With Apple Inc gearing up for its biggest product launch of the year, the company is opening a lottery for US retail employees who want to help staff the in-person unveiling.
The lottery allows retail employees to apply to work the event, where they’ll help organise lines, check in guests, greet attendees, offer directions and support the security teams, according to a memo that was seen by Bloomberg News.
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 Labour Day in the US falls on Monday, Sept 7, a Wednesday event appears slightly more likely, as it would preserve the workday travel window Apple has historically provided for attendees.
In the memo, Apple said it was "excited to offer US store team members the opportunity to participate in the Event Support Experience Program.”
A spokesperson for the Cupertino, California-based company declined to comment.
Apple has relied on retail employees to help staff major product launches for years. 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 8, and Apple will notify those selected by Aug 17, according to the memo.
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 1. The company is expected to unveil its first foldable iPhone – as well as the iPhone 18 Pro and Pro Max, new Apple Watch models and other hardware. – Bloomberg
