Apple typically releases new iPhones in September, with models available for purchase within days
Apple has released a new iPhone model every year since 2007, and the pattern has held steady for the past decade. The company announces new phones in mid-September and makes them available to buy within a week or two. The exact date shifts by a few days each year depending on what day of the week September falls on, but you can expect the announcement in the second or third week of September and availability shortly after.
The 2024 iPhone 16 was announced on September 9 and released on September 20. The 2023 iPhone 15 was announced on September 12 and released on September 22. If this pattern continues, the next announcement will fall somewhere between September 8 and September 16, 2025, with release following within one to two weeks.
Apple does not announce release dates in advance. The company typically sends press invitations about a week before the event, and the date becomes public only when those invitations go out. If you want to know the exact date, you will need to watch for Apple's announcement or check tech news sites in early September.
Key Takeaways
- New iPhones are announced in mid-September each year and released within one to two weeks of the announcement.
- Apple does not publish release dates ahead of time; the date becomes public when press invitations go out, usually about a week before the event.
- You can pre-order iPhones immediately after the announcement, often with delivery arriving on or shortly after the official release date.
- The iPhone lineup typically includes four models at different price points, with the base model and Pro models releasing simultaneously.
- Older iPhone models usually drop in price by $100 to $200 when new ones release, and carriers often offer trade-in deals at that time.
What to expect from the annual iPhone release cycle
Apple's September release has become predictable enough that you can plan around it. The company holds a media event, usually at its headquarters in Cupertino, California, where executives announce the new models, show off the new features, and reveal the prices. The event is livestreamed on Apple's website and on YouTube, so you can watch it live or catch a recording afterward.
The announcement covers the full lineup for that year. In recent years, Apple has released four iPhone models at once: a base model, a Plus model (larger screen, same features as base), a Pro model, and a Pro Max model (larger Pro). All four typically release on the same day, though pre-orders usually open a few days earlier. You can place a pre-order through Apple's website, through carriers like Verizon or AT&T, or through retailers like Best Buy or Amazon.
How to find out the exact announcement date
Apple does not post the announcement date on its website until invitations go out. The most reliable way to learn the date is to check tech news sites like The Verge, MacRumors, or 9to5Mac in late August or early September. These sites track Apple's event patterns and often publish predictions based on historical data, and they will report the official date as soon as invitations are sent.
You can also follow Apple's official social media accounts on X (formerly Twitter), Instagram, or check Apple.com directly. Apple typically posts the event details on its website the same day invitations go out to press. If you sign up for Apple's email newsletter, you may receive a notification, though the company does not always send these in advance.
Setting a calendar reminder for mid-September is a practical approach. Even if you do not know the exact date, you know the announcement will happen sometime in that window, and you can check Apple's website or tech news sites during that week to catch the details.
Pre-ordering versus waiting to buy after release
Pre-orders open immediately after the announcement event ends, usually the same day or the next morning. If you pre-order, your phone will arrive on or very close to the official release date. If you wait until after release day to order, you may face a wait of a few days to a few weeks depending on demand and which model you choose. The base model and most popular colors typically have longer wait times than Pro models or less common colors.
There is no technical advantage to pre-ordering on day one. The phone you receive will be identical whether you order it hours after the announcement or days later. The main reason to pre-order is to may provide you get the model and color you want on the release date itself. If you are flexible about timing or color, you can often walk into a carrier store or Apple Store a few days after release and buy one without waiting.
Carriers and retailers often run trade-in promotions around the release date. These deals are usually available for a few weeks after launch, so you do not need to pre-order to take advantage of them. Check with your carrier or preferred retailer in the days leading up to release to see what promotions they are running.
Price changes when new iPhones release
When Apple releases a new iPhone, the previous year's model typically drops in price by $100 to $200. For example, when the iPhone 16 released in September 2024, the iPhone 15 dropped from $799 to $699 for the base model. The iPhone 14 dropped further to $599. These price cuts are automatic at Apple and at most carriers and retailers.
The oldest model in the lineup is usually discontinued entirely. When the iPhone 16 released, Apple stopped selling the iPhone 13. You can still find the iPhone 13 from third-party sellers and used marketplaces, but it is no longer available new from Apple or most carriers.
If you are not set on having the newest model, waiting for the price drop on last year's phone is a practical option. You get a phone that is only one year old, with nearly identical performance for most everyday tasks, at a lower price. The trade-off is that you will receive fewer years of software updates, since Apple typically supports iPhones for about five to six years after release.
What changes between iPhone generations
Apple's annual updates usually include a faster processor, an improved camera, a new color option or two, and sometimes a new feature that Apple markets heavily. The changes are often incremental rather than revolutionary. The jump from iPhone 15 to iPhone 16, for example, included a faster chip, a slightly improved camera, and the addition of Apple Intelligence features (which require the newer processor).
Not every feature announced for a new iPhone is available on day one. Apple Intelligence, announced with the iPhone 16, was not fully available at launch and rolled out in stages over the following months. If a specific feature is important to you, check whether it is available immediately or coming later.
The physical design usually stays the same for two to three years, with major redesigns happening every few years. The iPhone 15 and iPhone 16 look nearly identical from the outside. The iPhone 14 and iPhone 15 also looked very similar. The last major redesign was the iPhone 12 in 2020, which introduced the flat-sided frame that is still used today.
Rumors and leaks before the official announcement
In the months leading up to the September announcement, tech news sites publish rumors and leaks about what the new iPhone will include. These come from supply chain sources, case manufacturers who receive early designs, and people who claim to have seen prototypes. Some rumors are accurate, and some are wrong.
The most reliable rumors typically come from established sources like MacRumors, The Verge, and 9to5Mac, which have track records of getting details right. Rumors about processor speed, camera improvements, and new colors are usually accurate. Rumors about entirely new features or major design changes are less reliable, because they are often based on speculation rather than confirmed information.
If you are waiting for a specific feature or design change, be cautious about rumors. Wait for the official announcement to confirm whether the rumored feature is actually coming. Rumors can drive up expectations, and disappointment often follows if the rumor does not pan out.
Frequently Asked Questions
Can I find out the iPhone release date before Apple announces it?
No. Apple keeps the exact date secret until invitations go out to press, usually about a week before the event. You can predict the date will fall in mid-September based on historical patterns, but the specific day is not public until Apple announces it. Tech news sites sometimes publish educated guesses based on past years, but these are predictions, not confirmed information.
Will my current iPhone still work after a new model releases?
Yes. Your iPhone will continue to work exactly as it does now. Apple typically supports iPhones with software updates for five to six years after release, so even older models will receive updates for years after a new model launches. The only reason to upgrade is if you want new features or if your current phone is no longer receiving updates.
Should I wait for the new iPhone or buy the current model now?
If the new model is more than a few months away, buying now makes sense because you will get years of use before it becomes outdated. If the announcement is within a month or two, waiting might be worth it to see what features are coming and whether the price drop on the current model appeals to you. If your phone is broken or no longer working, do not wait—buy what you need now.
Do all iPhone models release on the same day?
Yes, in recent years all four models (base, Plus, Pro, and Pro Max) release on the same day. Pre-orders typically open a few days before the official release date, and all models become available for purchase at the same time. Availability and wait times may differ by model, but the official release date is the same for all of them.
What happens to my data if I upgrade to a new iPhone?
You can transfer all your data from your old iPhone to a new one using iCloud backup or by connecting the phones directly during setup. Your apps, photos, messages, and settings will move over automatically. You do not lose anything when you upgrade. The process takes anywhere from a few minutes to an hour depending on how much data you have.