Apple releases new iPhones in September, usually on a Tuesday or Wednesday
Apple announces new iPhone models in mid-September almost every year. The company holds an event — usually at its headquarters in Cupertino, California — where executives show off the new phones, explain what changed, and announce the price. Pre-orders typically open the Friday after the announcement, and the phones ship to customers the following week.
The exact date shifts year to year because Apple picks a specific day in September rather than a fixed calendar date. In recent years, announcements have fallen between September 7 and September 16. If you want to know the date for this year, Apple posts the event details on its website and sends invitations to press outlets about a week beforehand.
Not every iPhone model releases on the same day. Apple usually staggeres the launch — the base model and one or two higher-end versions might ship in the first week, while other models follow a week or two later. This is intentional: it spreads out demand so Apple's manufacturing and shipping partners are not overwhelmed all at once.
Key Takeaways
- Apple announces new iPhones in mid-September each year, with the exact date varying between September 7 and September 16.
- Pre-orders open the Friday after the announcement event, and phones begin shipping the following week.
- Different iPhone models within the same generation may release on different dates, sometimes a week or two apart.
- You can find the announcement date on Apple's official website or by checking tech news sites in late August.
- The new iPhones become available in Apple Stores, carrier stores like Verizon and AT&T, and online retailers the day they launch.
Why Apple always announces in September
September is Apple's traditional launch window because it gives the company time to manufacture phones over the summer and get them into stores before the holiday shopping season in November and December. Releasing in September also means the new phones are on shelves when students return to school and when people are thinking about upgrading their devices before the end of the year.
This timing has held steady for over a decade. Even when Apple faced supply chain delays — like during the 2020 pandemic — the company pushed the announcement back by a few weeks rather than moving it to a different month entirely. The September slot is so consistent that carriers and retailers plan their inventory and marketing around it.
How to find out the exact announcement date
The most reliable source is Apple's official website. About one to two weeks before the event, Apple posts a banner on its homepage with the date, time, and a link to watch the announcement live. You do not need an Apple account or to register — the stream is open to anyone.
If you do not want to check Apple's site regularly, tech news outlets like The Verge, MacRumors, and CNET publish the date as soon as Apple announces it. You can also set a calendar reminder in late August to check Apple's site, since the announcement date is almost always revealed by the last week of August.
Apple also sends formal invitations to journalists and content creators about a week before the event. These invitations sometimes leak online before Apple makes the date public, so if you see a date floating around tech forums in early September, it is likely accurate — but waiting for Apple's official announcement is safer.
What happens between announcement and release
The period between announcement and release is usually about one week. On the day of the announcement, Apple shows the phones, explains the new features, and announces pricing. That same day or the next, pre-orders open — this is when you can order a phone online to be delivered on the release date.
Pre-orders are important because popular models and colors sell out quickly. If you want a specific configuration — say, a 256GB model in a particular color — ordering during the pre-order window gives you a better chance of getting it on release day rather than waiting weeks for stock to replenish.
The actual release date is when phones ship to customers who pre-ordered and when they become available in physical stores. You can walk into an Apple Store or a carrier store like Verizon on release day and buy a phone off the shelf, though popular models may have limited stock.
Which iPhone models release together
Apple typically releases four iPhone models each year, arranged in two tiers: the standard iPhone and the iPhone Pro. Within each tier, there is usually a smaller version and a larger version. For example, you might see an iPhone 16, iPhone 16 Plus, iPhone 16 Pro, and iPhone 16 Pro Max.
All four models are announced on the same day, but they do not always release on the same day. The base iPhone and Pro models usually launch in the first week, while the Plus and Max versions — the larger phones — may launch a week or two later. This staggered approach helps Apple manage production and demand.
Occasionally, Apple skips a model. In 2022, for example, there was no iPhone 14 Plus at launch; it came out later. If you are looking for a specific model, check Apple's website after the announcement to see which phones are available on the first release date and which are coming later.
Pricing and what changes year to year
iPhone prices typically stay the same or increase slightly from one generation to the next. The base model usually costs between $799 and $899, while Pro models cost $999 and up. These prices are announced during the September event, and Apple posts them on its website when ready.
What actually changes varies. Some years, the camera improves significantly. Other years, the processor is faster but the camera is nearly identical to the previous model. Battery life, screen brightness, and durability features also shift from year to year. Reading reviews after the announcement — from outlets like The Verge or Consumer Reports — gives you a clearer picture of whether the upgrades matter for how you use your phone.
If you own an older iPhone, Apple usually discounts it when you trade it in toward a new purchase. The trade-in value depends on the model and condition, but you can get a rough estimate on Apple's website by selecting your current phone.
Where to buy when the new iPhone releases
New iPhones are available from multiple sources on release day. Apple Stores carry all models and colors, though popular configurations may sell out by afternoon. Apple's website lets you order online for delivery or in-store pickup.
Wireless carriers — Verizon, AT&T, T-Mobile, and others — also sell new iPhones on release day. Buying through a carrier sometimes includes a discount if you are upgrading an existing line or signing a new contract, though the phone itself costs the same as buying directly from Apple.
Best Buy, Amazon, and other electronics retailers also stock new iPhones on release day. Prices are identical across all retailers because Apple sets a fixed price, but some retailers offer gift cards or other incentives to buy from them instead of competitors.
Frequently Asked Questions
Can I pre-order an iPhone before the announcement?
No. Pre-orders open only after Apple announces the phone and reveals the price. This is usually the day of the announcement or the next day. You cannot reserve a phone before you know what it costs or what features it has.
What if I miss the pre-order window?
You can still buy a phone on release day or after. Availability depends on how popular the model is and how much stock the retailer has. Popular colors and storage sizes may have longer wait times, but you are not locked out of buying — you just might wait a few weeks for delivery instead of getting it on day one.
Do all countries get the new iPhone on the same day?
No. The United States, Canada, and several European countries typically get the phone first. Other regions may receive it a few days or weeks later. Apple's website shows the release date for your country when you check the product page.
Is there a way to know what features the new iPhone will have before the announcement?
Rumors and leaks circulate online weeks before the announcement, and many are accurate. However, they are not official. Apple does not confirm features until the announcement event. If you want to know for certain, waiting for the official announcement is the only reliable way.
Do older iPhone models get cheaper when the new one releases?
Usually, yes. When Apple releases a new iPhone, the previous generation typically drops in price by $100 to $200. Older models may drop further or be discontinued entirely. Check Apple's website or carrier websites after the announcement to see the new pricing on previous models.