Apple keynote calendar

The Apple keynote calendar

Apple's annual keynote rhythm is among the most predictable in technology, and that predictability is itself part of the company's communications strategy. The calendar is anchored by two tentpole events. The Worldwide Developers Conference (WWDC), held the second Monday of June at Apple Park in Cupertino, sets the year's software direction across iOS, iPadOS, macOS, watchOS, tvOS, and visionOS. The September iPhone event, traditionally held the second Tuesday of September, ships the company's most lucrative hardware lineup of the year, including the iPhone, Apple Watch, and AirPods refreshes that drive the holiday quarter.

Beyond the two flagship moments, Apple uses a small set of additional channels through the year. Spring product reveals, typically delivered as pre-recorded films posted to apple.com and the Apple YouTube channel, have introduced new iPad, Mac, and AirTag products in March or April most years since 2020. October events, when used, have launched iPad Pro and M-series Mac refreshes. Apple does not run a CES presence and rarely participates in third-party trade shows.

The format Apple has favoured since the start of the pandemic is a tightly produced film, typically 60-90 minutes long, shot on the Apple Park campus and supplemented with a small in-person hands-on area in the Steve Jobs Theater for invited press, analysts, and partner executives. Tim Cook traditionally opens and closes the keynote, with Craig Federighi handling software, John Ternus covering hardware, and segment leaders such as Greg Joswiak, Sumbul Desai, and Mike Rockwell presenting their respective product areas.

Apple's keynote philosophy emphasises rehearsed, polished demonstrations over open Q&A, exclusive press conferences over open journalism access, and a tightly controlled narrative arc that ties hardware, software, and services together. Embargoes, partner coordination, and global launch logistics are aligned to the keynote moment, with carrier promotions, App Store editorial, and Apple Newsroom press releases all timed to the broadcast.

Apple events throughout the year

• WWDC (June): Annual developer conference and software preview event held at Apple Park.
• September iPhone event: Flagship hardware launch covering new iPhones, Apple Watch, and AirPods.
• Spring event (variable): Periodic March or April reveals for iPad, Mac, or accessories.
• October event (variable): Used for iPad Pro and M-series Mac refreshes when needed.
• Apple Newsroom press releases: Used for smaller hardware and services launches throughout the year.

Past milestone announcements

• WWDC 2025 unveiled the Liquid Glass design language across iOS 26, iPadOS 26, macOS Tahoe 26, watchOS 26, and visionOS 26.
• The September 2025 "Awe Dropping" event launched the iPhone 17, iPhone Air, iPhone 17 Pro/Pro Max, Apple Watch Series 11, Ultra 3, and AirPods Pro 3.
• WWDC 2024 introduced Apple Intelligence, the company's first generative AI suite.
• WWDC 2023 announced Vision Pro, visionOS, and the headset's $3,499 starting price.
• The September 2022 event introduced the always-on Pro display, Dynamic Island, and the original Apple Watch Ultra.
• WWDC 2020 announced the Apple silicon transition for the Mac.
• The October 2020 event launched MagSafe and the iPhone 12 series with 5G.
• WWDC 2017 introduced HomePod, ARKit, and Core ML.

How to watch Apple events

Apple keynotes stream free on apple.com/apple-events, the Apple TV app, the Apple Developer app, and Apple's YouTube channel. Most keynotes start at 10:00 PT, equating to 13:00 ET, 18:00 BST, 19:00 CEST, 22:30 IST, and 02:00 JST the next day. Closed captions are available in multiple languages, full press releases publish to Apple Newsroom within minutes, and on-demand replays remain available indefinitely. Apple's Developer app provides a dedicated home for WWDC session videos and code samples for engineers.

Related brand calendars

For Apple's principal competition, see the Google keynote hub covering Pixel and Android, the Samsung keynote hub covering Galaxy, and the Microsoft keynote hub covering Windows, Xbox, and Copilot.

FAQ

How many Apple keynotes are there each year? Apple typically holds two flagship events (WWDC and September) plus one or two smaller spring or October launches. Are Apple keynotes pre-recorded? Yes, since 2020 Apple has delivered keynotes as polished pre-recorded films, supplemented with in-person hands-on areas. When is WWDC? Always the second Monday of June at Apple Park in Cupertino. When is the iPhone event? Almost always the second Tuesday of September. Where can I watch Apple events live? apple.com/apple-events, the Apple TV app, and Apple's YouTube channel.