Apple is yet to announce the launch date for its next-generation iPhones, but fresh reports suggest the company's annual iPhone event could take place as early as September 9, potentially setting the stage for the unveiling of the iPhone 18 Pro and iPhone Ultra.
According to Bloomberg, Apple has begun preparations for its annual iPhone launch event by opening an Event Support Experience Program lottery for US retail employees who want to work at the media gathering at Apple Park.
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Employees selected through the programme will help manage guest check-ins, organise queues, provide directions, greet attendees and support security teams during the event, the report said.
Apple reportedly told employees that the launch event will be held in the first half of September, but did not disclose the exact date.
Based on the company's track record, Apple usually hosts the iPhone launches on the second Tuesday or Wednesday of September. This year, according to MacRumors, September 9 (Wednesday) is emerging as the most likely date. Since Labour Day falls on September 7 this year, Apple will likely avoid scheduling the event immediately after the holiday, making September 9 the strongest possibility.
If Apple follows its traditional launch timeline, pre-orders could begin on September 12, with the devices likely reaching stores on September 18, the report said.
The launch could also bring a significant price hike for Apple's premium smartphones. According to a recent MacRumors report citing GF Securities analyst Jeff Pu, the iPhone 18 Pro and iPhone 18 Pro Max could cost $250-$300 more than the current iPhone 17 Pro models due to rising costs of 2nm chips, memory components and ongoing global supply constraints driven by AI infrastructure demand.
The iPhone 17 Pro currently starts at $1,099 (₹1,34,900 in India), while the Pro Max starts at $1,199 (₹1,49,900 in India). If the prediction proves accurate, the next-generation Pro models could start at around $1,349-$1,399 and $1,449-$1,499, respectively.
Apple is also widely expected to unveil its first foldable iPhone alongside the Pro models, with analysts estimating the device could be priced at more than $2,000.
Apple has not officially confirmed the event date, launch schedule, pricing or the names of its upcoming smartphones.
