Apple’s next iPhone launch could break one of the company’s most predictable traditions: Friday pre-orders.
The company has confirmed a Sept. 9 event at the Steve Jobs Theater, where the iPhone 18 Pro, iPhone 18 Pro Max and its long-rumored foldable iPhone are expected to take center stage. Apple has not announced preorder dates, but Macwelt, via Macworld, reports that Pro-model orders could instead open Saturday, Sept. 12.
The unusual timing would avoid Sept. 11, which falls on the Friday immediately after the event, while potentially giving Apple’s first foldable iPhone an entirely different release schedule.
Apple has made a similar scheduling change before. The iPhone 6s and iPhone 6s Plus opened for pre-orders on Saturday, Sept. 12, 2015. The reported opening time is also unusual: midnight Pacific on Sept. 12, rather than the more typical 5 a.m. Pacific start.
The Foldable could follow its own clock
The launch is also expected to mark Apple’s entry into the foldable-phone market. The device is widely rumored to be called the iPhone Ultra and could have a roughly 5.5-inch outer display and a 7.8-inch inner screen, TechRepublic previously reported.
But buyers may not get the foldable at the same time as the Pro models. Reports cited by Macworld suggest its preorders could be pushed to later in September, potentially because of production constraints. That makes the foldable the biggest wildcard in Apple’s 2026 launch plan.
The rest of the iPhone 18 family may wait
Apple could also split the iPhone lineup across two seasons.
We previously reported that the standard iPhone 18, iPhone 18e and a second-generation iPhone Air could be held until spring 2027. That would leave September focused on Apple’s most expensive iPhones, rather than giving customers the usual range of models at once. That would be a major departure from Apple’s recent strategy.
What buyers should expect
The iPhone 18 Pro models are rumored to bring a smaller Dynamic Island, camera upgrades and Apple’s A20 Pro chip, potentially manufactured using TSMC’s 2-nanometer process. The Pro Max could also receive a variable-aperture main camera.
Industry analysts estimate the iPhone 18 Pro and Pro Max could see price hikes of $100 to $300 due to rising memory costs and 2nm processor fabrication expenses. The foldable could be even more expensive, with rumors putting it between $2,000 and $2,500.
What this means for buyers
The unusual timeline makes patience more valuable this year. Anyone planning to upgrade should wait for Apple’s Sept. 9 event before making a purchase, particularly because the cheaper iPhone 18 models may not arrive until 2027.
Buying this fall could mean getting Apple’s newest technology sooner, but potentially at a significantly higher price. Waiting could offer cheaper alternatives, but only after several more months. For now, Sept. 9 is the only confirmed date. Everything after that remains a reported schedule — and Apple still has plenty of room to surprise.
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