Apple is expected to unveil its iPhone 17 lineup in September, continuing its tradition of launching new flagship smartphones ahead of the holiday season. While the company has yet to send official invites, multiple industry reports and leaks have begun painting a picture of what to expect — including a new ultra-thin model, updated designs, and the arrival of iOS 26.
Possible Launch Date and Event Details
Historically, Apple announces its new iPhones in early to mid-September. This year, German telecom sources cited by MacRumors suggest Tuesday, September 9, as the likely event date. Invitations are usually sent just a week or two in advance, so the schedule could shift slightly.
The iPhone 17 series may be the last to follow Apple’s traditional September release pattern. Reports indicate that starting with the iPhone 18, Apple could split its launches, debuting Pro models in the fall and standard versions in the spring.
Introducing the iPhone 17 Air
One of the most talked-about additions is the rumored iPhone 17 Air, expected to be an ultra-thin variant positioned between the standard iPhone 17 and the Pro models. Bloomberg’s Mark Gurman reports that the Air could feature Apple’s in-house modem, a 6.6-inch display, the Dynamic Island, and a single rear camera. It may also include the new Camera Control button introduced in recent models.
The Air is rumored to have a titanium frame, though some sources suggest a mix of titanium and aluminum. Battery leaks hint at a 2,800 mAh capacity — smaller than the iPhone 17 Pro — but housed in a battery just 2.49mm thick.
Early speculation places its starting price at around $900, potentially higher than the base iPhone 17 but below the Pro range.
Design and Hardware Changes Across the Lineup
The iPhone 17 Pro models may feature a redesigned “camera island” spanning the back panel, a first for Apple. A rumored updated antenna system could improve wireless performance, while new color options — including orange for the Pro — are expected.
The standard iPhone 17 is tipped to come in black, white, steel gray, green, purple, and light blue, while the Air may offer black, white, light blue, and light gold.
iOS 26: New Features and AI Integration
All iPhone 17 models will ship with iOS 26, which Apple previewed at WWDC 2025. The software brings a new “Liquid Glass” design, redesigned Phone and Photos apps, and AI-powered features such as live translation in FaceTime and Messages. Visual Intelligence, another AI tool, will allow users to search for objects within images.
Other updates include polls in group texts, enhanced privacy features for child accounts, and an adjustable snooze alarm. iOS 26 will be available for devices as far back as the iPhone 11.
Other Products Expected at the Event
Apple is also expected to refresh its smartwatch lineup with the Apple Watch Series 11, a possible Apple Watch Ultra 3, and an updated SE model. Accessories such as new AirPods Pro or AirTags could be announced, though these might arrive later in the year.
Mac and iPad updates are unlikely in September, as Apple typically reserves those launches for October.
Outlook
While final details remain under wraps until Apple’s official reveal, the combination of a new Air model, expanded color choices, design refinements, and iOS 26 upgrades suggests a notable year for the iPhone lineup. With less than a month until the expected announcement, the coming weeks will likely bring even more concrete leaks and confirmations.