Apple will launch its next iPhones in September, doubtless. It looks like this fall will see three phones: iPhone 18 Pro, iPhone 18 Pro Max and the company’s first folding phone, possibly called iPhone Ultra. But when, exactly?

Apple iPhone 18 Pro: The Keynote Date

Apple is a creature of habit (except for surprise announcements like the recent AirPods Max 2 ), and September is its month of choice for its biggest event of the year.

Apple’s biggest keynote of the year always features the iPhone, and usually the Apple Watch plus, sometimes, another product like AirPods. It always falls in roughly the first half of September, mostly on a Tuesday or Wednesday. And the keynote never falls on Sept. 11.

This year, there are two sets of dates in contention: Tuesday, Sept. 8 or Wednesday, Sept. 9 or the following week, Tuesday, Sept. 15 or Wednesday, Sept. 16.

Apple doesn’t hold the keynote on the day after Labor Day, the first Monday in September.

This year, Labor Day falls on Monday, Sept. 7, so Tuesday, Sept. 8 is out of the question.

The Familiarity Of Sept. 9

If Apple chooses Wednesday, Sept. 9, it will be the exact same date as in the last two years (though that date fell on a Monday in 2024 and Tuesday in 2025).

Alternatively, the following week could mean switching the keynote to the Monday, as in 2024. That would be Monday, Sept. 14.

I’m going to stick my neck out and say the keynote will be on Wednesday, Sept. 9.

iPhone 18 Pro Release Date

Apple is at its most consistent when it comes to onsale dates: for the flagship iPhone it’s always the Friday in the week following the keynote.

That means the release date will be either Friday, Sept. 18 or Friday, Sept. 25. My gut says it will be the first of those two, though don’t be surprised if the iPhone Ultra is announced with the other two iPhones but hits shelves a week or two later to accommodate the complexities of foldable screen production.