Apple is expected to hold its next major product unveiling on Tuesday, September 9, 2025. According to internal carrier documents in Germany, the date has been earmarked for the launch of the iPhone 17 lineup. While Apple has not officially confirmed the schedule, the leak aligns with the company’s long-standing pattern of early-September announcements.
These documents, shared by iPhone-Ticker, also point to a pre-order window starting Friday, September 12, followed by general availability on Friday, September 19. This timing fits Apple’s traditional rollout, where devices typically reach customers about ten days after being announced. Choosing September 9 also allows the company to avoid the anniversary of September 11, something Apple has considered in past event scheduling.
Historical iPhone launch timeline:
- iPhone 16 – September 10, 2024
- iPhone 15 – September 12, 2023
- iPhone 14 – September 7, 2022
- iPhone 13 – September 14, 2021
- iPhone 12 – October 13, 2020 (pandemic delay)
- iPhone 11 – September 10, 2019
- iPhone XS – September 12, 2018
This timeline shows Apple’s strong preference for early to mid-September keynotes, with the October 2020 date being an exception. The consistency strengthens the credibility of the September 9 rumor.
The September 9 keynote is expected to introduce four iPhone 17 models: the standard iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and the new ultra-slim iPhone 17 Air, which is rumored to replace the Plus model. While product specifics are still unofficial, the focus this year appears to be on design refinements, improved performance, and camera advancements.
The iPhone 17 Air could feature a 6.7-inch display and a profile as thin as 5.5 mm, making it one of the slimmest smartphones Apple has produced. Across the lineup, Apple may expand 120 Hz display technology to all models, introduce new A19-series chips, and increase RAM on higher-end versions. Camera upgrades could include larger sensors, higher megapixel counts, and enhanced video recording options.
Battery improvements are also expected, with larger capacities for the Pro models, potentially boosting both endurance and charging speed. However, these hardware details remain secondary to the event’s date itself, as it will set the stage for the final weeks of Apple’s 2025 product cycle.
If the September 9 date proves accurate, official event invitations should arrive in the coming weeks. The keynote is likely to be streamed live from Apple Park, continuing the hybrid presentation format the company has used in recent years. With new iPhones almost certain to headline the show, September 9 is shaping up to be one of the most important dates on Apple’s calendar this year.
