Apple's online store went dark early on Saturday, September 12, ahead of pre-orders for the iPhone 18 Pro and iPhone 18 Pro Max. Ordering opens at 5:00 a.m. Pacific Time, and the company has posted a placeholder message while it prepares the store for the rush.

"We love that early energy," the message on Apple's U.S. website reads. "Almost ready for you. Pre-order begins at 5:00 a.m. PT. See you soon." The store went offline notably earlier than usual this year.

When pre-orders begin

Apple has settled on a 5:00 a.m. Pacific start time for pre-orders in recent years, moving away from the 12:01 a.m. window it used in the past. Once the store returns, customers in more than 65 countries and regions will be able to place orders. That list includes Australia, Canada, China, France, Germany, India, Japan, Mexico, the UAE, the U.K., and the U.S.

Both new Pro models launch on Friday, September 18, when deliveries begin and in-store availability opens.

Colors, storage and pricing

The iPhone 18 Pro and iPhone 18 Pro Max are offered in four finishes: Burgundy, Glacier, Silver, and Black. Storage options span 256GB, 512GB, 1TB, and 2TB. Notably, this is the first time the smaller Pro model has been available with a 2TB configuration, matching the largest capacity previously reserved for the Max.

In the United States, the iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299. Higher storage tiers push the price up from there.

Why the store goes down

Taking the store offline before a major launch is standard practice for Apple. It gives the company time to update product pages, configure inventory, and prepare its systems for the surge of traffic that arrives the moment pre-orders open. For buyers hoping to secure a specific color or storage tier for launch-day delivery, being ready when the store returns is important, since popular configurations can slip to later shipping dates within minutes.

Shoppers can prepare in advance by signing into their Apple Account, confirming payment and shipping details, and deciding on the exact model they want before the countdown ends. Doing so helps speed up checkout once ordering goes live.