Apple is set to launch its iPhone 17 lineup, including the ultra-slim iPhone Air, alongside updated Apple Watch models and AirPods Pro 3 at its annual hardware event on September 9, 2025, in Cupertino, aiming to redefine smartphone design and functionality, according to industry reports.

The iPhone 17, 17 Pro, and 17 Pro Max will feature significant upgrades, with the standard model boasting a 6.3-inch 120Hz display, up from 60Hz, and a 24-megapixel front camera. “The iPhone 17 is expected to get a significant makeover to align more closely with the Pro models,” noted Bloomberg’s Mark Gurman, signaling a shift toward premium features like new purple and green color options.

The Pro models may adopt an aluminum frame, a rectangular rear camera bar, and storage options of 256GB, 512GB, or 1TB, with prices starting at $800 for the iPhone 17 and $1,250 for the Pro Max.

The iPhone Air, potentially replacing the Plus model, is rumored to be Apple’s thinnest phone at 5.5 mm, outpacing the Samsung Galaxy S25 Edge’s 5.8 mm. Priced at $950, it may feature a 6.6-inch screen but only one rear camera and a single earpiece speaker, reflecting design trade-offs.

This move aligns with Apple’s three-year redesign plan, culminating in a foldable iPhone by 2026.

The Apple Watch Ultra 3, Series 11, and SE 3 are expected to debut, with the Ultra 3 offering 5G, faster charging, and satellite connectivity, potentially including blood pressure and sleep apnea monitoring, though these features may be delayed.

Prices are pegged at $800 for the Ultra 3, $400 for the Series 11, and $250 for the SE 3. AirPods Pro 3 may introduce a sleeker design, touch controls, and enhanced noise cancellation via the H3 chip.

The event builds on Apple’s legacy of innovation, but challenges like balancing thin designs with battery life and feature integration remain. The launches are expected to strengthen Apple’s position in the competitive tech market.