Apple is all set for its upcoming product launch event of the year, scheduled for Tuesday, September 9. The company will be introducing its next-generation iPhone lineup, new smartwatches, and other peripherals.
According to a report by Bloomberg's Mark Gurman, this upcoming wave of products will help Apple fend off increasing competition from Samsung Electronics, Alphabet Inc., Google, and Chinese brands like Huawei Technologies and Xiaomi Corp.
As per him, Apple has fallen behind in the generative artificial intelligence space. The new iOS 26 operating system, which was first unveiled in June, lacks major AI upgrades. As a result, the brand is betting on hardware advancements to keep customers locked into its product ecosystem.
For the first time in half a decade, Apple will introduce major design upgrades for the iPhone. The latest high-end models, the iPhone 17 Pro and Pro Max, will feature new backs that enhance the appearance of the camera areas. Beyond the usual contenders, the brand is also planning to launch an all-new iPhone Air with an ultra-thin body.
At the upcoming launch event, Apple will introduce four new iPhone models. While the company typically unveils a budget version of the new generation iPhone, this time, it will not do so, as the SE model was launched much earlier.
One of the most highly anticipated devices is the iPhone Air. Gurman reveals that the phone will be 5.5mm thick, nearly a third thinner than the iPhone 16 Pro, marking a significant reduction in both thickness and size. However, these changes come with drawbacks -- one of the most notable being a reduction in battery life and the inclusion of only a single rear camera. Leaks from various sources suggest that Apple is planning to launch the phone with a new battery case to help improve its battery life.
The iPhone 17 Air will feature the same A19 processor as the iPhone 17, with a 6.6-inch screen, USB-C port, ProMotion support, and eSIM-only support due to its thin frame. It will also adopt Apple's in-house Wi-Fi chip and C1 modem, previously used in the iPhone 16e.
The iPhone 17 Pro and 17 Pro Max will revert to an aluminum frame, replacing the titanium used in the iPhone 15 Pro, for better heat dissipation and a lighter feel. The base iPhone 17 will retain its design but feature a slightly larger 6.3-inch screen, aligning with the iPhone 16 Pro and 17 Pro. Other upgrades include a new chip, a ProMotion screen for the non-Pro model, and Qualcomm modems for both the regular and Pro versions. Additionally, Apple is launching new accessories, including a revamped non-leather case, an iPhone 4 Bumper-like case, and a high-end cross-body strap.
Apple is set to release significant updates across its wearable and audio products this year. The Apple Watch Ultra 3 will feature a larger screen, the new S11 chip, 5G Redcap support, and satellite text messaging/emergency features. The increased brightness will be a significant aim behind the new watch upgrade, but it will retain the same design. The budget-friendly Apple Watch SE will get a faster chip and a new display. Health upgrades, including hypertension detection, are in the works, with a paid Health+ service expected next year. Meanwhile, Apple is preparing to launch the AirPods Pro 3 with a heart rate monitor and a smaller charging case, along with a new live translation feature for AirPods.