The wait is nearly over for Apple fans. This September, Apple is expected to introduce the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a brand-new ultra-slim model unofficially nicknamed the iPhone 17 Air. The lineup could also be joined by the Apple Watch Series 10, the Apple Watch Ultra 3 — rumored to have the largest display ever on an Apple wearable — and possibly the Apple Watch SE (3rd Gen). There’s even talk of AirPods Pro 3 making an appearance.
For those who want to track every milestone — from keynote day to pre-orders and release dates — here’s your complete guide. For a look back at Apple’s previous launch timelines, you can check Apple’s newsroom archives.
The Keynote Event: Apple’s Big Reveal
Apple’s September keynote is one of the most anticipated tech events of the year. While the company hasn’t officially confirmed the date, multiple industry insiders point to Tuesday, September 9, 2025, at the Steve Jobs Theater in Cupertino, California. The presentation is expected to begin at 10 a.m. Pacific / 1 p.m. Eastern / 6 p.m. UK time.
If this pattern holds, the keynote date will likely be announced around Tuesday, August 26, which aligns with Apple’s past practices. For historical context, sites like MacRumors often track Apple event dates and provide comparisons with prior years.
Leaks from carrier documents and trusted leakers — such as posts on Weibo — have reinforced the September 9 prediction. Still, Apple’s secrecy means alternative dates, such as September 8 or September 10, can’t be entirely ruled out.
During the event, Apple will showcase not just the iPhone 17 series but also updates to the Apple Watch lineup. By 12 p.m. Pacific, the keynote will conclude, revealing design changes, feature sets, pricing, and availability details.
Pre-Orders: Mark Your Calendar for September 12
Apple traditionally opens pre-orders the Friday following its keynote. If the event is indeed on September 9, pre-orders should go live on Friday, September 12, 2025, at 5 a.m. Pacific / 8 a.m. Eastern / 1 p.m. UK time.
Shoppers may also get early access to Apple’s “Get Ready” feature, which lets them select their preferred iPhone model, storage, and color in advance. This makes checkout faster when pre-orders officially start. You can learn more about how Apple handles this on their pre-order support page.
However, Apple sometimes staggers product launches. Past examples include:
- 2018 – The iPhone Xs and Xs Max launched first, with the iPhone XR arriving later.
- 2020 – The iPhone 12 and iPhone 12 Pro came first, followed by the iPhone 12 mini and Pro Max weeks later.
It’s possible the iPhone 17 Air could follow a similar delayed release, depending on manufacturing timelines. Industry analysts at 9to5Mac have noted this pattern in previous years.
Reviews & Release Date: When You Can Get Your Hands on iphone 17
Apple typically sends review units to select media shortly after the keynote. These reviews remain under embargo until a few days before the official release. For the iPhone 17 series, expect reviews to drop around Tuesday, September 16 or Wednesday, September 17, likely at 6 a.m. Pacific / 9 a.m. Eastern / 2 p.m. UK time.
The official launch should then follow on Friday, September 19, 2025. Apple Stores usually open at 7 a.m. local time for launch day sales, with online orders shipping the same morning. If certain models are delayed, Apple will announce those revised dates during the keynote or shortly after.
Tech publications like The Verge and TechRadar will be among the first to publish detailed hands-on reviews once the embargo lifts.
Quick timeline recap:
- Aug. 26, 2025 – Keynote date announcement expected
- Sept. 9, 2025 – Likely keynote & iPhone 17 reveal
- Sept. 12, 2025 – Pre-orders open
- Sept. 16–17, 2025 – Reviews go live
- Sept. 19, 2025 – Official release for most models
From the redesigned “Air” model to possibly the biggest Apple Watch display ever, this launch cycle could be one of Apple’s most exciting yet. Whether you’re planning to pre-order at 5 a.m. sharp or wait until you’ve read the first reviews, the countdown to Apple’s September 2025 event has already begun — and every indicator suggests it will be worth the wait.
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