Apple typically announces new iPhones in September, with phones arriving in stores two to three weeks later

Apple has held its main iPhone announcement event in September for the past 15 years, though the exact date shifts by a week or two each year. In 2024, the announcement happened on September 9. The phones then ship to customers starting around September 20. This pattern is reliable enough that if you're waiting for a new model, mid-September is when you'll hear about it.

The September timing is not accidental. Apple uses the late summer window to announce before the holiday shopping season, giving people time to decide whether to upgrade before Black Friday and Christmas. If you're on a budget and waiting for discounts, the phones usually drop in price by November or December — though the newest model itself stays at full price until the next generation arrives the following September.

Key Takeaways

  • Apple announces new iPhones in September each year, typically on a Tuesday in the second week of the month.
  • New phones ship to customers two to three weeks after the announcement, not on announcement day itself.
  • The newest iPhone model stays at its original price for a full year; older models drop in price once the new one launches.
  • You can pre-order starting the Friday after the announcement, and pre-orders ship on the same day as general availability.
  • If you want a discount on the current model, waiting until November or December usually brings price cuts from carriers and retailers.

What happens between announcement and release

The gap between announcement day and the first day you can actually buy a phone is roughly two to three weeks. During that time, Apple takes pre-orders starting the Friday after the announcement. If you pre-order, your phone ships on the official release date — you don't get it earlier, but you do may provide you'll have one on day one rather than waiting for stock to arrive at stores.

This timing matters if you're trading in an old phone. Most carriers and retailers won't process your trade-in until after you receive the new phone, so you'll briefly own both. Some people use those two to three weeks to back up their old phone's data and decide what to do with it.

Which iPhone models get announced and when they're discontinued

Apple usually announces three to four new iPhone models each September. In recent years, this has meant a base model (iPhone 16), a larger version (iPhone 16 Plus), a premium model (iPhone 16 Pro), and a larger premium model (iPhone 16 Pro Max). The exact lineup changes year to year — for instance, Apple discontinued the Plus model for one year, then brought it back.

When a new generation launches, the previous year's base model and Plus model usually drop in price and stay available. The Pro models from the previous year are discontinued entirely. So if you're not interested in the newest phones, waiting a few weeks after September often means you can buy last year's model at a lower price from Apple directly.

How to know what's coming before the announcement

Apple keeps new iPhones secret until the announcement event, but leaks from suppliers and case manufacturers often appear online in the weeks before. These leaks are usually accurate about camera placement, size, and color options, but less reliable about internal specs or pricing. If you want to stay informed without hunting through rumor sites, Apple's own press releases and the Apple Newsroom are the official sources once the announcement happens.

The best way to prepare is to check Apple's website in early September — the company usually posts the event date and time about a week in advance. You can watch the announcement live on Apple.com or on YouTube, and the full video stays available afterward if you want to watch at your own pace.

Pricing and how it changes after launch

New iPhone models launch at the same price as the previous generation's equivalent model. The iPhone 16 Pro, for example, costs the same as the iPhone 15 Pro did at launch. What changes is that the iPhone 15 Pro is then discontinued, while the iPhone 15 (the base model from the previous year) drops in price.

Carriers like Verizon, AT&T, and T-Mobile often offer discounts on new iPhones if you trade in an older phone or switch carriers. These deals start on launch day and usually run for several weeks. Retailers like Best Buy and Amazon also discount older models once the new ones arrive, though the newest model itself rarely goes on sale until months later.

What to do if you want to upgrade

If you're using an iPhone from the past three years, the newest model will feel noticeably faster and have a better camera. If your phone is older than that, the upgrade is even more dramatic. The question is usually timing: do you buy now, or wait for a discount?

If your current phone still works well, waiting until November or December usually saves you $100 to $200 on the previous year's model. If your phone is broken or unreliable, buying now makes sense — you'll use the new phone for a full year before the next generation arrives. If you're on a carrier plan that lets you upgrade every two years, check your account to see when you're may be able to access; some carriers let you upgrade early if you trade in your current phone.

Frequently Asked Questions

Can I pre-order an iPhone before the announcement?

No. Pre-orders open the Friday after the announcement event, not before. You can't reserve a phone until Apple has officially shown it and set the price. Some retailers let you sign up for notifications about pre-orders, but you can't actually place an order until that Friday morning.

Do new iPhones ever launch outside of September?

Rarely. Apple announced the iPhone SE (a budget model) in March 2022 and March 2024, but the main flagship iPhones always launch in September. If you're waiting for a specific model, September is the month to watch.

What if I buy an iPhone right before the new one launches?

You'll own a phone that's one generation old, but it will still work perfectly fine for years. The price drop happens immediately after the new model launches, so if you buy in early September, you'll pay full price. If you can wait two weeks, you'll pay less for the same phone.

Does Apple ever delay the iPhone announcement?

It's happened once. In 2020, Apple announced the iPhone 12 in October instead of September due to pandemic-related delays. Otherwise, September is consistent. If you don't see an announcement by mid-September, check Apple's website or news sites to confirm the date hasn't shifted.

Can I trade in my old iPhone when I pre-order?

You can start the trade-in process during pre-order, but you won't send in your old phone until after you receive the new one. Most carriers and retailers ask you to keep your old phone until the new one arrives, then they send you a prepaid shipping label. The trade-in credit usually posts to your account within a week or two of them receiving it.