Apple's iPhone launch event this year is most likely to be held on Sept. 9, with invitations most likely to be announced on Aug. 26, IT outlet 9to5Mac reported.

Apple has officially announced the schedule 14 days ahead of its iPhone event for four consecutive years, and the same pattern is likely to continue this year.

Apple has not officially announced the date for its next iPhone event. For now, Sept. 9 is seen as the leading candidate. As it accepted applications this week from U.S. retail store employees to join an "event support experience program" held in California, Apple said the event would take place in the first half of September.

Wednesday is seen as the more likely day of the week. Citing a Bloomberg outlook, the outlet reported that a Wednesday event is slightly more likely given that Sept. 7 is Labor Day. It also cited as a basis that Apple has typically ensured attendees can secure weekday travel schedules.

The timing of the invitation reveal also aligns with recent patterns. From 2022 to 2025, Apple announced all iPhone events exactly 14 days in advance. The iPhone 17 event was announced on Aug. 26, 2025 and held on Sept. 9, and the iPhone 16 was announced on Aug. 26, 2024 and held on Sept. 9. The iPhone 15 was announced on Aug. 29, 2023 and held on Sept. 12, and the iPhone 14 was announced on Aug. 24, 2022 and held on Sept. 7.

By contrast, 2020 and 2021 were exceptions due to the COVID-19 pandemic. The iPhone 12 event was pushed back to October, and both the iPhone 12 and iPhone 13 events were announced one week in advance. 9to5Mac said Apple's scheduling since 2022 has been "surprisingly consistent," noting that every iPhone event over the past four years was held 14 days after it was announced.

Applying that pattern, if Apple chooses a Sept. 9 event, the invitation reveal date would be Aug. 26. Aug. 25 was also mentioned as a possible alternative, but that would make the gap 15 days rather than the recent 14-day interval. For that reason, the outlet viewed Aug. 26 as the strongest prediction for the iPhone 18 event invitation.

This September event is also significant in terms of the product lineup to be unveiled. Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max, as well as its first foldable iPhone. The foldable model's name could be iPhone Ultra, the report said.

The standard iPhone 18 is expected to be absent from this September event. From this cycle, Apple is expected to split its release schedule and delay the iPhone 18, iPhone 18e and iPhone Air 2 to spring 2027. As a result, the September event could be reshaped into a stage centered on higher-end models.

New Apple Watch models are being cited as products that could be unveiled alongside them. Apple has typically unveiled new Apple Watch hardware at its September event. AirPods could also be included, but it was also noted that they are not guaranteed to be updated every year.

An executive change is also a variable for the event. John Tournus is set to become chief executive officer on Sept. 1, and Tim Cook is set to move to executive chairman of the board. The outlet said this event will be "the first iPhone event of the Tournus era." Beyond product unveilings, the timing of the schedule announcement is also drawing market attention because it will be the first major event held under Apple's new management system.