Apple's typical release schedule

Apple releases new iPhones in September most years, with pre-orders opening a few days later and phones shipping to customers about a week after that. The company has stuck to this pattern since 2014, though the exact dates shift by a week or two depending on what day of the week September 15 falls on.

Not every September brings a new iPhone. In 2023, Apple released the iPhone 15 in September. In 2024, the iPhone 16 arrived on the same schedule. If Apple follows its recent pattern, you can expect an announcement in mid-September 2025, with availability shortly after.

The company occasionally breaks this rhythm. The iPhone 12 launched in October 2020 because of pandemic delays. The iPhone XS and XR came out in September and October of 2018 respectively. But September remains the most reliable month to watch.

Key Takeaways

  • Apple typically announces new iPhones in mid-September, with pre-orders opening days later and shipping beginning about a week after the announcement.
  • You can find the official release date by visiting Apple.com directly or checking Apple's press release page, which publishes the announcement before any other source.
  • Carrier websites like Verizon, AT&T, and T-Mobile post their own release dates and pre-order times, which sometimes differ slightly from Apple's schedule.
  • Major retailers including Best Buy, Walmart, and Target typically open pre-orders at the same time as Apple and carriers, though inventory varies by location and model.
  • Signing up for Apple's email notifications or following Apple's official social media accounts ensures you know the exact date without relying on rumor sites.

Where to check the official release date

Apple.com is the only source that matters for the actual release date. The company posts a press release with the announcement date, pre-order date, and availability date. This happens before any carrier, retailer, or tech news site publishes anything.

You can also check the Newsroom section at apple.com/newsroom, where Apple posts official announcements. This page updates when Apple has news to share and is not behind any paywall or registration.

If you want a heads-up before the announcement, Apple sends email notifications to people who have signed up on its website. You can add your email to Apple's notification list by visiting apple.com and looking for the "Notify Me" option on the iPhone product page.

Carrier and retailer release dates may differ slightly

Verizon, AT&T, T-Mobile, and other carriers sometimes open pre-orders at different times than Apple, usually within the same day but occasionally a few hours apart. Each carrier's website lists its own pre-order start time and shipping date.

Best Buy, Walmart, Target, and other major retailers also set their own pre-order windows. These usually align with Apple's timeline, but inventory can sell out faster at some locations than others. Checking the retailer's website directly on pre-order day gives you the most current stock information for your area.

If you plan to buy through a carrier or retailer rather than Apple directly, visiting their website the night before pre-orders open helps you understand their process. Some require you to be logged into an account before pre-orders start, which can speed things up when the clock hits zero.

How to prepare before the announcement

If you know you want a new iPhone on release day, prepare your payment method ahead of time. Have your credit card or Apple Pay information ready, and make sure your billing address is current. Pre-order pages move quickly, and having this information saved cuts down on checkout time.

If you are trading in an old iPhone, gather its details now. You will need to describe its condition (screen damage, battery health, whether it powers on) during checkout. Taking photos of your current phone's condition beforehand means you can answer these questions without delay.

Check your carrier's website if you plan to buy through them. Some carriers require you to be a customer already, while others let anyone pre-order. A few carriers offer trade-in bonuses or payment plans that differ from Apple's offers, so comparing them before pre-orders open helps you decide where to buy.

What happens if you miss the initial pre-order window

Missing the first pre-order window does not mean you cannot get a new iPhone on release day. Inventory often remains available for several hours or even days after pre-orders open, depending on the model and color. Checking back later the same day or the next morning sometimes shows availability that sold out initially.

If the model you want is backordered, you can still place an order and receive it within a few weeks. Apple, carriers, and retailers all accept backorders, and you pay when you order, not when it ships. The wait is usually two to four weeks for popular models.

Visiting a physical Apple Store or carrier store on release day is another option. Stores often hold inventory for walk-in customers, though popular models and colors may sell out quickly. Calling ahead to check stock at your nearest location saves a trip.

Rumors versus official announcements

Tech news sites publish rumors about iPhone release dates months in advance. These are educated guesses based on supply chain leaks and past patterns, not confirmed information. Rumors are sometimes accurate, but they are not official until Apple makes an announcement.

The only dates you should rely on are those posted on Apple.com, carrier websites, or major retailer sites after Apple's official announcement. Rumors can shift based on manufacturing delays or other changes Apple does not publicly discuss until the announcement itself.

Following Apple's official social media accounts on X (formerly Twitter), Instagram, or Facebook ensures you see the announcement the moment it happens. These accounts post the same information as Apple.com, just in a format that may reach you faster depending on how you consume news.

Frequently Asked Questions

What time do iPhones become available on release day?

iPhones ship to customers starting at 8 a.m. Eastern Time on the release date. If you pre-ordered, your phone ships automatically on that morning. If you did not pre-order, you can purchase in-store or online starting at that time, though popular models may sell out quickly.

Can I pre-order an iPhone before Apple announces the new model?

No. Pre-orders open only after Apple makes an official announcement. You cannot place an order for an unannounced phone on any official channel. Any website claiming to let you pre-order before an announcement is not affiliated with Apple.

Do all iPhone models release on the same day?

Usually yes, but occasionally Apple staggers the release. The base model and Pro models typically launch together, but sometimes a specific storage size or color becomes available a week or two later. Apple's announcement specifies which models are available on day one and which are coming later.

Is there a difference between buying on release day versus waiting a few weeks?

The price is the same whether you buy on release day or three months later. Waiting means you may have more color and storage options in stock, since initial inventory is often limited. The trade-off is that you wait longer to receive your phone if you order after release day.

How do I know if my carrier has the iPhone in stock?

Check your carrier's website directly on release day. Verizon, AT&T, and T-Mobile all show real-time stock for each model and color at your location. You can also call your local store or visit in person to ask about availability before placing an order.