It’s certainly just a few weeks before Apple’s biggest special event of the year, where it’s expected to unveil a slew of new products, including four new iPhones, two new Apple Watches and an iPad or two. So when will it be, you ask. Here is your answer.
July 18 update below. This post was first published on July 15, 2023.
July 18 update. In recent days there have been new reports of release dates for the iPhone 15 Pro and other Apple products.
Android Authority yesterday hinted that the iPhone 15 Ultra could be included in the iPhone 15 range as another name for the iPhone 15 Pro Max, and said that the release will be “early to mid-September”, which coincides with the what I have said below, although it does not. do not indicate an exact date. That is in line with my view that things are still fluid and not completely settled yet.
Much more interesting is the contribution of an Apple insider, Mark Gurman. According to the latest Bloomberg writer Power On Newsletter, “The company is preparing for its busy season: It is ready to announce the iPhone 15 and 15 Pro lines in September along with new Apple Watches.” Well, that’s not a pin down date, either.
But, interestingly, Gurman believes that the iPad, which I mentioned above, will not be announced on the same date as the iPhones, as I had hoped. The reason, he says, is that “There should be another launch in October, I’m told.” The main topic for such an event, going on in previous years, was the Son.
Gurman says, “Now that Apple has the 15-inch MacBook Air and the new M2 Ultra-based Macs out the door, the October launch could be the first Macs with an M3 chip. October is too early for MacBook Pros or new high-end desktops, then first beneficiaries The chip should be new the next iMac13-inch MacBook Air and 13-inch MacBook Pro.”
All Sons, then? Or will the iPad that I thought would be out with the iPhone appear as well? Gurman says, “For those who are considering the iPad – another product that is usually refreshed in October – I wouldn’t expect any major upgrades until M3 for iPad with OLED screens coming next year. But an iPad Air model that boosts its specifications is also in development.”
I believe the iPad Air will be updated this year, so even if Gurman doesn’t see a model with a new processor as a major upgrade, I think it will be announced. And the 11 will be thereth-generation iPad, I’m sure. The most affordable iPad, which Apple calls the ninth-generation model, may be retired, although I really think it could stay in the range for a bit longer.
While I don’t have an exact date for the iPad and iPad Air unveiling, Gurman’s comments mean I don’t think they’ll happen at the special September event I’m predicting. Back to my reasoning about that.
It’s going to be September
No kidding, I hear you say. You’re right, it’s always September and it has been since the launch of the iPhone 5 in September 2012, with the exception of 2020, when Covid knocked the world sideways. Even then, Apple was only a few weeks late, with the iPhone 12 series hitting the shelves since October of that year.
Reveal, Then Release
That’s the usual schedule, and it usually means a one-day announcement, followed by the release less than two weeks later. Often, it’s 11 days between the announcement date and the sale date, although this can vary, depending on the day of the week Apple reveals the hardware.
There’s no hint of a hardware delay this year, so September is your best bet. But when, exactly?
Tuesdays Are Best For Special Events
This usually happens because Apple likes to fly guests and press to its special events and if the announcement was made on Monday, staff or press would have to fly in on Sunday, for example. Of course, there were years when there was no live event, so this factor did not apply.
However, since Apple has adopted a hybrid event system for the past two years, where a live audience watches mostly recorded presentations, I’d say that’s what’s coming in September next, so the Tuesday rule applies.
If the Week Does Not Begin with a Labor Day
Yes, that’s the other wrinkle. Apple’s iPhone event is always in a non-Covid year – always! – in the first or second week of September. This year, that would mean Tuesday, September 5 or Tuesday, September 12. Except that Monday, September 4 is Labor Day. Apple doesn’t like a flight crew or guess a public holiday more than a weekend, so September 5th is no trip.
If it is that week, it would be Wednesday, September 6, rather than Tuesday. This would make the iPhone 15, iPhone 15 Plus, iPhone 15 Pro and iPhone 15 Pro Max go on sale on Friday, September 15.
If it’s the following week, the announcement will be made on Tuesday, September 12, with the phones hitting stores on Friday, September 22.
So Which Is It?
Yes, fair enough, you need to know. First, the time is 10AM Pacific, because special events always start at 10AM local time and I believe this one will be at the Steve Jobs Theater in Cupertino.
Regarding the date, here’s the thing: last year, the smart money was on the announcement of Tuesday, September 13. Analysts, leakers, everyone thought it would be there. But a week or so before, the rumors changed. Apple was ready soon, it seemed. And, indeed, the announcement was on Wednesday, September 7 (Labor Day fell on Monday, September 5) and the phones went on sale on Friday, September 16.
Analyst Jeff Pu claimed earlier in the year that the phones would go on sale on September 23. That was a Saturday, and iPhones always hit retail on a Friday, so the date was September 22nd.
But I’m going to stick my neck out and say that Apple won’t wait the extra week unless it has to, but will instead hold its special event on September 6, with the iPhones going on sale on Friday, 15 September.
Things are still fluid at this stage, of course, but either way, we only have weeks to wait.