Release date of iPhone 15, iPhone 15 Pro: Apple suddenly released a countdown video

Updated September 6 below. This post was first published on September 5, 2023.

There is a familiar, persistent rhythm that is starting to work. That’s the process of getting the new iPhone to the stores. It kicks off on Tuesday, August 29, when Apple sends out invites to its next special event — though that surprised many. And now, another remarkable event has happened: the moment Apple released a countdown video on YouTube.

It’s another small step on the way to ending Friday, September 22 with the release of the iPhone 15, iPhone 15 Plus, iPhone 15 Pro and iPhone 15 Pro Max, Apple Watch Series 9 and Apple Watch Ultra 5th generation. two. That’s when they’re all expected to hit Apple Store shelves. It looks like the new AirPods Pro will be revealed at the keynote and sold alongside the iPhone and Watch.

MORE FROM FORBESLatest iPhone 15 release date: What happens when, why it’s greatVia David Phelan

You can read the full partial countdown of everything that happens between now and September 22 here. It has everything (besides this YouTube schedule) calculated by the day or even by the minute.

But today’s update deals with how to view the speech. So far, Apple has only said that the way to watch the event is 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 invite that reads, “Join us for the Apple Special Event on September 12 at 10 a.m. PT. Set a reminder now and we’ll notify you before showtime.”

Showtime? In fact, it’s fair to say that Apple’s keynotes in recent years have all been slick, high-production films: keynotes for our time.

Click on the page, 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 YouTube channel notification times are adjusted to reflect when notifications start in your location. So the screenshot above shows when the movie will start showing in the UK, at 6pm.

So, so far, all seems to be going according to plan, although without a doubt, Apple likes to give the impression of gliding in serenity like a swan on water, even when active. behind the scenes is somewhat busier and more engaging.

This could be Apple’s last update before its September 12 keynote, so it’s a lull before the storm. As soon as the phone is opened, there will be notifications coming out in a frenzied and excitable manner. I haven’t put that on the schedule yet either but to be honest it’s obvious.

Then there’s the likely busy pre-order weekend, the release of the iPhone software (read here exactly when that will happen), the arrival of the first reviews and the release wave. climax on September 22.

Fasten your seat belt.

Updated September 6. New content has been added to the schedule by a trusted Apple leaker, Mark Gurman. In a post on XThe Bloomberg writer said: “Apple retail stores will perform the update on the night of September 12, after the event. This implies that some new products may be available almost immediately – or that they simply will quickly roll out new marketing materials.”

Okay, let’s dissect this. First of all, Apple likes to update its marketing materials quickly. I can remember attending Apple events at the Moscone Center in San Francisco and seeing banners covered in black material as I started the keynote. About an hour later, all of this was updated to reveal new Apple messages—for that particular year, describing the Apple Apple Store announcement.

So marketing materials are an option. But do gong products have a discount on September 13?

Sure, it won’t be the iPhone or Apple Watch we’ve come to expect. Apple likes to get press reviews before the sale, and literally no one will see review samples before the keynote. One day would be too short for even the fastest evaluator to deliver a weighed judgment. I believe the iPhone and Watch will launch on September 22, just in time.

I think the only product, the only product that could launch soon will be the AirPods Pro with a USB-C charging case. I can be proven wrong, but I’m 99% sure of this.

MORE FROM FORBESApple AirPods Pro 2023 release date: AirPods updated insider details here in a few daysVia David Phelan