Apple reveals launch date for iPhone 17 as it announces its biggest event of the year

Apple event

Apple has officially set September 9, 2025 as the date for its next major product unveiling, where the company is expected to take the wraps off the iPhone 17 lineup. The keynote, to be held at Apple Park in Cupertino, will once again be streamed globally, keeping with the tradition of splashy fall announcements.

iPhone 17 series: What to expect

Four models are expected: the standard iPhone 17, the slimmer and lighter iPhone 17 Air, and the high-end iPhone 17 Pro and iPhone 17 Pro Max. While Apple has yet to share official details, leaks suggest design refinements, improved cameras, a new camera island design, and deeper integration of the company’s AI features, which CEO Tim Cook has called Apple’s “next big opportunity.”

Apple Watch: Three new models?

Alongside the iPhone, Apple is also preparing to update its wearables. The Apple Watch Ultra 3 is expected to bring incremental improvements for outdoor and endurance users, while the Apple Watch Series 11 will continue as the mainstream choice. A refreshed Apple Watch SE is also rumoured, aiming to bring Apple’s health and fitness features to a more affordable price point.

The September event comes at a pivotal moment for Apple, which is betting heavily on AI to transform user experiences across its devices. Analysts will be watching closely to see how the new iPhones and Watches integrate these capabilities, especially as competition from Samsung, Google, and Chinese brands intensifies.

With the iPhone still accounting for more than half of Apple’s revenue, expectations are high. It is expected that pre-orders will open within days of the announcement, with the first wave of devices reaching customers later in September.