We're just a few weeks away from the launch of the iPhone 18 Pro and iPhone Fold, and preparations are in full swing inside Apple. A new report from Bloomberg says that Apple is opening a lottery for its U.S. store employees to travel to California and help out at the upcoming iPhone event in September.
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This event, known as the “iPhone event,” is one of the most important events of the year for Apple. During this event, the company presents its new products, which often set the trends in the smartphone market for the following year. This year’s event is particularly anticipated, as Apple will unveil the iPhone 18 Pro and the long-awaited iPhone Fold, the company’s first foldable phone.
Apple announced the draw in a memo to employees today, saying the event will take place in the first half of September. In the memo, Apple said it is excited to offer members of its U.S. store team the opportunity to participate in the Event Support Program. This program offers employees the opportunity to participate in one of the company’s most important moments, providing them with a unique experience and the chance to see new products up close before the general public.
Apple Store employees selected to participate in the event will have a variety of roles. They will help manage lines, greet visitors, direct attendees, provide directions, and support security teams. These activities are critical to the smooth running of the event, as Apple expects thousands of visitors, including journalists, analysts, and partners.
Apple has relied on store employees for years to help staff major product launches. Employees who participated in either this year's Worldwide Developers Conference or last year's iPhone launch are not eligible for the upcoming program. This is to give more employees the opportunity to participate in these unique experiences.
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Interested employees must apply by August 8, and Apple will notify those selected by August 17, according to the memo.
Apple typically holds its annual iPhone event in the second week of September. This year, Labor Day in the US falls on September 7. Because of that, Bloomberg reports that an event on Wednesday seems slightly more likely, as it would preserve the weekday travel window that Apple traditionally provides for attendees. If confirmed, the iPhone event would take place on Wednesday, September 9.
Pre-orders will likely open on Friday, with the release following a week later.
The iPhone event is not only important for Apple, but also for the broader tech market. Each new iPhone release often sets trends in the smartphone industry, influencing other manufacturers' strategies and consumer expectations. The addition of a foldable model, such as the iPhone Fold, is expected to generate particular interest, as Apple enters a product category that has been dominated by other companies, such as Samsung.
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The implications for users and organizations are many. Users eagerly await the new features and improvements that the new models will bring, while organizations that work with Apple or depend on its products will have to adapt to the new technologies and changes that the new iPhones will bring to the market.
