We expect that Apple will take the wraps off the new iPhone 17 range and new Apple Watches at an event in September 2025. Apple has held a September event almost every year since the early 2000s, and every iPhone since 2012 has been launched in September (other than the iPhone 12-series in October 2020).
Read on to find out everything you need to know about Apple’s iPhone launch event for 2025, including when the Apple Event is likely to start where you are, and the new products Apple will launch. You will be able to watch the event below once it starts. We will also run a live blog.
When is Apple’s iPhone event?
- Tuesday September 9, predicted
The 2025 iPhone event will likely take place on or around Tuesday 9 September, based on Apple’s tendency to hold the event around the second week of September. iPhone events are usually held on a Tuesday or Wednesday, although in 2024 Apple held the event on a Monday.
Here are the dates for the past few Apple September events:
- 2024: Monday, September 9
- 2023: Tuesday, September 12
- 2022: Wednesday, September 7
- 2021: Tuesday, September 14
- 2020: Tuesday, September 15
- 2019: Tuesday, September 10
- 2018: Wednesday, September 12
- 2017: Tuesday, September 12
A German mobile phone provider has claimed that Apple is gearing up to an event on September 9, however, we’d say that while the date is likely correct, it is unlikely that the mobile operator has any more insight than we do.
What will Apple launch at the September 2025 event?
Apple’s September events typically feature the launch of new iPhones, Apple Watches, and, sometimes, AirPods. In 2025 we expect to see the new iPhone 17 series (including an slimmer iPhone 17 Air), and new Apple Watches including the Apple Watch Series 11 and a new Apple Watch Ultra.
Apple is also likely to announce the date when it will release the new iOS 26 and watchOS 26 operating systems, most likely a few days after the event. iPadOS 26 and the new macOS Tahoe may launch alongside iOS 26, but there have been years when these updates were available later. Apple is also likely to reveal when the next updates to tvOS and HomePod software will be available.
Here’s more information on the hardware we expect to see at Apple’s September event:
New iPhone line up: iPhone 17
Dominik Tomaszewski / Foundry
The iPhone 17 series is expected to be announced at Apple’s September event, with rumors suggesting four models, including the new iPhone 17 Air. The rear camera designs are expected to ditch the square corner array for the first time in years, and the Pro models are likely to be thicker than ever.
Read the latest news about the iPhone 17 series.
New Apple Watches: Series 11, Apple Watch Ultra 3, Apple Watch SE 3
The Apple Watch Series 11 is expected, with new health features like hypertension detection possible. We should also see updates to the Apple Watch Ultra and Apple Watch SE.
Read the latest news about the new Apple Watches for 2025.
New AirPods: AirPods Pro 3
Apple may announce new AirPods Pro 3 models, potentially with improved noise cancellation and health monitoring features.
Read the latest about the new AirPods.
One more thing: HomePod/HomeHub
The rumored HomeHub device may also be unveiled, although that may have been delayed due to issues with Siri features and upgrades.
Release dates: New OS download dates
The following launch dates are likely to be announced at the iPhone 17 event:
- Monday, September 15: Downloads begin for iOS 26. If you do want to update your iPhone and you are looking for advice on how to install it read: How to update iOS on your iPhone.
- Friday, September 12: iPhone 17 and new Apple Watch preorders begin.
- Friday, September 19: iPhone 17 and new Apple Watch models are available for purchase.
What time will the iPhone event start?
Apple Events usually start at 10 a.m. in California. Here’s what that translates to in other countries and other locations:
- U.S.: 10 a.m. (PDT), 11 a.m. (MDT), 12 p.m. (CDT), 1 p.m. (EDT)
- U.K.: 6 p.m. (BST)
- Europe: 7 p.m. (CEST) 8 p.m. (EEST)
- Canada: 10 a.m. (PDT), 11 a.m. (MDT), 12 p.m. (CDT), 1 p.m. (EDT), 2 p.m. (ADT)
- India: 10.30 p.m. (IST)
- Hong Kong, Singapore and China: The following day at 1 a.m.
- Australia: The following day at 1 a.m. (AWST), 2.30 a.m. (ACST), 3 a.m. (AEST)
- New Zealand: The following day at 5 a.m. (NZST)
Apple’s September events are usually one to two hours long.
Where to watch the iPhone event
Apple will broadcast the event live on its website, the TV app, and on Apple’s YouTube channel. If you want to refresh your memory, the 2024 keynote event is embedded above.
Will the iPhone event be live?
Apple hasn’t held a truly live event since September 2019. Instead, it shows a prerecorded video at the time a live event would be and often holds a small hands-on area to showcase the new products. It is likely that this will once again be the case in 2024, with members of the press gathering at Apple Park to watch the same video Apple will show to the rest of the world.
What’s next?
Even with all these potential launches Apple won’t be done for the year. There are rumors that Apple will launch a number M5 MacBooks and M5 iPads at an October event. Find out when is the next Apple event.
Author: Karen Haslam, Managing Editor, Macworld
Karen has worked on both sides of the Apple divide, clocking up a number of years at Apple's PR agency prior to joining Macworld more than two decades ago. Karen's career highlights include interviewing Apple's Steve Wozniak and discussing Steve Jobs’ legacy on the BBC. Having edited the U.K. print and online editions of Macworld for many years, more recently her focus has been on SEO and evergreen content as well as product recommendations and buying advice.