Apple will hold its next launch event on September 9 at 1 pm ET, where it is expected to unveil the iPhone 18 Pro lineup. The event will take place at the Steve Jobs Theater in Apple Park and carries the tagline “Surprise and shine.”
The September launch window is important for Apple because it allows component suppliers such as TSMC to prepare high-volume production runs well ahead of retail availability. It also gives Apple an opportunity to drive stronger sales in the fourth quarter, while aligning with the annual upgrade cycle followed by many iPhone users.
