Look, we're less than four weeks away from Apple's biggest iPhone reveal yet, and the rumor mill is working overtime. According to multiple credible reports tracking Apple's longstanding September patterns, the iPhone 17 series, including the much-anticipated ultra-thin iPhone 17 Air, is set to make its debut on Tuesday, September 9.
The thing is, Apple hasn't officially announced anything yet, but the writing's on the wall. Industry insiders and carrier planning documents are all pointing to that same September 9 date, which perfectly aligns with Apple's tradition of unveiling new iPhones the Tuesday after Labor Day. If you're keeping score at home, Apple held its iPhone events on September 9 in 2024, September 12 in 2023, and September 7 in 2022, so this timeline checks out.
Here's the deal: expect those signature white Apple invitations to hit press inboxes around 11 a.m. ET on August 26, roughly two weeks before the main event. The keynote itself will reportedly kick off at Apple's Cupertino campus at 1 p.m. ET, because some things at Apple never change.
But let's talk about what is changing, and it's big. This year's lineup is reportedly getting a major shakeup with the introduction of the iPhone 17 Air, a super-slim model that could be as thin as 5.5mm to 6mm. To put that in perspective, that's thinner than the already svelte Samsung Galaxy S25 Edge. The Air is expected to replace the Plus model entirely, though sources suggest it might come with some compromises including a smaller 2,800mAh battery and potentially just one rear camera.
The iPhone 17 Air is rumored to sport a 6.6-inch ProMotion 120Hz display, just slightly smaller than last year's iPhone 16 Plus. What's particularly interesting is that Apple reportedly had to scale back from an initially planned 6.9-inch screen to avoid bending issues with the ultra-thin design. The device is expected to launch in four colors: black, white, light gold, and light blue.
The Full September Schedule
If Apple sticks to its usual playbook, here's how the next month will unfold:
Pre-orders are expected to open Friday, September 12 at 8 a.m. Pacific, following the typical three-day gap after the keynote. First reviews will likely surface either Tuesday, September 16 or Wednesday, September 17 around 6 a.m. Pacific, Apple's preferred timing for embargo lifts.
The big day for consumers is Friday, September 19, when the iPhone 17 series hits store shelves and starts shipping to customers. This timeline mirrors exactly what happened with the iPhone 16 series last year, and Apple loves its predictable rhythms.
There's also the software angle to consider. iOS 26, which will come pre-installed on the iPhone 17 series, is reportedly in excellent shape according to Bloomberg's Mark Gurman, who described the latest developer beta as "ridiculously snappy." The public release is expected to drop on Monday, September 15, exactly one week after the keynote and four days before the hardware launch, following last year's pattern to the letter.
Beyond the Air, the iPhone 17 Pro and Pro Max are rumored to get their own significant updates. Sources suggest a radical design change with aluminum construction instead of titanium, featuring a cut-out section of glass on the back for wireless charging. The Pro models are also expected to sport a new rectangular camera array that spans the width of the phone's back, moving away from the square camera bump Apple has used for years.
Pricing remains the biggest wildcard. With ongoing tariff concerns and increased component costs, some analysts are predicting up to a $50 price hike across the entire lineup. The iPhone 17 Air's positioning is particularly intriguing, it could either match the outgoing iPhone 16 Plus at $899, or potentially command a premium closer to the Pro Max's $1,199 starting price given its unique ultra-thin design.
The iPhone won't be alone at September's event. Apple is expected to unveil the Apple Watch Series 11 and Watch Ultra 3, along with potentially new AirPods Pro 3 featuring the rumored H3 chip for enhanced noise cancellation. There's even speculation about an updated Apple TV 4K powered by the A17 Pro chip, though that seems less certain.
What's clear is that September 9 is shaping up to be Apple's most ambitious hardware refresh in years. The iPhone 17 Air alone represents the biggest design departure we've seen since the iPhone X introduced the notch. Whether Apple can pull off the engineering feat of making an ultra-thin phone that doesn't sacrifice too much functionality remains to be seen, but we'll find out soon enough.
Mark your calendars, set those alarm clocks, and prepare your wallets, iPhone season is almost here.
