Apple fans eagerly awaiting the upcoming iPhone 18 Pro and Pro Max will likely have to adjust their calendars. Reports indicate that Apple is set to break its long-standing tradition of Friday pre-orders for its flagship devices, opting to delay the highly anticipated launch window by 24 hours.
Here is everything you need to know about this unusual scheduling shift and the historical reason behind it.
The Reason Behind the Schedule Shift
Apple is scheduled to officially unveil the iPhone 18 Pro and Pro Max on 10 September 2026. Under the tech giant's normal release timeline, pre-orders would open on the first Friday immediately following the keynote event.
In 2026, however, that Friday lands on 11 September—marking the solemn 25th anniversary of the 9/11 attacks in the United States. Out of respect for the national day of remembrance, Apple is expected to bypass the traditional Friday launch and push pre-orders to Saturday, 12 September instead.
An Established Historical Precedent
While a Saturday pre-order kickoff is highly unusual for the consumer tech industry, this is not the first time Apple has adjusted its schedule for this specific reason.
Back in 2015, the iPhone 6s launch event fell on 9 September. Rather than opening pre-orders on Friday, 11 September, Apple shifted the initial sales window to Saturday, 12 September. Given how smoothly that rollout went, industry analysts expect Apple to follow the exact same playbook for the iPhone 18 lineup.
Key Timing and Live Stream Details
For those planning to secure a device on day one, here are the key times to keep in mind:
- The Keynote Event: Streaming live on 10 September 2026 starting at 3:00 AM AEST. The event will be broadcast on Apple’s official website, YouTube channel, and the Apple TV app.
- Pre-Order Launch: Rumored to open on Saturday, 12 September 2026 at midnight Pacific Time, which equates to 5:00 PM AEST for Australian buyers.
In addition to the standard Pro and Pro Max updates, tech insiders are also anticipating announcements regarding a rumored "iPhone Ultra"—which could mark Apple’s first-ever foldable smartphone.
