Update September 6th below. This post was first published on September 5, 2023.

There is a familiar and urgent rhythm beginning to make its way. It’s the process that leads to a new iPhone hitting stores. It all started on Tuesday, August 29, when Apple sent out invitations to its next special event, though it took many by surprise. And now, another well-known event has occurred: the moment Apple launched its YouTube video countdown.

It’s another small step on the road that ends Friday, September 22, with the release of iPhone 15, iPhone 15 Plus, iPhone 15 Pro, iPhone 15 Pro Max, and Apple Watch Series 9 and Apple Watch Ultra 2nd generation. That’s when they are all expected to hit the shelves of the Apple Store. It also appears that the new AirPods Pro will be unveiled at the keynote and will go on sale along with iPhones and watches.

More from ForbesLatest iPhone 15 release date: What to expect, when, and why it’s awesome

You can read the full countdown to everything that’s going to happen between now and September 22 here. It has everything (apart from that YouTube schedule) set to the day or even the minute.

But today’s update is about a way to watch the keynote. So far, Apple has only said the way to watch the event is as follows: “Watch online at apple.com or on the Apple TV app.” So now we have another method.

Now, the Apple YouTube channel has an invitation that says, “Join us for a special Apple event on September 12th at 10am PT. Set a reminder now, and we’ll notify you before the showtime.”

Showtime, huh? Indeed, that’s fair, Apple’s keywords in recent years have been glossy films with high production value: keywords for our time.

Click on the page, and you can turn on notifications so you don’t miss out on the fun. This isn’t the first time Apple has done this, so it’s an expected part of the story.

Note that the time on the YouTube channel notification has been adjusted to reflect its start time in your location. So, the screenshot above shows what time the show will start in the UK, at 6pm

So, everything seems to be going according to plan so far, although Apple no doubt enjoys giving the impression of gliding quietly like a swan on water, even if the behind-the-scenes activity is a bit busier and drizzle.

This may be the last update from Apple before the September 12th keynote, so it’s the calm before the storm. Once the phones are unlocked, there will be frantic coverage and ad-libs. I didn’t put that on the schedule either, but honestly, it’s a given.

After that, it’s likely to be a busy weekend with pre-orders, the iPhone software release (read here for exactly when that happens), first reviews, and a peak release on September 22nd.

Buckle up.

Update September 6th. A new wrinkle has been added to the timeline by one of Apple’s trusted leakers, Mark Gurman. In a post on X“Apple Retail Stores will run updates the night of September 12th, after the event,” says the Bloomberg writer. This means that some new products could see near-immediate availability – or they would quickly roll out new marketing materials.”

Well, let’s analyze this. First of all, Apple likes to update its marketing materials quickly. I can remember going to Apple events at the Moscone Center in San Francisco, and seeing large swathes of black material surrounding the banners as the keynote kicked off. An hour or so later, they all updated to reveal new Apple letters — for that very year, describing the announcement of the Apple Store.

So, marketing materials are essential. But the products are on sale on September 13th?

They certainly won’t be the iPhones or Apple Watches we expect to see. Apple likes to get press reviews under its belt before sales start and no one will see review samples before the keynote. One day will be too short for even the quickest of reviewers to undo a considered judgment. The iPhone and Watch versions will launch on September 22nd, just on time, I think.

I think the one, the only, early release product would be the AirPods Pro with a USB-C charging case. I may have been proven wrong, but I’m 99% sure of it.

More from ForbesApple AirPods Pro 2023 Release Date: The internal details of the AirPods here have been updated in days

(tags for translation)Apple suddenly release

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