With almost a year gone since the iPhone 16 series arrived, the countdown to the iPhone 17 launch has begun. Apple is gearing up to unveil its latest models, which are expected to include the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. If Apple’s past release strategy is anything to go by, the launch window is already quite clear.
September remains the month to watch
Among all Apple product lines, the iPhone enjoys the most predictable launch schedule. While other devices sometimes take years between updates, the flagship iPhone gets refreshed annually and almost always debuts in September. The pattern has been consistent for more than a decade: Apple hosts a high-profile unveiling event early in the month, followed by pre-orders a few days later, and the official release roughly a week after that.
Recent launch history:
2024: Monday, September 9
2023: Tuesday, September 12
2022: Wednesday, September 7
2021: Tuesday, September 14
Based on this trend, Apple is likely to announce the iPhone 17 lineup in the week starting September 8, 2025. While Tuesday has traditionally been Apple’s preferred announcement day, last year’s event was held on a Monday, reportedly to avoid clashing with the U.S. Presidential Debate.
Expected release date for iPhone 17
Apple is equally consistent when it comes to release days: new iPhones almost always arrive in stores on a Friday, not in the same week as the announcement but the week after. This gives enough time for pre-orders, which typically open the Friday immediately after the launch event.
Following this playbook, the iPhone 17 series is expected to become available for pre-order on Friday, September 12, 2025, and hit shelves on Friday, September 19, 2025.
Here’s a look at how this aligns with recent years:
2024 – iPhone 16: Announced September 9, pre-orders September 13, release September 20
2023 – iPhone 15: Announced September 12, pre-orders September 15, release September 22
2022 – iPhone 14: Announced September 7, pre-orders September 9, release September 16
If Apple sticks to its proven schedule, here’s the likely timeline for this year:
Announcement: Week of September 8, 2025
Pre-orders: Friday, September 12, 2025
Release date: Friday, September 19, 2025
The iPhone 17 series is expected to continue Apple’s tradition of blending design refinements with next-generation hardware upgrades, with the Pro and Pro Max likely leading the charge in features and performance.
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