September 7 update below. This post was first published on September 5, 2023.
There’s a familiar, insistent rhythm that’s starting to hit its stride. This is the process that leads to a new iPhone reaching the store. It started on Tuesday, August 29, when Apple sent out invites for its next special event—though it took many by surprise. And now, another recognizable event has occurred: the moment Apple launched its YouTube video countdown.
It’s another small step on a path that will end on Friday, September 22, with the release of the iPhone 15, iPhone 15 Plus, iPhone 15 Pro and iPhone 15 Pro Max, Apple Watch Series 9 and Apple Watch Ultra second generation. That’s when all of them are expected to hit Apple Store shelves. It also looks like the new AirPods Pro will be introduced as the keynote speaker and put on sale alongside the iPhone and watches.
You can read our full, step-by-step countdown of everything that will happen between now and September 22nd here. Everything in it (besides this YouTube schedule) is timed by day or even by the minute.
But today’s update is about how to watch the keynote. So far, Apple only said that the way to watch the event was: “Watch online at apple.com or on the Apple TV app.” So, now we have another way.
Now, there’s an invite on the Apple YouTube channel that says, “Join us for a special Apple event on September 12th at 10am PT. Set a reminder now, and we’ll notify you before showtime.”
showtime, huh? It’s fitting, in fact, that Apple keynote speakers in recent years have been glossy, high-production-value movies: Keynote speakers for our times.
Click on the page, and you can turn on notifications so you don’t miss the fun. This isn’t the first time that Apple has done this, so it’s an expected part of the story.
Note that the time on the YouTube channel notification has been changed to reflect when it started in your location. So, the above screenshot shows the start time of its screening in UK, 6 PM
Then again, so far everything is going according to plan, although there’s no doubt that Apple enjoys giving the impression of swans gliding on water in calm, even if the behind-the-scenes activity has been somewhat slow. Be busy and showy.
This could be Apple’s last update before the September 12 keynote, so it’s the calm before the storm. There will be frantic, enthusiastic coverage of the announcements as soon as the phones are out in the open. I haven’t put it in the schedule, but to be honest it’s fixed.
Then, a potentially busy pre-order weekend, the release of the iPhone software (read when that will happen here), the appearance of the first reviews, and the climactic release on September 22nd.
fasten your seat belts.
September 6 update. A new wrinkle has been added to the schedule by a trusted Apple leaker, Mark Gurman. in a post on x, Bloomberg’s author says, “Apple will update on the night of September 12 after the retail store event. This implies that some new products could see almost immediate availability – or that they’ll be putting out new marketing material just as quickly.
OK, let’s analyze it. First of all, Apple likes to update its marketing materials fast. I remember going to Apple events at the Moscone Center in San Francisco and seeing a lot of black material covering banners when I went to the keynote. About an hour later, all of these were updated to reveal new messages from Apple — describing the Apple Store announcement, in that particular year.
So, marketing materials are a shoo-in. But will the products be on sale on September 13?
Certainly, it won’t be the iPhone or Apple Watches we’re expecting to see. Apple likes to get press reviews before sales start and virtually no one will be able to see review samples before the keynote. A day would be too short for even the sharpest critic to overturn a well-intentioned decision. I believe the iPhone and Watch will be released on September 22 at exactly the right time.
I think the only product, the only product, that could be released early would be the AirPods Pro with a USB-C charging case. I may be proven wrong, but I’m 99% sure of this.
September 7 update. Speculations regarding the release date of the iPhone 15 series have now intensified. Chance Miller at 9to5Mac takes a detailed look at the past years to detect a pattern in Apple’s thinking. As he puts it, “Historically, each year’s new iPhone is made available for pre-order on the Friday following the event and released a week later.”
Of course, it also refers to the Friday in the week following this year’s event. That is, the date of 22 September which has always been suggested. Of course, just because it’s always been that way doesn’t mean it can’t go wrong this time. However, Apple is a company that likes its routine, and release dates are definitely a part of that.
Miller also comments on the rumors that the most expensive iPhone may be late to the party. Miller says, and I agree, that even though stock is low on the ground, “the expectation is that it will still be released on September 22nd. You’ve got to be prepared to make some effort to get one for launch day delivery.” Might have to stay.”
There’s one more leak that’s worth a look. it is from majin bu, who says, “It looks like the last Apple internal recap event will be held on September 21st. This suggests that the new products that Apple will introduce on September 12 will be available on September 22.Ra,
The claim is accompanied by a screen grab that shows a series of internal meetings titled, “What’s new with Apple” and 22 options to choose from. Assuming this is valid, it doesn’t suggest that the launch could happen in 22 different ways, but rather that employees could sign up for multiple times. I’ve never seen items like this, so I can’t say.
What may add to the impression that they are what they say is that they haven’t shared a single fact about next Tuesday’s announcement. What the leaker says is that since they end on Thursday, September 21, this points to a September 22 sale date.
Well, I agree with that.