Apple September Event 2028 (iPhone 20)

What this countdown tracks

The clock above tracks Apple's September 2028 hardware event, expected on Tuesday, September 12 at 10:00 PT from Apple Park, the slot in which the iPhone 20 anniversary lineup is widely projected to land.

About this event

Apple's autumn keynote is the company's most-watched product moment of the year and the venue at which the iPhone, Apple Watch, and AirPods refreshes are formally introduced. The current format, in place since 2020, is a tightly produced film shot on the Apple Park campus, typically running 60-90 minutes, paired with a small in-person hands-on area in the Steve Jobs Theater lobby for journalists, analysts, and partner executives.

The event converts software previewed at WWDC into shipping firmware on the new hardware, and it usually sets the agenda for the holiday quarter. Pricing, pre-order timing, and launch dates are announced from the stage. Carriers, retailers, and Apple Stores worldwide coordinate launch-day operations to coincide with the keynote week, with Friday pre-orders and a second-Friday sale day a near-constant of the calendar.

What to expect

The 2028 keynote is expected to mark the iPhone's 20th anniversary cycle, and reporting from Bloomberg's Mark Gurman has pointed to a major design overhaul aligned to that milestone. Specific feature claims are still tentative this far out, but Apple's recent direction suggests further Apple Intelligence integration, evolved camera systems, and continued Pro-tier differentiation through silicon and display. Apple Watch Series 14 and an AirPods refresh are likely. The viability of a third-generation foldable iPhone or new wearable category will depend on how the 2026 and 2027 launches perform commercially.

Past reveals

• The September 2027 event is expected to launch the iPhone 19 family and an Apple Watch Series 13.
• The September 2026 event is expected to introduce the iPhone 18 Pro line and Apple's first foldable iPhone.
• September 2025 unveiled the iPhone 17, iPhone Air, iPhone 17 Pro, and Apple Watch Ultra 3.
• September 2024 launched the iPhone 16 family with Apple Intelligence.
• September 2017's "iPhone X" reveal at the original Steve Jobs Theater opening set the template for current keynote staging.

How to watch

Apple is expected to stream the keynote free on apple.com/apple-events, the Apple TV app, and Apple's YouTube channel. A 10:00 PT start corresponds to 13:00 ET, 18:00 BST, 19:00 CEST, 22:30 IST, and 02:00 JST on September 13. The presentation typically lasts under 90 minutes, with an Apple Newsroom press release and full spec sheets following the broadcast. Pre-orders traditionally open the Friday of the same week at 05:00 PT.

Related keynotes to track

The September 2028 keynote ships software previewed at WWDC 2028 and continues the cycle established by the iPhone 19 launch. On the same calendar window, Made by Google 2027 and Samsung Galaxy Unpacked Summer 2027 run as the closest competitive keynotes. For Apple's annual rhythm, see the Apple keynote hub.

FAQ

When is the Apple September 2028 event? Expected Tuesday, September 12, 2028 at 10:00 PT. Where is the Apple September 2028 event? Apple Park in Cupertino, California. How can I watch the Apple September 2028 event? Free on apple.com, the Apple TV app, and Apple's YouTube channel. What's expected to be announced? The iPhone 20 anniversary lineup, Apple Watch Series 14, and a refreshed AirPods range.