September is starting strongly. Not only because we are at the doorstep of the IFA in Berlin, but also because next week one of the most important events in the world of technology is about to take place: the Apple Keynote in which they will present the new iPhone 16. It is one of the most followed events in the world and it is rare that there is another presentation scheduled on that day. By the way, it is not exactly the same day, but Huawei has invited us a few hours later to present its next big bet: its triple foldable.
An “unwritten rule”. It is difficult to counter-program an Apple event in general and an iPhone launch in particular. The press, users and fans only have two eyes and two hands and following two events simultaneously is not only impossible, but also tiring. If you give the user the option to follow a presentation or an Apple presentation, they will most likely choose to follow Apple’s presentation. This has clear implications in terms of the impact of the announcement.
In fact, there are examples of this. OnePlus with its OnePlus 6T. Despite announcing on October 8, 2018 that its OnePlus 6T would be presented on October 30, OnePlus was forced to bring the date forward by a day. Why? Because Apple announced an event for iPads on October 18 and for Macs on October 30. In the words of OnePlus founder Pete Lau:
Not just a day, but a few hours. The presentation of the iPhone 16 will take place on September 9 at 7:00 pm Spanish peninsular time. If it is like other years, we can expect it to end around 8:00-8:30 pm. Huawei, for its part, will present its triple foldable on September 10 at 8:30 am Spanish peninsular time.
Not just a day, but a few hours. The presentation of the iPhone 16 will take place on September 9 at 7:00 pm Spanish Peninsular Time. If it stays like other years, we can expect it to end around 8:00-8:30 pm. Huawei, for its part, will present its triple foldable on September 10 at 8:30 am Spanish Peninsular Time.
It’s a difference of hours and says a lot about Huawei, which has a big announcement to make. After all, the triple foldable (three screen areas, two folds) is the natural next step for foldables. In any case, September 10 is also a risky date, since the iPhone 16 will continue to be the subject of analysis and comments both in the press and on social media.