On August 19, 2024 Patently Apple posted a report titled "Rumor claims the iPhone 16 Pro will provide backside camera rings in a color described as 'Desert Titanium' + iPhone Event Invite for Sept. 10." While the focus of the report was the backside camera, the same leaker added a graphic announcing September 10^th as the date of the iPhone event. It was a rumor, but we took the chance of at least mentioning this rumor. Today, Bloomberg's Mark Gurman confirmed the event's date of September 10th, in line with the rumor.  

On August 20, Mark Gurman basically stated that Apple sites who had published this rumor had been taken in by fake news, as presented below.

1) Apple event invites never leak in advance. That would essentially be impossible.

2) Shocked/not shocked this was covered by several publications. Less surprised that the original poster published it with zero diligence and a claim of authority. https://t.co/P32LRcQuP1

— Mark Gurman (@markgurman) August 20, 2024

Of course what mattered in the rumor was the date, not the graphic. This afternoon, Gurman wrote: "Apple Inc. is planning to hold its biggest product launch event of the year on Sept. 10, when the company will unveil the latest iPhones, watches and AirPods, according to people familiar with the situation. So at least the date of the rumor was spot on. 

Though the timing hasn’t yet been announced, the company is making preparations for that date, which falls on a Tuesday, said the people, who asked not to be identified because the plans are private. The unveiling will be followed by the phones going on sale Sept. 20, in line with Apple’s typical approach in recent years. For more details, read the full BNN report. 

Admittedly, it's rather odd that Apple hasn't made their event date officially public by now, considering that the leak/rumor has been out since Monday. Will Apple change the expected date to discredit the leaker or will it stand? Only time will tell.