Tech giant Apple has officially confirmed that its annual product launch event will take place on Tuesday, September 9, 2025, reinforcing September as a key month in the company’s release calendar.

The global livestreamed event is expected to showcase the highly anticipated iPhone 17, one of the most closely watched consumer technology launches in the United States and beyond.

The presentation will begin at 10 a.m. Pacific Time and will be broadcast through Apple’s official website, the Apple TV app, and its YouTube channel.

While the format remains primarily virtual, select media outlets will attend in person at Apple Park in California to provide on-site coverage.

Following the announcement, Apple confirmed that customers will be able to pre-order the iPhone 17 starting Friday, September 12.

The first devices will reach Apple Stores and early buyers on Friday, September 19, maintaining the company’s familiar staggered rollout strategy.

According to industry reports, the iPhone 17 lineup will include three distinct versions. The standard model will target mainstream users, while a new Air edition will emphasize a slimmer and lighter design.

Meanwhile, the Pro range will focus on enhanced performance, premium materials, and advanced photography features, reinforcing its position at the top of the lineup. Color options are also expected to play a role in differentiating the models.

Reports suggest that the iPhone 17 Pro could debut in a new orange finish, while the Air edition may feature an exclusive blue tone. These clues stem from the color scheme used in Apple’s official event invitation.

Apple: changes made by the company

One of the most talked-about changes is the redesigned ultra-thin model, which is expected to be nearly two millimeters slimmer than previous generations.

This would mark the first major redesign in several years, although the thinner profile could result in trade-offs such as reduced battery life and a single rear camera.

Beyond the flagship phone, Apple is widely expected to introduce updates across its broader ecosystem.

Anticipated announcements include the Apple Watch Series 11, the Ultra 3, and a refreshed SE model with an increased focus on health-related features.

In terms of design, the base iPhone 17 is expected to retain similarities with the iPhone 16, while offering a larger display and improved camera capabilities. The Pro and Pro Max models are likely to feature a redesigned rear camera module, aimed at enhancing photography and video performance.

Looking ahead, Apple continues to invest in future products set to launch over the coming months. These include updated Vision Pro headsets with improved processors, a new iPad Pro powered by the M5 chip, and refreshed versions of the HomePod mini and Apple TV.

There is also speculation surrounding the potential launch of AirPods Pro 3, although Apple has not confirmed their inclusion.

Additionally, the company will unveil the final versions of its operating systems introduced earlier this year, which will roll out shortly after the event to compatible devices.

Further down the line, the company is reportedly developing a foldable iPhone, potentially slated for release in 2026.

For 2027, marking the device’s 20th anniversary, Apple is expected to introduce a special model featuring a curved glass design, underscoring its long-term vision for the evolution of the iPhone and its central role in the company’s product strategy.