Apple is set to kick off its annual hardware event on September 9, 2025 at 10 a.m. Pacific Time in the Steve Jobs Theater at its Cupertino campus. Invitations have gone out to media and analysts and we can expect a new lineup of devices with the iPhone 17 series taking center stage.
The #AppleEvent invite on Apple's website is interactive! pic.twitter.com/8FA9WCrtTH
— Aaron (@aaronp613) August 26, 2025
Four iPhones are expected: iPhone 17, iPhone 17 Air, iPhone 17 Pro and iPhone 17 Pro Max. Apple is dropping the Plus model which never really caught on with consumers in favor of the iPhone 17 Air—a device rumored to be the thinnest iPhone yet at 5.5mm with a 6.6-inch display. This slimness comes with trade-offs: renders suggest a single rear camera lens instead of the dual-lens setup of the Plus and possibly no bottom speaker and relying on the front earpiece for audio. Priced at $950 and available in black, silver and light gold the Air is targeting those who prioritize portability and style. The standard iPhone 17 will get a 6.3-inch display with a 120Hz refresh rate, a big jump from the 60Hz of non-Pro models and aligns it with the premium tier.
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For the iPhone 17 Pro and Pro Max Apple is going big on design changes. Both will have a half-glass, half-aluminum exterior and MagSafe charging while being more durable. The Pro Max will have a rectangular camera array on the back with a 48MP telephoto lens with 3.5x optical zoom—up from the current 12MP 5x lens. A 24MP front-facing camera is expected across the lineup for sharper selfies. New color options including orange and deep blue for the Pro models and green and purple for the standard and Air variants add some visual flair. All models will have LTPO OLED displays for smoother scrolling and potential always-on functionality and A19 or A19 Pro chips. 50W MagSafe charging and a vapor cooling chamber for the Pro models will address heat concerns especially for gamers.
Besides the iPhones, Apple is expected to refresh its wearables and audio lineup. The Apple Watch Series 11, Ultra 3 and SE 3 should make an appearance. The Ultra 3 was absent from last year’s event and could bring faster charging, 5G support, satellite connectivity and a larger display after a two-year gap since its predecessor. The Series 11 and SE 3 may see more minor updates with the SE 3 possibly getting a larger screen like the Series 7 and an S11 chip. AirPods Pro 3 are also on the list, three years after their last iteration. Rumors point to a compact design, a new chip for better noise cancellation and health focused features like heart rate monitoring or even infrared cameras for future models.
More products may pop up, such as a new Apple TV 4K and HomePod 3 with an iPad-like screen, but delays with Siri as well as Apple Intelligence might push them to a later event. Streaming live on Apple’s website, YouTube, and Apple TV, the event has a fun “Awe Dropping” tagline and an interactive logo on Apple.com that changes colors like a thermal map when you touch it—an early hint at what’s to come.
