The next Apple event, which will hopefully bring us the iPhone 17 and other products, could be announced today, going by several weeks' worth of rumors and Apple's usual patterns around launch time.
Apple normally hosts a product showcase in the second week of September each year, with only a few exceptions in the last decade. This year, it's rumored that September 9 will be the key date in question.
As a result, we would expect Apple to give at least two weeks' notice of the event, to give the media and others time to prepare and, if you're lucky, make arrangements to fly out to Cupertino to watch the launch live. Counting two weeks back from September 9 gives us today; August 26th.
We won't know for certain until later today. Apple issues its invitations at the start of the West Coast work day, meaning it'll be close to midday over on the other side of the U.S., and the evening for much of the rest of the world by the time we hear anything.
It's important to acknowledge that Apple may break from precedent for reasons we may never know publicly, and push back its fall launch by a day or two, or full weeks. But based on previous years and to the best of our knowledge, today's the day.
What to expect
When event day rolls around, whenever it may be, the star of the show will most likely be the iPhone 17 series, featuring the usual iPhone 17 Pro and iPhone 17 Pro Max models, plus an all-new thin and light iPhone 17 Air to replace the Plus models that previous iPhone generations have featured.
Beyond iPhones, we should also see the Apple Watch Series 11, as a new iPhone requires a new wearable to join it. There could possibly be an Apple Watch Ultra 3 arriving too, since Apple only introduced a new color option for the Apple Watch Ultra 2 last year, rather than a new watch.
There are also rumblings of the AirPods Pro 3, Apple TV 4K and a new HomePod 3 arriving at this event. All of these products are due an upgrade, but the evidence for their arrival isn't as firm as it is for the iPhone 17 and new Apple Watches.
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