Apple iPhone 18 Pro Event Likely to Occur in Early September

Projections place Apple’s fall special event in the first half of September, most probably the day after Labor Day. Industry analyst Mark Gurman, cited by MacRumors, has identified early September as the most likely window. Analysts note that Apple has historically avoided scheduling the keynote on the holiday itself and has favored Tuesdays for the presentation, so the event is expected to fall on the Tuesday following Labor Day.

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Since 2011, Apple has announced its flagship iPhones each autumn, consistently holding the keynote in September. The only deviation was the October 2011 announcement of the iPhone 4S. Apple has also never scheduled the event on the day after Labor Day, reinforcing the expectation that the next keynote will adhere to this long-standing rhythm.

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The event will be introduced on stage by John Ternus, who is slated to assume the role of Apple CEO shortly before the keynote. This will be the first Apple fall presentation led by Ternus as chief executive.

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The keynote will likely follow the pre-recorded video format used since 2020, beginning at 10 a.m. Pacific (1 p.m. Eastern, 6 p.m. U.K.). The production is expected to feature the high-budget visuals that have become standard for Apple events. The presentation is projected to run one to two hours, after which guests and invited members of the press will receive hands-on time with the new devices, demonstrated by Apple staff. Early reports suggest the foldable iPhone will be a central focus of the unveiling, and the venue is expected to be the Steve Jobs Theater at Apple Park.

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• “We are still waiting for Apple to announce the iPhone 18 Pro and iPhone Ultra event. In his newsletter last month, Bloomberg's Mark Gurman said Sept. 8 or Sept. 9 are the most likely dates for the event,” — Joe Rossignol, at MacRumors

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