Sealed boxes have arrived at Apple Stores, but they may not be opened until October 8th. This date is five days before the rumored launch of Apple's new smart home devices. This reignites the debate about how and when Apple will unveil the three devices.
Apple stores received confidential boxes earlier this week, labeled with instructions not to open them before October 8th. This was reported by MacRumors, which received a tip and claims to have independently verified the information. According to the report, Apple Stores worldwide are affected.
It is suspected that the document contains new presentation materials for the stores: signage, graphics, and guidelines for arranging the devices on the tables. A connection to the launch of the HomePad, HomePod mini, and Apple TV 4K, which Bloomberg reports will take place on October 13th, seems likely.
Key Facts at a Glance
- Apple Stores have received sealed boxes with an embargo until Thursday, October 8th.
- It probably contains new presentation material for the stores.
- The most likely connection is with the three smart home devices for which October 13th is being considered.
- The Bloomberg report leaves open whether October 13th is the day of the presentation or the market launch.
What's likely to be in the boxes
This type of material allows for the conversion of signage and the layout of store areas to new products, ensuring that everything is in its place on opening day.
Theoretically, the iPhone Duo would also be an option. It can be pre-ordered from October 16th and will be available in stores on October 23rd. However, that leaves more than two weeks after October 8th, and such an early embargo period would be unusually long for a device whose release dates are already set.
Presentation or market launch on October 13th
The Bloomberg report from the previous day states that Apple plans to enter the smart home market on October 13th. It is unclear from the wording whether this refers to the product launch or the day the devices will be available in stores.
The boxes support the second interpretation. If the equipment is set up starting October 8th, the devices should be presented by then, meaning sometime during the week beginning October 5th. Sales would then start on October 13th.
| Date | Weekday | What is at stake |
|---|---|---|
| October 7 | Wednesday | Possible invitation if there is a presentation on October 13th. |
| October 8 | Thursday | Blocking period for cardboard boxes in Apple Stores |
| October 13 | Tuesday | Release date for the three smart home devices, according to Bloomberg |
| October 16 | Friday | Pre-orders for the iPhone Duo begin |
Two scenarios for next week
A separate presentation was initially planned for October 13th because the Hub is a new product category with its own interface. The calculation was as follows: For the October events in 2021 and 2023, the invitation arrived six days in advance, meaning for October 13th, it would have been sent on Wednesday, October 7th. The arguments for a keynote address hinge primarily on the Hub.
The embargo on the boxes fits a different scenario better: a press release announcement at the beginning of the week, followed by setup in stores and a market launch on October 13th. Both scenarios can be distinguished by the middle of next week. If no invitation is sent, the press release is the more likely route.
Anyone who wants to buy now would be better off waiting
I consider the embargo period the most concrete indication so far of the process, because it stems from Apple's own logistics and not from speculation. However, it doesn't determine whether a presentation will take place: it only states when the boxes can be opened, not when the materials will be visibly displayed.
Practically speaking, something will still change for you. If you're currently planning to buy a HomePod mini or Apple TV 4K, waiting the next two weeks is almost certainly worthwhile. Both devices are nearing the end of their lifespan, and the current Apple TV 4K is now almost four years old.
What do you expect for next week – a dedicated presentation for the hub or just press releases? Share your prediction in the comments.
