Apple’s Fall iPhone Occasion Is Scheduled for September

Apple’s anticipated fall occasion is formally on the schedule.

The tech trade has come to Apple’s September occasion, the place it broadcasts its newest iPhone and units the stage for the approaching yr.

CEO Tim Cook introduced in a publish on X on Tuesday that this yr’s occasion is scheduled for Tuesday, September 9.

“Get ready for an awe dropping #AppleEvent on Tuesday, September 9,” he wrote.

Many count on Apple to unveil the iPhone 17 in the course of the occasion, and a few predict it’s going to look totally different from earlier fashions. Morningstar analyst William Kerwin informed Business Insider earlier this month that the agency expects a contemporary design strategy based mostly on rumors {that a} “slim” or “air” model of the iPhone could also be coming. Bloomberg reported Sunday that Apple is engaged on a three-year plan to reinvent the iPhone, which begins with a thin “iPhone Air.”

However, Kerwin is not so positive a slimmed-down iPhone could be sufficient to meaningfully transfer the needle on iPhone gross sales.

Sales have been comparatively robust; the corporate reported better-than-expected iPhone gross sales within the third quarter of fiscal 2025, which have been up 13% yr over yr, at $45 billion.

Still, final yr’s September showcase, dubbed the “Glowtime” occasion, introduced the iPhone 16 lineup, which was closely marketed alongside Apple’s AI program, Apple Intelligence. Nearly one yr after its launch, the expertise has been riddled with delays and questions from Wall Street about its progress.

As Cook and Co. tee up their large fall occasion, Forrester analyst Dipanjan Chatterjee informed BI that “incremental changes” ought to take precedence over main modifications to the shape issue if Apple desires to maintain loyal clients completely satisfied.

“There’s still no game-changing redesign or new format that would mark a step change in the device’s trajectory or spur an upgrade supercycle,” Chatterjee informed BI earlier this month.