https://www.theverge.com/2018/9/13/17851978/iphone-xs-max-xr-preorder-price-date-september-14-apple

The iPhone XS and iPhone XS Max were announced yesterday at Apple’s fall hardware event, and preorders for each device begin at 12:01AM PT / 3:01AM ET on Friday, September 14th. The launch of the more affordable iPhone XR is being shoved to mid-October.

Preordering is necessary if you want to receive your new iPhone on launch day, which falls on Friday, September 21st. Those who opt out of preordering may be lucky enough to find a new model at a local carrier retail store shortly after launch, though it’s more likely that you may be without one for as long as a few weeks.