Apple is preparing to unveil its highly anticipated iPhone 17 lineup this September, though the exact date of the announcement remains under wraps.
Traditionally, Apple holds its annual keynote event in early September, typically on the first Tuesday following the U.S. Labor Day holiday. In 2025, that date falls on September 2, just one day after Labor Day, prompting speculation that Apple may shift the event to Wednesday, September 3, or delay it to Tuesday, September 9.
CNET Senior Editor Patrick Holland, citing Apple’s launch history, noted that the company often avoids scheduling events too close to holidays or major tech gatherings. One potential conflict is IFA 2025, a major consumer electronics trade show in Berlin taking place during the first week of September. According to a Forbes report, analysts believe Apple may choose September 9 to avoid clashing with IFA’s media coverage.
If the event takes place on either September 3 or 9, the iPhone 17 could hit shelves by September 12 or 19, aligning with Apple’s usual timeline of releasing new devices within 10 days of the announcement.
What to Expect from the iPhone 17 Series
Beyond the date, excitement is mounting over the expected features and design changes in the iPhone 17 lineup. According to multiple leaks and industry insiders, at least three of the four models will reportedly receive major design overhauls.
One standout is the rumored iPhone 17 Air, a potential new addition to the product line. Speculation is swirling that this model could follow a staggered release schedule, as Apple has done in the past. Notably, the iPhone XR and iPhone 12 mini launched weeks after their series counterparts in 2018 and 2020, respectively.
While there is no official confirmation of staggered availability this year, analysts suggest it remains a possibility due to the scale of the anticipated redesigns.
As September draws closer, Apple enthusiasts and industry watchers are keenly awaiting official word—not only on the event date, but also on the innovations Apple plans to introduce with its next-generation iPhones.
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