Tiffany Connors, writing for CNET, has recently discussed the possible release schedule for the highly anticipated Apple iPhone 17 and iPhone 17 Pro. While many have confidently predicted that Apple’s keynote event will take place on Tuesday, September 9, some new reports suggest alternative dates might be in play. One particularly interesting theory points to Wednesday, September 3, as a potential day for the unveiling.
Historically, Apple has tended to announce its new iPhones on the first Tuesday after Labor Day. According to CNET Senior Editor Patrick Holland, who has a decade of experience reviewing mobile phones, this pattern usually holds true. However, in 2025, the first Tuesday after Labor Day falls immediately following the holiday, which complicates matters.
As a result, Apple might either hold the event on Tuesday, September 9, or potentially push it earlier to Wednesday, September 3. This shift would mean the release date would fall either on September 12 or September 19, based on usual Apple timelines.
The suggestion of a September 3 keynote is notable because it’s one of the first credible reports to propose a date before the second week of September. Despite this, it seems unlikely Apple would choose that week because it coincides with the IFA consumer electronics show in Berlin. IFA is a massive event that draws global tech attention, comparable in size or even larger than CES in Las Vegas. Apple would probably avoid clashing with such a high-profile event to maximize media and consumer focus on their announcement.
This consideration puts September 9 back in the spotlight as the most probable date for the iPhone 17 event. CNET also highlights a trend Apple has followed in recent years: staggering the release dates of different iPhone models. For example, in 2018, the iPhone XR was released several weeks after the iPhone XS and XS Max.
Similarly, in 2020, the iPhone 12 mini arrived almost a month after the rest of the iPhone 12 lineup. Given that the iPhone 17 Air is reportedly a completely new design, there is speculation it could be released later than the other models, though no concrete reports have confirmed this possibility.
Adding to the discussion, Alex Lee, Senior Tech Critic at The Independent, predicts the unveiling will happen between September 8 and 10, most likely on Tuesday, September 9. He also suggests pre-orders could begin on Friday, September 12. Lee further notes that the iPhone 17 could represent one of Apple’s most significant product line shake-ups in years, with the introduction of a slim new model and notable camera upgrades.
Other sources like MSN echo similar speculation, stating that the keynote could be on September 3 or 9, though these are not confirmed facts. What’s clear is that most reports cluster around these early- to mid-September dates, reinforcing the likelihood of a September 9 announcement.
Regarding pre-orders, if all four iPhone 17 models launch simultaneously, pre-orders will likely open the Friday after the keynote, which would be September 12 if the announcement is indeed on the 9th. However, if any model experiences production delays, pre-orders for those specific versions could open later. Historically, such delays tend to be brief.
Another small but useful detail to watch for: Apple sometimes allows customers to place their preferred iPhone model, color, and storage options in their online shopping carts the night before pre-orders officially begin. This feature speeds up the purchasing process and ensures buyers can quickly secure their desired model once sales go live.
As for the timing of the event and sales, Apple generally schedules these activities for early morning Pacific Time—usually around 5 or 6 a.m.—so customers worldwide can adjust based on their time zones. For instance, customers in New Zealand might have access to the new phones before those in Los Angeles simply due to time differences.
Finally, once the phones are announced, review units are typically distributed to national press outlets. These reviews usually surface the week following the keynote, around September 16 or 17, giving consumers a chance to see detailed assessments before the phones hit stores.
In summary, if the rumors hold true, Apple’s iPhone 17 series will most likely be unveiled on Tuesday, September 9, with pre-orders beginning on Friday, September 12, and the official release date set for Friday, September 19. This timeline aligns with Apple’s historical patterns and balances various external factors such as Labor Day and major tech events.
