By Joshua Tosin Ogunsakin 
Apple is gearing up to unveil its next generation of smartphones, the iPhone 17 series, in September 2025.
While the official launch date remains unconfirmed, industry insiders and reports suggest a couple of possible dates for the highly anticipated event.
In a recent post for CNET, tech writer Tiffany Connors explored potential dates for Apple’s annual keynote, traditionally held in early September. “Historically, Apple has made the announcement on the first Tuesday of September after Labor Day,” noted CNET Senior Editor Patrick Holland, who has reviewed mobile phones for over a decade.
However, in 2025, the first Tuesday falls on September 2, just one day after the Labor Day holiday in the United States. This has led to speculation that Apple may adjust its schedule slightly.
“Apple could push the dates for its iPhone event to Wednesday, Sept. 3, or Tuesday, Sept. 9. That would mean a release date of Sept. 12 or 19,” Holland told CNET.
Meanwhile, this is significant as it’s among the first reports to suggest September 3 as a possible keynote date. Still, some analysts remain skeptical about an early-week event. Apple is known for avoiding scheduling conflicts with other major tech gatherings, and IFA, a massive consumer electronics trade show, is set to take place in Berlin during the first week of September, according to Forbes.
“Apple will not want to shout above the noise of so much happening in the same week,” one analyst observed, suggesting the company may stick with September 9 for the iPhone 17 reveal.
Beyond the date, anticipation is building around the iPhone 17 lineup, especially with rumors of significant design changes. Notably, at least three of the four models are expected to feature completely new designs, according to leaks. One of them, the iPhone 17 Air, is believed to be a brand-new model in the lineup, raising questions about whether its release might be staggered.
Historically, Apple has sometimes delayed the availability of certain models after the initial launch. For instance, the iPhone XR arrived weeks after the iPhone XS and XS Max in 2018, and the iPhone 12 mini followed the iPhone 12 by almost a month in 2020.
Although there are no confirmed reports of staggered releases this year, analysts say it can’t be ruled out, especially given the scale of expected design changes.
As the countdown to September begins, all eyes are on Apple for confirmation, not just of when the iPhone 17 will debut, but what innovations it will bring.