Apple's next big phone reveal is getting a date, and it's coming fast. Bloomberg's Mark Gurman says the company will likely announce the iPhone 18 Pro lineup the week of September 7,with September 8 or 9 the two most likely picks for the keynote.That's not far off.Gurman pointed out that Apple usually holds its September event on the first Tuesday or Wednesday after Labor Day,which falls on September 7 this year,and that's exactly the pattern he expects the company to follow again. It gets Apple's new phones in stores by mid month,locks in a few weeks of holiday sales, and keeps the whole supply chain humming along on schedule.
This year's lineup looks a little different though.The iPhone 18 Pro and iPhone 18 Pro Max are expected to launch alongside Apple's first ever foldable iPhone, sometimes called the iPhone Fold or iPhone Ultra depending who's talking. And the standard iPhone 18 won't be part of that September show at all.Reports say it's been pushed to spring 2027 instead, alongside a new iPhone Air. That's a real shift from how Apple's done things for years.Something about splitting the lineup like this feels risky, but maybe that's exactly the point.
Gurman isn't fully certain between the two dates, and he's said as much himself.He leans toward September 8, but flagged September 9 as a real possibility too, since Apple tends to avoid scheduling major events right after a holiday weekend. Once the keynote happens, pre orders typically open that same week, with phones hitting shelves the following Friday.September 8 remains Gurman's top pick for now.
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