Apple announced that its annual event will be held on Tuesday, September 9, 2025. Starting at 10 a.m. Pacific Time, it will present the new devices scheduled for launch this year, including the expected iPhone 17, which already has a date to go on the market. The first units will reach stores and be delivered to customers who place pre-orders on Friday, September 19.
When the iPhone 17 arrives in the United States
Apple will stream the event through its official website, Apple TV app and its YouTube channel, allowing anyone to follow the presentation in real time from anywhere in the world. The event will continue in a virtual format, although it will also feature face-to-face media coverage from Apple Park in California.
The most anticipated announcement will be the iPhone 17, which will arrive in three different versions:
- 1. Standard model.
- 2. Air edition, thinner and lighter.
- 3. Pro model, with design and performance improvements.
Each will be aimed at different types of users. Among the novelties is a thinner redesign for one of the versions, with a thickness reduction of about 2 millimeters over previous generations, as reported by Bloomberg. Advances in photography, larger screens and finishes in new colours are also expected.
The iPhone 17 Pro could be presented in a new orange hue, while the Air edition would have an exclusive blue colour. These hints come from the colour scheme of the official event invitation.
After the September 9 event, interested users will be able to book the new iPhone 17 from Friday 12 September. On Friday 19 September, users will receive the first batch of phones.
The new products to be presented at Apple’s event
In addition to the new phones, the company prepares updates on its smartwatch line.
- — The launch of the Apple Watch Series 11 is anticipated.
- — The launch of the Apple Watch Ultra 3 is also expected.
- — The renewal of the SE model, with special attention to health functions.
Rumours also point to the arrival of the AirPods Pro 3, although there is no full confirmation that they are included on this occasion. Expectations remain high, as the company typically updates this audio line every few years.
In parallel, the final versions of the operating systems presented at the last conference will be announced:
- iOS 26.
- WatchOS 26.
- macOS 26.
These updates will be available shortly after the event for compatible devices.
Design of the new iPhone 17
The basic model is expected to retain similarities with the iPhone 16, although it will feature a larger screen and improved cameras. The Pro and Pro Max models will have a renovated rear with a larger camera module to prioritise the photographic functions.
The thinner version will represent the first total redesign in several years, although its thinner design is expected to reduce battery life and limit the number of rear cameras to a single one.
Expected news beyond the iPhone
Apple is also working on other products that will arrive in the coming months. They include Vision Pro glasses with an updated processor, an iPad Pro with an M5 chip and an additional front camera, as well as a new generation of the HomePod mini and Apple TV.
Looking ahead to 2026, the company plans to introduce its first smart speaker with a display, while by the end of 2025 the launch of new MacBook Pro models and a lower-cost iPhone 17e are expected to be released.
In parallel, Apple continues the development of a folding iPhone that could be presented next year, following a trend set by other manufacturers. For 2027, on the occasion of the 20th anniversary of the device, a model with curved glass is projected.