Apple fans, get ready—this September, the tech giant is expected to unveil its highly anticipated iPhone 17 series. While the launch window has long been rumored, fresh reports have now added new possible dates for the big reveal, stirring excitement across the tech world.

When Will Apple Unveil the iPhone 17?

Traditionally, Apple announces its flagship iPhones on the first Tuesday after Labor Day. However, 2025 presents a scheduling twist: Labor Day falls on Monday, September 1, making the first Tuesday the day after the holiday. This has sparked speculation that Apple might shift its keynote to Wednesday, September 3, or stick to the familiar Tuesday slot on September 9.

According to CNET Senior Editor Patrick Holland, Apple’s past launches usually fall on that first Tuesday, but given the unique calendar in 2025, either date is plausible. Should the event take place on September 3, the iPhone’s release could be as early as September 12. Otherwise, a September 9 announcement would lead to an availability date around September 19.

Why Might Apple Avoid September 3?

Despite the early September date being a possibility, there are practical reasons Apple may avoid the first week altogether. The IFA consumer electronics show, a major event held in Berlin, coincides with this week. Since IFA draws global attention similar to CES in Las Vegas, Apple might prefer to steer clear of overlapping with the noise and competition of this large tech gathering. This consideration makes September 9 the more likely candidate for the keynote.

Potential Staggered Launches Within the iPhone 17 Lineup

In previous years, Apple has occasionally staggered the release dates of different iPhone models even when unveiled simultaneously. For example, the iPhone XR debuted weeks after the iPhone XS and XS Max in 2018, and the iPhone 12 mini arrived almost a month after the iPhone 12 in 2020.

For 2025, rumors suggest the iPhone 17 Air—a completely new design—may launch later than its siblings, though no official confirmation has emerged. With at least three of the four iPhone 17 models expected to sport entirely new designs, Apple could once again opt for a staggered release, allowing time to perfect newer variants before hitting stores.

Pre-Orders and On-Sale Dates

If Apple announces all iPhone 17 models on the same day, pre-orders will likely begin on the Friday following the keynote. For a September 9 announcement, that puts pre-orders starting on September 12. The official on-sale date would then typically fall the following Friday, September 19.

Should there be any delays with certain models, pre-orders and availability could shift accordingly. However, industry insiders anticipate any such delay would be brief, if at all.

What to Expect from the iPhone 17 Series

While Apple hasn’t officially revealed specs yet, leaks suggest significant design overhauls, including a new iPhone 17 Air model with a fresh look. These design changes, paired with expected performance upgrades, are fueling excitement among Apple enthusiasts and tech critics alike.

Final Thoughts

Mark your calendars: September is shaping up to be a big month for Apple and iPhone fans around the world. Whether the keynote happens on September 3 or September 9, the iPhone 17 series promises to bring innovation and refinement, continuing Apple’s tradition of setting the bar for smartphones globally.

Stay tuned as more details emerge in the coming weeks!