Apple unveils new iPhones in September, so it stands to reason to expect the company to do the same this year. But when exactly in September?

Bloomberg's Mark Gurman, a man always having some sort of insider Apple information, thinks he has the answer. He thinks the iPhone 17 family will be launching the week that commences on September 8.

The event could very well take place on September 8, which is a Monday, or September 9, or September 10. The company never holds events on Fridays and it's avoided association with September 11 for obvious historical reasons.

So those are the three options, Apple just has to pick from them. This year we'll see the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max, with the Air replacing the Plus model in the line, that so far has been the worst seller. If the Air can improve upon that, then it will be a success for the company even if it doesn't break any sales records.