Apple is continuing its preparations for its classic September event where it will introduce new iPhone models. Although the company has not yet sent out an official invitation, the announcement schedule from previous years provides valuable clues about when the event will take place.

Apple has been announcing iPhone events exactly two weeks in advance for the last four years. This consistent schedule indicates that a similar process will be followed for the event in September 2026.

Event Date and Announcement Schedule

Except for the pandemic-related deviations in 2020 and 2021, Apple has been making event announcements 14 days in since advance 2022. In light of this data, the announcement for an event expected to be held on Wednesday, September 9th, is expected to be made on August 26th.

The company gave the first official signal by opening applications to retail employees across the US for its event support program in California. According to Bloomberg, given the Labor Day holiday on September 7th, holding the event on Wednesday seems more logistically sound.

If Apple opts for September 9th, it will also continue its four-year tradition of 14-day announcements. While Tuesday, August 25th is also considered a possibility, this would create a 15-day gap, disrupting the current pattern.

New Era and Expected Products

The September event will also mark a historic change for Apple. John Ternus, who will take over as CEO on September 1st, will lead an iPhone launch for the first time.

The event is expected to introduce the iPhone 18 Pro, iPhone 18 Pro Max, and the company’s first foldable phone, the iPhone Ultra. The standard iPhone 18, iPhone 18e, and iPhone Air 2 models are planned to be delayed until Spring 2027.

In addition to the new iPhone models, Apple Watch hardware is also expected to be showcased at the event. While there is no guarantee of an annual update for AirPods, the possibility of new products being included in the launch always exists.

Apple’s product strategy this year and the beginning of the new CEO era are being closely followed in the technology world. What kind of turning point do you think the first iPhone launch under John Ternus will be for Apple?