Apple has yet to confirm when it will unveil its next generation of flagship smartphones, but industry observers expect the company to maintain its long-established September launch schedule for the iPhone 18 Pro, iPhone 18 Pro Max and the rumored iPhone Ultra.

Although no official invitations have been issued, analysts believe Apple is likely to continue its annual launch tradition, allowing customers to pre-order and purchase the company's latest premium iPhones within weeks of the announcement.

September 9 emerges as the leading possibility

Apple typically holds its iPhone launch event shortly after the US Labor Day holiday.

This year, Labor Day falls on September 7, leading many analysts to predict a launch schedule similar to previous years with the same calendar alignment.

The most widely discussed date is Wednesday, September 9.

The last time Labor Day fell on September 7 was in 2020, but Apple delayed the iPhone launch until October because of COVID-19-related production disruptions, making that year an exception rather than a useful comparison.

Looking further back, Apple unveiled the iPhone 6s and iPhone 6s Plus on September 9, 2015, a precedent many observers believe could be repeated this year.

Because Apple has maintained a remarkably consistent product launch rhythm over the years, forecasts based on historical patterns are generally viewed as credible, although the company has not confirmed any dates.

Pre-orders could begin on September 12

If Apple holds its event on September 9, pre-orders may begin on Saturday, September 12.

That schedule mirrors Apple's 2015 rollout, when pre-orders for the iPhone 6s opened on September 12 rather than the usual Friday.

Many industry observers believe Apple deliberately avoided opening pre-orders on September 11, the anniversary of the 2001 terrorist attacks in the United States.

Under this scenario, the iPhone 18 Pro, iPhone 18 Pro Max and iPhone Ultra would likely reach retail stores on Friday, September 18, maintaining Apple's customary one-week gap between pre-orders and commercial availability.

Mid-September remains another possibility

Some analysts also suggest Apple could instead hold its keynote on Tuesday, September 15.

If that happens, pre-orders would likely begin on Friday, September 18, followed by retail availability on Friday, September 25.

This timetable would also align with Apple's long-standing release strategy of opening pre-orders roughly one week before the first devices reach customers.

Official confirmation still pending

Apple has not announced an event date, confirmed product names or disclosed launch plans for its next-generation iPhone lineup.

As a result, all projected dates remain based on Apple's historical launch patterns rather than official information.

If Apple follows its established schedule, however, consumers may only have a few more weeks to wait before learning when the company's next flagship smartphones will officially debut.

Hai Phong