Summary created by Smart Answers AI
In summary:
- Macworld reports Apple is implementing a lottery system for U.S. retail employees to support a major iPhone event expected in early September.
- Selected employees will handle logistical tasks like guest check-in and organizing lines rather than participating in keynote presentations.
- The event may launch iPhone 18 Pro, Apple Watch Series 12, and a folding iPhone Ultra through this new 2026 initiative.
As Apple prepares for what is rumored to be one of the biggest iPhone events of all time, it’s turning to retail employees for support. In a memo to U.S. retail stores seen by Bloomberg, Apple announced a lottery system to give workers “the opportunity to participate in the Event Support Experience Program.”
It’s not clear whether this is a new program, but Mark Gurman of Bloomberg notes that Apple has “relied on retail employees to help staff major product launches for years.” However, the report suggests that the lottery is new for 2026, so perhaps previous events were limited to California retail workers. In the memo, Apple says it is “excited” to offer U.S. retail workers this opportunity.
The lottery doesn’t mean this year’s event will be a return to the in-person keynotes that were common before the COVID pandemic. In fact, Gurman reports that they will simply help “help organize lines, check in guests, greet attendees, offer directions and support the security teams,” similar to WWDC in June.
The memo says the event will take place in the first half of September, as is customary for iPhone events. Our best guess for a date is either Wednesday, September 9, or Tuesday, September 15.
Apple is expected to launch several new products at this year’s iPhone event, including the iPhone 18 Pro and 18 Pro Max, Apple Watch Series 12 and Ultra 4, and the brand-new folding iPhone Ultra.
