In September, Apple is expected to unveil its next iPhones, as it has done annually since the iPhone 12—except for a slight delay in 2020 due to Covid. But the exact date remains uncertain. A recent report hinted at a possible release date, but it was later debunked as a hoax. Another report has introduced a completely different date. Let’s explore this new possibility first, followed by the story of the fake leak and what we can still learn from it, despite its discrediting.
Before diving in, it’s worth mentioning that the alleged leak has caused quite a stir.
Filipe Espósito, a trusted source at 9to5Mac, suggests that the anticipated timeline might be off, with Apple potentially unveiling the iPhone 16 series a week earlier than expected. Espósito bases this on Mark Gurman’s report indicating that iOS 18 could be finalized sooner than anticipated, possibly leading to an earlier iPhone release as well.
Apple has no reason to hold it: if the iPhone can be released earlier, sales can start sooner, which is a definite advantage. Espósito suggests that if an early unveiling is on the cards, Apple might send out press invites later this week, as these are typically issued two weeks before the event.
However, let’s hold for a moment. While invites sometimes go out that early, it’s just as common for the press to receive them just over a week in advance. As someone who has had the privilege of being invited, I can tell you that while early invites are appreciated, they aren’t always the norm. Apple strategically times its invitations for maximum impact. The report also notes that the usual preference for a Tuesday, September 10 keynote might be less likely due to the already-scheduled presidential debate that night. You can find my predictions for the keynote date at the end of this post.
According to 9to5Mac, this could mean the unveiling might happen on Tuesday, September 3, or Wednesday, September 4. Personally, I find both dates highly unlikely, given that the IFA tech show in Berlin is kicking off at that time. Apple prefers a clear shot at the news cycle, without competition from tech giants like Sony, Samsung, LG, and Panasonic. While it’s possible, I have to say, Felipe, I’m not convinced.
Now, back to the commotion caused by the fake leak. Bloomberg’s Mark Gurman weighed in on X, stating, “1) Apple event invites never leak in advance. That would essentially be impossible. 2) Shocked/not shocked this was covered by several publications. Less surprised that the original poster published it with zero diligence and a claim of authority.”
I don’t believe Mr. Gurman was referring to me, as my post, as you can see above and below, is focused on the fact that the invite was a fake and what we can still learn from the whole situation. I also agree with him on the importance of due diligence, which is why I included the comment from @lorevfx, who admitted to mocking up the invite. Majin Bu, for his part, has remained polite, saying, “Maybe I’m not very diligent, that’s true, however I’ve never had any claim to authority. I just publish as always the things I find or are sent to me and I think they can be plausible.”
The key point here is that a leaked Apple invite was, to be honest, never plausible. The content for the invite is almost certainly still being finalized and is likely in the hands of only a select few at Apple.
Now, let’s dive into what appeared online, what was nonsense, what had some truth, and where that leaves us.
1. The Leak
The report originated from prolific leaker Majin Bu, who claimed on X to have a leaked copy of the invitation for Apple’s next event, where the iPhone 16 would be announced. Although it was evident to me that the invite was fake, some of its content did seem convincing.
2. The Invite
There follows a mock-up of what the invite will be like and indeed, @lorevfx has now claimed on X that they created it. They said, “Fun fact: i made the ‘leaked’ Apple Event invite in less than 10 minutes using Figma and an Ai generated texture and I sent it to the leaker just because I was bored.” Majin Bu has now followed up with a rather gracious acceptance of being hoodwinked, saying, “I appreciate your effort though, if you need someone for graphics contact this guy.”
While it was an accomplished-looking item, it didn’t hold water. Apple has complete control over items such as the invite it sends out and it’s highly unlikely this could possibly leak.
3. What’s Plausible
Still, there are elements that seem somewhat plausible, like the tagline ‘Ready. Set. Capture.’ which could refer to the new Capture button expected in the iPhone 16 lineup, although this feels a bit too specific. The mention of a new bronze color, rumored to be an option for the iPhone 16 Pro, also adds some credibility.
However, there are details I believe will be spot-on. I’m confident it will be an in-person event held at the Steve Jobs Theater in Cupertino, starting at 10 a.m. Pacific time. Beyond that, though, I don’t find the other claims convincing.
4. Keynote Date
Hold on, you might be wondering—what about the keynote date? Everyone seems to agree with what the invite suggests: Tuesday, September 10.
While that’s a plausible date, it’s not set in stone. I believe there’s some flexibility when it comes to the announcement date. The widespread assumption that it will be September 10 makes it likely, but not guaranteed.
5. Release Date
I believe the release date is firmly set for Friday, September 20, but the keynote could happen a day earlier or even a few days later than the widely expected September 10. We’ll find out soon enough.
Source (forbes) from David Phelan
