Apple is gearing up to unveil its latest iPhone 17 lineup in early September, with multiple leaks pointing toward a September 9 event. Industry insider Mark Gurman initially hinted at a date during the week of September 8 but ruled out September 11 due to its significance as the anniversary of the 9/11 tragedy. Adding weight to this prediction, German telecom insiders have confirmed that the official announcement will take place on Tuesday, September 9.
Pre-orders for the new iPhone series are expected to begin on September 12, followed by a wider market release on September 19. This timeline aligns with Apple’s typical rollout strategy, aiming to build hype ahead of sales.
Alongside the familiar iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max models, Apple is expected to introduce a new variant called the iPhone 17 Air. This model replaces the iPhone 17 Plus and boasts an ultra-thin design measuring just 5.5 mm thick, positioning it as one of the thinnest smartphones on the market. Under the hood, all models will feature the new A19 chip, with the Pro models receiving enhanced RAM and battery improvements. Notably, the iPhone 17 Pro Max is rumored to include a larger 5,000 mAh battery — a first in iPhone history.
Design-wise, leaks suggest a significant change to the camera module, which will extend side-to-side across the back of the device, similar to Google’s Pixel Camera Bar. The iPhone 17 Air, however, is expected to feature a more modest single rear camera.
Apple appears to be adjusting its product naming strategy by retiring the “Plus” label in favor of “Air,” following the iPhone 14’s less successful Plus model. The iPhone 17 Air is expected to be priced competitively around $899 to $950, positioning it as a direct rival to Samsung’s Galaxy S25 Edge, which has reportedly experienced slower-than-expected sales.
As anticipation builds for the September announcement, industry watchers will be keenly observing whether Apple’s thinner and redesigned iPhone lineup captures consumer interest and how it stacks up against rival offerings.
