Apple's annual September showcase has become one of the most closely watched events in the tech calendar. This year's edition, set for 9 September 2025, is expected to centre on the iPhone 17 range, with the Pro Max model tipped to draw the most scrutiny.
The launch will follow Apple's well-established cycle of unveiling new hardware in early September, opening pre-orders days later, and beginning deliveries within a fortnight. Analysts say the Pro Max will be positioned as the flagship device, with rumours of a redesign, upgraded performance and major camera changes.
