Apple 's biggest product launch of the year – the unveiling of new iPhones and more – is set for September 9. The Cupertino giant is highly expected to reveal the iPhone 17 series at the "Awe Dropping" event, marking a significant departure from recent iPhone designs. The iPhone 17 lineup will include four models – iPhone 17, iPhone 17 Air , iPhone 17 Pro , and iPhone 17 Pro Max – alongside new Apple Watches and AirPods. Here's everything we know about Apple's upcoming hardware showcase.
How to watch Apple “Apple Dropping” event
Apple's "Awe Dropping" event begins on Tuesday, September 9, at 1 PM ET/10 AM PT. The keynote will be livestreamed on Apple's website, YouTube channel, and Apple TV app. The event takes place at Apple Park's Steve Jobs Theater in Cupertino, California.
Apple’s “Awe Dropping” tagline for September 9 hints at ‘jaw-dropping' upgrades for the newer iPhones
The cryptic "Awe Dropping" tagline, combined with an interactive heat-map-style Apple logo on the invitation, has sparked speculation about everything from improved thermal management to new temperature sensing features. However, the phrase is likely a play on "jaw-dropping," emphasising the significant design changes coming to this year's iPhone lineup.
iPhone 17 Air
The standout device of this year's lineup is expected to be the all-new iPhone 17 Air, Apple's thinnest smartphone ever. At approximately 5.5 millimeters thick, the iPhone 17 Air would be roughly a third thinner than the current iPhone 16 Pro, representing Apple's boldest design shift in years.
The iPhone 17 Air is rumoured to feature a 6.6-inch display with ProMotion support and Dynamic Island technology. However, the ultra-thin design comes with notable compromises – the device is expected to have only a single 48-megapixel rear camera housed in a pill-shaped bump, similar to Google Pixel's camera bar design.
Inside, the iPhone 17 Air will reportedly run on Apple's new A19 processor and include the company's first in-house Wi-Fi chip and C1 modem. The slim profile means no physical SIM card slot, requiring users to rely entirely on eSIM technology. Despite early concerns about battery life due to the thin design, recent reports suggest Apple has managed to bring battery performance in line with current iPhone models.
Pricing for the iPhone 17 Air is expected to start around $900, positioning it between the base iPhone 17 and the Pro models. Colour options may include black, silver, gold, and a new light blue finish borrowed from the M4 MacBook Air.
iPhone 17
The base iPhone 17 won't receive a dramatic redesign but will get meaningful upgrades under the hood. The most significant change is the addition of ProMotion 120Hz display technology, marking the first time a non-Pro iPhone will feature variable refresh rates for smoother scrolling and improved responsiveness.
The iPhone 17 is also expected to have a slightly larger 6.3-inch screen, matching the size of the iPhone 17 Pro, up from the 6.1-inch display of previous base models. Like the iPhone 17 Air, it will be powered by the new A19 processor.
Storage options are expected to remain consistent with previous generations – 128GB, 256GB, and 512GB. The camera system will likely retain the dual-camera setup with a 48-megapixel main sensor and 12-megapixel ultrawide camera.
Colour options for the iPhone 17 may include pink, green, blue, white, and black. Pricing is anticipated to start at $800, maintaining the same entry point as the iPhone 16.
iPhone 17 Pro and iPhone 17 Pro Max
While the Pro models won't undergo the dramatic thinning of the Air variant, they're set to receive the most comprehensive design refresh since the iPhone 12 Pro half a decade ago. The most noticeable change will be a complete redesign of the rear camera system, featuring a camera bar that spans the entire top third of the device.
In a surprising move, Apple is reportedly switching from titanium back to aluminium for the Pro models' frames. This change should make the devices lighter and improve heat dissipation, addressing overheating concerns that have plagued recent Pro models.
The iPhone 17 Pro and Pro Max will be powered by the new A19 Pro processor and feature significantly improved camera systems. The telephoto lens is expected to jump from 12 megapixels to 48 megapixels, enhancing digital zoom capabilities. Other camera improvements include a new variable aperture system, simultaneous front-and-back video recording, and major upgrades to the selfie camera.
Both Pro models will continue to offer 6.3-inch (Pro) and 6.9-inch (Pro Max) displays with ProMotion technology. The devices are expected to come in silver, black, navy blue, and a new orange color option.
Pricing for the Pro models is expected to remain consistent with previous generations – $1,099 for the iPhone 17 Pro and $1,199 for the iPhone 17 Pro Max.
AirPods Pro 3
Apple's Pro earbuds are finally getting their first major update since 2022. The AirPods Pro 3 are expected to include several health-focused features, most notably heart rate monitoring capabilities similar to those found in the Powerbeats Pro 2.
The new AirPods Pro will reportedly feature significantly smaller charging cases with a new pairing mechanism that eliminates the physical pairing button, following the design changes introduced with the AirPods 4. A major software feature will be live translation capabilities, allowing real-time conversation translation. The newer Pro AirPods may also get an upgraded H3 chip for better performance and potentially new temperature sensing capabilities.
Apple Watch(es) to get some serious updates: Ultra 3, Series 11, and SE refresh
Apple Watch Ultra 3
After taking a year off from major Ultra updates, Apple is reportedly planning significant improvements for the Apple Watch Ultra 3. The rugged smartwatch is expected to feature a larger display that matches or exceeds the Apple Watch Series 10's screen size, along with a new S11 chip for improved performance.
The biggest addition may be satellite connectivity, allowing users to send text messages and access emergency communications when cellular and Wi-Fi aren't available. The Ultra 3 will also support 5G RedCap connectivity through a new modem, potentially improving battery life while maintaining fast data speeds.
Apple Watch Series 11
The Apple Watch Series 11 likely won't represent a dramatic departure from the Series 10's design, which was considered a major redesign within Apple. Instead, expect refined improvements including a brighter display, new color options to replace problematic finishes like Jet Black, and the same S11 processor as the Ultra 3.
Apple Watch SE
Apple's most affordable smartwatch, currently priced at $249, is due for its first major update since 2022. The Apple Watch SE is expected to receive a newer display technology and faster processor, while maintaining its role as Apple's entry-level wearable and smartphone alternative for children.
Health features still in development
While Apple has been working on advanced health features like hypertension detection for years, regulatory and engineering challenges continue to delay their release. However, Apple is reportedly planning to launch a paid Health+ service next year, which may include an AI-powered health agent.
What else might Apple announce?
The usual software updates — iOS 17, and more — are expected to drop the very next day of the event. Then, Apple is expected to introduce new iPhone accessories, including revamped cases after the poorly received FineWoven fabric cases. The company may debut "TechWoven" cases as a replacement, along with a new bumper-style case specifically designed for the thin iPhone 17 Air. A premium cross-body strap accessory is also rumoured.
How to watch Apple “Apple Dropping” event
Apple's "Awe Dropping" event begins on Tuesday, September 9, at 1 PM ET/10 AM PT. The keynote will be livestreamed on Apple's website, YouTube channel, and Apple TV app. The event takes place at Apple Park's Steve Jobs Theater in Cupertino, California.
Apple’s “Awe Dropping” tagline for September 9 hints at ‘jaw-dropping' upgrades for the newer iPhones
The cryptic "Awe Dropping" tagline, combined with an interactive heat-map-style Apple logo on the invitation, has sparked speculation about everything from improved thermal management to new temperature sensing features. However, the phrase is likely a play on "jaw-dropping," emphasising the significant design changes coming to this year's iPhone lineup.
iPhone 17 Air
The standout device of this year's lineup is expected to be the all-new iPhone 17 Air, Apple's thinnest smartphone ever. At approximately 5.5 millimeters thick, the iPhone 17 Air would be roughly a third thinner than the current iPhone 16 Pro, representing Apple's boldest design shift in years.
The iPhone 17 Air is rumoured to feature a 6.6-inch display with ProMotion support and Dynamic Island technology. However, the ultra-thin design comes with notable compromises – the device is expected to have only a single 48-megapixel rear camera housed in a pill-shaped bump, similar to Google Pixel's camera bar design.
Inside, the iPhone 17 Air will reportedly run on Apple's new A19 processor and include the company's first in-house Wi-Fi chip and C1 modem. The slim profile means no physical SIM card slot, requiring users to rely entirely on eSIM technology. Despite early concerns about battery life due to the thin design, recent reports suggest Apple has managed to bring battery performance in line with current iPhone models.
Pricing for the iPhone 17 Air is expected to start around $900, positioning it between the base iPhone 17 and the Pro models. Colour options may include black, silver, gold, and a new light blue finish borrowed from the M4 MacBook Air.
iPhone 17
The base iPhone 17 won't receive a dramatic redesign but will get meaningful upgrades under the hood. The most significant change is the addition of ProMotion 120Hz display technology, marking the first time a non-Pro iPhone will feature variable refresh rates for smoother scrolling and improved responsiveness.
The iPhone 17 is also expected to have a slightly larger 6.3-inch screen, matching the size of the iPhone 17 Pro, up from the 6.1-inch display of previous base models. Like the iPhone 17 Air, it will be powered by the new A19 processor.
Storage options are expected to remain consistent with previous generations – 128GB, 256GB, and 512GB. The camera system will likely retain the dual-camera setup with a 48-megapixel main sensor and 12-megapixel ultrawide camera.
Colour options for the iPhone 17 may include pink, green, blue, white, and black. Pricing is anticipated to start at $800, maintaining the same entry point as the iPhone 16.
iPhone 17 Pro and iPhone 17 Pro Max
While the Pro models won't undergo the dramatic thinning of the Air variant, they're set to receive the most comprehensive design refresh since the iPhone 12 Pro half a decade ago. The most noticeable change will be a complete redesign of the rear camera system, featuring a camera bar that spans the entire top third of the device.
In a surprising move, Apple is reportedly switching from titanium back to aluminium for the Pro models' frames. This change should make the devices lighter and improve heat dissipation, addressing overheating concerns that have plagued recent Pro models.
The iPhone 17 Pro and Pro Max will be powered by the new A19 Pro processor and feature significantly improved camera systems. The telephoto lens is expected to jump from 12 megapixels to 48 megapixels, enhancing digital zoom capabilities. Other camera improvements include a new variable aperture system, simultaneous front-and-back video recording, and major upgrades to the selfie camera.
Both Pro models will continue to offer 6.3-inch (Pro) and 6.9-inch (Pro Max) displays with ProMotion technology. The devices are expected to come in silver, black, navy blue, and a new orange color option.
Pricing for the Pro models is expected to remain consistent with previous generations – $1,099 for the iPhone 17 Pro and $1,199 for the iPhone 17 Pro Max.
AirPods Pro 3
Apple's Pro earbuds are finally getting their first major update since 2022. The AirPods Pro 3 are expected to include several health-focused features, most notably heart rate monitoring capabilities similar to those found in the Powerbeats Pro 2.
The new AirPods Pro will reportedly feature significantly smaller charging cases with a new pairing mechanism that eliminates the physical pairing button, following the design changes introduced with the AirPods 4. A major software feature will be live translation capabilities, allowing real-time conversation translation. The newer Pro AirPods may also get an upgraded H3 chip for better performance and potentially new temperature sensing capabilities.
Apple Watch(es) to get some serious updates: Ultra 3, Series 11, and SE refresh
Apple Watch Ultra 3
After taking a year off from major Ultra updates, Apple is reportedly planning significant improvements for the Apple Watch Ultra 3. The rugged smartwatch is expected to feature a larger display that matches or exceeds the Apple Watch Series 10's screen size, along with a new S11 chip for improved performance.
The biggest addition may be satellite connectivity, allowing users to send text messages and access emergency communications when cellular and Wi-Fi aren't available. The Ultra 3 will also support 5G RedCap connectivity through a new modem, potentially improving battery life while maintaining fast data speeds.
Apple Watch Series 11
The Apple Watch Series 11 likely won't represent a dramatic departure from the Series 10's design, which was considered a major redesign within Apple. Instead, expect refined improvements including a brighter display, new color options to replace problematic finishes like Jet Black, and the same S11 processor as the Ultra 3.
Apple Watch SE
Apple's most affordable smartwatch, currently priced at $249, is due for its first major update since 2022. The Apple Watch SE is expected to receive a newer display technology and faster processor, while maintaining its role as Apple's entry-level wearable and smartphone alternative for children.
Health features still in development
While Apple has been working on advanced health features like hypertension detection for years, regulatory and engineering challenges continue to delay their release. However, Apple is reportedly planning to launch a paid Health+ service next year, which may include an AI-powered health agent.
What else might Apple announce?
The usual software updates — iOS 17, and more — are expected to drop the very next day of the event. Then, Apple is expected to introduce new iPhone accessories, including revamped cases after the poorly received FineWoven fabric cases. The company may debut "TechWoven" cases as a replacement, along with a new bumper-style case specifically designed for the thin iPhone 17 Air. A premium cross-body strap accessory is also rumoured.
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