UK Apple Store Already Anticipating iPhone 15 Launch in 2023

At least one Apple Store in the UK is forecasting unusually high footfall in the autumn and holiday season of next year, a time frame that is expected to include the launch of the iPhone 15 range.

Apple Milton Keynes employees have been notified that they will not be allowed to take vacation days between September 15, 2023 and October 7, 2023, and between December 2, 2023 and early January 2024. Holiday requests during this “embargo” period will not be authorized by store managers. While increased footfall in retail stores is expected in the fall around the launch of new Apple devices, particularly new iPhone models, and during the holiday season, the latest directive appears to be an unprecedented change in protocol in the region.

Apple typically prohibits time off immediately before new device launches and vacation time, which employees are often told directly at short notice via an internal Apple communications app. The latest change, which bans a retreat about a year in advance, was communicated more covertly via a memo issued on a local basis.

Store managers claim that the instruction comes from “above the store”. The change was made to staff as one “to ensure we’re better prepared for next year” in “high-speed moments”.

It’s not clear how widespread the directive is, but the dates were clearly chosen in a discriminatory manner, likely in anticipation of the launch of new Apple devices in the second half of next year and increased visitor traffic during the holiday season.

It’s highly unlikely that there are any firm launch dates for the iPhone 15 lineup yet, as the devices themselves will likely still need to undergo production validation testing before a mass production schedule can be confirmed. It’s worth noting, however, that Apple retailers are already blocking dates so far in advance that are likely related to new device launches late next year.