Apple will reveal its next iPhone lineup iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and an all new ultra slim iPhone 17 Air this September, with the event expected on Tuesday, September 9, 2025, at 10 a.m. Pacific at the Steve Jobs Theater, Apple Park, Cupertino. Alongside the phones, Apple Watch Series 10, Apple Watch Ultra 3 (biggest display ever on an Apple Watch), and possibly Apple Watch SE 3 plus AirPods Pro 3 are tipped to debut.
The September 9 keynote date is backed by leaks from German carrier data and predictions from industry analysts, including David Snelling from the Daily Express and leaker Instant Digital on Weibo. Apple has not confirmed the date, but Tuesday releases are its long standing pattern, and avoiding conflicts like the IFA Berlin tech show makes this week the most likely window. If the date shifts slightly, the rest of the release timeline should remain unchanged.
Keynote Event Details
Apple is expected to send official keynote invites around two weeks before the event. If September 9 holds, invitations should land in late August. The keynote will start at 10 a.m. Pacific, 1 p.m. Eastern, 6 p.m. UK time, and run for roughly two hours. It will feature the iPhone 17 lineup reveal, new Apple Watch models, and possibly audio products. By noon Pacific, all details names, features, prices will be public.
Pre-Order Timing
Pre-orders are scheduled for Friday, September 12, 2025, at 5 a.m. Pacific, 8 a.m. Eastern, and 1 p.m. UK time. Apple may again allow customers to configure their devices selecting model, color, and storage the night before, placing them in a digital shopping bag ready for instant checkout when pre-orders open.
Possible Staggered Releases
Not every device may launch the same day. Apple has done split rollouts before such as the iPhone XR in 2018 (released weeks after the XS series) and the iPhone 12 mini in 2020 (released alongside the 12 Pro Max but later than the 12 and 12 Pro). If production schedules vary, the iPhone 17 Air or certain Apple Watch models could arrive later in the fall.
Review Embargoes
Press reviews will likely drop on Tuesday, September 16, or Wednesday, September 17, around 6 a.m. Pacific. This embargo period gives media hands on time while keeping final judgments and benchmarks under wraps until just before public release.
Release Date
Retail sales are set for Friday, September 19, 2025. Apple Stores typically open at 7 a.m. local time on launch day, and online orders will ship to arrive the same morning. High demand models, especially new form factors like the iPhone 17 Air, may sell out quickly, leading to shipping delays.
What’s New in the iPhone 17 Series
While exact specs remain under wraps, the iPhone 17 lineup is expected to refine design, boost processing power, and possibly introduce new display technology or camera capabilities. The iPhone 17 Air will focus on thinness, aiming to be Apple’s slimmest flagship yet. Pro models could receive upgraded ProMotion displays, advanced telephoto zoom, and improved battery efficiency.
Apple Watch and AirPods Updates
The Apple Watch Ultra 3 will reportedly feature the largest display in any Apple wearable to date, appealing to outdoor and extreme sports users. Apple Watch Series 10 could introduce slimmer bezels and new health sensors. The AirPods Pro 3 are rumored to bring better active noise cancellation, improved transparency mode, and enhanced spatial audio.
Why September Matters for Apple
September is Apple’s most important product month, setting sales momentum for the holiday quarter. The iPhone remains its top revenue driver, and tying in updates to the Apple Watch and AirPods strengthens the ecosystem.
Expected Full Timeline (If Keynote on Sept. 9 Holds)
- Aug. 26, 2025: Apple sends keynote invitations (approximate).
- Sept. 9, 2025: Keynote at 10 a.m. Pacific, all products revealed.
- Sept. 11, 2025: Pre-order setup night for early buyers.
- Sept. 12, 2025: Pre-orders open at 5 a.m. Pacific.
- Sept. 16–17, 2025: Review embargo lifts.
- Sept. 19, 2025: Official launch day, in-store and delivery.
If past patterns hold, Apple will livestream the keynote on its website, YouTube, and the Apple TV app. All major models should be available in multiple colors and storage options, though initial stock levels could vary.
For now, all eyes remain on September 9 as the likely start of Apple’s 2025 product wave one that will define its mobile and wearable lineup for the next year
