Apple releases new iPhones in September almost every year

Apple announces new iPhone models in mid-September and makes them available to buy a week or two later. The exact dates shift slightly year to year — sometimes the announcement is early September, sometimes late — but the September window is consistent enough that tech news sites and Apple fans plan around it. The company does not announce the release date far in advance, so you find out the availability date when the announcement happens.

This September release cycle has held for over a decade. Apple uses the same pattern for other products too: new iPads often arrive in spring, new Macs in fall. The iPhone gets the September slot because it is Apple's biggest revenue driver, and September gives the company time to manufacture stock before the holiday shopping season starts in November.

Key Takeaways

  • New iPhones are announced in September and available to buy within one to two weeks of the announcement.
  • Apple does not publish the announcement date in advance, so you learn it when the company sends out invitations to press and media.
  • You can pre-order iPhones when ready after the announcement, and they ship on the official release date.
  • Older iPhone models usually drop in price by $100 to $200 when new models launch, and carriers often offer trade-in deals at the same time.

How to find out the announcement date

Apple sends press invitations about a week before the event, and those invitations include the date and time. If you follow Apple's official social media accounts on X (formerly Twitter) or check Apple.com directly, you will see the announcement when it happens. Tech news sites like MacRumors, The Verge, and 9to5Mac also post the moment Apple sends invitations, so you do not have to watch for it yourself.

You can also sign up for Apple's email list through Apple.com. The company sends notifications about product announcements, though the email arrives after the announcement is already public. If you want to know before the general public, following Apple's press release feed or checking Apple Newsroom is faster than waiting for email.

What happens between announcement and release

On announcement day, Apple shows the new models, explains the new features, and opens pre-orders. You can place a pre-order when ready after the event ends, even though you cannot take the phone home that day. Pre-orders typically close a few days before the official release date.

The official release date is when the phones actually ship to customers and appear in Apple Stores and carrier stores. If you pre-order on day one, you usually receive your phone on or very close to the release date. If you wait until after the release date to order, you may face a wait of one to three weeks depending on which model and color you want, because popular configurations sell out quickly.

Which models get released and which ones stay

Apple typically releases four iPhone models each September: two standard models and two Pro models. The standard models are called iPhone [number] and iPhone [number] Plus. The Pro models are called iPhone [number] Pro and iPhone [number] Pro Max. The Plus and Pro Max are larger screens; the standard and Pro are smaller.

When new models launch, Apple usually keeps the previous year's standard model in its lineup at a lower price. Older Pro models are discontinued. For example, when the iPhone 15 launched in September 2023, Apple kept the iPhone 14 available but removed the iPhone 14 Pro from its official store. Carriers and third-party retailers may continue selling older Pro models for months afterward, but Apple's own store focuses on the current and previous standard generation.

Price changes when new iPhones arrive

New iPhones cost the same as the previous generation did at launch — usually starting around $800 for the standard model and $1,000 for the Pro. When the new models arrive, the previous year's standard model drops by $100 to $200. For example, if the iPhone 15 launched at $799, the iPhone 14 dropped to $599 or $649.

Carriers and retailers often run trade-in promotions at the same time. These deals typically offer $200 to $400 off a new phone if you trade in an older model, though the amount depends on the phone's age and condition. These promotions are most aggressive in the first two weeks after launch, then settle into standard offers by mid-October.

Why September and not other months

Apple chose September because it sits between summer and the holiday shopping season. The company needs time to manufacture millions of phones, and September gives it roughly eight weeks to build stock before Black Friday and the December holidays drive demand up. If Apple released iPhones in June or July, it would struggle to have enough inventory by November. If it waited until November, it would miss the back-to-school season when students and parents buy new devices.

September also avoids major competing product launches. Android phones from Samsung, Google, and others tend to launch at different times of year, so Apple faces less direct competition in September than it would in other months. The company has also built customer habit around the September announcement — people expect it, tech media covers it heavily, and carriers plan their promotions around it.

What to do if you want the new iPhone but cannot wait until September

If you need a new phone before September arrives, you have several options. You can buy the current model at a discount — the previous year's iPhone is usually $100 to $200 cheaper than it was at launch, and it still receives software updates for five to seven years. You can also buy a refurbished model from Apple or a carrier, which costs less than new and comes with a warranty.

If you want the newest model but do not want to wait for September, you can pre-order the moment pre-orders open. This guarantees you receive a phone on the release date rather than weeks later. You cannot order before the announcement happens, but you can set a reminder to check Apple.com or your carrier's website the moment the event ends.

Frequently Asked Questions

Can I pre-order an iPhone before the announcement?

No. Pre-orders open only after Apple announces the new models. You can set a calendar reminder for mid-September to check Apple.com or your carrier's site, but you cannot place an order until the announcement event ends and the company opens the pre-order window.

Do all four iPhone models release on the same day?

Yes. All four models — the standard, Plus, Pro, and Pro Max — release on the same date. However, some colors and storage sizes may ship later than others if demand is very high. The base model in popular colors usually ships first; less common configurations may have longer wait times.

What if I buy an iPhone in August and a new one launches in September?

You keep the phone you bought. Apple does not offer refunds or exchanges just because a new model launched. However, if you buy within 14 days of a new announcement, some carriers offer a return window or trade-in credit that lets you upgrade without penalty. Check your carrier's policy before you buy.

Do iPhones ever release outside of September?

Rarely. Apple occasionally releases a special edition or a new color option mid-year, but the main annual lineup always launches in September. In 2020, Apple delayed the iPhone 12 launch to October due to manufacturing delays, but this is the exception, not the rule.

How long does an iPhone stay in Apple's store after a new model launches?

The previous year's standard model usually stays available for about a year. Older models are removed from Apple's official store but remain available through carriers and retailers for several months longer. The Pro models from the previous year are typically discontinued when ready when new models launch.