The Apple Event That Won’t End: Why Today’s iPhone 13 Launch Is Just the Beginning

You feel that? The butterflies in your gut? The clenched butt? Of course you do — because today is an Apple event day, and if you’re anything like me, you’re already sweating through your favorite tech blogger hoodie.

If you’re intrigued about what the company is potentially going to announce, we’ve got you covered with our comprehensive preview. If you want to know how to watch it, friend, we’ve got you there too. But in this piece, we’re diving deep into something that’s got the entire tech world buzzing: the possibility that today’s event isn’t a standalone extravaganza at all. Instead, it’s most likely one of a pair of events, and this is where things get really interesting.

The Gurman Revelation: Two Events, Double the Drama

Let’s start with the smoking gun that’s got everyone talking. Tech journalist Mark Gurman, whose Apple leaks are more reliable than your morning coffee, dropped this bombshell on Twitter:

“There will be two events, and I’d expect the latter to be Mac + iPad. iPhone/Watch Tuesday.”

This isn’t some wild speculation from a random Twitter account — Gurman has sources deep inside Apple’s supply chain and product development teams. When he speaks, the tech world listens, and what he’s saying is that today’s event is just Act One of a two-part Apple spectacular.

But before you think we’re just taking one tweet and running with it, let’s look at the historical context that makes this theory not just plausible, but highly probable.

Apple’s Event History: A Pattern Emerges

If we stretch our minds back to 2020 (OH GOD NO, the year we collectively agreed to forget), you’ll remember there were three Apple events at the rear end of the year. Let’s break this down:

September 15, 2020: The “Time Flies” event where Apple announced new Apple Watches and iPads. This was the warm-up act, the appetizer before the main course.

October 13, 2020: The “Hi, Speed” event. This is where the company announced the iPhone 12 range, complete with 5G capabilities and that controversial flat-edge design that divided the internet.

November 10, 2020: The “One More Thing” event. This was where Apple launched its new Macs with the M1 chip, marking the beginning of the end for Intel processors in Apple’s lineup.

Do you see the pattern here? Apple has recent history of spreading its product announcements over several events, each with its own theme, its own marketing push, and its own moment in the spotlight.

The Genius of Apple’s Event Strategy

The more I think about it, the more I’m convinced of what a brilliant idea this is from Apple’s perspective. Let’s ponder this from their strategic angle.

Now that Apple events are fully digital (thanks, pandemic), there’s no need to worry about getting people in a room, managing seating charts, or dealing with the logistical nightmare of hosting thousands of journalists and influencers. For the public, it’s also much easier to understand a couple of products being updated, rather than dozens of different devices all at once.

Then you have the media coverage. Basically, every major media outlet will cover the ins-and-outs of each event, meaning Apple will receive huge amounts of coverage for just… splitting up a video? Sending out some RSVPs? It’s really a genius bit of PR and marketing that costs them virtually nothing extra.

Think about it: instead of one massive event that might get lost in the noise of the tech news cycle, Apple gets multiple weeks of headlines, multiple opportunities to trend on social media, and multiple chances to dominate the conversation.

What This Means for Today’s Event

So where does this leave us with today’s iPhone 13 event? Here’s what I’m thinking:

Today is almost certainly going to be focused on the iPhone 13 lineup and the Apple Watch Series 7. We’ll get our usual array of camera improvements, processor upgrades (hello, A15 Bionic), and maybe some surprises in the form of new colors or features.

But what we almost certainly won’t see are new iPads or new Macs. Those are being saved for the second event, which could come as early as late October or as late as mid-November.

The Product Split: Following the Pattern

Gurman is probably right when he suggests the split will be: one event that’s Apple Watch and iPhone, then another that’s iPad and Macs. This makes perfect sense when you think about it:

• iPhone and Apple Watch share similar release cycles and often have interconnected features (like the always-on display coming to more Apple Watch models)
• iPad and Mac are both productivity-focused devices that often share software features and target similar professional audiences

This split also allows Apple to give each product line the attention it deserves. Rather than rushing through iPad announcements to get to the iPhone, or briefly mentioning Mac updates between iPhone segments, each event can focus deeply on its target products.

Why This Strategy Works So Well

There’s something psychologically satisfying about this approach too. It’s like a TV show with a cliffhanger ending — you get invested in today’s announcements, but you know there’s more to come. It keeps the audience engaged over a longer period and builds anticipation for the next installment.

For Apple fans, it means we get to geek out over iPhone news today, then have something else to look forward to in a month or two. For investors, it means multiple opportunities for the stock to react to positive news. For Apple itself, it means maximum media coverage and consumer attention spread across multiple events rather than concentrated in one.

The Bottom Line

Is today’s Apple event going to be amazing? Absolutely. Are we going to see some incredible new products? Without a doubt. But is this the end of the Apple event season for 2021? Almost certainly not.

We’re likely looking at the beginning of a two (or possibly three) event arc that will carry us through the fall and into the holiday shopping season. And honestly? I couldn’t be more excited about it.

Apple has mastered the art of the product launch, and this distributed event strategy might be their most brilliant move yet. It’s efficient, it’s effective, and it keeps us all talking about Apple for months on end.

So buckle up, tech fans. Today is just the beginning, and the Apple event that won’t end is officially underway.

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