Apple iPhone 17 Series Expected to Launch Week of September 8 — iPhone 17 Air to Replace Plus Model

As tradition dictates, Apple's next iPhone launch event is expected to take place in September 2025. According to reliable insider Mark Gurman of Bloomberg, this year’s iPhone 17 series will be unveiled during the week starting September 8.

Possible iPhone 17 Launch Dates

Apple typically avoids holding events on Fridays and understandably steers clear of September 11, so the most likely dates for the Apple Event 2025 are:

Monday, September 8

Tuesday, September 9

Wednesday, September 10

What to Expect: iPhone 17 Lineup

Apple is expected to launch four models this year:

iPhone 17

iPhone 17 Air (new)

iPhone 17 Pro

iPhone 17 Pro Max

The iPhone 17 Air is set to replace the underperforming iPhone Plus, which has historically been the weakest seller in the lineup. Apple is hoping that the rebranded Air model, potentially featuring a thinner and lighter design, can resonate better with consumers and revive interest in the mid-tier iPhone category.

If the Air manages even slightly better sales than the Plus, it will be considered a success—even if it doesn’t hit record-breaking numbers.

As the event date approaches, more leaks and confirmations are expected, but for now, all signs point to early September as the launch window for Apple’s next-generation iPhones.