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Apple is gearing up for its next big launch — the iPhone 17 lineup. Following its long-standing tradition, the company is expected to reveal the new series in September 2025. Excitement is already building as Apple prepares to introduce not only the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max, but also a rumored all-new slim variant, possibly named the iPhone 17 Air.
If you are waiting to upgrade your device, here’s a detailed look at the expected schedule, release dates, and everything you need to know about Apple’s highly anticipated smartphones.
1. Apple Event Announcement
Expected Date: Tuesday, August 26, 2025
Apple traditionally announces its special keynote event about two weeks before the actual presentation. This year, industry experts believe August 26 will be the day Apple sends out its official invitations. This timing makes sense because Apple usually avoids clashing with IFA, a major electronics trade show held in Berlin the following week.
There’s a small chance the announcement could slip to August 27, but historically Tuesday has been Apple’s preferred day for such reveals.
2. Apple Keynote Presentation
Expected Date: Tuesday, September 9, 2025 – 10 a.m. PT
The official launch event, commonly referred to as the Apple Keynote, is likely to take place at the Steve Jobs Theater inside Apple Park in Cupertino, California.
During this keynote, Apple will unveil the entire iPhone 17 series, highlighting design improvements, new performance upgrades, and unique features. This event will also give us our first official look at the pricing structure and availability details.
3. Pre-Orders Begin
Expected Date: Friday, September 12, 2025 – 5 a.m. PT
Once the keynote wraps up, Apple will waste no time opening pre-orders for the new iPhones. Traditionally, pre-orders start on the first Friday following the keynote, and 2025 is expected to follow the same pattern.
Buyers can expect Apple’s online store to open early in the morning, with initial stocks often selling out quickly. If you’re looking to secure the iPhone 17 Pro or the rumored iPhone 17 Air, acting fast will be crucial.
4. iOS 26 General Release
Expected Date: Monday, September 15, 2025 – 10 a.m. PT
Alongside the new hardware, Apple will release its latest software update, iOS 26. This update won’t just be limited to the iPhone 17 series; it will also roll out to older devices going back as far as the iPhone 11.
iOS 26 is expected to bring enhanced privacy controls, performance optimizations, and new AI-powered features that integrate seamlessly with Apple’s ecosystem.
5. First Reviews Go Live
Expected Dates: September 16 or 17, 2025 – 6 a.m. PT
Tech journalists and reviewers usually get their hands on the new iPhones shortly after the keynote. Early reviews are critical as they provide real-world insights into performance, camera quality, and battery life before the devices officially launch.
Most likely, the first reviews of the iPhone 17 lineup will drop on Tuesday, September 16, with some reports following the next day.
6. The Big Release Day
Expected Date: Friday, September 19, 2025 – 7 a.m. Local Time
This is the date most Apple fans are waiting for — when the iPhone 17 series officially goes on sale worldwide. Launch day follows Apple’s traditional Friday release schedule.
Store openings will vary by region, with Australia and New Zealand among the first to welcome customers, followed by Europe and North America. Expect long lines outside Apple Stores and high online demand, particularly for the Pro and Air models.
What to Expect from iPhone 17 Series
While Apple hasn’t confirmed the final details yet, here are some of the expected highlights based on industry leaks and insider reports:
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iPhone 17 Air: A super-slim design catering to those who want a lighter, thinner phone.
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Performance Boost: Powered by Apple’s next-generation A19 Bionic chip, offering faster processing and better efficiency.
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Camera Upgrades: Improved low-light photography, upgraded telephoto lens, and advanced computational photography features.
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Battery Life: Enhanced power management in iOS 26 for longer screen time.
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Build Quality: Stronger materials with a focus on sustainability and recycled components.
Final Thoughts
The countdown to Apple’s September event has officially begun. With just weeks to go, excitement is at an all-time high as fans anticipate the iPhone 17 lineup. Whether you’re planning to buy the Pro Max for its performance, the Air for its slim design, or simply upgrade from an older device, this year’s launch promises to deliver something for everyone.
Stay tuned for Apple’s official confirmation later this month, but if the schedule holds true, mark September 9 for the keynote and September 19 for the global release on your calendar.