Apple has plans to announce the iPhone 17 lineup later this year, but before today, we did not have the slightest idea when. From a general standpoint, the company has always announced new phones in the first half of September, and a new report shared today highlights when users should be looking forward to the iPhone 17, iPhone 17 Air, and iPhone 17 Pro models.

Apple is reported to announce the iPhone 17 lineup in the week of September 8 with ultra-thin Air model set to steal the spotlight

The iPhone 17 lineup is shaping up to be quite a contender in the industry, considering the company also has plans to launch the iPhone 17 Air which will rival the likes of the Galaxy S25 Edge. Apple’s ultra-thin iPhone will hold a special position in the lineup that will sit between the standard and the flagship models while boasting a brand-new look. As for launch, Mark Gurman states in his latest Power On newsletter that Apple typically waits until the week after Labor Day to announce new iPhone models, and with the information at hand, it is believed that the iPhone 17 lineup will be announced in the week of September.

Gurman also highlighted that Apple favors Tuesday as its preferred day of iPhone announcement, but there have been various occasions in the past where the company saw fit to announce new products later in the week. The company could also go for Monday, which would mean that the new models could be announced on September 8th, 9th, or 10th. These are the potential launch dates of the iPhone 17 lineup, as the company does not announce iPhone models on a Friday, and it leaves September 11 out of respect.

While the exact launch date of the iPhone 17 is unknown at this point, we do have a hunch that the event will take place in the second week of September. As for what you should expect, Apple is planning to launch four models of the iPhone 17, and the ‘Plus’ variant will be replaced with ‘Air’. The ultra-thin iPhone will remain the highlight of the event, but the ‘Pro’ models will also get their due attention. The iPhone 17 Pro models are slated to come with various design changes, especially from the back, with a gigantic camera plateau and rearranged Apple logo.

Do you think Apple will launch the iPhone 17 lineup before September 10 this year? Let us know in the comments.