Apple releases a new iPhone every September, usually in the second or third week
Apple has announced new iPhones in September for the past 15 years. The company typically holds an event in the second or third week of September, shows off the new models, and makes them available for pre-order a few days later. The phones then ship to customers the following week.
This September timing is not may provide — Apple has occasionally announced iPhones in October or held events in other months. But September has been the pattern long enough that it shapes how phone makers, carriers, and retailers plan their year. If you are waiting for a new iPhone, September is the month to watch.
The exact date changes year to year. Apple does not announce the event date until a few weeks before it happens, usually through an invitation sent to press and posted on Apple's website. If you want to know the moment it is announced, following Apple's newsroom or checking tech news sites in late August is the most direct route.
Key Takeaways
- Apple announces new iPhones at an event held in mid-to-late September almost every year, with pre-orders opening days later.
- The exact date of the announcement event is not public until Apple sends out invitations in late August.
- New iPhones ship about one week after pre-orders open, so you can usually have one in your hands by late September or early October.
- Older iPhone models typically drop in price by $100 to $200 once the new ones are announced, even if you do not want the newest version.
- If you want to pre-order on the first day, you will need an Apple ID and a payment method ready before the pre-order window opens.
How to find out when the announcement happens
Apple does not publish an announcement date months in advance. Instead, the company sends formal invitations to journalists and tech outlets about two to three weeks before the event. These invitations appear on Apple's newsroom website at the same time they are mailed out.
The easiest way to catch the announcement is to check Apple's newsroom in late August. You can also follow Apple's social media accounts or subscribe to alerts from major tech news sites like The Verge, MacRumors, or 9to5Mac, which will report the date the moment it is public. Some people set calendar reminders for late August as a prompt to check.
Once the date is announced, Apple typically holds the event on a Tuesday or Wednesday. The event usually starts at 10 a.m. Pacific Time and lasts about two hours. You can watch it live on Apple's website or on YouTube.
The pre-order and shipping timeline
After the announcement event, pre-orders usually open two to three days later — often on a Friday. This is when you can actually place an order for the new iPhone. Pre-orders typically open at 8 a.m. Pacific Time on Apple's website and through carriers like Verizon, AT&T, and T-Mobile.
If you want to pre-order on the first day, have your Apple ID, shipping address, and payment method ready before the pre-order window opens. Demand is highest in the first few hours, and some models or colors can sell out for weeks. Ordering through a carrier instead of Apple directly sometimes has shorter wait times, though this varies.
Phones usually ship about one week after pre-orders open. So if pre-orders open on a Friday, most people receive their phones the following Friday or the week after. Some models ship faster than others — the base model often arrives sooner than the most expensive version.
Price changes for older iPhones when new ones launch
When Apple announces a new iPhone, the previous year's model usually drops in price by $100 to $200. For example, when the iPhone 16 launches, the iPhone 15 typically becomes cheaper at Apple and at carriers. This price cut happens immediately or within a few days of the announcement.
Older models — the iPhone from two or three years ago — may drop in price as well, though usually by a smaller amount. Some older models are discontinued entirely and removed from Apple's store, though carriers and retailers often continue selling them at clearance prices.
If you do not need the newest iPhone, waiting for the announcement and then buying last year's model at the reduced price is a common strategy. You get a newer phone than you had before, pay less, and avoid the pre-order rush.
What usually changes between iPhone models
Apple typically updates the camera system, processor, and battery life each year. The processor is usually faster, the camera takes better photos in low light, and the battery lasts longer. The screen size and overall design often stay the same for two to three years, then change significantly.
Not every iPhone gets the same upgrades. Apple usually releases four models — a base model, a larger base model, a Pro, and a Pro Max — and the Pro models get the newest camera and processor features first. The base models catch up the following year.
If your current iPhone works fine, the upgrade may not be necessary. Apple typically supports iPhones with software updates for five to six years, so an older model will continue to work. The main reasons to upgrade are a broken screen, a battery that no longer holds a charge, or a camera that no longer meets your needs.
Carriers and retailers also announce new iPhones on the same day
Verizon, AT&T, T-Mobile, and other carriers announce their own iPhone deals and promotions on the same day Apple does. These often include trade-in offers, monthly payment plans, or discounts if you switch carriers. Best Buy, Walmart, and other retailers do the same.
Carrier deals can be worth comparing to Apple's prices, especially if you have an older iPhone to trade in. However, carrier deals often come with strings — you may have to sign a contract, switch your service, or keep the phone for a certain length of time. Reading the fine print before you commit is important.
If you buy through a carrier, pre-orders usually open at the same time as Apple's, though the exact moment can vary by a few minutes. Some carriers open pre-orders slightly earlier or later than Apple.
What to expect if you miss the initial pre-order window
If you do not pre-order on the first day, you can still buy a new iPhone — it just may take longer to arrive. During the first few weeks after launch, wait times can be four to eight weeks for the most popular models and colors. Less popular combinations ship much faster.
After a few weeks, supply usually catches up with demand, and wait times drop to one to two weeks. By November or December, most models are in stock and ship within a few days. If you are not in a rush, waiting a month or two after launch often means you can walk into a store and buy one immediately.
You can also check carrier stores and Best Buy in person. Sometimes they have stock available even when Apple's website shows a long wait. Calling ahead to check availability can save you a trip.
Frequently Asked Questions
Can I pre-order an iPhone before the announcement event?
No. Pre-orders do not open until after the announcement event, usually two to three days later. You cannot place an order before Apple officially shows the phone and reveals the price.
Do all four iPhone models come out on the same day?
The announcement happens on the same day for all models, but shipping dates can differ. The base model usually ships first, while the Pro Max model may ship a week or two later. Check the estimated delivery date for the specific model you want before you pre-order.
What if I want to buy an iPhone but do not want to wait for the new one?
You can buy the current model right now from Apple, carriers, or retailers. Once the new iPhone is announced, the current model will drop in price, so you could also wait a few weeks and buy last year's model at a discount instead of paying full price today.
Do I have to buy from Apple, or can I buy from a carrier instead?
You can buy from Apple, a carrier, Best Buy, Walmart, or other retailers. Carrier deals sometimes include trade-in credits or monthly payment plans that Apple does not offer. Compare the total cost and terms before you decide, because the cheapest option depends on your situation.
What happens to the iPhone I have now when I buy a new one?
That is up to you. You can keep it as a backup, sell it, trade it in for credit toward the new phone, or recycle it. Apple and most carriers offer trade-in programs that give you money off the new iPhone based on the condition of your old one.