Apple releases new iPhones every September, with pre-orders starting the following Friday
Apple announces new iPhone models in mid-September almost every year, usually on a Tuesday or Wednesday. Pre-orders open the following Friday, and the phones ship to customers the next week. This pattern has held since 2014, so if you're waiting for a new model, mid-September is when you'll hear about it.
The company does not announce release dates in advance. Apple keeps the exact date secret until the event itself, which it promotes only a week or two beforehand. You'll see the announcement date appear on Apple's website and in tech news outlets once the company sends out invitations to press and analysts.
The only exception to the September pattern was 2020, when the iPhone 12 launched in October because of pandemic delays. Every other year since 2014 has followed the September schedule.
Key Takeaways
- New iPhones are announced in mid-September each year, with pre-orders opening the following Friday and shipping the week after.
- Apple does not publish release dates ahead of time — the announcement date appears only one to two weeks before the event.
- You can check Apple's events page or sign up for email notifications to learn the date as soon as it's announced.
- Older iPhone models usually drop in price by $100 to $200 once the new generation launches.
- Rumors about upcoming features and specs circulate months in advance, but they are often inaccurate or describe features that never ship.
How to find out the announcement date
The most reliable way is to visit apple.com/events and check back in late August or early September. Apple posts the event details there, including the date, time, and how to watch the live stream. You can also sign up for Apple's email list at the bottom of that page to receive the announcement automatically.
Tech news sites like MacRumors, The Verge, and 9to5Mac will also publish the date as soon as Apple announces it. If you follow any of those outlets on social media or subscribe to their newsletters, you'll see it when ready.
Do not rely on rumors or leaks from unnamed sources. Months before the announcement, websites publish speculation about what features might appear, what the camera will do, or what the price will be. Many of these predictions are wrong. Wait for the official announcement to know what you're actually getting.
What happens between announcement and when you can buy one
Apple announces the phone on a Tuesday or Wednesday in mid-September. Pre-orders open the following Friday at 8 a.m. Eastern time. You can order directly from Apple's website, from your phone carrier (Verizon, AT&T, T-Mobile, etc.), or from retailers like Best Buy and Amazon.
The phones ship the following week, usually arriving by the Friday after pre-orders open. If you pre-order on the first day, you're more likely to get a delivery date close to that first shipping week. Orders placed later may ship in October or November, depending on demand and which model you choose.
You do not have to pre-order. iPhones remain available for regular purchase after launch week, though popular models and colors may have longer wait times. If you wait until October or November, you can walk into a store and buy one without ordering in advance, though you may not get your first choice of color or storage size.
Why Apple sticks to September
September gives Apple a clear calendar slot before the holiday shopping season. New iPhones launch in time for people to buy them as Christmas gifts, and the company avoids competing with its own product announcements for other devices like iPads or Macs.
The September timing also aligns with when carriers and retailers prepare their inventory and marketing plans. Verizon, AT&T, and Best Buy all schedule their promotions and staffing around the expected September launch, so moving the date would disrupt their planning.
What happens to older iPhone prices when a new model launches
When Apple releases a new iPhone, the previous generation usually drops in price by $100 to $200. For example, when the iPhone 15 launched in September 2023, the iPhone 14 dropped from $799 to $699. The iPhone 13 dropped further, to $599.
Apple itself makes these price cuts on its own website and in its stores. Carriers and retailers like Best Buy often offer additional discounts or trade-in credits to move older inventory. If you don't need the newest model, waiting for the announcement and then buying last year's iPhone can save you real money.
Older models remain available for two to three years after launch. Apple stops selling them eventually, but carriers and third-party retailers continue stocking them as long as there's demand.
How to decide whether to wait for the new model or buy now
If your current phone works fine and you don't need a specific new feature, waiting for September costs you nothing. You'll either buy the new model at full price, or you'll buy last year's model at a discount. Either way, you'll have a newer phone than you do now.
If your phone is broken, slow, or the battery won't hold a charge, don't wait. A working phone you have today is worth more than a theoretical discount in September. Buy what's available now and upgrade again in a few years.
If you're curious about rumors but not sure whether they're real, remember that Apple doesn't confirm features until the announcement event. Waiting to see what actually ships is the only way to know whether the rumored feature matters to you.
Frequently Asked Questions
Can I pre-order an iPhone before the official announcement?
No. Pre-orders open only after Apple's official announcement event. Websites that claim to let you "reserve" an iPhone before the announcement are either taking your information for a mailing list or are scams. Wait for the official announcement, then pre-order directly from Apple, your carrier, or a major retailer.
What if I miss the pre-order window?
You can still buy an iPhone after pre-orders close. Phones remain available for regular purchase throughout the year. You may have a longer wait time or fewer color options, but you won't miss out entirely. Most people who don't pre-order straightforward buy their iPhone in October or November.
Do all iPhone models launch at the same time?
Apple usually launches three or four iPhone models at the same event, but not all of them ship on the same day. The base model and one Pro model typically ship first, while other variants may ship a week or two later. Check the pre-order page to see the specific ship date for the model you want.
Will my current iPhone stop working when a new model launches?
No. Your iPhone will continue to work exactly as it does now. Apple supports older iPhones with software updates for five to six years after launch, so a phone from 2019 or 2020 will still receive updates in 2024 and 2025. A new iPhone launch doesn't make your old one obsolete.
How do I know if a rumor about the new iPhone is real?
You don't, until Apple announces it officially. Rumors circulate constantly, and many are inaccurate or describe features that never ship. The only reliable source is Apple's announcement event in September. If a feature matters to you, wait to see it announced before deciding whether to upgrade.