Apple is preparing for its biggest product event of the year by opening a lottery that gives U.S. retail employees a chance to help staff the in-person unveiling, according to Bloomberg News’ Mark Gurman.
“With Apple Inc. gearing up for its biggest product launch of the year, the company is opening a lottery for U.S. retail employees who want to help staff the in-person unveiling,” Gurman reported.
The lottery allows retail employees to apply to work the event, where they’ll help organize lines, check in guests, greet attendees, offer directions and support the security teams, according to a memo that was seen by Bloomberg News.
In the memo, Apple said it was “excited to offer U.S. store team members the opportunity to participate in the Event Support Experience Program.” Apple has relied on retail employees to help staff major product launches for years.
The launch event will take place during the first half of September, the company told staff, without providing a more specific date. Historically, Apple’s iPhone presentations have taken place on the second Tuesday or Wednesday of that month. Since Labor Day in the U.S. falls on Monday, Sept. 7th, a Wednesday event appears slightly more likely, as it would preserve the workday travel window Apple has historically provided for attendees.
Workers who participated in either this year’s Worldwide Developers Conference or last year’s iPhone launch aren’t eligible for the upcoming program. Interested employees must apply by Aug. 8th, and Apple will notify those selected by Aug. 17th, according to the memo.
MacDailyNews Take: This year’s September event carries added significance. It will be the first major product unveiling under Chief Executive Officer John Ternus, who is set to take over from Tim Cook on Sept. 1st. The company is expected to unveil its first foldable iPhone — rumored to be called “iPhone Ultra” – as well as the iPhone 18 Pro and Pro Max, new Apple Watch models (Series 12 and Ultra 4), and, perhaps, new AirPods and Apple Home products.
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