Apple typically announces new iPhones in September, with devices arriving in stores about two weeks later

Apple has released new iPhone models every September for the past decade, with rare exceptions. The company holds a media event in early to mid-September, announces the phones that day, and makes them available for purchase roughly 10 to 14 days later. This timing has become predictable enough that people plan upgrades around it.

The exact date shifts year to year — sometimes the event falls on a Tuesday, sometimes a Wednesday — but it always lands in September. Apple's fiscal year ends in September, which is why the company bundles its major product announcements into this window. If you are thinking about buying an iPhone, knowing this schedule helps you decide whether to wait or buy now.

Key Takeaways

  • New iPhones are announced in September and released 10 to 14 days later, making September the month to watch if you want the latest model.
  • Apple typically releases four iPhone models per year — two standard versions and two Pro versions — though the exact lineup varies.
  • Older iPhone models usually drop in price by $100 to $200 when new ones launch, so waiting can save money if you do not need the newest features.
  • Pre-orders open immediately after the announcement event, and popular models can sell out within hours, so deciding in advance matters.
  • If you miss the September window, the next major iPhone refresh will not arrive until the following September.

The typical September announcement and release schedule

Apple's media event usually happens on a Tuesday or Wednesday in the first or second week of September. The company sends invitations about a week before, so you know the date is coming. The event itself lasts roughly two hours and includes product announcements, feature walkthroughs, and pricing details.

Pre-orders begin the Friday after the announcement, and phones ship the following Friday or the Friday after that. This two-week gap gives Apple time to manufacture units and prepare logistics. If you pre-order on the first day, you are likely to receive your phone in the first batch, sometimes as early as launch day itself.

The exact dates have shifted slightly over the years. In 2023, Apple announced on September 12 and released on September 22. In 2022, the announcement was September 7 and release was September 16. In 2024, the event was September 9 with a September 20 release. The pattern is consistent enough to plan around, even if the specific dates move by a week or two.

How many iPhone models Apple releases and what they cost

Apple currently releases four iPhone models each year: two standard versions and two Pro versions. The standard models are called iPhone and iPhone Plus (or iPhone Max in some years), and the Pro models are iPhone Pro and iPhone Pro Max. Each model comes in multiple storage sizes, which affects the price.

Standard iPhones start around $800 for the base model and go up to $900 or $1,000 depending on storage. Plus or Max versions add $100 to $200. Pro models start around $1,000 and reach $1,200 or more for the largest storage option. These prices are Apple's official retail prices; carriers and retailers sometimes offer discounts or trade-in deals.

The four-model lineup has been consistent since 2020, though the names and exact specifications change each year. If you are deciding between models, the main differences are screen size (standard phones are smaller, Plus/Max are larger) and camera capabilities (Pro models have more advanced lenses and processing).

What happens to older iPhone prices when new ones launch

When Apple releases new iPhones, the previous year's models usually drop in price. A phone that cost $800 in September might cost $700 the following September. The year-old model often becomes the new entry-level option, and older models may be discontinued entirely or sold only through third-party retailers.

This price drop is one reason some people wait to buy. If you do not need the absolute latest features, buying last year's model after the new announcement can save $100 to $200. The trade-off is that you get a phone that is one generation older, with a slightly older processor and potentially fewer years of software updates remaining.

Apple typically supports iPhones with software updates for five to six years after release. A phone released in September 2023 will likely receive updates through 2028 or 2029. This means even older models remain functional for years, though they may not get the newest features.

Pre-order timing and stock availability

Pre-orders open on the Friday after the announcement event, usually at 8 a.m. Pacific time. Popular models — typically the Pro Max and the standard iPhone in the most common storage size — can sell out within hours. If you know which model you want, pre-ordering on the first day gives you the best chance of getting it on launch day.

You can pre-order directly from Apple, from your carrier (Verizon, AT&T, T-Mobile), or from retailers like Best Buy or Amazon. Prices are the same everywhere, but carriers sometimes bundle in trade-in credits or monthly discounts. If you are switching carriers or upgrading through your current one, checking their pre-order offers alongside Apple's can save money.

If you miss the pre-order window, you can still buy on launch day or in the weeks after, but you may face longer shipping times or limited color and storage options. Waiting more than a few weeks usually means stock normalizes and you can order with a standard delivery window.

What to do if you want a new iPhone but September is months away

If you are reading this and the next September announcement is many months away, you have a few options. You can buy the current iPhone model now at its current price, knowing it will drop when the new one launches. You can wait and buy last year's model at a discount after the announcement. Or you can wait for September and buy the newest model.

The choice depends on how badly you need a phone now and how much you value having the latest hardware. If your current phone is broken or barely functional, buying now makes sense. If your phone works fine but is aging, waiting for the September announcement and then buying last year's model at a discount is often the smartest move financially.

If you are in the market for a used or refurbished iPhone, prices on older models often drop further after a new announcement, since people trade in their old phones to upgrade. Certified refurbished iPhones from Apple or carriers come with warranties and are usually indistinguishable from new ones.

Carrier and retailer promotions around iPhone launches

Carriers and retailers run promotions heavily around iPhone launch time. Verizon, AT&T, and T-Mobile typically offer trade-in bonuses, monthly bill credits, or free phones with a new contract during the launch window. Best Buy, Amazon, and Walmart sometimes offer gift cards or discounts on accessories.

These promotions are usually best in the first two to four weeks after launch. After that, the deals taper off until the next major sale event like Black Friday. If you are planning to buy in September, checking your carrier's website the day of the announcement can show you what they are offering.

Carrier deals often require you to trade in an old phone or sign up for a payment plan, so read the terms carefully. A "$200 credit" might mean $200 off over 24 months of payments, not $200 off the purchase price. Comparing the total cost across carriers and retailers takes time but can save hundreds of dollars.

Frequently Asked Questions

Will Apple release an iPhone in March or any month other than September?

Apple has not released a new iPhone model outside of September since 2016. The company occasionally releases new colors or storage options mid-year, but these are not new models — they are variations of phones already released. If you are waiting for a completely new iPhone, September is the only month to watch.

Can I find out the exact announcement date before Apple announces it?

Apple does not announce the date in advance. Tech news sites sometimes predict the date based on past patterns, and these predictions are often correct within a day or two, but Apple keeps the official date secret until it sends invitations about a week before. Following Apple's press release page or major tech news outlets in late August will tell you the date as soon as it is official.

What if I buy an iPhone in August and a new one launches in September?

You can return an iPhone to Apple within 14 days of purchase for a full refund, no questions asked. If you buy in August and the new model launches in September, you have a two-week window to return it. Some carriers have different return policies, so check before you buy if this is a concern.

Do all four iPhone models release on the same day?

Yes, all four models — the standard iPhone, Plus, Pro, and Pro Max — release on the same day. You can order any of them during the pre-order window, and they all ship on the same launch date. Availability may vary by model and storage size, but the release day itself is the same for all four.

Is there ever a month when iPhones are cheaper besides after the new launch?

Black Friday in November and the holiday season in December sometimes bring discounts on current iPhone models, though these are usually smaller than the price drop that happens after a new launch. Summer sales events are rare. The biggest price reductions happen in September when the new model arrives and older models are discounted to clear inventory.