Apple is gearing up for its highly anticipated iPhone 18 Pro launch event in September, with plans to select on-site support staff via a lottery system from employees across the United States. This year’s event is expected to follow the same format as previous years, combining pre-recorded online content with live media viewing. John Ternus, Apple’s newly appointed CEO, will make his first public appearance at the launch event, marking the inaugural iPhone unveiling under his leadership.

Industry insiders speculate that the event may take place on September 9, with an official announcement likely to be made on August 26. The event will showcase the iPhone 18 Pro, iPhone 18 Pro Max, and Apple’s first-ever foldable smartphone, which may be named the iPhone Ultra. Notably, the standard iPhone 18 will not be featured at this event. Instead, it is expected to debut alongside the iPhone 18e and iPhone Air 2 in the spring of 2027. Additionally, a new Apple Watch model will also be unveiled during the event.