Apple is preparing for its upcoming September product launch event at Apple Park, where the company is expected to unveil new iPhone models and a potential foldable device.

Key Points

• Apple is hosting a lottery for U.S. retail employees to staff the media event, handling tasks like guest check-in, security support, and attendee navigation.
• The event is anticipated to occur in early September, with September 9 emerging as a likely date following the Labor Day holiday.
• Expected product announcements include the iPhone 18 Pro, the iPhone 18 Pro Max, and a new foldable iPhone model.
• Employees must submit lottery entries by August 8, with winners scheduled to be notified by the company on August 17.
• Retail staff who worked at the 2025 Worldwide Developers Conference or previous iPhone launches are ineligible to participate in this specific travel program.

Why it Matters

This event represents a critical period for Apple as it introduces new hardware to maintain its competitive edge in the global smartphone market. By involving retail staff in the launch experience, the company reinforces its internal culture while ensuring high-level operational support for its most significant annual media gathering.