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Apple Events are the company's theater — the keynotes where products become moments. Steve Jobs made the form famous ("Stevenotes," "one more thing…"), unveiling the Mac, iPod, and iPhone on stage, and the September iPhone event remains consumer tech's most-watched annual broadcast.

The modern event is a cinematic production: pre-recorded since 2020, drone shots sweeping Apple Park, invitation artwork mined for clues, and a name to decode — September 2025's "Awe dropping" delivered the iPhone Air. Spring events and October announcements fill the calendar as launches demand; some products now arrive by newsroom press release, saving the stage for the stories Apple wants told large. The next September event is the perennial fixture — next iPhones, new Watches, and whatever the invitation teases.