# iPhone 18 Pro release date revealed When will Apple's new flagship model hit the market? - **Source:** [9to5Mac](https://brifing.si/source/59447403-ce5b-427c-8132-8614f549929a) - **Published:** 2026-07-21 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/ea761843-a7e7-45ef-b066-bf641985de4d ## Apple's annual iPhone launch approaches Apple continues its tradition of September iPhone launches. The iPhone 18 Pro and other models are expected to be unveiled in the second week of September this year. The company's launch dates over the past three years confirm this consistency. ## 2026 launch date predictions This year's Labor Day falling on September 7 might affect the launch date. Apple typically holds events the week after Labor Day. This suggests the iPhone 18 Pro could be announced on Wednesday, September 9 or Monday, September 14. ## New model lineup and surprises The iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Ultra are expected to comprise this year's series. Rumors suggest the base iPhone 18 model might be delayed until early 2027. A new iPhone Air model could also be a surprise addition. ## Pre-order and delivery timelines Apple usually opens pre-orders the Friday after announcement and begins deliveries the following Friday. For a September 9 launch, pre-orders would start September 11 with deliveries on September 18. A September 14 launch would mean September 25 deliveries. ## Launch patterns from recent years In 2023, iPhone 15 launched on September 22 after a September 12 announcement. iPhone 16 is expected September 20, 2024 and iPhone 17 on September 19, 2025. This consistency strengthens 2026 predictions. ## Why this launch matters iPhone represents the majority of Apple's revenue. Annual updates help maintain market share. The iPhone 18 Pro series, especially the Ultra model, aims to strengthen Apple's position in the premium segment with cutting-edge features. ## Sources covering this story - https://9to5mac.com/2026/07/21/iphone-18-release-date-when-apples-new-model-is-coming/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._