Apple is expected to hold its annual autumn product launch event during the second week of September 2025, taking the high anticipated iPhone 17 center stage. In the last decade, Apple has maintained a consistent pattern of unveiling new iPhones during this period, usually selected for Tuesday or Wednesday. This year, based on historical trends and expert insights, Apple is likely to launch new iPhones on Tuesday, September 9, September 10, September 10.

In his latest power on the newspaper for Bloomberg, Mark Gurman noted that Apple traditionally hosts his iPhone events soon after Labor Day, usually favoring Tuesday for major announcements. Based on this pattern, we can expect this year’s iPhone launch in the second week of September. For a specific date, Gurman suggests that a Monday incident may occur on 8 September, although on 9 or 10 September there is more likely. The company avoids scheduling events on Friday and continuously takes out with respect on 11 September.

Given the consistent preference of Apple for the launch of Midweek, this time allows journalists and attendees to travel, report on announcements, and share raids on early hands, which is also an important factor in Apple’s careful choreographed product rollout.

iPhone 17 line-up

The highlights of the iPhone 17 event are expected to include four variants, which has a new additional rumor: iPhone 17 Air. The iPhone 17 Air is said to be the thinnest iPhone and is expected to replace the current plus model in the lineup.

Apart from the iPhone 17 range, Apple is also projected to unveil other products such as Apple Watch Series 11 and updated Airpods. Historically, Apple has used its September phenomenon to introduce complementary hardware, increasing the overall ecosystem of its equipment. This strategy supports Apple’s broad goal of providing an easy, integrated experience for users. By launching several products simultaneously, the company encourages consumers to upgrade their entire suit to their entire suits, ensuring compatibility and optimal performance throughout the board.

Mac updates were required later in the year

While the September incident will focus on iPhone and Wearables, announcements related to MAC are not expected. The MacBook Pro Lineup with the M5 chip is estimated in October, the report suggested that the major MacBook Pro update may be delayed by the beginning of 2026.

Please note that Apple has not yet officially confirmed the date of the event, but if the Apple follows the traditional launch time compared to the fans and technical enthusiasts can mark their calendar for the week of 8 September 2025.