Apple’s next big keynote is officially on the calendar.
After sending out invites at 9 a.m. Pacific on Tuesday, August 26, Apple confirmed that its next special event will take place on Tuesday, September 9 at 10 a.m. Pacific / 1 p.m. Eastern / 6 p.m. UK time.
This is when we’ll get our first official look at the iPhone 17 series, and, as usual, that kicks off a tight and predictable launch timeline.
Let’s break down what you can expect — and when — based on Apple’s now-confirmed schedule.
What Apple Will Likely Announce at the September 9 Keynote
The iPhone launch cycle is as clockwork as it gets. Once the event invite lands, the dominoes start falling. Here’s what Apple is almost certainly prepping to unveil:
📱 iPhone 17 Lineup
- iPhone 17
- iPhone 17 Pro
- iPhone 17 Pro Max
- iPhone 17 Air (rumoured ultra-slim model)
The big story here is the new iPhone 17 Air, which could be Apple’s thinnest iPhone ever. It’s expected to be a premium, ultra-light version of the iPhone — likely replacing the iPhone Plus.
Pro Tip: If you’re planning to upgrade, check out our updated best iPhone guide and consider going with a refurbished iPhone to save a chunk of money. Here’s our full refurbished phone guide.
⌚ New Apple Watch Models
- Apple Watch Series 11
- Apple Watch Ultra 3
- Apple Watch SE (3rd Gen) – still a maybe
Apple usually bundles watch announcements into the same keynote as the iPhone, and early reports suggest at least two new models will be unveiled. Expect iterative updates focused on performance, battery life, and new sensors.
For most people — especially iPhone users — the Apple Watch remains the best smartwatch you can buy.
Apple iPhone 17 Event Timeline: Key Dates
Here’s a breakdown of what’s likely to happen next, now that the event is locked in:
| Date | Event |
|---|---|
| Aug 26 | Apple sends official invites ✅ |
| Sept 9 | Apple keynote at 10 a.m. PT / 1 p.m. ET / 6 p.m. UK 🇬🇧 |
| Sept 13 | Pre-orders for iPhone 17 and new Apple Watches open (Friday) 📱⌚ |
| Sept 20 | iPhone 17 and Apple Watch models release in stores (Friday) 🛍️ |
This schedule aligns closely with Apple’s traditional September playbook. The Friday following the keynote typically marks the start of pre-orders, and the in-store release comes the Friday after that.
Should You Upgrade to iPhone 17?
It depends on what you’re currently using. If you have an iPhone 13 or older, this year’s jump will likely feel significant, especially if the iPhone 17 Air lives up to the hype.
If you’re thinking Android, check our best Android phones roundup. For most users, we recommend sticking with iPhone, Google Pixel, or Samsung — they offer the best long-term support (7 years for iPhone and Pixel) and the best overall value.
