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In a recent exclusive report, Bloomberg has revealed the potential dates for Apple’s highly anticipated iPhone 17 launch event. According to well-known Apple insider Mark Gurman, the company is expected to hold its annual iPhone keynote in late summer—specifically on September 9 or 10, 2025 .
Apple typically unveils its latest iPhones during the week following Labor Day in the United States. This year, Labor Day falls on Monday, September 1 . Based on this pattern, Apple’s event is likely to take place sometime between Monday, September 8 and Friday, September 12 .
Historically, Apple has never hosted major events on a Friday or on September 11. Taking this into account, Monday or Tuesday appears to be the most probable date for the keynote.
In the past decade, five iPhone events were held on a Tuesday, and three were held on a Wednesday. Only once—back in 2024—did Apple host its fall event on a Monday. Most of these events traditionally fall in the second week of September, making this year's speculation consistent with previous trends.
What to Expect at the Apple September 2025 Event?
Apple is expected to unveil several new products, including:
- The new iPhone 17 series
- Apple Watch SE (3rd Generation)
- Apple Watch Series 11
- Apple Watch Ultra 3
Following its typical routine, Apple will likely send out press invites about a week before the event date
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