Apple’s annual iPhone announcement event is anticipated to take place during the week of September 8, 2025, with Tuesday, September 9, or Wednesday, September 10, appearing as the most probable dates.
According to Mark Gurman’s “Power On” newsletter, Apple traditionally schedules its iPhone unveilings for the week following Labor Day in the United States. In 2025, Labor Day falls on Monday, September 1, which sets the target week for the event between Monday, September 8, and Friday, September 12.
Apple generally avoids major product announcements on Fridays, ruling out September 12. The company has also steered clear of scheduling events on September 11 in recent years. Considering these factors, Monday, September 8, Tuesday, September 9, and Wednesday, September 10, are the most plausible dates. Gurman suggests that September 9 or September 10 are the most likely options.
This projection aligns with Apple’s historical event patterns over the past decade. Of the ten most recent iPhone launch events, five have occurred on a Tuesday and three on a Wednesday. Only one event in the last decade, in 2024, was held on a Monday, making it a less likely choice despite its availability. The majority of Apple’s fall iPhone events have consistently been held during the second week of September, with the primary exception being in 2020 due to pandemic-related production delays that pushed the event to October.
The upcoming event is expected to feature the unveiling of the iPhone 17, iPhone 17 Air, iPhone 17 Pro, iPhone 17 Pro Max, Apple Watch SE 3, Apple Watch Series 11, and Apple Watch Ultra 3. Apple typically sends out press invitations approximately one week before the event.
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