Apple fans can look forward to new things: The iPhone 17 series is to be presented in the second week of September 2025-a proven time window for Apple. With the iPhone 17 Air there is also a completely new model in the starting blocks.
iPhone 17: Presentation in September
The next generation of iPhone is in the starting blocks. According to current reports, Apple is planning to present the iPhone 17 series for the second week of September 2025. The company from Cupertino is likely to maintain its traditional schedule and present the new smartphones a week after the US laboratory Day. Since this holiday falls on Monday, September 1st, the week comes into focus on the week from 8th to 12th September.
Within this time window, the 9th and 10th September in particular crystallize as the most likely appointments. Bloomberg reporter Mark Gurman goes in his weekly Newsletter assumed that Apple continues its proven strategy. Gurman, who is known for his accurate Apple forecasts, considers Tuesday or Wednesday to be more likely than other days of the week.
Apple’s keynote traditions in detail
When choosing an appointment, Apple follows certain patterns that have established themselves over the years. There are generally no large product announcements on Fridays, which excludes September 12th. September 11th has also been avoided in recent years – a tradition that Apple has retained since the 2001 attacks. Thus, Monday, Tuesday and Wednesday remain as plausible options. An analysis of the past Apple events shows interesting patterns: Five of the last ten iPhone presentations took place on Tuesday and three on a Wednesday.
Only one was held on a Monday – in 2024 – which makes this weekday a less likely candidate despite its theoretical availability. Apple usually sends the invitations to the event about a week in advance. They are traditionally provided with cryptic messages and hints on the upcoming products, which regularly leads to speculation in the tech community.
Four new iPhone models planned
The iPhone 17, iPhone 17 Air, iPhone 17 Pro and iPhone 17 Pro Max are expected to be presented on the keynote. The Air, which is to be introduced into the product range as an ultra -thin model, is particularly exciting, whereby Apple could possibly compromise on the camera equipment. The new device positions itself between the standard model and the Pro variants and could replace the previous plus model. In addition to the new iPhones, other Apple products are also likely to be in the spotlight. Updates for the Apple Watch family, including the Apple Watch SE 3, Apple Watch Series 11 and Apple Watch Ultra 3.
Technical innovations of the iPhone-17 series
Numerous improvements are expected for the upcoming iPhone generation. The standard models are to be equipped with the new A19 chip, while the Pro versions are likely to receive the A19 Pro. Both SoCs are expected to be manufactured in the second generation three-nanometer process, which promises improvements in performance and energy efficiency.
Changes are also characterized by the display sizes. The iPhone 17 should receive a 6.3-inch display-an enlargement compared to the 6.1-inch screen of the iPhone 16. The new iPhone 17 Air will probably be equipped with a 6.7-inch display, while the iPhone 17 Pro Max could mark the tip with a 6.9-inch screen.
A rumor for the iPhone 17 Pro Max is particularly interesting: it could be the first iPhone with a 5000 mAh battery, which would mean a clear jump in the battery life or at least capacity. For comparison: The current iPhone 16 Pro Max has a 4422 mAh battery. Other expected innovations include improved camera systems, possibly with new sensors and extended AI functions. Apple Intelligence, Apple’s in-house AI platform, should play a more prominent role and bring new features.
