Apple doesn’t participate in big industry-wide events such as CES or E3. The most valuable company in the world holds its own events, thank you very much. Several times a year, Apple invites the press and industry professionals to Apple Park to hear all about its latest products and services. Apple calls these ‘events,’ and streams them live online to millions of watchers.
So far in 2025 Apple has held one event: it’s Worldwide Developers Conference (WWDC) which kicked off on June 9 with a keynote in which Apple showed off the new features coming in the next version of its operating systems: iOS 26, iPadOS 26, watchOS 26 and macOS 26 Tahoe.
To prove that it can launch new products without holding an event, prior to WWDC, Apple launched a new iPhone 16e via press release on February 19, a new iPad and iPad Air via press release on March 4, and a new MacBook Air and Mac Studio on March 5.
The next Apple Event won’t take place until September, when Apple is expected to launch its new iPhones for 2025.
Read on to find out about the events and Apple’s new product launches coming in 2025.
When is Apple’s next event?
- iPhone event, September 9 or 10, 2025 (expected)
We can be confident that Apple will hold an event in the fall to announce the launch of a new iPhone. Based on previous years a date in early to mid September is likely.
We have predicted Tuesday September 9 or Wednesday September 10 for the event as that is in keeping with previous years.
See the September event section below for more information.
What time will the next Apple event start?
Apple keynotes usually start at 10 am PT/PST.
That translates to the following times in the countries where most of our readers live:
- U.S.: at 10 am (PST/PDT), 11 am (MST/MDT), noon (CST/CDT), 1 pm (EST/EDT)
- Canada: as above, and 2 pm (AST/ADT)
- U.K.: at 6 pm (GMT/BST)
- Europe: at 7pm (CET/CEST), 8 pm (EET/EEST)
- India: at 10.30 pm (IST)
- Australia: Next day at 1 am (AWST/AWDT), 2.30 am (ACST/ACDT), 3 am (AEST/AEDT)
- New Zealand: Next day at 5 am (NZST/NZDT)
Timings can be slightly different if Apple holds the event during the period of a couple of weeks when the clocks have changed in the U.S. but not elsewhere (in the spring of 2025 that was between March 9 and March 30, but later in 2025 both the U.S. and U.K. will change back on October 26).
Sometimes Apple holds events at different times, for example, in October 2023 the event was held in late afternoon in San Francisco, which meant it was midnight in the U.K.
If Apple doesn’t hold an event and instead just issues a press release that usually happens around 8 am PT, 11 am ET and 4 pm GMT/BST.
How long does an Apple event last?
Foundry
Apple keynotes usually last between one and two hours and feature CEO Tim Cook along with various other Apple executives. WWDC and the September event tend to be longer keynotes; the spring and late-fall events can be slightly shorter.
The September 2024 event was 1 hour 38 minutes.
When does Apple usually hold events?
Apple usually holds three or four live or live-streamed events throughout the year. During these events, the company unveils its latest products and plans during a keynote address. They are usually held during similar times of the year:
- March/April: Spring event (in 2024 this was held in May)
- June: WWDC – the Worldwide Developers Conference (iOS, macOS previews)
- September: Fall event (iPhone and Apple Watch)
- October/November: Late-fall event (Macs and iPads)
This event calendar is by no means set in stone, though, with the spring and October events being less regular. Some years, Apple doesn’t hold a spring event at all.
In 2024, Apple held three events: one on Tuesday, May 7, at which it launched new iPads, a keynote to kick off WWDC on June 10, and an event on September 9 at which Apple unveiled the new iPhone 16, Apple Watch Series 10 and the AirPods 4. In October 2024 there was no event, but Apple did announce new products (iMac, Mac mini and MacBook Pro) via press release.
In 2023 there were three events: WWDC in June, an iPhone event in September, and Apple’s second fall event on October 30 (or after midnight on October 31 if you weren’t in the U.S.). Similarly, in 2022 Apple held three events: a spring event on March 8, WWDC on June 6, and the iPhone 14 launch on September 7. In other years Apple has held four events though.
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What will launch at the Apple events in 2025
Here are the events we expect to see in 2025, and what could launch.
September iPhone event 2025
- Tuesday September 9 (probable)
Apple always holds an event in September, and almost always uses this to announce a new iPhone and Apple Watch. (The only exception in recent memory was in 2020, as a result of Covid-related production issues. That year the iPhone was announced in October, but there was still a September event.)
We expect that Apple will hold the event on either Tuesday September 9 or Wednesday September 10.
In 2025 we expect that Apple will unveil the iPhone 17, Apple Watch 11, a new Apple Watch Ultra and Apple Watch SE at the event. We may also see new AirPods Pro and the rumored HomeHub device (although that may have been delayed due to issues with Siri features and upgrades).
Here are the past few Apple September event dates:
- 2024: Monday, September 9
- 2023: Tuesday, September 12
- 2022: Tuesday, September 13
- 2022: Wednesday, September 7
- 2021: Tuesday, September 14
- 2020: Tuesday, September 15
- 2019: Tuesday, September 10
- 2018: Wednesday, September 12
- 2017: Tuesday, September 12
For more information about Apple’s September events read: Apple’s September iPhone event: Date, time, and what will launch.
October event 2025
There was no October event in 2024, with Apple making product announcements via press release. Despite the lack of event in 2024 though, Apple has a president of updating certain Macs in the October time frame, so this may be when we see a new M5 MacBook Pro and an iPad Pro running M5 chips. Alongside the M5 MacBook Pro we may also see the M4 Ultra Mac Pro and M4 Pro 32-inch iMac Pro, although the latter is unlikely.
In the past, Apple has held a second fall event on the following dates:
- 2024: No event
- 2023: Monday, October 30
- 2022: No event
- 2021: Monday, October 18
- 2020: Tuesday, October 13 and Tuesday, November 10
- 2019: No event
- 2018: Tuesday, October 30
- 2017: No event
- 2016: Thursday, October 27
- 2015: No event
- 2014: Thursday, October 16
- 2013: Tuesday, October 22
- 2012: Tuesday, October 23
- 2011: Tuesday, October 4
For more information about Apple’s October events read: Apple’s October Event: Date, time and what will launch.
Spring event 2026
Want an idea of when Apple will hold its spring event in 2026? Here are the dates of the past seven Apple spring events. As you can see, it’s not a regular occurrence, but a Spring event is held slightly more often than not.
- 2025: No event
- 2024: Tuesday May 7
- 2023: No event
- 2022: Tuesday March 8
- 2021: Tuesday April 20
- 2020: No event
- 2019: Monday March 25
- 2018: Tuesday March 27
- 2017: No event
- 2016: Monday March 21
- 2015: Monday March 9
- 2014: No event
- 2013: No event
- 2012: Wednesday March 7
For the spring 2026 event we expect the following the M5 MacBook Air with an upgraded M5 chip and minor improvements, an iPhone 17e to replace the iPhone 16e released in 2025, and new entry-level iPad and iPad Air. We may also see a new Studio Display, with Apple rumored to be working on a new external Mac monitor with features like ProMotion and HDR, and, if we don’t see it sooner, the Smart Home hub.
For more information about Apple’s spring events read: Apple Spring event: Date, time, product launch rumors.
WWDC 2026
The past dates for WWDC give an indication as to when the 2026 conference might take place:
- WWDC 2025: June 9-13
- WWDC 2024: June 10-14
- WWDC 2023: June 5-9
- WWDC 2022: June 6-10
- WWDC 2021: June 7-11
- WWDC 2020: June 22-26
- WWDC 2019: June 3-7
- WWDC 2018: June 4-8
- WWDC 2017: June 5-9
Apple uses WWDC each year to unveil details of the latest versions of its operating systems, so in 2026 we’ll get a preview of the new iOS, new iPadOS, new macOS, updates to watchOS, tvOS, HomePod software, and an update to Apple’s realityOS.
Apple sometimes announces new hardware at WWDC, usually the high end models targeted at power users, so we could see new Macs.
Following the keynote on the Monday, developer events and sessions will run throughout the week. You can read more about WWDC date, times and everything you need to know in a separate article.
Author: Karen Haslam, Managing Editor, Macworld
Karen has worked on both sides of the Apple divide, clocking up a number of years at Apple's PR agency prior to joining Macworld more than two decades ago. Karen's career highlights include interviewing Apple's Steve Wozniak and discussing Steve Jobs’ legacy on the BBC. Having edited the U.K. print and online editions of Macworld for many years, more recently her focus has been on SEO and evergreen content as well as product recommendations and buying advice.