Each year, Apple hosts a major keynote in early September to introduce new iPhones, and this year’s event is expected to confirm the iPhone 17 release date. Historically, this keynote falls on a Tuesday or Wednesday during the first half of the month, but never on September 11.
This year, September 2–3 is unlikely due to Labor Day on September 1 and IFA Berlin (Sept. 5–9), which draws major media coverage. That leaves September 9 or 10 as the most likely dates, with September 8 also possible, based on past scheduling.
My gut says it will be on Tuesday, Sept. 10 at 10 a.m. Pacific in Apple’s Cupertino HQ.
Expected iPhone 17 and Pro Max release date
Assuming the keynote is held on September 10, the iPhone 17 release date—and by extension, the apple iphone 17 pro max release date—is almost certainly Friday, September 18. This matches Apple’s usual pattern of releasing new iPhones the Friday following the keynote.
Should Apple shift the keynote to the following week (starting September 17), the launch could move to Friday, September 25. However, unless delays arise, September 18 is the most realistic release date.
As sure as eggs is eggs, the release will be Friday, Sept. 18.
This launch window is expected to include multiple models: the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and possibly a new model called iPhone Air.
Why the timing matters for iOS 26 and pre-orders
Apple typically releases its newest software, like iOS 26, alongside new hardware. The general release of iOS 26 is expected to coincide with the iPhone 17 series launch. Currently, the software is in developer beta testing.
Fans can also expect pre-orders to open shortly after the keynote—most likely on Friday, September 12—just ahead of the final release.
