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.

The event, branded with the tagline “It’s Glowtime,” will include the launch of iPhone 16 series, alongside new versions of the Apple Watch and AirPods.

While the official details surrounding the products remain under wraps, industry insiders suggest that the iPhone 16 lineup will include several updates. 

One of the most noticeable changes is expected to be the introduction of a vertically aligned camera system on the iPhone 16 and 16 Plus models, a change from the previous diagonal alignment. 

Additionally, the iPhone 16 Pro and 16 Pro Max are rumoured to have larger screens, while retaining the familiar three-camera setup that has become synonymous with Apple’s Pro models. A new bronze colour option may also be introduced.

All models in the iPhone 16 series are expected to feature the Action Button, previously exclusive to the iPhone 15 Pro models. This button allows users to quickly access various functions, and there is speculation that it may include a dedicated option for capturing photos and videos. 

However, it is not clear whether this feature will be limited to the Pro models or extended across the entire lineup.

Artificial intelligence is likely to play a big role in this event, with Apple Intelligence expected to be supported across the entire iPhone 16 series. 

Previously available only on the iPhone 15 Pro and 15 Pro Max, this AI-driven feature aims to enhance user experience through advanced machine learning capabilities.

In addition to the iPhone 16 series, Apple is anticipated to unveil the Apple Watch Series 10 and new AirPods models. These products are expected to further enhance Apple’s place in the wearable technology market.

Reports indicate that pre-orders for the iPhone 16 will commence shortly after the event, with general availability expected by September 20th. 

Apple has a history of aligning its product launches with a September timeframe, and this year appears to be no exception. As always, the event is expected to draw huge attention from consumers and tech enthusiasts alike, eager to see what Apple has in store for its latest innovations.