Apple’s annual fall event is scheduled for September 9, with the spotlight firmly on the iPhone 17 lineup. Alongside smartphones, Apple is expected to launch updates to the Apple Watch and AirPods Pro, marking the beginning of a multi-year product redesign strategy.
Highlights
- iPhone 17 Lineup: Bigger displays, new colors, 24MP selfie camera, redesigned Pro models, and Pro Max with larger battery. Prices start around $800.
- iPhone Air: Apple’s slimmest iPhone at just 5.5 mm, featuring a 6.6-inch display, single rear camera, and ~$950 price point. Battery life may be a concern.
- Apple Watch Updates: Ultra 3 with faster charging and possible 5G/satellite, Series 11 with health upgrades, and SE 3 as a budget-friendly option.
- AirPods Pro 3: Expected redesign with slimmer case, touch controls, and new H3 chip for improved noise cancellation and adaptive audio.
- Three-Year Roadmap: 2025 focuses on iPhone 17 & Air; 2026 may bring foldable iPhones and an entry-level iPhone 17e, signaling a shift in Apple’s strategy.
- Event Timing: Launch event on September 9, preorders from September 12, deliveries starting September 19.
- Market Outlook: Strong investor optimism despite risks like antitrust scrutiny, delayed AI features, and reduced Berkshire Hathaway holdings.
iPhone 17 Series
Apple’s next-generation iPhones are expected to bring both incremental improvements and design changes.
iPhone 17
- 6.3-inch display (up from 6.1″), now with a 120Hz refresh rate.
- 24MP front camera.
- New purple and green color options.
- Estimated price: ~$800.
iPhone 17 Pro
- Switch from titanium to an aluminum frame for reduced weight and cost.
- Redesigned rear cameras in a horizontal bar layout.
- Rumored dark blue and copper finishes.
- Estimated price: ~$1,050, with storage options up to 1TB.
iPhone 17 Pro Max
- Slightly thicker build to house a larger battery.
- Estimated price: ~$1,250.
iPhone Air
Apple is rumored to replace the Plus model with the iPhone Air, marketed as its thinnest iPhone yet.
- Thickness: 5.5 mm (slimmer than Samsung’s Galaxy S25 Edge at 5.8 mm).
- 6.6-inch display.
- Single rear camera.
- Audio may rely solely on the front earpiece, with no bottom speaker.
- Estimated price: ~$950 in black, silver, and light gold.
While the design emphasizes thinness, analysts caution that its 2,800 mAh battery may raise concerns over endurance, unless offset by efficiency improvements.
Apple Watch Series 11, Ultra 3, and SE 3
Apple’s wearable lineup is also expected to receive upgrades:
- Apple Watch Ultra 3: Faster charging, potential 5G and satellite connectivity, larger display. Health features like blood pressure and sleep apnea detection are in development but may not launch this year.
- Apple Watch Series 11: Could inherit some health-monitoring features.
- Apple Watch SE 3: Minor refresh with a possible larger display and plastic version.
Expected pricing: SE 3 at ~$250, Series 11 at ~$400, Ultra 3 at ~$800.
AirPods Pro 3
Three years after the AirPods Pro 2, Apple may introduce AirPods Pro 3 with:
- Slimmer, more compact design.
- Touch-sensitive controls.
- Smaller earbuds with a thinner case.
- A new H3 chip, enhancing noise cancellation and adaptive audio.
Apple’s Three-Year Roadmap
According to Bloomberg, Apple is entering a three-year redesign cycle:
- 2025: iPhone 17 series and iPhone Air.
- 2026: Rumored foldable iPhone and budget-friendly iPhone 17e.
- Longer term: A slimmer, experimental lineup that reshapes Apple’s hardware strategy.
This roadmap suggests Apple is balancing iterative updates with bold design experiments, positioning 2025 as a pivotal year in its smartphone evolution.
Event Timing and Preorders
Apple is expected to open preorders on September 12, with deliveries beginning September 19. Investors are already reacting positively — Apple’s stock recently climbed past key moving averages, supported by tariff relief and optimistic demand forecasts.
Analysts highlight Apple’s strong brand loyalty but caution about several challenges.
- Antitrust scrutiny, particularly concerning its default search partnership with Google.
- Delayed AI features, including anticipated Siri upgrades.
- Investor sentiment, as Warren Buffett’s Berkshire Hathaway has trimmed its Apple holdings.
