Apple releases new iPhones every September, though the exact date shifts year to year
Apple announces new iPhone models in mid-September almost every year, typically on a Tuesday. The company then releases them to stores and begins shipping pre-orders about two weeks later. The specific dates change annually — September 12 one year, September 19 the next — so there is no single date you can mark on your calendar permanently.
The announcement happens at Apple's headquarters in Cupertino, California, during an event that lasts roughly two hours. Apple streams this event live on its website and on YouTube, so you can watch it without attending in person. The company shows off the new models, explains what changed from the previous version, and announces the price.
Not every iPhone model releases on the same day. Apple often staggeres the release: the base model might ship on day one, while a more expensive variant ships a week or two later. This happens because manufacturing capacity is limited, and Apple prioritizes the models it expects to sell fastest.
Key Takeaways
- Apple announces new iPhones in mid-September each year, with the exact date varying by year.
- The announcement event is streamed live on Apple's website and YouTube, so you can watch without traveling.
- Pre-orders typically open the Friday after the announcement, and phones ship roughly two weeks after that.
- Not all iPhone models release on the same day — Apple staggers release dates by model and storage capacity.
- You can find the release date on Apple's official website once it is announced, or check tech news sites that cover Apple announcements.
How to find out the exact release date for this year
The fastest way is to visit Apple.com directly. Once Apple announces the new models, the release date appears on the product page for each iPhone. You do not need to sign in or create an account — the date is visible to anyone browsing the site.
If you want to know the date before the announcement happens, you can check tech news sites like MacRumors, The Verge, or 9to5Mac. These sites publish rumors and predictions based on supply chain leaks and past patterns. The predictions are often accurate within a few days, though they are not official until Apple announces.
You can also set a calendar reminder for mid-September to watch for the announcement. Apple typically sends an email to people with Apple accounts a few days before the event, but the email is straightforward to miss if you do not check it regularly.
What happens between announcement and release
Pre-orders open on the Friday following the Tuesday announcement. This is when you can place an order to have a phone shipped to you or held for pickup at an Apple Store. Pre-orders do not may provide you will receive the phone on release day — it depends on how many people order and how quickly Apple can manufacture them.
If you do not pre-order, you can still buy a phone on release day by visiting an Apple Store in person or ordering online. Availability on release day varies. Popular models and colors often sell out within hours, while less popular combinations may stay in stock longer.
The time between announcement and release gives you roughly two weeks to decide whether to upgrade. You can read reviews from tech journalists who received early review units, watch video comparisons, and check whether the new features matter to you.
Why Apple releases on a set schedule
Apple releases iPhones on a yearly cycle because it gives the company time to design, test, and manufacture millions of units. The September timing also lets Apple sell phones during the holiday shopping season, when people spend more on electronics.
The mid-September date is not random — it avoids major holidays and gives Apple time to announce the phone before the back-to-school shopping period ends. It also spaces out Apple's announcements: the company typically announces iPads and Macs at different times of year, so the announcements do not compete for attention.
Occasionally Apple breaks this pattern. In 2020, the iPhone 12 announced in October rather than September because of delays caused by the pandemic. In 2022, Apple announced the iPhone 14 in September but did not release the Pro Max model until October. These exceptions are rare, but they happen when manufacturing or supply chain problems cause delays.
What changes between iPhone models
Each new iPhone typically includes a faster processor, an improved camera, a longer-lasting battery, and sometimes a new design. The processor upgrade usually means apps run faster and games perform better. The camera improvements often mean better photos in low light or more zoom options.
Not every change is visible. Battery improvements might mean your phone lasts an extra hour per day, but you will not see that until you use it. Software features sometimes arrive on older iPhones too, so a new iPhone is not the only way to get new capabilities.
The price usually stays the same year to year, though Apple occasionally raises prices when adding significant new features. The base iPhone model typically costs between $800 and $900, while Pro models cost more.
How to decide whether to upgrade when a new iPhone releases
If your current iPhone still works and does what you need, you do not have to upgrade. iPhones typically receive software updates for five to six years, so an older model will continue to work and receive security patches.
Upgrade if your battery no longer lasts a full day, if apps crash frequently, or if you want a specific new feature. The camera improvements in new models are noticeable if you take a lot of photos, especially in low light. The processor upgrades matter most if you play demanding games or edit video.
If you upgrade every year, the cost adds up quickly. Many people upgrade every two to three years instead, which spreads the cost out and still gives you a noticeably faster phone with a better camera.
Where to buy a new iPhone when it releases
You can buy directly from Apple.com, at an Apple Store, or from carriers like Verizon, AT&T, and T-Mobile. You can also buy from retailers like Best Buy, Target, and Walmart. The phone itself is the same regardless of where you buy it, but the price and available payment plans differ.
Carriers often offer trade-in deals where they give you credit toward a new phone if you turn in your old one. The credit amount depends on the condition and model of your old phone. These deals can reduce the effective cost of upgrading, though the trade-in value is usually lower than you could get selling the phone privately.
If you buy from a carrier, the phone may come with carrier software pre-installed, and you may be locked into a contract or payment plan. If you buy from Apple directly, you get a clean phone with no carrier software, though you will pay full price upfront.
Frequently Asked Questions
Can I pre-order an iPhone before the announcement?
No. Pre-orders do not open until the Friday after Apple's announcement. Before that date, you cannot place an order for the new model. You can place a request on some retailer websites to be notified when pre-orders open, but you cannot actually order until the official date.
What if I want the new iPhone but do not want to wait for release day?
You cannot get it before the release date — Apple does not ship early. If you pre-order, you will receive it on or shortly after the official release date. If you wait until release day to order, you may have to wait longer because popular models sell out quickly.
Do all iPhone models release at the same time?
No. Apple usually releases the base model and Pro model on the same day, but the Pro Max model often releases one to two weeks later. Storage capacities and colors may also stagger — the 256GB model might ship when ready while the 512GB model ships a week later.
Will my old iPhone stop working when a new one releases?
No. Your old iPhone will continue to work exactly as it does now. Apple supports older iPhones with software updates for years after a new model releases, so your phone will remain find and functional.
How do I know if the new iPhone is worth buying?
Read reviews from tech journalists after the announcement. Watch video comparisons between the new model and your current phone. Check whether the new features matter to you — if your current phone does what you need, upgrading may not be necessary.