Apple is preparing to unveil its next-generation smartphones — the iPhone 17, iPhone 17 Air, and iPhone 17 Pro — in September 2025, continuing its tradition of fall product launches. According to a report by CNET, Apple is likely to hold its highly anticipated keynote event on Tuesday, September 9, due to the overlap with the IFA 2025 consumer electronics show in Berlin, which could reduce media coverage if Apple were to hold the event on September 3.
Labor Day in the U.S. falls on Monday, September 1, pushing the usual “first Tuesday after Labor Day” schedule to either September 3 or September 9. Given Apple’s historical approach to avoiding major tech events like IFA, September 9 is viewed as the more probable date.
Pre-orders for the new iPhone 17 lineup are expected to begin Friday, September 12, with a general release on Friday, September 19, aligning with Apple’s preferred Friday launch pattern.
The iPhone 17 series is anticipated to bring major design changes. Among the lineup, the iPhone 17 Air stands out as a new model and could face a slight launch delay — a strategy previously used for models like the iPhone XR (2018) and iPhone 12 mini (2020). However, any delay would likely be minimal, with pre-orders and availability following soon after the initial batch.
As always, official confirmation from Apple will come closer to the event date, but current indicators strongly suggest September 9 for the keynote and September 19 for market release.
