Apple is inviting US retail employees to participate in its upcoming product-launch event through an internal programme that will allow selected staff members to support the in-person unveiling.
The company has opened a lottery-based selection process for retail employees interested in being part of the Event Support Experience Programme. Selected employees will assist with guest management, including organising queues, checking in attendees, guiding visitors and supporting security teams during the launch.
The event is scheduled for the first half of September, with Apple expected to reveal its latest range of products. Employees who wish to participate must apply by 8 August, and those selected will be informed by 17 August.
Apple has regularly involved retail teams in major events, giving employees an opportunity to be part of high-profile product launches beyond their regular store responsibilities. However, employees who participated in this year’s Worldwide Developers Conference or last year’s iPhone launch will not be eligible for the upcoming programme.
The initiative highlights Apple’s approach of involving frontline employees in customer-facing experiences and major company milestones. Retail teams play a key role in introducing new products to customers, and participation in launch events provides employees with exposure to the company’s broader product ecosystem.
This year’s launch is expected to be particularly significant as it will be the first major product unveiling under incoming CEO John Ternus, who is set to succeed Tim Cook on 1 September. The company is reportedly expected to introduce new iPhone models, including its first foldable iPhone, along with updated Apple Watch models and other hardware.
