a.m. Pacific, Wednesday, Sept. 9
The keynote, where Apple is expected to introduce three iPhones, two Apple Watch models and potentially new AirPods, will take place at Apple headquarters.
The Steve Jobs Theater will host the event, where Apple is expected to finally reveal its latest products. The anticipated lineup includes the iPhone 18 Pro, iPhone 18 Pro Max and the company’s first foldable iPhone, along with the Apple Watch Series 12, Apple Watch Ultra 4 and possibly new AirPods.
There are still plenty of questions surrounding the launch. These include what Apple will call its foldable iPhone, which colors will be available for the new iPhones, whether the foldable device will launch on schedule and, most importantly, how much the new handsets will cost.
The event is scheduled to begin at 10 a.m. Pacific, 1 p.m. Eastern and 6 p.m. BST (British Summer Time in the U.K.). Approximately 90 minutes later, the keynote is expected to have revealed all the major details. For the first time, Apple’s new CEO John Ternus is expected to lead the presentation.
Bloomberg’s Mark Gurman commented on the keynote on Sept. 6, addressing speculation about whether Executive Chairman Tim Cook would appear in the presentation.
“Everything I’ve heard indicates that Cook will be in attendance in the VIP section for the Apple event screening next Wednesday, but that he will not be in the event video itself,” Gurman said.
That aligns with the expectation that Cook will not attempt to overshadow Ternus. Apple has been carefully preparing the leadership transition, with Ternus positioned as the public face of the company’s upcoming products.
As Gurman explained, “Apple has carefully orchestrated this transition to make Ternus the face of the foldable iPhone and all the new products to come. Putting Cook in the presentation would just undermine that. So, no, Cook will not be in the video. When it comes to product introductions, it’s the John Ternus era.”
iPhone 18 Pro: Pre-Orders Begin at 12 a.m. Saturday, Sept. 12
The next major date is when customers will be able to place their pre-orders, and this year’s timing is expected to be slightly different from Apple’s usual schedule.
Pre-orders typically open on the Friday following the keynote at 5 a.m. Pacific. However, that schedule is changing this year. The keynote itself was moved from its usual Tuesday slot because Labor Day falls on Monday, Sept. 7, and Apple does not normally hold an event the day after Labor Day.
This also affects the pre-order date. Friday falls on Sept. 11, which marks the 25th anniversary of the 2001 terrorist attacks. Out of respect for the anniversary, Apple is expected to avoid opening pre-orders on that date.
Instead, pre-orders are predicted to begin at midnight Pacific on Saturday, Sept. 12. That translates to 3 a.m. Eastern and 8 a.m. in the U.K.
iPhone 18 Pro: iOS 27 General Release on Monday, Sept. 14
The iOS 27 release date could still shift, as Apple has adjusted its software release schedule slightly in previous years. However, the update typically becomes available a few days before the new iPhones officially go on sale.
Monday, Sept. 14, is currently the most likely date. Apple has already released an unusual eighth developer beta of iOS 27, the software expected to come pre-installed on the new iPhones. The update will also support existing devices as far back as the iPhone 11.
Whenever the release arrives, users should be prepared for potential delays as millions of people attempt to download and install the software at the same time.
Apple’s software releases generally become available at around 10 a.m. Pacific, although the first release in a cycle can sometimes appear earlier. It would therefore be worth checking from around 8 a.m. Pacific, 11 a.m. Eastern or 4 p.m. in the U.K.
iPhone 18 Pro: On-Sale Date Friday, Sept. 18
Among all the dates on the calendar, Friday, Sept. 18, is considered the most certain prediction, although there is still some uncertainty about whether the foldable iPhone will launch simultaneously.
Apple traditionally puts its flagship iPhones on sale on the Friday of the week following the keynote. That makes Friday, Sept. 18, the expected retail launch date this year. The foldable model could potentially arrive later, with Apple expected to clarify its availability during the keynote.
The launch time also differs from the pre-order schedule. New iPhones typically go on sale at 8 a.m. local time, meaning customers in different parts of the world will gain access at different times.
Sydney, Australia, will therefore be among the first locations where Apple stores open and begin selling the iPhone 18 Pro and other new models.
Reference: Forbes
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