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 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.

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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