Apple typically announces new iPhones in September, with phones arriving in stores two to three weeks later
Apple has released a new iPhone model every year since 2007, and the pattern is predictable enough that you can plan around it. The company holds an event in mid-September, shows off the new phones, takes pre-orders when ready after, and ships devices to customers starting the following week. This September timing has held for over a decade, with rare exceptions.
The actual release date shifts slightly each year — sometimes the first Friday after the announcement, sometimes the second — but it always falls within the same two-week window in late September. If you need a new phone by a specific date, checking Apple's official announcement is the only way to know the exact shipping date for that year.
Apple does not announce release dates in advance. You find out when the phones ship by watching the announcement event itself or checking Apple's website when ready after the event ends.
Key Takeaways
- Apple announces new iPhones at an event in mid-September each year, with phones shipping to customers within two to three weeks.
- The exact release date changes year to year but always falls in late September, and Apple does not publish it beforehand.
- You can pre-order when ready after the announcement event, usually the same day, and your order determines when you receive the phone.
- Checking Apple's official website or watching the live event is the only reliable way to learn the shipping date for that year's model.
- iPhones released in September are the main annual update; smaller updates or special editions sometimes arrive at other times of year.
How to find out the exact date for this year
Apple publishes the announcement date on its website and sends press releases about two weeks before the event. You can check Apple.com directly, or search for "Apple event" plus the current year to find news coverage. Tech news sites like MacRumors, 9to5Mac, and The Verge cover the announcement and publish the exact shipping date within minutes of the event ending.
If you want to be notified automatically, Apple's website has an option to sign up for event notifications. You can also set a calendar reminder for mid-September each year, since the timing rarely shifts more than a few days.
What happens between announcement and shipping
Pre-orders open when ready after the announcement event, usually the same day. You can place an order on Apple.com, through your carrier, or at a physical Apple Store. The order window typically stays open for about a week, though phones continue to ship for weeks after that if you order later.
Your position in the shipping queue depends on when you pre-order. Orders placed in the first hour usually ship on the release date itself. Orders placed later may ship a week or two after the release date, depending on demand. Apple's website shows an estimated delivery date when you check out, so you know before you buy whether you will get it on day one or later.
Why September is the release month
Apple chose September for the iPhone announcement partly because it falls after the summer buying season but before the holiday shopping rush. This timing lets the company capture back-to-school buyers and build momentum heading into the fall. It also gives Apple time to manufacture enough phones to meet demand without sitting on excess inventory.
The September pattern has become so reliable that carriers, retailers, and tech reviewers all plan their schedules around it. Delaying the announcement would disrupt this entire ecosystem, so Apple has stuck with it even when other product announcements shift to different months.
Smaller releases and special editions outside September
While the main iPhone update always arrives in September, Apple sometimes releases special editions or color options at other times of year. For example, the iPhone 12 received a purple color option in April, months after the September launch. These are not new models — they are new finishes or storage options for phones already on sale.
Apple also occasionally releases a mid-cycle update with a different name, like the iPhone XS or iPhone 11 Pro. These still arrive in September, just alongside the base model rather than replacing it. Check Apple's website in mid-September to see the full lineup for that year.
How to decide whether to wait for the new model
If your current phone works fine, waiting for September makes sense only if you know you will want the new features. The jump from one year to the next usually includes a faster processor, a better camera, and longer battery life — but if your phone already does what you need, the upgrade may not be worth the cost.
If your phone is broken or aging badly, buying the current model now is usually smarter than waiting months for the next one. The current model will drop in price once the new one launches, so you can often find deals in the weeks after the September announcement if you decide to upgrade then instead.
Rumors versus official information
Tech blogs publish rumors about upcoming iPhones months before the announcement, guessing at features, colors, and specifications based on supply chain leaks and patent filings. These rumors are sometimes accurate and sometimes completely wrong. The only reliable information comes from Apple's official announcement.
If you see a headline claiming to know what the next iPhone will look like or cost, remember that it is speculation until Apple confirms it. The company does not leak details in advance, and anyone claiming insider knowledge is either guessing or spreading misinformation.
Frequently Asked Questions
Can I pre-order an iPhone before the announcement event?
No. Pre-orders open only after Apple's announcement event ends. You cannot place an order until Apple officially reveals the phone and publishes the product page on its website. This usually happens the same day as the event.
What if I miss the pre-order window?
You can still buy the phone after pre-orders close. It will straightforward ship later than phones ordered during the pre-order period. Apple continues selling new iPhones for months after release, though shipping times may be longer if demand is high.
Do all carriers release the iPhone on the same date?
Yes. Verizon, AT&T, T-Mobile, and other carriers all release new iPhones on the same date as Apple. You can pre-order through your carrier or directly from Apple — the shipping date is the same either way.
Will the new iPhone be more expensive than the current one?
Apple usually keeps prices the same year to year, but the company occasionally raises prices when adding new features or storage options. You will not know the price until the announcement event. Checking Apple's website when ready after the event is the fastest way to see the cost.
Is there a way to get the new iPhone before the official release date?
No. Apple controls the release date strictly, and all retailers must wait until that date to ship phones. You cannot buy it early from any carrier, retailer, or reseller.