August 5, 2026, 10:51 am | Read time: 2 minutes
Apple is gearing up for its most important product launch of the year. For the September event, the company is once again bringing in employees from U.S. retail stores. An internal lottery system provides clues about when the presentation might take place.
Apple traditionally plans to unveil new devices in early or mid-September. This year, the presentation is being closely watched. Expected are the first foldable iPhone, the iPhone 18 Pro and Pro Max, new models of the Apple Watch, and other hardware.
For the major product launch, Apple has initiated a lottery system for employees from U.S. stores. They can apply to work on-site. The selected employees will organize queues, check in guests, greet participants, show directions, and support security teams. Interested parties must apply by August 8.
Internal Process Provides Clue to Possible Date
In an internal communication, Apple describes the program as an opportunity for U.S. store teams to participate in the “Event Support Experience.” A spokesperson from the company in Cupertino, California, did not comment on the plans surrounding the upcoming product launch.
The event is set to take place in the first half of September. Although Apple did not specify a date in the communication to staff, one date is particularly favored: Historically, iPhone presentations have mostly occurred on the second Tuesday or Wednesday in September. This timeline is considered relevant this time as well.
Since Labor Day in the U.S. falls on Monday, September 7, Wednesday, September 9, appears to be a likely date. This would leave Apple the usual time frame for weekday arrivals.
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New Apple CEO Ahead of First Major Presentation
Apple plans to inform applicants by August 17 whether they have been selected for the event. However, not all employees are eligible to apply. Those who have already worked at this year’s Worldwide Developers Conference or last year’s iPhone launch are excluded.
This year’s September event would have added significance. It would be the first major product presentation under John Ternus. The 51-year-old is set to replace Tim Cook as CEO on September 1. Cook, who is 65, is stepping down after 15 years.