Apple will host its annual iPhone event on September 9 at the Steve Jobs Theatre in Cupertino, California. This year’s event is set to be a key moment for the company, as it will showcase Apple’s strategy for integrating artificial intelligence into its devices. The event is being watched closely by investors, who are concerned about Apple ceding ground to rivals who have moved more quickly to deploy AI technology.
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One of the most anticipated announcements is a new, slimmer version of the iPhone, which is rumoured to be called the iPhone 17 Air. This new model is expected to be Apple’s thinnest iPhone ever, at around 5.5mm thick. To achieve this, it may come with some compromises, including a single 48-megapixel camera and an eSIM-only design. Rumours also suggest the iPhone 17 Air will feature Wi-Fi 7, Apple’s C1 5G modem, USB-C, and support for MagSafe.
In addition to the new iPhone lineup, Apple is expected to unveil new Apple Watch models, updated iPad Pros, and a faster version of the Vision Pro headset.
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While the new iPhone 17 Air will focus on a slim design, the iPhone 17 Pro and Pro Max (potentially called the 17 Ultra) are rumoured to offer superior battery life and a full triple-lens camera system. Speculation also points to all iPhone 17 models featuring ProMotion displays with 120Hz refresh rates and vapour-chamber cooling for better heat dispersion. All models are expected to ship with iOS 26 and its new “Liquid Glass” interface, which will be powered by Apple Intelligence. A particularly novel rumour suggests the Pro models may debut reverse wireless charging, allowing users to charge devices like AirPods or an Apple Watch by placing them on the back of the phone.
The event will also be a test of how Apple plans to navigate the global market amid pressure from the Trump administration. The company has already committed to investing $600 billion in the U.S. over the next four years to sidestep potential import duties. Still, there are rumours of a $50 price hike on most new iPhone models, raising the starting price of the base iPhone 17 to around $849, the Air to $949, and the Pro to $1,049. It remains unclear whether these price increases will apply to other markets outside the U.S.
