When will Apple announce the iPhone 17 lineup? Convention wisdom points to the week of September 8.

When will Apple announce the iPhone 17 lineup? Convention wisdom points to the week of September 8.

Christian Zibreg ∙ July 14, 2025

Apple should make an official iPhone 17 announcement during the week of September 8, ahead of retail launch around mid-September.

This year’s iPhone 17 family, comprising a base iPhone 17 model, a new ultra-thin model replacing the Plus model in the lineup, and two iPhone 17 Pro models, could be announced on Monday, September 8, or Tuesday, September 9.

Mark Gurman noted on Bloomberg that  Apple unveils new iPhone models for the year in September, and this year should be no exception to the rule. Gurman explains that Apple usually times iPhone announcements for the week following Labor Day in the United States, which in 2025 falls on Monday, September 1.

When will Apple unveil the iPhone 17 lineup?

Based on that, Gurman posits that Apple will most likely announce the iPhone 17 lineup between Monday, September 8, and Friday, September 12. He thinks September 8, September 9, and September 10 are all good candidates for the official iPhone 17 lineup announcement day.

September 11 is out of the question because that day is commemorated annually in the United States as both Patriot Day and a National Day of Service and Remembrance to honor everyone affected by the 9/11 attacks.

Hartley Charlton observes on MacRumors that a history of Apple’s events over the past decade corroborates Gurman’s prediction. “Of the ten most recent ‌iPhone‌ launch events, five were held on a Tuesday and three on a Wednesday,” he says.

“The majority of Apple’s fall ‌iPhone‌ events also took place during the second week of September, with the only major deviation being in 2020, when the event was delayed until October due to pandemic-related production issues,” Charlton continues.

When will iPhone 17 be available to pre-order?

If Gurman is right, expect iPhone 17 pre-orders to open on Friday, September 12, with first deliveries and retail availability starting the following Friday, September 19.

Aside from the iPhone 17 lineup, Apple is also expected to unveil the new Apple Watch Series 11, Apple Watch Ultra 3 and Apple Watch Series 11 models.

In addition to new phones and watches, Apple could also unveil refreshed AirPods in September. The company should unveil refreshed Mac and iPad models in October.

Biannual release schedule

Due to strong competition from Chiense rivals and other Android handset makers that update their lineups twice per year, Apple is rumored to switch to a biannual release schedule for iPhones. Accvordingh to apple anaylst Ming-Chi Kup, the company might release new flagship iPhone models twice per year instead of once.

The new biannual release schedule should come into effect starting in 2027, with premium devices like the iPhone 18 Pro models, the iPhone 18 Air and the company’s first foldable phone all launching first in the fall, followed by the standard iPhone 18 and the iPhone 18e in the spring.

Tags Apple Bloomberg iPhone iPhone 17 Mark Gurman Rumor Rumors
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