Apple releases new iPhones in September most years, with pre-orders starting a week or two after the announcement

Apple holds a media event in mid-September where it announces the new iPhone models. The company then opens pre-orders about a week later, and the phones ship to customers roughly a week after that. This September timing has been consistent since 2014, though the exact dates shift by a few days each year depending on what day of the week Apple chooses for its event.

The phones become available in Apple Stores and through carriers like Verizon, AT&T, and T-Mobile on the same day they ship to pre-order customers. If you don't pre-order, you can walk into a store on release day, though popular models and colors often sell out quickly in the first few days.

Apple typically releases four iPhone models at once — two standard models and two Pro models — though the exact lineup changes year to year. All four usually ship on the same day, but occasionally one model arrives a week or two later.

Key Takeaways

  • Apple announces new iPhones in September and opens pre-orders about one week after the announcement event.
  • New iPhones ship to customers and arrive in stores roughly two weeks after the announcement, usually in mid-to-late September.
  • You can pre-order online through Apple, your carrier, or retailers like Best Buy starting the week after the announcement.
  • If you miss pre-orders, you can buy on release day in stores, but popular models often sell out within the first few days.
  • The exact dates shift each year because Apple chooses different days of the week for its announcement event.

How to find the exact release date for this year's models

Apple announces the date and time of its September event on its website and through press releases, usually in late August. Once you know when the event is happening, you can calculate the pre-order and release dates: pre-orders typically open seven to ten days after the announcement, and phones ship about seven days after pre-orders begin.

The fastest way to confirm this year's dates is to visit Apple.com directly. Apple posts the event date prominently on its homepage in August, and once the event happens, the pre-order and release dates appear on the product pages for each new model. You do not need to sign up for notifications — the information is public as soon as it is announced.

Carriers like Verizon and AT&T post the same dates on their websites, usually within hours of Apple's announcement. If you plan to buy through your carrier instead of Apple directly, checking their site gives you the exact time pre-orders open for their customers, which is sometimes a few hours different from Apple's schedule.

What happens if you pre-order versus waiting for release day

Pre-ordering guarantees you get a phone on release day. When you pre-order, Apple reserves a unit for you and ships it as soon as the embargo lifts. If you wait until release day to buy in a store or online, you take the risk that your preferred model or color is already sold out — this happens regularly with the base model and popular colors like black or white.

Pre-orders open at 8 a.m. Pacific time on Apple's website, and the first batch of units typically sells out within minutes for the most popular models. If you miss the first wave, you can still pre-order, but your phone may not arrive until October or later depending on demand. Ordering through a carrier sometimes has different inventory than Apple's website, so if one is sold out, the other may still have stock.

Waiting until release day works if you are flexible about which model or color you want, or if you are buying a less popular variant. Stores usually have stock of every model on release day morning, but the selection shrinks as the day goes on. Calling your local Apple Store before you go can tell you what is in stock right then.

Why Apple releases in September and what changes year to year

Apple settled on September as its iPhone release window because it falls between the summer vacation season and the holiday shopping season, giving the company time to manufacture enough units and letting customers upgrade before the busy shopping months. September also aligns with the start of the school year in many countries, which drives some purchasing decisions.

The specific models and features change every year. Some years Apple releases four entirely new designs; other years it keeps the same design and updates the processor and camera. The company sometimes skips a model number — for example, there was no iPhone 9 — or releases a new size option. The only constant is that the announcement happens in September and the phones ship within two weeks.

Occasionally Apple breaks its own pattern. In 2020, the iPhone 12 shipped in October instead of September because of delays related to the pandemic. In rare cases, one model ships on time while another arrives weeks later. These exceptions are announced during the September event itself, so you will know immediately if the release schedule is different that year.

Where to pre-order and what to have ready

You can pre-order through Apple.com, through your wireless carrier's website (Verizon, AT&T, T-Mobile, or others), or through retailers like Best Buy and Amazon. All of these open pre-orders at the same time, though the exact minute may vary by a few minutes. Prices are the same everywhere, so choose based on where you prefer to do business or which retailer offers trade-in credit you want to use.

Before pre-orders open, decide which model you want — the base iPhone, the Plus (larger screen), the Pro, or the Pro Max (largest screen). Decide on storage capacity, which usually ranges from 128 GB to 1 TB. Then pick your color. Having these decisions made before pre-orders open means you can complete your order in the first few minutes, when inventory is highest.

If you are trading in an old phone, have it nearby when you pre-order. You will need to describe its condition and sometimes answer questions about whether it powers on and whether the screen is cracked. The trade-in value is deducted from your pre-order price immediately, though you do not send the old phone in until after your new one arrives.

What to do if you miss pre-orders

If pre-orders sell out before you order, you have two options: wait for the next batch of pre-orders to open (usually within a few days), or visit a store on release day. Checking Apple.com or your carrier's website the day after pre-orders open often shows that more inventory has been released, and you can still pre-order with a ship date in late September or early October.

On release day itself, stores usually have units available in the morning. Call ahead to confirm what models and colors are in stock, because popular options sell out by afternoon. If your local store is out of stock, nearby locations often have inventory, and you can ask the store to hold a phone for you to pick up later that day.

If you cannot get a phone in September, waiting a few weeks usually brings more stock. By October, most models are back in stock at all retailers, and you can order without worrying about sell-outs. The only downside is that you miss out on any launch promotions your carrier might be running, which typically expire in September.

Frequently Asked Questions

What time do pre-orders open?

Pre-orders open at 8 a.m. Pacific time on Apple's website. Carriers and retailers may open a few minutes earlier or later, but the difference is usually just minutes. Set a reminder for a few minutes before 8 a.m. so you do not miss the window when popular models sell out.

Can I pre-order through my carrier instead of Apple?

Yes. Verizon, AT&T, T-Mobile, and other carriers all open pre-orders at the same time as Apple. Ordering through your carrier sometimes gives you access to carrier-specific promotions or trade-in deals, but the phone itself and the release date are the same regardless of where you order.

What if the new iPhone is too expensive?

Apple usually keeps the previous year's model in stock and drops its price when the new one launches. For example, when the iPhone 16 releases, the iPhone 15 typically stays available at a lower price. Carriers also run promotions on older models, sometimes offering them free or heavily discounted with a trade-in or contract.

Do all four iPhone models release on the same day?

Usually yes, but not always. Most years all four models ship together, but occasionally the Pro Max or a specific color ships a week or two later due to manufacturing delays. Apple announces any staggered release dates during the September event, so you will know before you pre-order.

Is it worth pre-ordering or should I wait?

Pre-order if you want a specific model and color on release day. Wait if you are flexible about which model you want or if you do not mind receiving your phone in October. Pre-ordering guarantees you get exactly what you want; waiting means you risk missing out on popular options but avoid the rush.