Apple has officially set the stage for its biggest event of the year. The company just announced that the iPhone 17 launch event will take place on Tuesday, September 9, live from Apple Park in Cupertino, California. The teaser tagline? “Awe dropping”, paired with an infrared-style Apple logo that’s already sparking speculation about what’s coming.
Four New iPhones Are on the Way
At the center of the show will be the iPhone 17 lineup, which is shaping up to be Apple’s most dramatic shake-up in years. Here’s what we’re expecting:
- iPhone 17 – A direct successor to last year’s iPhone 16, with mostly internal upgrades.
- iPhone 17 Air – A brand-new model that’s rumored to be ultra thin and slightly smaller than the outgoing iPhone 16 Plus. Much like the short-lived iPhone mini, the Plus model is reportedly on its way out.
- iPhone 17 Pro & Pro Max – Apple’s flagship devices will share most of the same features, but the Pro Max could get thicker this year, potentially to pack in a larger battery. Both are also expected to feature a striking redesigned camera bar that stretches across the back, ditching the traditional square camera bump.
On the pricing front, Apple may increase the cost of the iPhone 17 Pro while offering fewer storage options compared to past years. As is tradition, the company is also expected to discontinue older models, including the iPhone 15, iPhone 16 Pro, and iPhone 16 Pro Max.
Apple Watch Series 11 and Ultra 3
The iPhone 17 won’t be the only star of the show. Apple is also prepping two new Apple Watch models:
- Apple Watch Series 11 – The latest upgrade to Apple’s mainstream smartwatch.
- Apple Watch Ultra 3 – The third generation of Apple’s adventure-focused wearable.
And as always, new watch bands are likely on the way. After Apple phased out leather in favor of FineWoven straps two years ago, the company may now debut a new TechWoven material, a more durable, sustainable alternative.
What About AirPods?
There’s a chance we’ll also see AirPods Pro 3, marking the first major update since the AirPods Pro 2. While Apple refreshed the standard AirPods 4 lineup just last year (including the version with Active Noise Cancellation), the Pro models are due for a refresh.
Apple could also debut a few new accessories:
- TechWoven iPhone cases as the successor to FineWoven.
- “Liquid Silicone” cases, which might become Apple’s new standard.
- Dual lanyard loops on cases to support a rumored Crossbody Strap, letting you wear your iPhone like a mini bag.
- A possible return of the MagSafe Battery Pack, this time designed specifically for the slimmer iPhone 17 Air.
How to Watch Apple’s iPhone 17 Event
Mark your calendars: September 9 at 10 a.m. PT / 1 p.m. ET. The event will be pre-recorded but streamed live on apple.com, YouTube, and the Apple TV app. Some media outlets will also be on site at Apple Park.
Between the “Awe dropping” tagline, a brand-new iPhone 17 Air, bigger Pro models, and fresh Apple Watch updates, this looks like the most exciting iPhone launch in years.
Stay tuned, we’ll be covering everything Apple announces, from the phones and watches to any surprise accessories.
Eric Sandler is a veteran US tech writer with over 25 years of experience covering the latest advancements in the world of technology. From groundbreaking innovations to in-depth reviews, Eric has built a reputation for delivering insightful, reliable content. His work spans across a variety of tech topics, including smartphones, gadgets, AI, and more, making him a trusted voice in the industry.
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