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Apple is reportedly preparing to officially unveil the iPhone 18 Pro, iPhone 18 Pro Max and foldable iPhone Ultra next month.

For years, Apple’s iPhone launch schedule has followed an almost formulaic and highly predictable pattern.

This year, however, several key dates could shift, particularly when pre-orders begin.

iPhone 18 Pro Max pre-orders could open later than usual

According to recent reports, Apple has entered an intensive stage of preparations for its upcoming iPhone launch event.

Some retail employees assigned to support the event have reportedly been notified that it will take place during the first half of September.

Apple typically holds its iPhone event on the second Tuesday or Wednesday of September. This year, Labor Day in the US falls on Monday, September 7.

The event could therefore take place on Wednesday, September 9, giving guests additional time to travel and attend.

If Apple followed its traditional schedule, pre-orders would begin on the Friday immediately after the event.

This year, however, one unusual factor could prompt the company to alter those plans.

Friday, September 11, 2026, marks the 25th anniversary of the September 11 terrorist attacks in the US.

Out of respect for the historic anniversary, Apple is reportedly unlikely to open pre-orders that day.

It would not be the first time Apple has adjusted its schedule because of September 11. The last time September 11 fell on a Friday, Apple shifted the start of pre-orders to Saturday.

A similar scenario could therefore play out this year.

If so, customers could begin ordering the iPhone 18 Pro Max on Saturday, September 12, rather than Friday as usual.

First foldable iPhone could make this an unusually significant event

Apple’s iPhone events always attract intense attention from the technology industry, but this September’s event could be particularly significant for at least two reasons.

First, Apple is widely expected to officially unveil its first foldable iPhone.

The device would mark a major move into a segment that several Android rivals entered years ago.

Samsung, Google and several Chinese manufacturers have continued to develop foldable smartphones, while Apple has so far stayed on the sidelines.

If the foldable iPhone Ultra does make its debut, it would represent one of the biggest changes to the iPhone lineup in years.

The event could also be notable as the first iPhone launch led by successor CEO John Ternus.

A change at the top of Apple’s leadership would make the launch of its next-generation iPhones even more closely watched by investors and consumers.

Alongside the iPhone 18 Pro, iPhone 18 Pro Max and iPhone Ultra, Apple is expected to introduce the Apple Watch Series 12, Apple Watch Ultra 4, a new HomePod mini and potentially its first smart home hub.

If all of these products make an appearance, the event could become one of Apple’s biggest product launches of the year.

iPhone Ultra could face shortages from launch

One major question remains unanswered: whether the iPhone Ultra will go on sale at the same time as the iPhone 18 Pro.

Analyst Ming-Chi Kuo has previously suggested that Apple could unveil its foldable iPhone alongside the iPhone 18 Pro, but the two devices would not necessarily become available for pre-order at the same time.

The main reason is believed to be manufacturing challenges. A foldable iPhone would be an entirely new product category for Apple, requiring its supply chain to handle more complex components and technologies than those used in conventional iPhones.

As a result, initial supplies of the iPhone Ultra could be significantly constrained. The device may not even become widely available until the fourth quarter.

That would mean customers hoping to own Apple’s first foldable iPhone could face a longer wait than those buying the iPhone 18 Pro or iPhone 18 Pro Max.

Apple could also prioritize selected markets during the initial launch period to better manage limited supplies.

Current projections suggest the foldable iPhone Ultra could cost as much as $2,499, while the iPhone 18 Pro is expected to start at around $1,399.

Hai Phong