The firm knows that whatever it launches come 10am Pacific Time (6pm UK time) - be it iPhones, iPads or the next-generation Apple TVs - it will monopolise worldwide media attention for the next few days if not longer.
In fact, such is the popularity of Apple, that websites run rumour pieces all year long in anticipation of these events. Once Apple sends out invites to the press confirming the launch date, websites across the world go into overdrive.
All of this PR and marketing coverage is priceless - but the reason it is in this position is its huge market share.
Good to remember in all the hype - Apple's iPhone revenue is bigger than any other tech company's total revenue http://t.co/guO5zJ6RuB— Norman Lewis (@Norm_Lewis) September 9, 2015
As has become custom, Apple ‘shuts down’ its online store prior to the event to generate buzz and gives out a cryptic hint via social media.
In the hours before the event, the Twittersphere jumps aboard the hype train, with the #AppleEvent hashtag already trending. 6S Marketing and Sony have come up with comic offerings to get attention.
One eager fan in Sydney has set up camp outside his local Apple Store in the hope of being the first person in the world to own the new device when it is released.
"(...) man is camping in front of Sydney's flagship Apple store (...) new iPhone hasn't even been announced yet." http://t.co/SLsOWXBup9— Kein Kevin (@wuarrr) September 9, 2015
London-based PR agency PHA Media has a blog post explaining why Apple events are so well managed.
Meanwhile, Amazon has used the Apple event as a distraction to bury some bad news.
Welcome to Apple Day, otherwise known as Bury Your Bad News For Free Day. https://t.co/DGeJs0sw7H— Harshil Shah (@HarshilShah1910) September 9, 2015
While rival tech maker Fitbit has gone on the offensive.
Probably the biggest rumour is that Taylor Swift will perform at the show, just months after she published a blog post that resulted in Apple backtracking on its royalty payments policy.
Whatever Apple launches, it's expected to be a hit.