Apple usually sticks to a fixed schedule when it comes to unveiling new iPhones, and 2025 appears to be no exception. The iPhone 17 is expected to be unveiled in the week beginning September 8. This estimate is based on previous event dates and the current analysis by Bloomberg reporter Mark Gurman. The event hasn't been officially confirmed yet, but the clues speak for themselves.
Every year, Apple launches a new iPhone in September. The timeframe has been stable for years. Only rarely do there be deviations, such as in 2020 during the coronavirus pandemic. The iPhone 17 is likely to continue this tradition. The signs clearly point to an event in the second week of September—specifically, between September 9 and 10, 2025.
Apple's typical schedule
Apple typically holds its iPhone presentations in early to mid-September. The preferred day of the week is usually Tuesday, followed by Wednesday. Fridays have so far been avoided. September 11 has also never been chosen as a presentation date. For 2025, this results in a narrow selection: Tuesday, September 9, or Wednesday, September 10. Mark Gurman points out in his "Power On" newsletter that Apple traditionally waits until after the US holiday Labor Day before holding an event. In 2025, Labor Day falls on Monday, September 1. This makes the week beginning September 8 the earliest possible time for the iPhone presentation.
Review of past iPhone events
The distribution of Apple iPhone events over the past ten years confirms this pattern:
- 2024: September 9 (Monday)
- 2023: September 12 (Tuesday)
- 2022: September 7 (Wednesday)
- 2021: September 14 (Tuesday)
- 2020: October 13 (Tuesday, due to pandemic)
- 2019: September 10 (Tuesday)
- 2018: September 12 (Wednesday)
- 2017: September 12 (Tuesday)
- 2016: September 7 (Wednesday)
- 2015: September 9 (Wednesday)
Most of these dates fall in the second week of September, if you interpret the calendar week generously. Only in 2020 did Apple deviate from September – the reason for this was supply chain delays due to the coronavirus crisis. Nevertheless, the company stuck to its usual Tuesday as the presentation day. So, the likelihood of a presentation on Tuesday or Wednesday is high. An event on Monday, September 8, is not out of the question, but would be unusual.
What else could be shown besides the iPhone 17
Apple doesn't use the September events exclusively for the iPhone. Other product lines also receive regular updates. The Apple Watch Series 11 is expected to be unveiled in 2025. There could also be news about the AirPods. Other hardware, such as new iPads or Macs, are unlikely to be announced at this event. Mac presentations usually take place at separate events in October. There is currently speculation that major MacBook Pro updates won't appear until early 2026.
iPhone 17 expected to arrive in the second week of September
The iPhone 17 will most likely be unveiled in the week beginning September 8, 2025. The most likely event is Tuesday, September 9, or Wednesday, September 10. Apple is thus staying true to its tried-and-true calendar. In addition to the new iPhone, other new products are expected, such as the Apple Watch Series 11 and updates to the AirPods. While official confirmation is still pending, the indications so far point to a typical September launch. (Image: Apple)
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