Apple has officially announced its highly anticipated iPhone 17 keynote, set to take place on Tuesday, September 9, at 10am Pacific Time.

The event will be held at the Steve Jobs Theatre in Cupertino, California, and is expected to unveil a range of new products, including four new iPhone models: the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and the ultra-thin iPhone 17 Air.

In addition to the new iPhone lineup, the keynote is likely to showcase the Apple Watch Series 11, Apple Watch SE 3, and Apple Watch Ultra 3, which will feature the largest display yet.

There may also be announcements regarding the AirPods Pro 3 and updates to Apple’s intelligence features.

The keynote presentation is scheduled to conclude by 12pm Pacific Time, providing details on the new devices, including specifications, pricing, and availability.

Pre-order and release details

Pre-orders for the iPhone 17 lineup will begin on Friday, September 12, 2025, at 5am Pacific / 8am Eastern / 1pm UK time. Customers will likely be able to select their preferred model, color, and storage options the night before.

The retail release is planned for Friday, September 19, typically starting at 7am local time.

Early reviews

Media outlets are expected to release their reviews of the new devices on Tuesday, September 16, or Wednesday, September 17, around 6am Pacific Time.

Expected upgrades

The iPhone 17 keynote is anticipated to feature significant upgrades, including:

• iPhone 17 Air: A new ultra-thin model set to replace the Plus variant.

• A19 Pro Chip: Enhanced AI performance in Pro models.

• 12GB RAM: Along with vapor chamber cooling and Wi-Fi support.

• Camera Upgrade: A 48MP telephoto lens with up to 8x optical zoom.

• New Colors: Enhanced options in papaya orange, pale sky blue, and champagne gold.

Additionally, Apple is expected to introduce advanced intelligence features, offering smarter Siri, AI-assisted photography, and real-time translation capabilities.