Apple is preparing for its highly anticipated product launch event on September 9, where the company will introduce its latest iPhone lineup, new smartwatches, and various accessories. This launch is crucial as Apple aims to maintain its competitive edge against rivals like Samsung, Google, and Chinese brands. The company is focusing on hardware innovations to keep customers engaged within its ecosystem, especially as it faces challenges in the generative artificial intelligence sector, with the current iOS 26 lacking significant AI upgrades.
For the first time in five years, Apple will be introducing significant design changes to its iPhones. The iPhone 17 Pro and Pro Max will showcase redesigned backs to enhance the camera areas. A new addition to the lineup is the iPhone Air, which will boast an ultra-thin body. The event will see the launch of four new iPhone models. Notably, Apple will not be releasing a budget SE model this time.
The iPhone Air is expected to be exceptionally thin at 5.5mm, substantially thinner than the iPhone 16 Pro, though this design choice may impact battery life and include only a single rear camera. To mitigate the battery concerns, Apple plans to offer a new battery case. The iPhone 17 Air will feature the A19 processor, a 6.6-inch screen, a USB-C port, ProMotion support, and eSIM-only capabilities. It will also integrate Apple’s in-house Wi-Fi chip and C1 modem. The iPhone 17 Pro and 17 Pro Max will revert to aluminum frames for improved heat dissipation, replacing the titanium used in the iPhone 15 Pro. The base iPhone 17 will retain its design but with a larger 6.3-inch screen. Other upgrades 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, are also expected.
In terms of wearables, Apple will introduce significant updates. The Apple Watch Ultra 3 will feature a larger screen, the new S11 chip, 5G Redcap support, and satellite text messaging/emergency features. The increased screen brightness will be a key feature. The Apple Watch SE will receive a faster chip and an updated display. Health upgrades, including hypertension detection, are also in development, with a paid Health+ service expected next year. The AirPods Pro 3 are expected to launch with a heart rate monitor and a smaller charging case, along with a new live translation feature.