iPhone 18 Event Date Teased as Apple Opens Secret Staff Lottery

Apple is giving its U.S. retail store workers a chance to work behind the scenes at its upcoming September iPhone event. The company has opened an internal lottery for retail employees interested in helping run the in-person event, according to an internal memo reported by Bloomberg’s Mark Gurman on Tuesday.

Selected Apple Store workers will help manage crowds, organize lines, check in guests, and support security during the presentation. In the memo, Apple stated it was “excited to offer US store team members the opportunity to participate in the Event Support Experience Program.”

Apple says there’s limitations on who can get involved, to make things fair. Staff who worked at this year’s WWDC or last fall’s iPhone 17 launch aren’t eligible. Interested employees must apply by August 8 with lucky workers getting notified on August 17.

The iPhone maker told staff the event will take place during the first half of September. Because U.S. Labor Day falls on Monday, September 7, the keynote will likely take place on Wednesday, September 9, keeping with Apple’s tradition of giving attendees one week’s notice to show up for the event.

Last year’s iPhone 17 series unveil took place on Tuesday, September 9. So we’re pretty much on par here, if the iPhone 18 event date comes true (and it likely will).

This year’s September event will be the first major launch under incoming CEO John Ternus, who takes over from Tim Cook on September 1. Apple is expected to reveal its first foldable iPhone (which will come with a huge price tag), along with the iPhone 18 Pro, iPhone 18 Pro Max, and refreshed Apple Watch models.