With speculation swirling around Apple’s upcoming iPhone 17 series, one key question has drawn the most attention — when will the new models officially launch?
While various leaks have surfaced regarding colours, display tweaks and camera upgrades, everything hinges on Apple’s announcement. Once the iPhone 17 lineup, expected to include the standard model, the 17 Air, Pro and Pro Max, is officially revealed, all other questions should be clarified, including pricing, which remains uncertain due to potential tariff concerns.
Possible Announcement and Launch Timeline
Judging by Apple’s release history, the unveiling will most likely take place in early September. Though the company traditionally schedules such events on the first Tuesday after the US Labour Day holiday, this year that date falls directly after the holiday, prompting speculation that the reveal might instead happen on Wednesday, September 3 or Tuesday, September 9. This would place the release on either September 12 or 19, depending on how closely Apple sticks to its usual schedule.
Bloomberg’s Mark Gurman supports this projection, suggesting in his Power On newsletter that Apple may host the event on September 9 or 10. If the timeline follows previous years, preorders could start the Friday after the announcement, meaning either September 5 or 12.
How iPhone Release Dates Typically Unfold
A look at Apple’s recent history sheds some light:
| iPhone Series | Announcement | Preorder | Release |
|---|---|---|---|
| iPhone 16E | 19 Feb 2025 | Feb 21, 2025 | Feb 28, 2025 |
| iPhone 16 Series | Sept 9, 2024 | Sept 13, 2024 | Sept 20, 2024 |
| iPhone 15 Series | Sept 12, 2023 | Sept 15, 2023 | Sept 22, 2023 |
| iPhone 14 Series | Sept 7, 2022 | Sept 9, 2022 | Sept 16, 2022 |
| iPhone 14 Plus | Sept 7, 2022 | Sept 9, 2022 | Oct 7, 2022 |
| iPhone SE (3rd Gen) | March 8, 2022 | March 11, 2022 | March 18, 2022 |
| iPhone 13 Series | Sept 14, 2021 | Sept 17, 2021 | Sept 24, 2021 |
Using this pattern, these are two of the most likely scenarios for the iPhone 17’s timeline:
| Potential Event Date | Announcement | Preorder | Release |
|---|---|---|---|
| Option 1 | Wed, Sept 3 | Fri, Sept 5 | Fri, Sept 12 |
| Option 2 | Tues, Sept 9 | Fri, Sept 12 | Fri, Sept 19 |
Not All Models May Launch Simultaneously
It’s expected that Apple will roll out its flagship models,the iPhone 17, Pro, Pro Max and Air, in September, following the same pattern as previous years. However, the more affordable version, likely the iPhone 17E, may not arrive until early 2026, mirroring the delayed release of the iPhone 16E earlier this year.
Looking ahead, Apple appears poised to revise its release strategy with the iPhone 18. Reports indicate that only the premium models, including a potential foldable device, will be introduced in autumn 2026, with the rest of the range reserved for early 2027.
Why Apple Staggers Launches
Apple’s staggered approach seems carefully designed. By leading with premium devices in September, the company captures the lucrative holiday market. A second wave in the new year, featuring more budget-conscious models, allows Apple to extend interest in the brand while maintaining momentum beyond the festive season.
As anticipation builds, all eyes are now on Apple’s September calendar — and whether the iPhone 17’s reveal will confirm what insiders have long suspected.
Kursiv also reports that hackers can exploit Apple’s AirPlay technology to gain unauthorised access to devices via public Wi-Fi networks.
