According to confirmation from Apple, their new product launch event will take place at 0:00 on September 10 (Vietnam time), with the message "Surprise and shine". It is expected that the iPhone 18 Pro, iPhone 18 Pro Max and folding screen iPhone lines will be introduced at this event.
According to analysis from Forbes, Apple is expected to apply a 2-stage release strategy for this generation of products. After global launch, Apple will allow pre-orders from September 12 and open sales and delivery of iPhone 18 Pro and iPhone 18 Pro Max from September 18.
By the end of the year (October or November), Apple's first folding screen iPhone (named iPhone Fold or iPhone Ultra) will be on shelves. By the beginning of 2027, the standard iPhone 18 and iPhone Air 2 will be sold to consumers.
In 2025, Vietnam is in the group of early opening sales, along with 63 countries and territories such as the US, Australia, Canada, UK, France, Germany, China, Japan, South Korea, Singapore, Thailand... Accordingly, Vietnamese customers order iPhone 17 from 12:00 on September 12 and receive the device one week later, i.e. from September 19.
According to that tradition, this year Vietnam is likely to continue to be in the group of countries that open iPhone 18 series sales early globally, expected on September 18. Currently, many large retail systems and chains in Vietnam are urgently preparing to be able to serve the maximum needs of customers.
The appeal of the new iPhone line is expected to explode the technology market at the end of the year in Vietnam. Last year, iPhone 17 created a "fever" in Vietnam when there were more than 100,000 pre-orders in the first sale at major systems such as CellphoneS, FPT Shop, Mobile World and TopZone, Mobile Vietnam, 24hStore...
To date, this product line still creates great attraction in the market. According to market research company Counterpoint Research, iPhone 17 5G is the best-selling smartphone globally in the second quarter of this year, accounting for 6% market share. Behind it are iPhone 17 Pro Max 5G and iPhone 17 Pro 5G.
Sharing with Lao Dong, Ms. Nguyen Thi Anh Hong - Director of e-commerce of the 24hStore retail system, said that this year's new iPhone season is expected to become a time to promote a shift in the way users access high-end smartphones.
We expect the new iPhone season to not only create sales growth in the end of the year, but also contribute to promoting the professionalization of the entire technology retail market, where customers not only look for a new phone but also look for a solution suitable for long-term usage needs," Ms. Hong shared.
Also according to this market expert, each new iPhone season launches creates a large spillover effect for the entire market, not only in the group of customers buying new devices but also stimulating the market for used devices, accessories and general upgrade needs.
With the new iPhone, the biggest expectation is not only in new product sales but also in the ability to create a device change cycle, promote users to return to the market and expand business opportunities for the entire smartphone retail industry.
