With invitations to its September event now sent out, the key dates for Apple’s announcement, pre-orders and retail launch of the new iPhones are beginning to take shape.

Here are the major milestones users can watch for in the weeks ahead.

Apple confirms invitations for iPhone 18 Pro event

Apple has officially confirmed that its special event will take place in September. Notably, the timing matches predictions first made in May.

According to invitations Apple sent to the media and special guests on August 26, the event will begin at 10 a.m. Pacific Time, or midnight on September 10 in Vietnam.

This year’s invitation carries the rather cryptic tagline “Surprise and Shine,” accompanied by an image that immediately sent technology watchers searching for clues about what Apple might be hinting at.

The decoding quickly began. Mark Gurman, a prominent technology journalist at Bloomberg, wrote on X that the image could be related to “light shining out,” possibly hinting at a mechanical aperture system on the iPhone 18 Pro Max, while the light blue color featured in the artwork could point to a new color option for the iPhone 18 Pro.

The color theory is particularly noteworthy because Apple has often used its event artwork to reveal or hint at new colors for upcoming products.

Previous reports have also suggested that the iPhone 18 Pro could gain a new blue color option.

The idea that Apple’s invitation is hinting at a mechanical aperture for the iPhone 18 Pro Max camera, however, remains less convincing.

The technology is believed to be a possible feature of the new premium iPhone, but Apple’s choice of imagery does not necessarily carry that meaning.

Even so, the invitation confirms the most important details: when and where Apple will unveil its new generation of iPhones.

iPhone 18 Pro set to debut September 9 at Apple Park

As expected, this year’s iPhone event will take place on Wednesday, September 9, exactly two weeks after Apple sent out its invitations.

The keynote will begin at midnight on September 10, Vietnam time.

There had previously been speculation that Apple could hold the event on September 8.

That possibility was considered unlikely, however, as Apple has almost never held an iPhone event on the day immediately following the US Labor Day holiday.

This year, Apple is continuing that tradition.

The event will be held at the Steve Jobs Theater on the Apple Park campus in Cupertino, California, Apple’s headquarters.

It will serve as the main stage for Apple to introduce the iPhone 18 Pro, iPhone 18 Pro Max and the company’s first foldable iPhone.

CEO John Ternus could lead an iPhone event for the first time

If Apple follows its traditional format, the keynote will last around one to two hours and follow a fairly familiar script.

This year, however, could bring a major change, with John Ternus expected to appear on stage in his role as Apple CEO.

He will replace Tim Cook on September 1, just over a week before the iPhone event, while Cook will move into the role of Apple executive chairman.

Following the live opening, Apple is likely to screen a highly polished keynote video featuring elaborate production, visual effects and detailed introductions to each new product.

This year’s event, however, could feature more live content than in the past. It may offer Ternus an opportunity to establish his own presence while signaling that Apple is entering a new era without breaking continuity with the Tim Cook years.

Alongside the new iPhone lineup, Apple is also expected to introduce two new Apple Watch models at the event.

There had previously been rumors that Apple could unveil several new Mac models in September. However, the company announced those products on August 25, removing the possibility that they will become a focus of the iPhone event.

iPhone 18 Pro pre-orders could open September 12

After the launch event, the next date of particular interest to users is when Apple will begin accepting pre-orders.

Apple normally opens iPhone pre-orders on the Friday immediately following its launch event. This year, however, an unusual factor could disrupt that traditional schedule.

That Friday falls on September 11, a date on which Apple is believed to have avoided commercial activities since 2001.

This year also marks the 25th anniversary of the September 11 terrorist attacks in the United States.

As a result, there is growing speculation that Apple could move pre-orders to Saturday, September 12.

If Apple otherwise follows its usual timetable, pre-orders could open at 7 p.m. on September 12, Vietnam time.

iOS 27 expected before iPhone 18 Pro goes on sale

The next-generation iPhones will certainly ship with iOS 27, Apple’s next operating system.

That does not rule out the possibility of Apple releasing an additional update on the same day the new iPhones officially go on sale, as the company has done in several recent years.

The most likely release date is believed to be Monday, September 14, although September 15 cannot be ruled out.

Apple typically releases iOS updates at around 10 a.m. Pacific Time.

This year, however, the update could arrive earlier, possibly at around 8 a.m.

Users may also want to avoid rushing to install the update immediately. Whenever Apple releases a major new version of iOS, millions of devices can attempt to access its servers and download the software at the same time.

Although Apple will undoubtedly prepare additional server capacity, slower downloads and waiting times may still occur.

Notably, models from the iPhone 15 Pro and iPhone 15 Pro Max onward are expected to be capable of running Siri AI features. Users, however, may have to join a waiting list before gaining access to them.

iPhone 18 Pro expected to go on sale September 18

Unless Apple makes a major change to its usual schedule, the new iPhones will officially go on sale on the Friday of the week following the launch event.

That means the iPhone 18 Pro, iPhone 18 Pro Max and Apple’s first foldable iPhone are expected to reach stores on September 18.

Apple’s key September dates are therefore beginning to fall into place: the launch event on September 9, possible pre-orders on September 12, the likely release of iOS 27 on September 14 and the arrival of the new iPhones in stores on September 18.

If these predictions prove accurate, this September will mark one of Apple’s most notable iPhone launches, not only because of the iPhone 18 Pro and iPhone 18 Pro Max, but also because of the arrival of the first foldable iPhone in Apple’s history.

Hai Phong