Commentary: As someone who has been writing about the iPhone for over a decade, I'm ready to see Apple step it up in this perhaps unexpected way.

The iPhone 17 is reportedly rumored to be announced in September, meaning Californians may be just weeks away from their next upgrade. Last year, Apple introduced its iPhone 16 range on Sept. 9, with the new phones ready for pre-order later that week. In September of 2023, Apple unveiled its iPhone 15, iPhone 15 Plus and iPhone 15 Pro Max.

The most widely discussed rumor is that Apple might be introducing its slimmest phone ever, the iPhone Air, which may replace the iPhone Plus. This rumored device is said to have a profile thickness of 5.5 mm, making it about 0.08 inches thinner than current iPhones. It’ll also feature a 6.6-inch screen.

Apple may unveil the iPhone 17 series on September 9. Beyond tech upgrades, the date’s link with astrology and Baba Neem Karoli’s legacy makes this launch more than just a product event.

The standard iPhone 17 could see some welcome display upgrades. At least one supply chain source claimed it will add a 120Hz variable refresh rate (ProMotion) display, which the Pro series has used since 2021.

The base model iPhone 18 might not make its debut until spring 2027, reportedly so Apple can showcase new foldables. Higher-end iPhone 18 models are still on tap for 2026, though.

Apple’s September 2025 event may unveil iPhone 17, ultra-thin iPhone Air, Apple Watch Ultra 3, and AirPods Pro 3.

AppleAAPL stock has been creeping higher recently as the consumer electronics giant prepares to unveil its fall product lineup, including the iPhone 17 family of smartphones.On Aug. 8, Apple stock cleared its 200-day moving average line for the first time since March 10.