A new leak revealed by Bloomberg journalist Mark Gurman sheds additional light on the question of when the new iPhone 17 series will be unveiled, Forbes reports. In the latest edition of his newsletter Power On, Gurman addresses the question: "When will the iPhone 17 premiere take place?"

According to him, Apple traditionally holds its iPhone launch events the week following Labor Day in the U.S., which this year falls on September 2. This makes the week starting September 8 the most likely window for the presentation. Gurman notes that “we can mark the week of September 8 in the calendar.”

This aligns with other predictions, as Apple usually avoids scheduling its events during the week of the IFA tech expo in Berlin to avoid competition for media attention.

“In the past, Apple has preferred Tuesdays, although there have been exceptions,” Gurman remarks, recalling that last year’s event unexpectedly took place on a Monday. This year, he allows that Monday, September 8 is possible, but believes that more likely dates are Tuesday, September 9 or Wednesday, September 10. Friday, September 12 can likely be ruled out, as Apple never holds events on Fridays, and the date September 11 is traditionally avoided.

As for the sales launch, the forecasts remain consistent: the new iPhone 17 series is most likely to hit the market on Friday, September 19. All signs point to Apple following its usual timeline: unveiling during the second week of September and sales starting one week later. | BGNES