Apple may hold the upcoming iPhone 17 launch event in the week beginning September 8. If not on Monday, the company could opt for September 9 (Tuesday) or 10 (Wednesday).
Apple typically unveils new iPhones in the second week of September.
iPhone 17 will launch at its usual time
With WWDC25 behind it, Apple’s product and marketing team is now likely focusing on the iPhone 17’s launch. Rumors indicate some major design changes, which, along with iOS 26‘s Liquid Glass redesign, could help boost sales this year. Apple typically holds its iPhone launch event in the second week of September, on Tuesdays. However, in recent years, it has even held events on Mondays.
Bloomberg‘s Mark Gurman, in the latest edition of the Power On newsletter, expects Apple to hold the iPhone 17 launch event in the week beginning September 8.
“In the past, Apple has typically favored Tuesdays, but there have been some exceptions in recent years. So it could be that Monday (the 8th), though I suspect the 9th or 10th is probably more likely,” says Gurman.
For comparison, Apple held the iPhone 16 keynote on Monday, September 9, 2024. The year before, the company made an exception by holding the iPhone 15 launch event on Wednesday, September 12, 2023, to avoid September 11. So, unless something significantly changes in the next few weeks, Apple should take the wraps off the iPhone 17 on September 8 or 9.
Apple will have a busy September
The phones should then go up for pre-order on Friday, September 12. They will most probably hit retail stores a week later, on September 19. In between, the company should push the stable iOS 26 and iPadOS 26 builds to the public.
Besides the design changes, Apple’s iPhone lineup should stand out this year for the addition of the iPhone 17 Air. The company may also unveil the Apple Watch Ultra 3, Apple Watch SE 3, and possibly the AirPods Pro 3 at the event.
