Apple sets September 9 event for iPhone 17

Apple announces the date for its next event where the iPhone 17 lineup is expected to debut.

Apple iPhone 17 launch set for September 9

Apple has announced its next big event for September 9, 2024, at 1 PM ET / 10 AM PT, at the Steve Jobs Theater in Apple Park. The show is expected to focus on the iPhone 17 lineup, with rumors of a Pixel style camera bar on the rear and a thinner form factor for a potential iPhone 17 Air. Apple is also likely to discuss software updates tied to iOS 26, including a Liquid Glass revamp and AI features for Siri.

Beyond flagship models, talk points to a leaner 6.6 inch iPhone 17 Air with fewer cameras, part of a broader plan to refresh the look before a possible foldable device in 2027. A rumored 20th anniversary iPhone with curved glass edges and slimmer bezels is also mentioned in insider chatter.

This event shows Apple balancing a hardware refresh with a strong software and AI push. A lighter design paired with software upgrades could help justify premium pricing if demand holds. The camera bar rumor signals a shift in how Apple frames its hardware identity in a crowded market.

If the 17 Air and a potential foldable model surface by 2027, the company faces questions about production costs, supply chain resilience, and consumer appetite for frequent design resets. The real test will be how customers perceive value when software features and services compete with hardware advances.

Highlights

The next steps will reveal how Apple balances look with function