Apple confirmed that Apple iPhone 18 Pro preorders will officially open Saturday morning, marking the first major product launch overseen by new chief executive John Ternus following his transition into the role earlier this month at the technology giant.
The new lineup includes the iPhone 18 Pro and Pro Max models, alongside the company’s first ever foldable device, called the iPhone Duo, unveiled at Apple’s recent event held under the tagline Surprise and Shine at the company’s Cupertino headquarters.
Preorders for the standard iPhone 18 Pro models begin at five in the morning Pacific time Saturday, with the devices officially shipping the following week, reaching customers in more than sixty countries before expanding to additional markets shortly afterward.
The foldable iPhone Duo follows a different timeline, with preorders opening in October and deliveries beginning later that same month, reflecting the more complex manufacturing and testing processes associated with Apple’s first entry into the folding smartphone category.
This product launch represents a significant moment for Apple, marking the company’s most substantial hardware innovation since the iPhone X’s dramatic redesign years earlier, with the foldable device representing a genuinely new form factor rather than incremental updates to established designs.
Industry analysts have closely watched how Apple’s foldable device compares against established competitors in this category, noting the company’s typically deliberate approach to entering new product categories only after competitors have already established market presence and consumer familiarity.
The iPhone 18 Pro models feature Apple’s newest generation processor, built using an advanced two nanometer manufacturing process, promising meaningful performance and efficiency improvements compared to previous generation chips used in earlier iPhone models.
Beyond the headline foldable device, this year’s lineup includes updates across Apple’s broader ecosystem, including new Apple Watch models with enhanced health sensing capabilities and updated AirPods models, continuing the company’s strategy of coordinated product ecosystem launches.
Pricing for the new devices reflects premium positioning, with the foldable iPhone Duo starting at a significantly higher price point than traditional iPhone models, positioning it as an aspirational flagship device rather than a mainstream replacement for standard smartphone offerings.
This launch also coincides with the rollout of Apple’s latest mobile operating system update, which includes interface adaptations specifically designed to support the foldable device’s unique dual screen capabilities alongside standard smartphone functionality for traditional device owners.
As preorders begin this weekend, industry attention will focus on initial consumer demand signals, particularly for the innovative foldable device representing Apple’s most significant new product category launch in recent memory. Early sales results will offer important insight into consumer appetite for this new smartphone form factor.
