Apple today announced that the all-new iPhone 11, iPhone 11 Pro, and iPhone 11 Pro Max models will be available to pre-order on Friday, September 13, although at a brand new time: 5 a.m. Pacific, which is 8 a.m. Eastern.



In previous years, iPhone pre-orders had started at 12:01 a.m. Pacific Time.

‌iPhone 11 Pro‌ and ‌iPhone 11 Pro Max‌ pricing starts at $999 and $1,099 respectively, the same prices as the iPhone XS and ‌iPhone XS‌ Max that they replace. The ‌iPhone 11‌ starts at $699, down from $749 for the iPhone XR.