Apple’s September 15 “Time Flies” event: What to expect

Enlarge / One of two identical stairwells at the Steve Jobs Theater at Apple's Cupertino campus, where the company now hosts many of its product reveals. (credit: Samuel Axon)

Every September, Apple unveils its new lineup of iPhone and Apple Watch devices in a live event with press, influencers, and industry figures present-or does it? This year, we're not quite certain.

Last week, the northern California tech giant put out invitations to a video stream from the Steve Jobs Theater (the location on the company's new campus where it normally hosts people in person) to announce some new products. The tagline was "Time Flies"-and we'll get into some interpretations of that in a moment-but time sure isn't flying for most onlookers, as we move into the ninth month of the COVID-19 pandemic.

And because of that pandemic's effect on Apple's operations, there have been a few scattered reports that the company may not manage to ship its new iPhones in the September window it usually targets, even as there are other conflicting rumors indicating that yes, iPhones are indeed coming this month.

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