The August 11 update is below. This post was originally published on August 9, 2023.
The next Apple special event is expected to take place in September, and now it looks like the exact date has been set. Mark Gurman of Bloomberg just tweeted He said he thought the release date would be Tuesday, September 12.
Now, I hate to say I told you so, but as regular readers will know, I’ve said it over and over that it seems more likely and more plausible than the other Wednesday, September 13th Gurman suggested. The latest Power On newsletter claiming to be exposed September 12 or 13. He also said that the release date will be “around September 22”.
To be clear, with the event being Wednesday, September 6th and the release date of September 15th, I don’t completely rule out the previous week. After all, last year, some pundits, including Mark Gurman, were betting on Tuesday, September 13. But around August 20 last year, opinions changed and the smart coin was moved to an announcement on September 7, it turned out to be so.
This move may happen this year, but my belief is that September 12 is the date of the special event. Apple would definitely want to go sooner if it could, but I don’t hear anything suggesting that will happen. An earlier date means extra iPhone sales in the fiscal quarter ending September 30. I’m not sure Apple’s guidance on how to progress next quarter suggests 16 days of iPhone 15 sales, so this could also point to the week starting September 11. opening
So it’s likely that Tuesday, September 12, will be the day we give our keynote at 10:00 at the Steve Jobs Theatre, not the next day. PST.
And while Gürman predicts that the iPhone 15, iPhone 15 Plus, iPhone 15 Pro and iPhone 15 Pro Max will go on sale “around September 22”, I think we can be more precise. Apple always releases its iPhones on a Friday, so it would be Friday, September 22, to be exact.
These dates will also apply to the Apple Watch Series 9 and Apple Watch Ultra (second generation).
“Theoretically, things can still change,” Gurman says, and I agree, but it’s unlikely to happen sooner, and it’s unlikely to happen later. That doesn’t mean every iPhone will go on sale on September 22, and some supplies may be restricted.
But now every indication is that some phones will be available at least then.
Oh, and the thing is, we can rid ourselves of this misery of uncertainty very soon: last year, Apple announced the date of the event on August 24, so we might know for sure in just a few weeks. . Please. The tension is killing me.
August 10 update. More information about Apple’s big event on September 12 has now come from Mark Gurman. a new chirpThe Bloomberg reporter said the event will continue the tradition of recent hybrid events, meaning that it will be introduced live on stage by Apple CEO Tim Cook, followed by a pre-recorded film to announce the new products. .
There is no doubt that this approach has significant benefits: Apple’s production values are very high and lead to spectacular, memorable presentations. The films were first used when Covid restrictions meant a face-to-face event was impossible, and initially continued for safety reasons, perhaps so that the recorded version could still be seen if there was a spike in Covid. But I think Apple has embraced the new format because it likes the grandeur of pre-registration and of course the guarantee that demos won’t go wrong.
Personally, I miss the live versions, especially the hosts like Craig Federighi and Greg Joswiak, who are very talented and able to respond intelligently to the live audience. In Federighi’s case in particular, this meant the timing of his delivery to what he called the “funny antics” embedded in their segment. But as always, there will undoubtedly be laughter in the auditorium.
Gurman also envisions a hands-on session afterward, and while that’s likely, it’s never guaranteed: In June, there was no general implementation of the Vision Pro, only previews behind closed doors for individual invitees. While these took place in a beautifully designed purpose-built building on the Apple campus, this will likely be at the Steve Jobs Theatre, in a dedicated waiting room for the event, which will be closed to guests until the keynote ends. .
August 11 update. In other words, it is not enough to predict when the Apple event will take place, even when the iPhones will go on sale. By the way, my prediction for them is the same, namely Friday, September 22 for the discount date, and Tuesday, September 12 for the announcement.
No, the next level of estimation affects exactly when Apple will announce the special event. Yes, it is true, the curious question is when the announcement that will reveal when Apple’s iPhones will go on sale will take place. Everything becomes very meta.
However 9to5Mac He began setting a date for the day Apple sent out the invitations for the keynote. Assuming the September 12 date is correct (and there are many assumptions here), then Apple will likely confirm that date seven to 12 days in advance, i.e. between Thursday, August 31st, and Tuesday, September 5.
If Apple can bring the event to Wednesday, September 6, then everything goes back a week. My personal belief is that September 12 is now on slowly hardening concrete, although Apple likes to go sooner.
Last year’s keynote was on September 7 and invites were sent on August 24, and that was exactly 14 days ago, so (sorry for not joining you, 9to5Mac) it’s also possible that invites actually became public knowledge at an earlier date. , as soon as Tuesday 29 August.
But there is another factor you need to take into account. Alongside the CES held in Las Vegas every January is IFA, one of the world’s largest electronic trade fairs. IFA is held in Berlin at the end of summer and is a monstrous gigantic gathering of brands, journalists and the public. Apple usually announces the keynote during IFA.
I’m not saying that Apple somehow enjoys diverting attention from the big announcements in the German capital, but it happens so regularly that I can’t completely ignore it either. This year, IFA is held from Friday, September 1 to Tuesday, September 5.
So, while August 29 is certainly possible, my guess is that Apple will want to time the announcement for when IFA kicks off. Apple never, well, never wants to get into the news cycle on a Friday, so the previous day, Thursday, August 31, seems like the chance favorite for it.
At this point, we can all collectively breathe a sigh of relief and continue counting the days when this year’s iPhones will be introduced.
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