Apple is planning to hold its major fall product launch event on September 9, where it is expected to unveil the iPhone 17 lineup, including an all-new thinner version of its flagship device.
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The event will begin at 10:00 a.m. California time and will be streamed online, continuing the company’s trend of virtual launches that began during the COVID-19 pandemic. Apple is promoting the event with the word “Amazing”, according to invitations sent to media outlets.
Focus on iPhone and Apple Watch
The spotlight will be on the new iPhones, with Apple expected to announce:
An updated base model
Two new Pro variants
A completely new, much thinner model than any previous iPhone
The company is also preparing to release new versions of the Apple Watch.
The standard iPhone 17 will retain a design similar to the iPhone 16 but will feature a larger display and camera enhancements, according to Bloomberg News. The iPhone 17 Pro and Pro Max will come with a redesigned rear housing that includes a larger camera area, highlighting photography as a core selling point.
A New, Slimmer iPhone Design
The ultra-thin model will be Apple’s first major redesign in years, reportedly about 2 millimeters thinner than current models. Apple hopes this approach will appeal to a new segment of users, although it may come with trade-offs like shorter battery life and just one rear camera.
More New Products on the Horizon
The iPhone 17 launch will mark the beginning of a busy product cycle for Apple. Later this year, the company plans to introduce:
An upgraded Vision Pro headset with a faster chip
A new iPad Pro with the M5 chip and an additional front camera
Updated versions of the HomePod Mini and Apple TV
In 2026, Apple aims to unveil its first smart speaker with a screen, and in 2025, the company is expected to release:
New MacBook Pro models
A budget-friendly iPhone 17e
New Mac accessories, including an external display
A Three-Year iPhone Redesign Roadmap
The September event marks the start of a three-year iPhone redesign plan. In 2026, Apple is expected to launch its first foldable iPhone, following in the footsteps of Samsung Electronics and Google (Alphabet Inc.).
Then in 2027, to celebrate the 20th anniversary of the iPhone, Apple plans to unveil a model with a curved glass design.
