Apple has announced the date for its next big product reveal event: September 15. As usual, the company is saying nothing at all about what to expect from it, but likely new product launches this fall include new 5G iPhones, new Apple Watch models, an Apple Silicon-equipped Mac of some kind—and possibly a refreshed iPad Air, new audio products, or the company’s long-rumored Tile competitor.
The event was revealed in an update to Apple’s events page, with a simple listing that reads “join us from Apple Park”—”from” suggests another streamed event rather than an in-person one. That’s not surprising, given that the COVID-19 pandemic is still ongoing.
The company also sent out email invitations to press with slightly more specific copy: “Please join us for a special Apple Event from Apple Park. Watch it online at apple.com.” Additionally, it carries the tagline “Time Flies.” The event time is 10am PDT on Tuesday, September 15—one week from today.
It’s unknown exactly what Apple plans to announce. Usually, the company unveils its new iPhone and Apple Watch models at an event this time of year, but that’s not quite certain; there have been conflicting reports about the launch window for the new iPhones, with some suggesting they will come later in the year this time, likely in October.
That said, one possible explanation for the “time flies” tagline is that it refers to a time-of-flight sensor, something like the augmented-reality 3D sensor included on the back of the latest iPad Pro that is expected to be added to some of the new iPhone models as well. It’s possible that Apple will announce the iPhones this month but start shipping them weeks later, as happened with the iPhone X back in 2017.
Apart from the likely imminent releases of iOS 14, iPadOS 14, and macOS Big Sur, the only Apple product that the company has already confirmed for this year is the Apple Silicon-equipped Mac, the first Mac to drop Intel CPUs in favor of a variant of the in-house chips already used in the tech giant’s iPhone and iPad product lines. Apple could reveal that Mac at this event, or it could come later in the year.
In any case, we will of course be liveblogging the proceedings here at Ars Technica, so tune in on September 15.
UPDATE: Bloomberg’s Mark Gurman has published an article that claims the event will focus entirely or exclusively on the Apple Watch—a much simpler explanation for “time flies” tagline. Gurman doesn’t name his sources on this, but he has run many accurate reports based on insider info in the past.