New Leak Reveals Latest Key Data

Updated July 14 with further details of the exact release date for the iPhone 17 series.

Last month, I assessed exactly when the next iPhone series, would go on sale. Now, Mark Gurman from Bloomberg has had his say. Happily, it’s along the same lines, so perhaps we can begin to be confident when the iPhone will land. Read on for the exact schedule in every detail.

In the latest edition of his Power On newsletter, Gurman seeks to answer the question: “When will Apple hold its iPhone 17 launch event?”

Apple iPhone 17: Date, Time And Place Of The Keynote

Although he went into much less detail than my report (and I admit it, brevity is the soul of wit), he lighted on similar dates.

“The company usually unveils its new iPhones the week after Labor Day. If that holds — and there’s no reason to believe it won’t — you can pencil in the keynote for the week of Sept. 8,” he began.

This continues to make sense to me: the week before would be when the large-scale electronics trade show IFA takes place in Berlin and it’s already thought that there will be some big announcements there. Apple won’t want to share the spotlight with the myriad other brands popping up in Berlin.

“In the past, Apple has typically favored Tuesdays, but there have been some exceptions in recent years,” Gurman goes on. He’s referring to the fact that last year’s event, against most people’s expectations, including his, was held on a Monday. I’m quietly delighted that I did report the right date in advance. Forgive me a moment of conceited humility, please.

“So it could be that Monday (the 8th), though I suspect the 9th or 10th is probably more likely. Apple never holds events on Fridays, so you can rule out the 12th, and it has avoided launching new products on Sept. 11,” Gurman concludes.

This is the new information here. I had only briefly considered the Monday, but Gurman is giving it more credence. However, we both think that Tuesday 9 or Wednesday 10 are more likely. As I said before, my money is on the keynote happening on Tuesday, Sept. 9 at the absolutely regular time that it always does, that is, 10 a.m. Pacific. And the location will, I’m sure, be in the Steve Jobs Theater in Cupertino.

Apple iPhone 17 Pre-Orders

Assuming that date is right, then other parts of the puzzle fall into place. First of all, pre-orders are almost certain to open on the following Friday, which is Sept. 12. Usually, this means you can log on to buy at 1 p.m. local time, wherever you are, on that day.

In the past, customers can jump the line the night before pre-orders open — Thursday, Sept. 11 in this case — so they can save the color, storage level and model of iPhone in their online shopping bag and complete the purchase when pre-orders open the following day.