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ZDNET’s key takeaways
- Following past trends, Apple’s iPhone launch event is expected to take place in early September.
- The iPhone 17 lineup will likely include a new iPhone 17 Air (Slim) model.
- Other expected releases include the Apple Watch Series 11 and updated AirPods.
September, better known in the industry as Techtember, is only a week away, and kicking off the deluge of fall product announcements may be arguably the biggest of them all: Apple’s iPhone launch event.
The details of the event have yet to be released, with Apple typically waiting until just weeks before to share any information. However, a quick look at the past, as well as some leaks and company statements, paints a big picture of what to expect from the event.
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This year, that includes the iPhone 17 lineup, which will likely feature the company’s first ultra-slim model, and the Apple Watch Series 11. Of course, we can always expect some surprises, whether that be hardware releases or new software tricks.
Here’s what you need to know going into September.
When is the Apple iPhone 17 event?
With every major Apple hardware event, media members flood the floors of Steve Jobs’ Theater to experience the releases first hand.
Kerry Wan/ZDNET
Apple has not announced the date yet; however, based on past trends, it will almost certainly happen within the first weeks of September — shortly after Labor Day.
Bloomberg’s Mark Gurman has suggested in his Power On newsletter that the event will happen the week of September 8, with a September 9th or 10th launch date being the most probable. Other leaks have circulated online, including information revealed by German mobile phone providers, as reported by iphone-ticker.de, backing Gurman’s prediction.
How can you watch the Apple iPhone 17 event?
Although the event details have yet to be released, the company always holds a livestream so that the public can tune in and watch its newest products launch in real time. The livestream is typically hosted on Apple’s main website and YouTube. The live event takes place in Apple Park in Cupertino, CA, where select members of the media, analysts, employees, and business partners are invited to attend.
What to expect at the Apple September event
Apple always releases its next-generation iPhone lineup in the fall, with this year’s lineup including the iPhone 17, iPhone 17 Pro, and a rumored iPhone Air (Slim). As the name implies, the iPhone 17 Air would be a slimmer take on the iPhone geared toward users who value portability and want a lighter form factor, much like the Samsung Galaxy S25 Edge. Reportedly, the new model will replace the iPhone 17 Plus in the lineup.
If rumors are true, the iPhone Plus model (left) may be replaced with a slimmer, lighter iPhone with a similarly-sized display.
Kerry Wan/ZDNET
If Apple follows past years’ trends, the price range for the iPhone 17 and iPhone 17 Pro will likely remain in the same ballpark, with the base model typically starting at $799, the Pro at $999, and the Pro Max at $1,199. The iPhone 17 Air would likely be priced between the base and Pro models, leaning closer to the latter. Of course, there are also tariffs and the state of global trade affairs to consider with this launch, which may increase the price a bit more.
For a comprehensive roundup of rumors, you can check out this ZDNET article: Buy the iPhone 16 or wait for iPhone 17? Here’s how to decide.
Other releases
Even though the September Apple launch event is known for its iPhone releases, it will likely feature other hardware products to round things out. The company is expected to launch its new Apple Watch 11, a new Apple Watch SE, and even an Apple Watch Ultra 3. The next generation of AirPods Pro and a new smart home device are also on the docket, although the likelihood is less than that of the smartwatches.
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The new operating systems announced at WWDC will also launch across Apple’s whole ecosystem of devices, including iOS 26, macOS 26, and watchOS 26. It features the first major iOS redesign in 13 years, dubbed “Liquid Glass,” which will give devices a sleek new look and feel.
