Apple’s iPhone 17 launch event is expected to happen in the second week of September, continuing Apple’s traditional event scheduling.
Apple is well known to hold an event in early September to launch its newest range of iPhones. For 2025, it seems that there won’t be a deviation from the usual timeline of events.
According to Mark Gurman in Sunday’s “Power On” newsletter for Bloomberg, he reasons that Apple usually waits until the week after Labor Day to bring out new iPhones. Based on that, it’s anticipated that the event will take place in the week of September 8.
As for which day, Gurman adds that Apple favors Tuesdays, with some exceptions in recent years. A Monday event on September 8 could happen, but a September 9 or 10 event is more likely.
As Apple doesn’t hold events on Fridays, that rules out September 12, while it has also similarly avoided September 11 launches as a matter of respect.
True to form
Gurman has a pretty decent track record when it comes to rumors and speculation about Apple and its products. However, this is more a case of an educated guess and observing previous form, rather than needing details from an insider.
The last ten September Apple Events featuring iPhone launches occurred on:
- 2024: September 9 (Monday)
- 2023: September 12 (Tuesday)
- 2022: September 7 (Wednesday)
- 2021: September 14 (Tuesday)
- 2020: October 13 (Tuesday)
- 2019: September 10 (Tuesday)
- 2018: September 12 (Wednesday)
- 2017: September 12 (Tuesday)
- 2016: September 7 (Wednesday)
- 2015: September 9 (Wednesday)
Of the last ten years of Apple fall events for the iPhone, the vast majority take place in the second week of September. There are some exceptions, such as the two September 7 and the September 14 events, as you would have to be a little flexible as to what constitutes a week in a month.
The big exception is October 2020, with the month-later iPhone event delayed by production issues stemming from the COVID-19 pandemic. Even so, Apple still managed to schedule it in the second week of the month, and on a Tuesday.
The belief of a Tuesday event is also fairly strong, with five of the last ten iPhone fall events occurring on that day of the week. Aside from 2024’s Monday event, the rest are Wednesday launches, which seems like a good secondary candidate.
While there is no official explanation for why Apple tends to hold its events on a Tuesday or Wednesday, it is probably to allow attendees visiting the event to travel in advance, so they can try out the new devices.
The iPhone 17 range is not the only hardware Apple could launch during the event. It often uses the presentation to introduce complementary hardware, with the Apple Watch Series 11, AirPods updates, and other products likely to make an appearance.
An October event tends to follow for Mac launches, but current speculation is for the main MacBook Pro changes to arrive in early 2026 instead.
