Apple releases a new iPhone model almost every year, usually in September
Apple has followed a consistent pattern for over a decade: announce new iPhones in mid-September, take pre-orders a few days later, and ship them within two weeks. The company does not announce release dates far in advance, so "coming out soon" usually means within the next few months if you are reading this in summer, or already available if you are reading this in fall or winter.
The actual release date changes year to year. In 2023, the iPhone 15 launched on September 22. In 2022, the iPhone 14 launched on October 7. In 2024, the iPhone 16 launched on September 20. If you are trying to plan a purchase, the safest assumption is mid-to-late September, but Apple does not lock in the exact date until a few weeks before the event.
Apple also releases updated versions of existing models — like the iPhone 15 Pro or iPhone 15 Plus — at the same event. These are not separate launches; they arrive on the same day as the base model. If you own an older iPhone, the previous year's model usually drops in price once the new one ships.
Key Takeaways
- Apple announces new iPhones every September at a public event, with shipping beginning within two weeks.
- The exact date changes year to year, but mid-September is the most common window.
- You can find the announcement date by checking Apple's official website or major tech news outlets in late August.
- Older iPhone models become cheaper once a new generation ships, so waiting a few weeks can save you money if you are not in a rush.
- Pre-orders usually open three to five days after the announcement, and the first batch often sells out within hours.
How to find out when the next iPhone launches
Apple's official website (apple.com) is the only source that matters. In late August or early September, Apple posts a banner on the homepage with the event date and time. You do not need to sign up for anything — the information is public the moment it goes live.
Major tech news outlets like The Verge, MacRumors, and CNET also cover the announcement the moment it happens. If you follow any of these sites or their social media accounts, you will see the date within minutes of Apple posting it. You can also set a calendar reminder for mid-September and check Apple's site directly.
Avoid websites that claim to have "leaked" release dates months in advance. These are usually guesses based on past patterns, not actual information from Apple. The company keeps the exact date secret until it is ready to announce.
What happens between announcement and shipping
Apple announces the new iPhone on a Tuesday or Wednesday morning. Pre-orders open three to five days later, usually on a Friday. The phones then ship to customers starting the following Friday or the Friday after that — typically one to two weeks from the announcement date.
If you want the new model on day one, you need to pre-order as soon as the window opens. The first batch of popular models (like the base iPhone or the Pro Max) often sells out within hours. If you miss the first wave, you can still order, but your phone may not arrive until weeks later.
You do not have to pre-order. You can wait until the phones are in stock at Apple's stores or carriers like Verizon, AT&T, and T-Mobile. This usually happens a few days after the initial pre-order window closes, and stock is more plentiful, but you may not get your exact color or storage option.
Why Apple sticks to this schedule
The September timing is not accidental. Apple has built its entire business around this cycle: announce in September, ship before the holiday season, and let people buy gifts in October and November. This pattern has worked for so long that carriers, retailers, and customers all expect it.
The consistency also gives Apple time to manufacture millions of phones over the summer and have them ready to ship the moment pre-orders close. If Apple announced in March, it would have to either delay shipping for months or rush manufacturing and risk quality problems.
Occasionally Apple breaks the pattern. The iPhone 12 launched in October 2020 because of COVID-19 delays. The iPhone 14 Plus did not ship until October 2023, months after the base iPhone 14. But the main event — the announcement of the flagship models — has stayed in September for over a decade.
How to decide whether to wait for the new model
If your current phone works fine, waiting for the new iPhone usually makes sense only if you are already planning to buy within the next few months. The jump from an iPhone two or three years old to the newest model is noticeable — better camera, faster processor, longer battery life. The jump from last year's model to this year's is usually smaller and not worth the wait unless you specifically want a new feature.
If your phone is broken or dying, do not wait. Buy what is available now. The older model will still work well for years, and the money you save by not buying the newest thing is real.
One practical reason to wait: prices. The moment a new iPhone launches, the previous year's model drops by $100 to $200 at Apple and most carriers. If you are not attached to having the absolute newest version, waiting two weeks and buying last year's model is a smart move.
Where to buy and what to watch out for
Buy directly from Apple, or from your carrier (Verizon, AT&T, T-Mobile, etc.) if you are financing the phone through them. These are the only places where you know the phone is genuine and the warranty is real. Best Buy also sells iPhones directly from Apple's inventory and honors Apple's warranty.
Avoid third-party resellers on Amazon or eBay unless you know the seller personally. Counterfeit iPhones exist, and a fake phone will not receive software updates, may not hold a charge, and has no warranty. The price difference is never worth the risk.
If you are buying an older model after the new one launches, check the storage and color carefully. Popular combinations sell out fast, and you may end up with a model or color you did not want. Carriers sometimes have better stock than Apple's website in the days after launch.
Frequently Asked Questions
Can I find out what features the new iPhone will have before the announcement?
Tech journalists and leakers publish detailed rumors weeks before Apple's event, and many of these rumors turn out to be accurate. But Apple does not confirm anything until the announcement. If you want to know for certain what you are getting, wait for the official event.
What if I pre-order and then change my mind?
You can cancel a pre-order up until the phone ships. Once it ships, you have a 14-day return window to send it back for a refund. Check your order status on Apple's website or your carrier's app to see when your phone is scheduled to arrive.
Do I need to buy a new charger with the new iPhone?
New iPhones come with a USB-C cable but no power adapter in the box. If you already own a USB-C power adapter (from a recent iPad, MacBook, or Android phone), you can use that. If not, you will need to buy one separately, which costs $20 to $30 depending on the wattage.
Will my old iPhone case fit the new model?
Usually not. Even small changes to the camera or button placement mean old cases do not fit properly. Wait until the new iPhone is announced to buy a case, because cases for the new model will be everywhere within days of the announcement.
Is there a way to get the new iPhone cheaper?
Carriers often run trade-in promotions when a new iPhone launches — you turn in your old phone and get a discount on the new one. These deals are usually better than selling your old phone yourself. Wait until the announcement to see what promotions are available.