Apple doesn’t participate in big industry-wide events such as CES, IFA or E3. Apple holds its own events, thank you very much. Several times a year, Apple invites the press and industry professionals to Apple Park to hear all about its latest products and services. Apple calls these ‘events,’ and streams them live online to millions of watchers.
So far in 2025 Apple has held two events: it’s Worldwide Developers Conference (WWDC) which kicked off on June 9 with a keynote in which Apple showed off the new features coming in the next version of its operating systems: iOS 26, iPadOS 26, watchOS 26 and macOS 26 Tahoe.
And a huge Apple Event on September 9, when Apple launched new Apple Watches, new AirPods Pro and its new iPhones for 2025 – including the iPhone Air. To recap what happened read our Live Blog of the Awe Dropping iPhone Event.
Apple doesn’t have to hold an event to launch new products though. Prior to WWDC, Apple launched a new iPhone 16e via press release on February 19, a new iPad and iPad Air via press release on March 4, and a new MacBook Air and Mac Studio on March 5.
Read on to find out about the events Apple will hold and Apple’s new product launches coming in 2025.
When is Apple’s next event?
- Late fall event possible
In some years Apple holds an event in October, and there is an expectation that new M5 MacBook Pro and M5 iPad Air could be announced in that time frame, making an event possible.
Apple last held an October event on October 30, 2023, when it introduced the MacBook Pro with M3 chips. There was also an event on October 18, 2021 and October 13, 2020 (and November 10, 2020).
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What time will the next Apple event start?
Apple keynotes usually start at 10 am PT/PST.
That translates to the following times in the countries where most of our readers live:
- U.S.: at 10 am (PST/PDT), 11 am (MST/MDT), noon (CST/CDT), 1 pm (EST/EDT)
- Canada: as above, and 2 pm (AST/ADT)
- U.K.: at 6 pm (GMT/BST)
- Europe: at 7pm (CET/CEST), 8 pm (EET/EEST)
- India: at 10.30 pm (IST)
- Australia: Next day at 1 am (AWST/AWDT), 2.30 am (ACST/ACDT), 3 am (AEST/AEDT)
- New Zealand: Next day at 5 am (NZST/NZDT)
Timings can be slightly different if Apple holds the event during the period of a couple of weeks when the clocks have changed in the U.S. but not elsewhere (later in 2025 both the U.S. and U.K. will change back on October 26).
Sometimes Apple holds events at different times, for example, in October 2023 the event was held in late afternoon in San Francisco, which meant it was midnight in the U.K.
If Apple doesn’t hold an event and instead just issues a press release that usually happens around 8 am PT, 11 am ET and 4 pm GMT/BST.
How long does an Apple event last?
Foundry
Apple keynotes usually last between one and two hours and feature CEO Tim Cook along with various other Apple executives. WWDC and the September event tend to be longer keynotes; the spring and late-fall events can be slightly shorter.
The September 2024 event was 1 hour 38 minutes.
When does Apple usually hold events?
Apple usually holds three or four live or live-streamed events throughout the year. During these events, the company unveils its latest products and plans during a keynote address. They are usually held during similar times of the year:
- March/April: Spring event (in 2024 this was held in May)
- June: WWDC – the Worldwide Developers Conference (iOS, macOS previews)
- September: Fall event (iPhone and Apple Watch)
- October/November: Late-fall event (Macs and iPads)
This event calendar is by no means set in stone, though, with the spring and October events being less regular. Some years, Apple doesn’t hold a spring event at all.
In 2024, Apple held three events: one on Tuesday, May 7, at which it launched new iPads, a keynote to kick off WWDC on June 10, and an event on September 9 at which Apple unveiled the new iPhone 16, Apple Watch Series 10 and the AirPods 4. In October 2024 there was no event, but Apple did announce new products (iMac, Mac mini and MacBook Pro) via press release.
In 2023 there were three events: WWDC in June, an iPhone event in September, and Apple’s second fall event on October 30 (or after midnight on October 31 if you weren’t in the U.S.). Similarly, in 2022 Apple held three events: a spring event on March 8, WWDC on June 6, and the iPhone 14 launch on September 7. In other years Apple has held four events though.
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What will launch at the Apple events in 2025
Here are the events we expect to see before the end of 2025, and what could launch.
October event 2025
Apple has a precedent of updating certain Macs in the October time frame, so this may be when we see a new M5 MacBook Pro and an iPad Pro running M5 chips. Alongside the M5 MacBook Pro we may also see the M4 Ultra Mac Pro and the long rumored M4 Pro 32-inch iMac Pro, although the latter is unlikely. A new HomePod, Apple TV and the rumored HomeHub may also put in an appearance, although that may have been delayed due to issues with Siri features and upgrades.
Whether Apple will hold an event to announce the new products, or just do so via press releases remains to be seen. In 2024 there was no October event, but in 2023 there was.
For more information about Apple’s October events read: Apple’s October Event: Date, time and what will launch.
Spring event 2026
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Like the October event, a spring event is not a regular occurrence, but a spring event is held slightly more often than not. When an event is held in the spring we often see new entry-level iPhones and consumer Macs and iPads.
For the spring 2026 event we expect to see the M5 MacBook Air with an upgraded M5 chip and minor improvements, an iPhone 17e to replace the iPhone 16e released in 2025, and new entry-level iPad and iPad Air. We may also see a new Studio Display, with Apple rumored to be working on a new external Mac monitor with features like ProMotion and HDR, and, if we don’t see it sooner, that rumored Smart Home hub.
For more information about Apple’s spring events read: Apple Spring event: Date, time, product launch rumors.
WWDC 2026
WWDC is an event that happens like clockwork every June. It’s Apple’s big developer event at which it reveals plans for the operating systems that run on Apple hardware.
In June 2026 we expect Apple to unveil details of the iOS 27, iPadOS 27, a new macOS, updates to watchOS, tvOS, HomePod software, and an update to Apple’s realityOS.
Apple sometimes announces new hardware at WWDC, usually the high end models targeted at power users, so we could see new Macs.
Following the keynote on the Monday, developer events and sessions will run throughout the week. You can read more about WWDC date, times and everything you need to know in a separate article.
Past Apple Events
Spring Apple events have been held on the following dates:
- 2025: No event
- 2024: Tuesday May 7
- 2023: No event
- 2022: Tuesday March 8
- 2021: Tuesday April 20
- 2020: No event
- 2019: Monday March 25
- 2018: Tuesday March 27
- 2017: No event
- 2016: Monday March 21
- 2015: Monday March 9
- 2014: No event
- 2013: No event
- 2012: Wednesday March 7
WWDC events have fallen on the following dates:
- WWDC 2025: June 9 (9-13)
- WWDC 2024: June 10 (10-14)
- WWDC 2023: June 5 (5-9)
- WWDC 2022: June 6 (6-10)
- WWDC 2021: June 7 (7-11)
- WWDC 2020: June 22 (22-26)
- WWDC 2019: June 3 (3-7)
- WWDC 2018: June 4 (4-8)
- WWDC 2017: June 5 (5-9)
Here are the past few Apple September event dates:
- 2025: Tuesday, September 9
- 2024: Monday, September 9
- 2023: Tuesday, September 12
- 2022: Tuesday, September 13
- 2022: Wednesday, September 7
- 2021: Tuesday, September 14
- 2020: Tuesday, September 15
- 2019: Tuesday, September 10
- 2018: Wednesday, September 12
- 2017: Tuesday, September 12
In the past, Apple has held a second fall event on the following dates:
- 2025: TBC
- 2024: No event
- 2023: Monday, October 30
- 2022: No event
- 2021: Monday, October 18
- 2020: Tuesday, October 13 and Tuesday, November 10
- 2019: No event
- 2018: Tuesday, October 30
- 2017: No event
- 2016: Thursday, October 27
- 2015: No event
- 2014: Thursday, October 16
- 2013: Tuesday, October 22
- 2012: Tuesday, October 23
- 2011: Tuesday, October 4
Author: Karen Haslam, Managing Editor, Macworld
Karen has worked on both sides of the Apple divide, clocking up a number of years at Apple's PR agency prior to joining Macworld more than two decades ago. Karen's career highlights include interviewing Apple's Steve Wozniak and discussing Steve Jobs’ legacy on the BBC. Having edited the U.K. print and online editions of Macworld for many years, more recently her focus has been on SEO and evergreen content as well as product recommendations and buying advice.