Apple's new flagship iPhone 18 Pro and iPhone Ultra will be unveiled soon, following the same release pattern the company has kept for years. For many years now, new iPhone models have launched in September—and all signs point to that happening again this year. Apple's schedule is very predictable: the company unveils its major new flagships around the second week of September.

One wrinkle this year is that Labor Day is unusually late, set for September 7. Apple probably won't ask press to travel on a US holiday, ruling out September 8. That means the event could happen as early as Wednesday, September 9—the exact same date as the last two years. If not, the latest expected date would be early the following week.

Once the unveiling happens, Apple tends to ship new models on the Friday of the week following the event. So if unveiled Wednesday, September 9, pre-orders would open September 11 (or Saturday the 12th, to avoid 9/11), with new models shipping Friday, September 18.

One key change: the base iPhone 18 won't release until early 2027. The fall lineup will reportedly consist of just three models: iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Ultra. iPhone Ultra might ship later, but there's no consensus on that front.