Apple to hold product launch event on Sept. 12

A new report from the Wall Street Journal confirms rumours from last week that Apple is planning to hold its fall product launch event on Sept. 12. WSJ cites “people briefed on its plans” who provided the date of the event as well as information about a possible venue, but did not offer any further specifics on what would be launched. Other sources suggest that Apple will unveil three new iPhone models — two modest upgrades to the iPhone 7 and iPhone 7 Plus along with a premium “iPhone 8” model that would feature and edge-to-edge display and facial recognition technology; other recent reports have suggested a next-generation Apple Watch with cellular capabilities will be announced at the same time as the new iPhone models.

Although Apple may announce three new iPhone models at the event next month, it remains to be seen when they will each become available for sale. Apple usually begins selling new iPhone models within two weeks after they’re announced, however if recent rumours production problems are to be believed, the higher-end “iPhone 8” could either be available only in extremely limited quantities on launch day, or have its general availability pushed out into later in the year, similar to Apple’s rollout of last year’s AirPods.

Sources close to the company also suggest that Apple is hoping to use the 1,000-seat Steve Jobs Theater at its new headquarters to host the event, however the new facilities aren’t yet finished, meaning the construction timetable could still affect either the timing or the location of the event.


Jesse Hollington was a Senior Editor at iLounge. He's written about Apple technology for nearly a decade and had been covering the industry since the early days of iLounge. In his role at iLounge, he provided daily news coverage, wrote and edited features and reviews, and was responsible for the overall quality of the site's content.