Should you’re an Apple fan, the annual iPhone launch occasion is among the finest days of the yr. It’s after we lastly get to see what Apple has been engaged on for the earlier 12 months and determine if it’s price upgrading. From the day the invitation arrives till the keynote begins, Apple will get an unlimited quantity of scrutiny and over-analysis as followers eagerly examine what clues Apple has (or, simply as typically, hasn’t) hidden inside its present posters.
Within the run-up to Apple’s iPhone 17 launch occasion, we’ve taken a glance again at each one of many firm’s previous iPhone reveals, casting our beady eye over the slogans, invitations, and merchandise that outlined the reveals.
On January 1, 2007, this picture appeared on the homepage of Apple.com.
Apple
2007: Just the start (unique iPhone)
The Macworld San Francisco Expo occurred in January 2007, and it was right here that the first-ever iPhone made its look. After introducing the iPhone as three units in a single (a “widescreen iPod with contact controls,” a “revolutionary cell phone,” and a “breakthrough web communicator”), Apple went on to launch the machine that might upend your entire cellular phone trade.
Launching what could also be pretty described as crucial product in Apple’s historical past required a suitably momentous invite, and that’s simply what we received. Depicting the solar dawning over an enormous Apple emblem, the invite was clear that this was the beginning of a brand new period. If that wasn’t express sufficient, the slogan really rammed it dwelling: “The primary 30 years had been just the start. Welcome to 2007.”
The 2008 WWDC invite options twin Golden Gate Bridges.
Apple
2008: A landmark occasion (iPhone 3G)
Apple switched the iPhone stage from Macworld to WWDC with the arrival of the iPhone 3G. Apple tagged it as “A landmark occasion. In additional methods than one,” with a photograph of not one however two Golden Gate Bridges adorning the invitations.
This was maybe a reference to the iPhone 3G, which introduced with it a lot sooner web connectivity than its predecessor, and the introduction of the iPhone SDK on the present, which included the Core Location API. Or maybe it was a sign that the iPhone was altering the way in which we see the world. Or possibly it was one thing else solely–that is removed from the one time individuals have scratched their heads and questioned what Apple’s invitations had been all about. However it was undoubtedly a landmark occasion.
Apple
2009: Make your mark right here (iPhone 3GS)
At WWDC 2009, Apple introduced the iPhone 3GS, the primary in a protracted line of “S” units. Its invite confirmed an iPhone with a four-by-four grid of squares spelling out numerous phrases (“Make your mark right here,” “Don’t lose your spot,” “Make this your yr”), with the implicit thought being that these squares represented apps.
Accordingly, Apple introduced the iPhone 3GS by saying it may entry over 50,000 apps within the firm’s App Retailer. Whereas that quantity may appear quaint immediately, it was a giant deal again then, prompting Apple to design its occasion invite across the idea.
Apple
2010: Middle of the app universe (iPhone 4)
The subsequent yr, Apple returned to the app theme with WWDC 2010’s tagline of “The middle of the app universe.” By this level, over 225,000 apps had been out there on the iPhone, and greater than 5 billion of them had been downloaded by customers.
The iPhone 4 that launched at WWDC 2010 got here with a brand new design, the first-ever Retina show, a 5MP digital camera, and extra, cementing its status because the place to go for a top-tier smartphone expertise.
Apple
2011: Let’s discuss iPhone (iPhone 4s)
By 2011, Apple had moved its iPhone occasion to September, settling into the routine that it has caught to ever since. This time, Apple didn’t depart a lot to the creativeness with its invite: This present was going to be all concerning the iPhone, with out the peripheral distractions of a Macworld Expo or WWDC.
The iPhone 4s that arrived at this occasion introduced Siri, and it could have been this new function that the occasion’s “Let’s discuss iPhone” slogan referred to. This was additionally the primary iPhone launched by Tim Cook dinner, after Steve Jobs’s resignation from the Apple management earlier within the yr. Jobs sadly handed away simply in the future after the iPhone 4s was unveiled.
Look carefully on the shadow.
Apple
2012: It’s virtually right here (iPhone 5)
Earlier than Apple introduced the iPhone 4s in 2011, there was fevered hypothesis that the subsequent iPhone would really be known as iPhone 5, resulting in disappointment in some quarters that 2011’s machine was solely an “S” improve. Apple appeared to deal with these critics with its 2012 iPhone occasion invite, which teased “It’s virtually right here,” with a outstanding quantity 5 shadow beneath the 12 that represented the occasion’s date.
The iPhone 5 got here with a thinner and lighter design and a bigger show, a sooner chip, and a brand new Lightning port that changed the outdated 30-pin connector.
Apple
2013: Brighten everybody’s day (iPhone 5s, iPhone 5c)
Lately, the iPhone 5c would possibly appear to be an odd flash within the pan, and it was the one time Apple launched an entire vary of iPhones in vivid, playful colours–we’ve had gaudy iPhones within the years since, however none fairly like these. Such a radical departure from the iPhone’s previous black and silver tones required an invitation that was as daring because the machine, and that’s simply what we received. The invitation featured colourful bubbles and the tagline “This could brighten everybody’s day.” That it did.
Other than the iPhone 5c, we additionally received the iPhone 5s, which packed in its first 64-bit chip, an 8MP digital camera, and the primary occasion of Contact ID in an iPhone.
Apple
2014: Want lets say extra (iPhone 6, iPhone 6 Plus)
Apple likes to stay tight-lipped about its future merchandise, and 2014’s iPhone occasion invite appeared to poke a little bit enjoyable at its secrecy: “Want lets say extra,” it lamented. Besides, with a little bit of hindsight, you’ll be able to see that it did spill some saucy secrets and techniques.
That’s as a result of that yr was the primary time we received a “Plus” iPhone, and it got here within the type of the iPhone 6 Plus, which launched alongside the iPhone 6. With a much bigger iPhone on supply, Apple actually was giving us extra in spite of everything.
Apple
2015: Give us a touch (iPhone 6s, iPhone 6s Plus)
The invite for the iPhone occasion in 2015 was fairly clear: Siri would take middle stage. And it did, with the announcement that the A9 chip contained in the iPhone 6s and iPhone 6s Plus allowed extra options to run at decrease energy, together with “Hey Siri” requests. Consequently, you not wanted to have your iPhone plugged in to make use of Siri.
Apple
March 2016: Allow us to loop you in (iPhone SE)
The primary iPhone SE was placed on present in 2016, with Apple asking attendees on the present to “Allow us to loop you in.” This was a nod in the direction of the occasion’s location, which was Apple’s Infinite Loop campus. Additionally on show on the occasion was the 9.7-inch iPad Professional, a brand new Apple Watch, and updates to Apple’s software program choices, together with tvOS, CareKit, HealthKit, and ResearchKit.
Apple
September 2016: See you on the seventh (iPhone 7, iPhone 7 Plus)
Typically, Apple occasion invitations are easy with out a lot deeper that means. That appears to have been the case with the 2016 iPhone present, which used the phrase “See you on the seventh.” Not solely was the occasion held on September 7, but it surely additionally introduced with it the iPhone 7 line-up. Appears easy, proper?
If you wish to search for one thing extra, Apple promoted the considerably upgraded digital camera system within the iPhone 7 vary. The out-of-focus lights that created the highest of the Apple emblem was a transparent reference to the introduction of portrait mode on the iPhone 7 Plus, a function that might shortly change the way in which we snapped photographs on our telephones.
The primary media occasion at Apple Park.
Apple
2017: Let’s meet at our place (iPhone X, iPhone 8, iPhone 8 Plus)
By 2017, Apple had lastly accomplished its monumental Apple Park workplace house, a course of that had begun some 11 years earlier. It was due to this fact understandably wanting to host an iPhone occasion there, and it did so in 2017 by inviting individuals to “meet at our place.”
The primary iPhone present within the Apple Park period was suitably important, because it was the place the iPhone X was revealed to the world. Apple’s all-new, all-screen iPhone has set the blueprint for nearly each iPhone since, and beginning this new age in a brand new location should have felt becoming to Tim Cook dinner and mates.
Apple
2018: Collect spherical (iPhone Xs, iPhone Xs Max, iPhone XR)
In case you had been residing beneath a rock in 2018 and didn’t understand Apple had moved to a brand new campus, the corporate drove the purpose dwelling with its 2018 iPhone XS occasion invite, which bade individuals to “collect spherical.” The invite was adorned with an aerial illustration of Apple Park. Fairly delicate, if you happen to ask us.
Apple
2019: By innovation solely (iPhone 11, iPhone 11 Professional, iPhone 11 Professional Max)
It’s an ongoing meme that Apple doesn’t innovate anymore, however Apple was eager to show its doubters unsuitable at its 2019 iPhone occasion. Titled “By innovation solely,” it noticed the iPhone line divided into common fashions and high-end Professional choices for the primary time, which is the place Apple concentrated most of its ingenious energies. You possibly can virtually hear Apple’s crack advertising and marketing group declaring, “If this doesn’t persuade them that we are able to innovate, nothing will.”
Apple
2020: Hello, Velocity (iPhone 12, iPhone 12 mini, iPhone 12 Professional, iPhone 12 Professional Max)
By 2020, Apple’s iPhone chips had lengthy had the beating of their Android rivals, however issues had been a lot nearer within the cell connectivity sphere. At that yr’s iPhone occasion, Apple introduced out its trump card: 5G. This blazing-fast community improve was hinted at within the occasion invite, which used the slogan “Hello, Velocity.” Excessive pace, certainly.
This was the primary pre-recorded occasion and set the mannequin for present occasions.
Apple
2021: California streaming (iPhone 13, iPhone 13 mini, iPhone 13 Professional, iPhone 13 Professional Max)
Apple’s 2020 iPhone present was online-only as a result of ongoing coronavirus pandemic, and by 2021, it was clear that this format wouldn’t be a one-off. Apple embraced that change with its 2021 occasion invite, dubbed “California streaming.”
Apart from the apparent allusion to streaming the occasion, the tagline may additionally have been a touch on the improved video capabilities throughout the roster, together with the addition of Cinematic mode, Dolby Imaginative and prescient, ProRes, and higher low-light efficiency. With heightened video powers, there was a higher incentive to stream your footage to family and friends.
Apple
March 2022: Peek efficiency (iPhone SE 3)
The ultimate iCellphone SE was introduced at Apple’s “Peek efficiency” occasion in March 2022, and it was a sturdy improve to the inexpensive telephone. But when we’re being sincere, we doubt the present’s identify referred to that machine. That’s as a result of Apple additionally handled us to the primary Mac Studio and Studio Show on the occasion, in addition to an iPad Air with an M1 chip. As for why Apple spelled “Peek” the way in which it did? We’ll allow you to determine.
Apple
September 2022: Far out (iPhone 14, iPhone 14 Plus, iPhone 14 Professional, iPhone 14 Professional Max)
The iPhone 14 vary boasted a plethora of latest options, together with the Dynamic Island, 48MP photographs, the return of “Plus” fashions, and extra, but it surely was Emergency SOS through Satellite tv for pc that probably gave the occasion its “Far out” identify–the satellites that allow it aren’t precisely in your yard, because it had been. The invitation equally imagined the Apple emblem as a constellation of stars, additional strengthening the imagery.
“Wonderlust” appears to seek advice from Apple’s new iPhone design.
Apple
2023: Wonderlust (iPhone 15, iPhone 15 Plus, iPhone 15 Professional, iPhone 15 Professional Max)
Apple was evidently happy with its new titanium chassis that debuted with the iPhone 15 Professional vary, because it designed 2023’s iPhone occasion invitation across the new use of titanium. The curved, speckled floor that discovered its method into the iPhone 15 Professional’s wallpaper was totally on present within the invite, giving us a preview of what was to return. It was, Apple clearly felt, one thing worthy of each surprise and lust–“Wonderlust,” if you’ll.
The 2024 occasion was extra concerning the arrival of Apple Intelligence than it was the iPhone 16.
Apple
2024: It’s Glowtime (iPhone 16, iPhone 16 Plus, iPhone 16 Professional, iPhone 16 Professional Max)
The stress is on for tech corporations to incorporate synthetic intelligence (AI) of their merchandise in a roundabout way–any method–to really feel related lately. Apple isn’t any completely different, and its Apple Intelligence system took middle stage within the invite for its 2024 iPhone occasion. Proclaiming that “It’s Glowtime,” the invitation featured the acquainted pastel tones of AI assistants throughout the land, with “Glowtime” referring to the glow that surrounds your iPhone’s display screen if you invoke the Apple Intelligence-infused model of Siri.
Apple
2025: Awe dropping (iPhone 17, iPhone 17 Air, iPhone 17 Professional, iPhone 17 Professional Max)
This yr’s iPhone present is rumored to play host to the first-ever Air model of Apple’s telephone, which is predicted to be the thinnest and lightest iPhone within the product’s historical past. That, Apple appears to be promising us, can be a jaw-dropping, awe-inspiring second–therefore the occasion identify.
There may very well be additional clues within the occasion invite, which options the sunshine blue shade rumored for the iPhone 17 Air. There’s additionally a touch of orange, which leakers have claimed can be an possibility for the iPhone 17 Professional.
Get the lowdown on upcoming Apple occasions and what it’s essential to know concerning the upcoming September 9 “Awe dropping” occasion.
