Apple officially announces Sep. 9 event with “It’s Glowtime” tagline

Apple will unveil the iPhone 16, new AirPods and watches at a September 9 event, with a live keynote presentation kicking off at 10am PT / 1pm ET.

Apple has announced plans to hold its annual fall event on Monday, September 9. Bloomberg’s Mark Gurman claimed the event would happen the following day on Tuesday, September 10, because that’s what he’s apparently learned from “people familiar with the situation” who don’t seem to be in the know. The event will have limited attendance for select members of the press at the Steve Jobs Theater.

“We’re glowing with excitement!,” Apple’s marketing boss Greg Joswiak wrote as he published an Apple logo animation via a post on X. It’s unclear whether the keynote will be a pre-taped presentation broadcast online like all Apple events since the pandemic. If so, you’ll be able to follow along by watching the keynote on the Apple Events page, its YouTube channel and on the Apple TV app.

Apple’s wording makes it sound like this will be a live event. “Tune in at apple.com or on the Apple TV app,” the company said. At any rate, the fall event is expected to serve as a launchpad for a bunch of products, including the iPhone 16 lineup with Apple Intelligence, the Apple Watch Series 10 models, a possible colorful Apple Watch SE with a plastic case (aimed at kids), and two new AirPods 4 models.

Apple announces September 9 event: “It’s Glowtime”

But wait, didn’t the rumor say Apple Intelligence would be coming alongside iOS 18.1 in October? Well, yeah, but that doesn’t mean Apple won’t discuss Apple Intelligence during the September 9 keynote. In fact, it should be the event’s central theme, as evidenced by the “It’s Glowtime” tagline, which references the new Siri glow animation that comes as part of the Apple Intelligence overhaul.

We’re glowing with excitement! Monday, September 9. #AppleEvent pic.twitter.com/QRVyZtqXYA

— Greg Joswiak (@gregjoz) August 26, 2024

I also don’t think Apple will launch the iPhone 16 models with iOS 18.0, which doesn’t have any Apple Intelligence features, and ask people to update to iOS 18.1 in October to get Apple Intelligence. You don’t talk about these features during a keynote only to ask people to wait a month to get them. But then again, I could be wrong.