Apple is expected to announce its highly anticipated September special event as soon as today or tomorrow, with recent history suggesting invitations could be sent out imminently ahead of the launch of the next-generation iPhone lineup.
Over the past four years, Apple has consistently announced its September event exactly two weeks before it takes place. In 2025, Apple announced its September 9 event on August 26, while the previous year’s September 9 event was announced on August 26. The iPhone 15 event was announced on August 29 ahead of its September 12 date, while Apple’s September 7 event in 2022 was announced on August 24.
Based on that pattern, Tuesday, August 25 appears to be the strongest candidate for Apple to announce this year’s event, potentially pointing towards an event on Tuesday, September 8. An announcement on Wednesday, August 26 could alternatively point towards the event taking place on Wednesday, September 9.
Image: The Apple Post
Apple typically announces its September event with invitations shared with members of the media alongside an update to its website and Events page. The invitation usually reveals the event’s branding and tagline, often prompting speculation about features coming to the company’s next generation of products.
This year’s event is expected to see Apple unveil its next-generation iPhone lineup alongside new Apple Watch models and other product updates. Apple is also expected to confirm release dates for its upcoming software updates during the event.
If Apple maintains the same 14-day gap it has used for each of its September events since 2022, an announcement should now be imminent, making today or tomorrow the most likely dates for Apple to officially reveal its plans.