Apple shares behind-the-scenes look at how its September event was made

Apple has shared a behind-the-scenes look at the making of its September event, revealing some of the locations, production work, and technology that went into the presentation shown earlier this week.

In a new post shared through its official Instagram account, Apple offered a glimpse beyond the finished keynote, including footage from filming locations, the company’s audio testing facilities, and event day at Apple Park.

Apple says production for the presentation took place across 20 locations over 38 filming days. The shoot involved two astronauts and eight Roman soldiers, while one sequence featuring Apple executive Kaiann Drance was filmed on the same backlot used for Seinfeld and Friends.

The images also provide a closer look inside Apple’s Fantasia Lab, where the company tests audio products. Apple executive John Ternus is shown standing at the center of the facility, surrounded by a spherical array of 50 speakers.

Apple has previously explained that the Fantasia Lab can reproduce hundreds of real-world sound environments, such as busy streets, shopping malls, and aircraft cabins, allowing its teams to test audio products in a tightly controlled setting.

Apple’s post also shows scenes from event day at Apple Park, including attendees gathering outside Steve Jobs Theater, guests taking photographs, and behind-the-scenes moments from the company’s production.

The September 9 event saw Apple introduce several major products, including the iPhone 18 Pro and iPhone 18 Pro Max, alongside AirPods 5 and the latest Apple Watch lineup.

Apple has increasingly relied on highly produced, prerecorded presentations for its major product announcements, while continuing to invite members of the media and other guests to Apple Park for screenings and hands-on sessions with newly announced devices.