Apple to Hold Sept. 9 Event to Introduce iPhone 17 Lineup

The Steve Jobs Theater at Apple Inc. campus after an event in Cupertino, California.
Photographer: David Paul Morris/Bloomberg

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By Mark Gurman

August 26, 2025 at 4:03 PM UTC

Updated on

August 26, 2025 at 4:08 PM UTC

Apple Inc. plans to hold its big fall product launch on Sept. 9, when the company is expected to introduce an iPhone 17 lineup that includes a new skinnier version of its signature device.

The event will begin at 10 a.m. and stream online, continuing a strategy of virtual launches that began in the Covid era. The tagline for the event is “awe dropping,” according to an invitation posted online and sent to media.