The leak doesn't come from Apple but AT&T. Based on what looks like a retail schedule, pre-orders could begin Sept. 9, which would be two days after the rumored launch event. Then the handset would hit stores Sept. 23.
To be clear, the schedule doesn't name the iPhone 7, just merchandising reset hours, so this could be for another handset. But Apple has sometimes scheduled the release of its phones two weeks after a launch event instead of one week.
An extra week probably won't make a difference in terms of diminishing shopper enthusiasm, but there are questions surrounding how exciting the iPhone 7 and iPhone 7 Plus are going to be overall.
Based on various reports and rumors, the iPhone 7 and iPhone 7 Plus are both expected to feature a faster A10 processor, more storage and a waterproof design that ditches the headphone jack. A pressure-sensitive Home button is also probably on the way. And while both the iPhone 7 and Plus will boast improved cameras, only the Plus will likely sport a dual-lens shooter for DSLR-like results.
There's also a chance that Apple could be introducing an iPhone 7 Pro, which could add a Smart Connector for attaching various accessories. But depending on which reports you read, Apple could simply offer that expandability feature on the Plus.