iPhone 18 launch date leaked? Here's when Apple could unveil the new lineup

The next Apple keynote, where the company is expected to unveil the all-new iPhone 18 Pro lineup, could take place slightly earlier than previously anticipated, according to the latest insights into Apple's launch plans. The event is expected to introduce the iPhone 18 Pro, iPhone 18 Pro Max, and Apple's first foldable iPhone, which is rumoured to be called the iPhone Ultra.

According to Bloomberg's Mark Gurman, the new crop of iPhones could be unveiled on Tuesday, September 8, rather than the previously expected Wednesday, September 9.

Answering the question, "When will Apple announce the next iPhones?" in the latest edition of his Power On newsletter, Gurman pointed to Apple's long-established launch pattern.

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He noted that Apple typically holds its iPhone launch events on the first Tuesday or Wednesday after Labor Day. This schedule allows the company to begin sales by mid-September, giving Apple a head start on fourth-quarter revenue while ensuring sufficient inventory reaches retail channels ahead of the crucial holiday shopping season.

Here's why September 8 may not make the cut

A report from Forbes suggests that Apple could delay the event until Monday, September 14, if production runs into unexpected issues, although such a scenario is considered highly unlikely.

Despite Gurman's prediction, September 8 may not be the most practical date for the keynote. The day falls immediately after the Labor Day public holiday, and Apple typically flies in journalists, analysts, and media representatives from across the United States and around the world to attend its launch events. Holding the keynote immediately after a long holiday weekend could create logistical challenges for both attendees and Apple employees.

For that reason, a midweek launch—such as Wednesday, September 9—continues to be viewed as the more likely option.