Apple is expected to announce a press briefing for new products this week

Apple is expected to send save-the-date invites for an upcoming iPhone 12 press briefing later this week, according to two prominent sources with deep connections within the company.

Firstly, Apple insider Jon Prosser wrote on Twitter last night that he thinks Apple will hold a media event to announce the next iPhone and possible other products on Tuesday, September 8. “Apple press release is currently scheduled for Tuesday, September 8, at 9am EST,” he wrote, adding that “it’s not locked in until the press has been briefed, day of.”

The wording suggests Apple might release new gear via press releases. While Apple could certainly launch the new iPad Air 4 and Apple Watch Series 6 models quietly, we think the next iPhone warrants a virtual event and video presentation of its own, similar to the WWDC 2020.

But who knows, this may be the new normal.

Hours later, Bloomberg reporter Mark Gurman poured cold water on Prosser’s claim.

“I wouldn’t get too excited about rumors of new Apple products appearing this week,” wrote Gurman. “More likely I think: an announcement of the upcoming (of course virtual) September iPhone/Apple Watch event.”

While Apple may announced the next iPhone soon, the device probably won’t go on sale in the usual September timeframe due to global supply chain disruptions caused by the coronavirus. Instead, the iPhone 12 may arrive in October or later this year. Don’t forget that the Cupertino firm also mistakenly teased an early September event on its YouTube channel last month.

What are your expectations of Apple’s releases schedule for the rest of the year?

Let us know what you think by leaving a comment down below.