It is now mid-August, marking the approach of Apple's annual iPhone event. In September, Apple plans to unveil the iPhone 18 Pro, iPhone 18 Pro Max, and a new foldable iPhone dubbed the iPhone Ultra. Meanwhile, standard models like the iPhone 18, iPhone 18e, and iPhone Air 2 are slated for a March 2027 announcement under a revised launch strategy.

While some sources claim the event will occur on Tuesday, September 8, this conflicts with Apple's typical practice of holding the event at least two days after Labor Day. Historical precedents suggest the event would more reasonably fall on Wednesday, September 9, or later. Bloomberg's Mark Gurman indicates the event will occur in the first half of September, making September 15 the latest possible date.

If the event takes place on Monday, September 14 or Tuesday, September 15, pre-orders would likely begin on Friday, September 18, followed by a September 25 launch. The iPhone Ultra might initially launch only in the United States. Additionally, Apple has shifted from pre-recorded event videos to allowing selected reporters to attend live presentations at the Steve Jobs Theater.