Apple suddenly reveals a video countdown

September 7 update below. This post was first published on September 5, 2023.

A familiar, urgent rhythm was beginning to take hold. It’s the process that leads to a new iPhone arriving in stores. It started on Tuesday, August 29, when Apple sent out invitations to its next special event, although that surprised many. And now, another well-known event has occurred: the moment Apple launched its YouTube video countdown.

It’s another small step on the road that ends on Friday, September 22, with the release of the iPhone 15, iPhone 15 Plus, iPhone 15 Pro, iPhone 15 Pro Max, Apple Watch Series 9, and Apple Watch Ultra 2nd generation. That’s when they’re all expected to hit Apple Store shelves. It also appears that the new AirPods Pro will be unveiled at the keynote and will go on sale with iPhones and watches.

More from ForbesLatest iPhone 15 release date: What to expect, when and why it’s awesome

You can read the full countdown to everything that will happen between now and September 22 here. It has everything (apart from that YouTube schedule) defined by the day or even by the minute.

But today’s update is about a way to watch the keyword. Until now, Apple had only said the way to watch the event was as follows: “Watch online at apple.com or on the Apple TV app.” So, now we have another way.

Now, Apple’s YouTube channel has an invitation that says, “Join us for a special Apple event on September 12 at 10 a.m. PT. Set a reminder now, and we’ll notify you before the show.”

Showtime, huh? In fact, it’s fair, Apple’s keywords in recent years have been glossy films with high production value: keywords for our time.

Click on the page, and you can turn on notifications so you don’t miss the fun. This isn’t the first time Apple has done this, so it’s an expected part of the story.

Note that the time on the YouTube channel notification has been adjusted to reflect its start time on your site. So, the screenshot above shows what time the show will start in the UK, at 6pm

So, everything seems to be going according to plan so far, although Apple is no doubt enjoying giving the impression that it’s gliding as serenely as a swan on water, even if the activity behind the scenes is somewhat busier and splashier.

This may be the last update from Apple before the keynote on September 12, so it’s the calm before the storm. Once the phones are unlocked, there will be frenetic and exciting coverage of advertisements. I didn’t put that on the schedule either, but honestly, it’s a given.

After that, it’s likely to be a busy weekend with pre-orders, the release of the iPhone software (read here exactly when that will happen), the appearance of the first reviews, and a peak release on September 22nd.

Fasten your belts.


Updated September 6. A new wrinkle has been added to the timeline by one of Apple’s reliable leakers, Mark Gurman. In a post on X“Apple retail stores will make updates the night of September 12, after the event,” says a Bloomberg writer. This means that some new products could see near-instant availability – or they will quickly roll out new marketing materials.”

Well, let’s analyze this. First of all, Apple likes to update its marketing materials quickly. I can remember going to Apple events at the Moscone Center in San Francisco, and seeing large swathes of black material surrounding the banners as the keynote began. After an hour or so, they all updated to reveal Apple’s new messaging — for that particular year, describing the Apple Apple Store announcement.

So, marketing materials are essential. But the products are on sale on September 13th?

They certainly won’t be the iPhones or Apple Watches we expect to see. Apple likes to get press reviews under its belt before sales start, and no one will see review samples before the keynote. One day would be too short for even the quickest reviewer to retract a considered judgment. The iPhone and Watch versions will launch on September 22nd, just on time, I think.

I think the only, the only, product that could be released early would be the AirPods Pro with a USB-C charging case. I may have been proven wrong, but I’m 99% sure of it.


Update September 7th. Speculations about the iPhone 15 series release date are now rife. 9to5Mac’s Chance Miller put together a detailed look back at the previous years to deduce a pattern in Apple’s thinking. As he says: “Historically, each year a new iPhone has been available for pre-order on the Friday following the event itself and released one week later.”

This of course refers to the Friday of the week following this year’s event as well. Which means the September 22nd date has been suggested all along. Of course, just because it’s always been this way doesn’t mean there can’t be turmoil this time. However, Apple likes its routines, and release dates are certainly part of that.

Miller also comments on the rumors that the most expensive iPhone could be late to the party. Miller says, and I agree, that even if stocks are thin on the ground, “the expectation is that it will be released on September 22. You probably just have to be prepared to pull a few punches to get one for delivery on launch day.”

There’s another leak worth seeing, too. It’s from Majin Buuwhich says: “It appears that Apple’s last internal event will be held on September 21. This suggests that the new products that Apple will introduce on September 12 will be available on September 22.”Abbreviation II“.

The claim is accompanied by screenshots that appear to show a series of internal meetings called “What’s New at Apple” and 22 options to choose from. Assuming its legitimacy, it does not indicate that there will be 22 different ways the launch could take place, but rather indicates multiple timings that employees can participate in. I’ve never seen items like this, so I can’t say that.

What may add to the impression that they are what they say is that he does not share any truth about the announcement that will be made next Tuesday. The leaker’s point is that since it expires on Thursday, September 21, it seems to point to a sale date of September 22.

Well, I agree with this thing.

More from ForbesApple AirPods Pro 2023 Release Date: The internal details of the AirPods here have been updated in days

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