According to multiple industry sources, this year’s launch could feature three flagship devices: the iPhone 18 Pro, iPhone 18 Pro Max and Apple’s first foldable iPhone.

The foldable model is increasingly being referred to as the iPhone Ultra, although speculation remains that Apple could ultimately choose the name iPhone Fold.

The biggest question surrounding the launch is no longer whether the products will appear, but exactly when Apple plans to introduce them.

Based on Apple’s historical event patterns, the company is expected to hold its annual keynote during the first half of September, most likely on a Tuesday or Wednesday.

Apple traditionally avoids scheduling events immediately after Labor Day in the US and has never held a keynote on September 11. This year, Labor Day falls on Monday, September 7, making Tuesday, September 8 an unlikely option.

As a result, Wednesday, September 9 has emerged as the strongest candidate for the keynote event, although dates in the following week, including September 15 or 16, are still considered possible.

Some analysts believe Apple may once again follow a familiar schedule that has remained remarkably consistent over recent years.

However, the company’s first foldable iPhone could complicate the timeline. As an entirely new product category, the device may face manufacturing challenges, particularly involving foldable display technology.

Apple has previously managed to keep new products on schedule, including the launch of the iPhone Air, but foldable screens are considered significantly more complex to produce.

Despite those concerns, most predictions still point to a keynote taking place on Wednesday, September 9.

Alongside the new hardware, Apple is also expected to release the official version of iOS 27. Historically, the software update becomes available roughly one week after the keynote event.

If the launch event is held on September 9, iOS 27 will likely roll out to users on September 16 or 17. The operating system is expected to ship pre-installed on all new iPhone models.

Apple is also expected to maintain its familiar sales schedule. If the keynote takes place on September 9, pre-orders for the iPhone 18 Pro and iPhone 18 Pro Max would likely open on Friday, September 11.

Apple typically begins accepting orders at 8am Pacific Time, though experienced customers often prepare their purchases in advance to improve their chances of securing devices quickly.

Early reviews from media outlets are expected to appear during the following week, shortly before the devices officially reach stores.

The official release date is also likely to follow Apple’s established pattern, with retail availability beginning on Friday, September 18.

If Apple shifts the keynote to the following week, launch day could move to September 25 instead.

The foldable iPhone Ultra may still be announced alongside the Pro models but could arrive one or two weeks later due to the complexity of foldable screen production.

A delayed release for the foldable device could also serve a strategic marketing purpose, allowing Apple to extend media attention across multiple product launches.

Such an approach would give the company two major waves of publicity - first with the iPhone 18 Pro lineup, followed later by the foldable model.

Although Apple has not officially confirmed any details, industry patterns and historical launch timelines increasingly point toward a September 9 keynote, September 11 pre-orders and a September 18 retail launch.

The biggest uncertainty remains the foldable iPhone, a product that could mark Apple’s most significant design shift in years.

If the launch proceeds as expected, this autumn could become one of the most closely watched iPhone release cycles of the past decade.

Hai Phong