Apple will host its annual fall product event on September 9, where it is expected to debut its iPhone 17 lineup, including a new, thinner version of the device, alongside updated Apple Watches and other products, according to Apple, Reuters, Bloomberg, and CNBC.
Apple said the event will begin at 10 a.m. Pacific Time and be streamed online, continuing a virtual format adopted during the pandemic. The tagline for this year's launch is "awe-dropping." The centerpiece will be the iPhone 17 series, which includes an updated base model, two redesigned Pro editions, and a significantly slimmer iPhone—the first major new design in years.
The standard iPhone 17 is expected to feature a larger display and improved cameras, while the Pro models will have a redesigned back with a bigger camera array, reinforcing Apple's focus on photography. The slim variant, reported to be around 2 millimeters thinner than current models, is expected to trade off battery life and a second rear camera in exchange for its lightweight form factor.
Beyond smartphones, Apple is preparing to showcase new Apple Watch models and updated iPads, as well as a faster Vision Pro headset. The event also signals the start of a broader product cycle: a foldable iPhone is expected in 2026, followed by a curved-glass model to mark the device's 20th anniversary in 2027.
The Cupertino-based company is betting its design overhaul and expanded hardware lineup will help sustain demand in an increasingly competitive smartphone market, where rivals such as Samsung and Huawei have leveraged artificial intelligence features to capture consumer attention.
Article edited by Joseph Chen
