Apple announces iPhone 17 event schedule

A fresh schedule detail tightens the timeline for Apple’s upcoming iPhone and iOS launch.

Apple sets iPhone 17 reveal date and iOS 26 release window

Updated Aug 13 with the full schedule, Apple plans a September keynote to unveil the iPhone 17 family. The event is expected on Tuesday September 9 at 10 a.m. Pacific, with press invites issued around August 26. Pre-orders are slated to open on Friday September 12 at 8 a.m. Pacific, and the on sale date is expected to Friday September 19 at 7 a.m. Pacific. Reviews are anticipated on September 16 or 17. iOS 26 is set to ship with the iPhone 17 lineup and will be compatible with iPhones back to the iPhone 11. Bloomberg’s Mark Gurman has described the iOS 26 beta as pretty smooth and, in a later post, called the latest developer beta ridiculously snappy, signaling progress toward a final public release. Analysts say the general release timing may resemble last year’s pattern, with a mid September rollout after the keynote.

Apple’s calendar shows a clear effort to choreograph a big upgrade in a way that keeps media, retailers and users engaged across weeks. By pairing the hardware reveal with software availability and a defined preorder window, the company sustains momentum and shapes expectations. The approach reflects a broader strategy of ecosystem lift, inviting owners of older iPhone models to participate in the software upgrade while driving demand for the new devices.

Highlights

The calendar is moving, and the next moves will shape what comes after the big reveal.