Apple will likely unveil its iPhone 17 lineup during the second week of September, with September 9 or 10 the most likely dates, according to Bloomberg’s Mark Gurman in the latest “Power On” newsletter.
Apple traditionally schedules its iPhone debut event for the week following Labor Day in the United States. This year, Labor Day falls on Monday, September 1, meaning the event will likely take place during the week between Monday, September 8, and Friday, September 12.
Traditionally, Apple has favored Tuesdays as its iPhone event day, but there have been some exceptions. Only one event was held on a Monday, in 2024. While the majority of Apple’s iPhone events have been held during the second week of September, the 2020 event was delayed until October, due to pandemic-related production issues.
Apple never holds events on Fridays, so that date can be ruled out, and it has avoided launching new products on September 11. Gurman believes Tuesday, September 9 or Wednesday, September 10 is most likely.
Apple is expected to unveil the iPhone 17, iPhone 17 Air, iPhone 17 Pro, iPhone 17 Pro Max, Apple Watch SE 3, Apple Watch Series 11, and Apple Watch Ultra 3 at the fall event.
