Multiple media outlets have reported that Apple plans to delay the start of iPhone 18 Pro preorders until Saturday, raising the possibility that it will follow the precedent set by 9/11 in 2015. Attention is also focused on future developments, including the announcement-event schedule and the CEO transition.
Apple is reportedly moving the start of preorders for its next iPhone family from the usual Friday to Saturday. Preorders are expected to begin at 12:00 a.m. Pacific Time, 3:00 a.m. Eastern Time and 4:00 p.m. Japan time. The plan reportedly calls for preorders to begin on Saturday, 12 September, differing from the usual pattern of opening preorders immediately after the announcement.
The change has a similar precedent in 2015. Reports say Apple intends to exclude 9/11 from the commercial launch schedule and, as in that precedent, delay both the preorder and shipping dates. The in-store release date and the interval from preorder to release are also expected to follow the framework used the previous year.
Apple's CEO transition was also reported the same day. The CEO will change from Tim Cook to John Ternus, who has been a longtime technology leader and is scheduled to lead his first major hardware announcement. Cook is expected to remain as chair and focus on global policy.
Apple's share price was seen rising that morning in the market's reaction, and attention is now focused on upcoming events and product launches under the new leadership. Ternus's AI strategy and the direction of new devices under his leadership are expected to be key areas of focus.