Apple has introduced a lottery to allow retail employees to assist at its upcoming September iPhone event.
The event is scheduled for the first two weeks of September, with winners announced by August 17. Selected staff will manage line organization, guest check‑in, attendee greeting, directional assistance, and support for security teams.
This initiative marks a new approach, as previous Apple events have relied on retail staff without a formal lottery. The program now opens participation to all U.S. employees.
The use of the term “in‑person” suggests the company may hold a live keynote, a format it has not employed since 2019.
Since that year, Apple has presented prerecorded keynotes and small, limited‑attendance events, such as the March unveiling of the MacBook Neo.
The upcoming event coincides with the transition of leadership, with the incoming CEO scheduled to take the helm on September 1, and the company is expected to showcase its first folding iPhone.
In addition to the folding model, analysts anticipate launches of the iPhone 18 Pro and Pro Max, Apple Watch Series 12 and Ultra 4, and refreshed Apple TV 4K and HomePod mini units.
Possible dates for the keynote include Wednesday September 9 or Tuesday September 15.
