On Tuesday, August 26, Eastern Time, $Apple (AAPL.US)$ a media invitation was released, indicating that a launch event will be held at 10:00 AM Pacific Time on September 9, or 1:00 PM Eastern Time, at Apple's campus in Cupertino, California, with the theme: Awe dropping.
Apple's official WeChat account simultaneously announced that the launch event will take place at 1:00 AM Beijing Time on September 10, with the Chinese theme being: Extremely Exciting.
Although Apple did not disclose which new products will be released in the invitation, it is customary for Apple's September launch events to focus on the new generation of iPhones. This event will be held in an online live-stream format, continuing the virtual launch strategy adopted during the pandemic.
According to recent media reports, the iPhone 17 series will include a new model featuring an ultra-thin design, marking Apple's first new design concept in many years. Analysts expect the new product lineup to also include upgraded versions of the Apple Watch series.
This launch event will mark the beginning of a significant three-year redesign of the iPhone, indicating a major product strategy adjustment for the technology giant regarding its most important source of revenue.
Reports from last weekend indicated that Apple plans to undertake significant redesigns of the iPhone for three consecutive years for the first time in its history, starting with the launch of the new ultra-thin iPhone Air in September, which will replace the iPhone 16 Plus.
On a broader news front, Bloomberg reporter Mark Gurman reported that this year marks the first year of Apple's three-year plan for a significant redesign cycle of the iPhone, with a foldable iPhone expected to be launched in 2026.
iPhone 17, 17 Pro, and 17 Pro Max
The iPhone 17 is expected to undergo a significant aesthetic upgrade, with design elements more closely resembling those of the Pro series. Rumors suggest that the screen size will slightly increase to a 6.3-inch display (an increase of 0.2 inches compared to the iPhone 16), and it will feature a 120Hz refresh rate display — a significant upgrade from the current 60Hz refresh rate. Additionally, reports indicate that this model will also include a 24-megapixel front-facing camera.
Furthermore, the iPhone 17 may introduce new color options: purple and green.
Rumors suggest that the key upgrades for the Pro series models will focus on the rear of the device. Concept renderings indicate that the three rear cameras of the Pro model may adopt a 'rectangular strip' arrangement, extending from one side of the device to the other; the flash, light sensor, and microphone will be positioned at the far right end of the rear. To enhance aesthetics, the Apple logo corresponding to the MagSafe wireless charging area on the back of the device is reportedly set to be adjusted to a centered position.
It is worth noting that the iPhone 17 Pro may change its body material — the titanium frame surrounding the screen might be replaced with aluminum alloy. This adjustment could help Apple reduce production costs while also making the device lighter.
The upgrade of the iPhone 17 Pro Max is expected to be relatively modest, with the most notable change being a slight increase in thickness—likely to accommodate a larger capacity battery, which is undoubtedly a significant highlight for users.
Price and Storage Configuration
According to the leaker 'Instant Digital', the expected starting price for the iPhone 17 is approximately $800, while the iPhone 17 Pro Max is expected to be priced at $1,250; the Pro series models may introduce two new colors: deep blue and copper.
The expected starting price for the iPhone 17 Pro is approximately $1,050, but recent leaks indicate that the storage options for this model will be fewer than those for the iPhone 16 Pro: the 128GB version may be discontinued, leaving users with only three storage capacities to choose from: 256GB, 512GB, or 1TB (previously, four storage options were typically available).
Although the core focus of the launch event will be the iPhone itself, Apple may also introduce a new iPhone case. Three weeks prior to the event, leaks revealed an 'iPhone 17 Pro' case made from 'TechWoven' material—this new case features a higher quality woven material compared to Apple's discontinued 'FineWoven' fabric case launched in 2023. Additionally, leaks suggest that the new case may come with a crossbody strap.
iPhone Air
The most widely circulated rumor is that Apple may launch its 'thinnest phone ever'—the iPhone Air, which may replace the existing iPhone Plus model.
Rumors suggest that the iPhone Air will have a thickness of only 5.5 millimeters, making it approximately 0.08 inches (about 0.2 millimeters) thinner than the currently available iPhone models, and it will feature a 6.6-inch display.
The initiative to launch an ultra-thin model appears to be Apple's response to the trend of 'smartphone thinness,' following in the footsteps of manufacturers like Samsung. The iPhone Air may even have a thickness that exceeds that of the Samsung Galaxy S25 Edge (5.8 mm), making it a lighter and thinner device. Moreover, the launch of this ultra-thin model may pave the way for Apple's long-rumored foldable smartphone, which is expected to be released in September 2026.
However, while a slim design is stylish, it may also come with some functional compromises. Based on leaked renderings, the iPhone Air is expected to feature only one rear camera (compared to two on the existing Plus models); there are also rumors that its body may not have enough space at the bottom to accommodate a speaker, meaning the device's only audio output source may be the front earpiece at the top.
Reports indicate that the expected price of the iPhone Air will be $950, and it will be available in three colors: black, silver, and soft gold.
Apple Watch Series 11, Ultra 3, and SE 3
After a two-year wait, rumors about the Apple Watch Ultra 3 are surfacing, claiming that this model will undergo significant upgrades, potentially including faster charging speeds, support for 5G networks, and satellite communication capabilities, along with an expected increase in screen size.
For the Apple Watch Ultra 3 and Series 11, one of the most anticipated potential upgrade features is the addition of blood pressure monitoring, which can alert users when their blood pressure is too high or too low. Apple is also considering adding sleep apnea monitoring for these two watches, but Bloomberg journalist Mark Gurman noted that Apple may need to postpone the release of these features for further optimization.
Apple recently announced that it will roll out a redesigned blood oxygen monitoring feature for certain models of the Apple Watch Series 8, Series 10, and Ultra. This has led to speculation that the Ultra 3 may also feature this capability, although Apple did not mention whether this feature would be available in the watchOS 26 system.
The third generation of the Apple Watch SE is not expected to have significant upgrades, with only a slight increase in screen size anticipated. Gurman also noted that there are still rumors that Apple may release a plastic version of the SE model.
Expected retail prices for the watch series
Apple Watch SE 3: $250
Apple Watch Series 11: $400
Apple Watch Ultra 3: $800
AirPods Pro 3
Since the release of AirPods Pro 2 in 2022, this series has reached an upgrade cycle, and Apple is highly likely to launch new models. Rumors indicate that AirPods Pro 3 will feature a more minimalist design, touch control buttons, smaller ear tips, and a slimmer charging case; there are also reports suggesting that the new headphones may eliminate the pairing button, opting instead for pairing operations to be performed through touching the charging case itself.
Additionally, the new headphones are expected to be equipped with the H3 chip, which may further enhance the performance of active noise cancellation and adaptive audio features.
Edited by Stephen