Apple opens retail employee lottery ahead of iPhone event in September

Apple is preparing for its biggest product launch of the year and has opened a lottery for US retail employees interested in helping staff the in-person event. Selected employees will handle tasks such as organizing lines, checking in guests, and supporting security teams, according to an internal memo reviewed by Bloomberg.

The company has told staff that the event will take place in the first half of September without confirming an exact date. Apple's iPhone events have historically landed on the second Tuesday or Wednesday of the month, and since Labor Day falls on September 7 this year, a Wednesday date looks slightly more likely based on how Apple typically schedules attendee travel.

Apple described the initiative internally as the "Event Support Experience Program." A company spokesperson declined to comment on the report. Employees who worked at this year's WWDC or last year's iPhone launch are not eligible to apply. Interested staff have until August 8 to apply, and Apple plans to notify selected participants by August 17.

This year's event carries extra weight, as it will be the first major product unveiling under incoming CEO John Ternus, who takes over from Tim Cook on September 1. Apple is expected to introduce its first foldable iPhone alongside the iPhone 18 Pro and Pro Max, along with new Apple Watch models.