September 3 or 10: Apple's difficult search for an iPhone event date
Apple loves its habits. But an event to present the iPhone 16 in the second week of September could be difficult. What are the alternatives?
(Image: Sebastian Trepesch)
While the rumor mill is already in relative agreement about the features of the upcoming iPhone 16, a new debate has broken out about the launch date. Experience has shown that Apple prefers to hold an event for its iPhone announcements in the second week of September. For a long time, speculators seemed to agree that this would also be the case in 2024. But this year there would be a good reason to deviate from this.
This reason lies in US politics. With Democratic presidential candidate Kamala Harris and Republican candidate Donald Trump agreeing on a TV duel on September 10, there would be strong competition on Apple's traditional Tuesday date. Apple would have to fear that the news would primarily revolve around this first meeting - the iPhone 16 would be a side note, at least in the USA.
One day later? Also difficult.
A postponement of one day in the same week is also difficult: September 11, which is particularly symbolic for the USA, is not really suitable for a product presentation, even if, for example, MTV's Video Music Awards have switched from September 10 to September 11. Apple usually avoids a date on Monday morning, California time, outside of the WWDC developer conference, as most international media representatives would have to arrive on Sunday.
That leaves the change of the week: moving it back could have a significant impact on sales in the quarter if the new iPhones are not available until later. Consequently, the focus is on a date in the first week of September. A keynote on Tuesday, September 3 would be conceivable. For the USA, this would not be without ifs and buts, as Labor Day is celebrated there on Monday and many Americans are on a long weekend - but it would be manageable compared to the strong media competition of the US presidential duel.
Does iOS 18.0 give a hint?
Speculation about an early date has been fueled by statements from Bloomberg reporter Mark Gurman. He suggested that the development of iOS 18.0 had already been completed with the release of beta 7. The comparatively early completion can be explained primarily by the fact that Apple is not expected to deliver most of the new functions - in the form of the Apple Intelligence AI - until a month later with iOS 18.1 , which is already in the beta phase. But it could just as well be influenced by the fact that Apple now has to install the final software on the iPhones in the factories of its contract manufacturers in China in order to meet an early deadline.
Experience has shown that Apple's invitation to media representatives, which usually takes place two weeks before the date, provides certainty on the date. With an early September date, something should happen this week - only in times of corona was there a very short window of one week between the invitation and the date. If nothing happens this week, Apple may be flirting with its traditional slot in the second week of September after all.
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