Apple is gearing up for its major product launch event scheduled for September 9, where it will reveal its newest iPhones, smartwatches, and other accessories. This event is critical for Apple as it faces increasing competition from companies like Samsung, Google, and Chinese tech giants. The company is relying on hardware advancements to keep its customers within its product ecosystem, since its current iOS 26 operating system doesn’t offer major advancements in AI.
Apple is planning substantial design overhauls for the iPhone lineup for the first time in half a decade. The iPhone 17 Pro and Pro Max will feature new back designs to improve the camera appearance, and the brand will introduce a new iPhone Air with a super-thin body. The event will see the launch of four new iPhone models, but the SE model will not be released this time.
The iPhone Air is expected to be just 5.5mm thick, significantly thinner than the iPhone 16 Pro, which will result in reduced battery life and the inclusion of only one rear camera. Apple plans to offer a new battery case to help improve the battery life. The iPhone 17 Air will use the A19 processor, a 6.6-inch screen, a USB-C port, ProMotion support, and eSIM-only features. It will also use Apple’s in-house Wi-Fi chip and C1 modem. The iPhone 17 Pro and 17 Pro Max will use an aluminum frame for better heat dissipation, replacing the titanium frame of the iPhone 15 Pro. The standard iPhone 17 will retain its design but feature a larger 6.3-inch screen. Other updates include a new chip, ProMotion for the non-Pro model, and Qualcomm modems for both regular and Pro versions. New accessories such as a revamped non-leather case, an iPhone 4 Bumper-like case, and a high-end cross-body strap will also be available.
In the wearables and audio categories, significant updates are expected. The Apple Watch Ultra 3 will have a larger screen, the new S11 chip, 5G Redcap support, and satellite text messaging/emergency features. Increased brightness will be a key upgrade. The Apple Watch SE will feature a faster chip and a new display. Health upgrades, including hypertension detection, are in development. The AirPods Pro 3 will launch with a heart rate monitor, a smaller charging case, and a live translation feature.