Report: Apple Starts Lottery For Retail Staff Ahead Of September iPhone Launch Event

Apple has reportedly launched a lottery programme for its US retail employees ahead of its annual September product launch event, signalling that preparations for the unveiling of the expected iPhone 18 series are underway. According to a Bloomberg report citing an internal company memo, selected retail staff will assist with various responsibilities during the in-person event, while applications for the programme will remain open until August 8.

The report states that employees chosen through the lottery will help manage guest check-ins, organise queues, greet attendees, provide directions and support security operations during the keynote event. Apple has reportedly informed employees that the launch presentation will take place in the first half of September but has not disclosed the exact date. Selected applicants are expected to be notified by August 17.

Based on Apple's previous launch schedule, the report suggests the event could be held on Wednesday, September 9. The company has traditionally introduced new iPhone models on the second Tuesday or Wednesday of September. With Labour Day in the United States falling on September 7 this year and Apple's usual travel arrangements for invited guests, September 9 is considered the most likely date. Apple, however, has not officially announced the event.

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According to the reported memo, Apple described the initiative as an opportunity for US retail staff to participate in its "Event Support Experience Program." Employees who were part of the WWDC 2026 event or the iPhone 17 launch are reportedly ineligible to apply. The programme is designed to provide selected retail employees with first-hand experience supporting one of the company's biggest annual events.

The September keynote is also expected to mark the first major product launch under Apple's incoming Chief Executive Officer, John Ternus, who is reportedly set to succeed Tim Cook as CEO on September 1. Alongside the anticipated iPhone 18 Pro and iPhone 18 Pro Max, industry reports suggest Apple could introduce its first foldable smartphone, which has been referred to as the iPhone Ultra or iPhone Fold, as well as a new generation of Apple Watch devices. Apple has not officially confirmed the products expected to be unveiled at the event.

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