Apple is reportedly breaking its traditional release schedule for the upcoming iPhone 18 Pro, pushing pre-orders back by a day to avoid conflicting with a major historical anniversary. Instead of the usual Friday launch, eager buyers may need to set their alarms for Saturday, September 12. The shift follows Apple's highly anticipated fall event, scheduled for Wednesday, September 9.
During the keynote, the tech giant is expected to unveil the iPhone 18 Pro lineup, the Apple Watch Series 12, the Apple Watch Ultra 4, and its first-ever foldable iPhone. Typically, Apple opens pre-orders on the Friday immediately following its September events. However, because that Friday falls on September 11 - marking the 25th anniversary of the September 11 attacks - the company is opting for a respectful delay.
This is not the first time Apple has adjusted its calendar for this specific date. In 2015, when the standard pre-order Friday also landed on September 11, the company delayed iPhone 6S and 6S Plus pre-orders to Saturday, September 12. According to a report from Macwelt, a German sister publication to Macworld, the timing of the launch window is also changing. While Apple traditionally opens pre-orders at 5 a.m. PT, this year's window is rumored to kick off at midnight PT on Saturday.
The delayed Saturday pre-order date is expected to apply to the iPhone 18 Pro and the new Apple Watch models. However, Apple's highly anticipated foldable iPhone could follow a different timeline, with pre-orders potentially held back until late September. It is worth noting that Macwelt has a mixed track record; earlier this year, the publication predicted the iPhone 17e would be announced on February 19, though it ultimately arrived on March 2.
The Midnight Strategy Shift
While the date change is a predictable and respectful move by Apple, the rumored shift to a midnight PT pre-order window is the real curveball. Moving away from the established 5 a.m. PT slot could significantly alter the buying dynamic, forcing East Coast buyers to stay up until 3 a.m. ET rather than waking up early.
If accurate, this midnight launch could be a stress test for Apple's store infrastructure, especially with the added hype surrounding the company's first foldable device. It also suggests Apple might be experimenting with global timezone synchronization to streamline its initial inventory allocation across international markets.
