Apple recruits retail staff for September launch

Apple has opened an internal lottery for United States retail employees to help manage its September product unveiling, signalling that preparations are advancing for the company’s most important hardware event of the year.

The programme will bring selected store workers to Apple Park in Cupertino, California, where they will assist with the in-person gathering expected during the first half of September. Their duties will include organising queues, checking in invited guests, providing directions, welcoming attendees and supporting security teams.

Applications for the Event Support Experience Program close on August 8, with successful employees due to be notified on August 17. Workers who participated in Apple’s Worldwide Developers Conference this year or supported the 2025 iPhone launch are not eligible, allowing a broader group of retail staff to gain experience at a major corporate event.

Apple has not announced the date of the presentation or confirmed which products will appear. Its annual iPhone launches, however, are usually staged on a Tuesday or Wednesday in early September. With the United States observing Labor Day on September 7, September 8 or September 9 are regarded as the most plausible dates.

The retail lottery is a familiar part of Apple’s event preparations and provides additional staffing for the tightly controlled media operation at its headquarters. The company typically invites journalists, analysts, content creators, developers and industry partners to attend the presentation and examine new devices in demonstration areas afterwards.

This year’s launch is expected to mark a significant change in Apple’s smartphone strategy. The company is widely anticipated to introduce the iPhone 18 Pro and iPhone 18 Pro Max while postponing the standard iPhone 18 until 2027. Such a move would divide the annual iPhone cycle into separate premium and mainstream launches rather than releasing the entire family together.

A foldable iPhone is also expected to be among the headline products. The device is believed to use a book-style design with an outer screen of about 5.5 inches and an internal display approaching 7.8 inches. Apple has spent years testing flexible displays, hinges and protective materials as it seeks to avoid the visible creasing and durability concerns associated with early foldable phones.

The foldable model would place Apple in direct competition with Samsung Electronics, Google, Honor, Huawei and other manufacturers that have already developed multiple generations of folding smartphones. Apple’s delayed entry has allowed rivals to establish the category, but the company could expand demand by integrating the format more closely with its software, services and developer ecosystem.

The iPhone 18 Pro range is expected to retain the broad design language of the current premium models while introducing changes to cameras, processors and communications technology. Industry expectations include a smaller Dynamic Island, improved photography features and expanded satellite connectivity, although specifications may change before production is finalised.

New Apple Watch models are also likely to appear at the event. The company has traditionally used its September presentation to update its wearable range alongside the iPhone, positioning the devices around fitness, health monitoring, communications and integration with other Apple products.

The launch will be closely watched for evidence of how Apple plans to strengthen demand in a mature smartphone market. Consumers are keeping devices for longer as annual improvements become less dramatic, while higher component costs and economic uncertainty are making premium electronics harder to sell in several markets.

Apple has increasingly relied on trade-in offers, instalment plans and carrier promotions to reduce the immediate cost of upgrading. The company must also balance demand for more advanced artificial intelligence features against privacy commitments and the processing limits of older devices.

Retail employees play a central role in converting launch interest into sales. Store teams demonstrate unfamiliar functions, help customers compare models, transfer data and resolve early setup problems. Bringing selected workers into the event gives them direct exposure to Apple’s presentation methods and product messaging before the new devices reach stores.