Apple Inc. will reveal its latest products on Tuesday, September 9, with a global event livestream from the Steve Jobs Theatre in Cupertino, California.
The event, set to start at 5 p.m. WAT (10 a.m. PT), promises a lineup led by the iPhone 17 series, including a radically thinner model which is a design shift for the company.
The new iPhone 17 lineup will feature a standard edition, iPhone 17 Pro, Pro Max, and the all-new iPhone 17 Air, which replaces the previous Plus variant.
Reports reveal the Air model will measure just 5.5mm thick, making it Apple’s thinnest iPhone to date, while sporting a 6.6-inch display and a single-lens rear camera. The device is expected to appeal to users seeking sleek form factors, though compromises on battery capacity are likely.
“I think the thinner design will attract new customers to the iPhone,” an analyst noted, reflecting Apple’s strategy to combine innovation with customer expansion. The Pro versions will undergo a notable redesign, featuring larger camera arrays and aluminium frames, reinforcing Apple’s focus on mobile photography.
Across all models, the A19 and A19 Pro chips will power faster processing, and ProMotion 120Hz displays may become standard.
Beyond smartphones, Apple is updating its Apple Watch line for the first time in three years. The Series 11, Ultra 3, and SE 3 are all set for release.
The Ultra 3 will reportedly include a larger OLED display, faster charging, and 5G RedCap support, while Series 11 could introduce blood pressure monitoring and Sleep Score analytics. The SE 3 may adopt the Series 9 design, offering a larger screen at a lower price point.
Other expected announcements include the AirPods Pro 3, featuring a compact design, H3 chip, touch-sensitive controls, and heart-rate monitoring. Apple will also likely refresh its HomePod mini and Apple TV 4K, with the latter powered by the A17 Pro chip to enhance streaming and gaming.
Software updates will accompany the hardware rollout. iOS 26 is set to debut new AI-driven features, including live call translation, AI-powered call screening, and the “Liquid Glass” interface. Apple’s Pro models, built with 12GB RAM and advanced cooling, will handle more demanding AI tasks, embedding intelligence across system apps.
The Apple September 9 event is expected to set the stage for Apple’s next three years of iPhone innovation, including foldable devices and curved-glass models leading up to the product’s 20th anniversary in 2027.
The event will be streamed live at apple.com and via the Apple TV app.
