The event, which will be held at the Steve Jobs Theater in Apple Park and will be streamed live worldwide, looks set to make its mark on the year, particularly with radical changes to the iPhone lineup. Here are all the expected innovations, based on leaked information ahead of the launch:
Star of the Event: iPhone 17 Series
The most talked-about name at this year’s iPhone launch will undoubtedly be the newest member of the iPhone 17 Air family. According to Gurman, Apple aims to redefine thinness and elegance with this model.
iPhone 17 Air: What Will Thinness Come at a Price?
The iPhone 17 Air, expected to be approximately one-third thinner than the iPhone 16 Pro at just 5.5 millimeters, will push the boundaries of design. However, this ultra-thin form factor comes with some compromises. Gurman notes that battery life will decrease and the rear camera will be limited to a single, pill-shaped lens to achieve this thinness.
The device, which will feature a 6.6-inch ProMotion display and be powered by the A19 processor, will only offer eSIM support due to its USB-C port and slimmed-down bezels. It is also expected to use Apple’s in-house Wi-Fi chip and C1 modem in this model.
The pricing of the Air, which will be positioned between the standard and Pro models, is the biggest question mark. Gurman warns that if the Pro models, with their more advanced cameras and longer battery life, are sold at a slightly higher price, the Air may not be the “right choice” for most users.
iPhone 17 Pro and Pro Max: A New Era in Design
The Pro models will see their first major design change since 2020. According to Gurman, the rear camera module will now completely cover the upper third of the device. The lower section will serve as a wireless charging area. Apple is abandoning the titanium material used in the previous series and returning to aluminum frames, which are both lighter and more heat-efficient. The fundamental improvements in the Pro series are impressive.
Processor: A much more powerful A19 Pro chip.
Battery: Significantly increased battery life.
Camera: A telephoto lens upgraded from 12MP to 48MP, a variable aperture system, and the ability to record front and rear video simultaneously. Significant improvements are also expected for the selfie camera.
iPhone 17: Familiar Design, Significant Upgrade
The standard iPhone 17 will maintain its overall design language while increasing its screen size to 6.3 inches. The most notable innovation is the addition of ProMotion technology to a non-Pro iPhone model for the first time. This will allow standard model users to experience a smooth 120Hz display.
Apple is also preparing to release significant updates to its smartwatch lineup.
Apple Watch Ultra 3
The Ultra series, a favorite of adventure enthusiasts, comes with a slightly larger screen, a new S11 chip, a power-efficient 5G RedCap modem, and satellite messaging for emergencies. Gurman emphasizes that Apple aims to compete more fiercely with Garmin in the high-end smartwatch market with this move.
Apple Watch Series 11
The new model, which will retain the beloved design of the Series 10, will be refreshed with a brighter display, new color options, and updated bands.
Apple Watch SE
The entry-level model, with its updated display and faster chip, will retain its $249 price tag and remain an attractive option for children and those new to smartwatches.
Gurman also noted that some long-awaited health features, such as hypertension detection, have been delayed. Apple is instead focusing on its paid Health+ service, which includes an AI-powered health assistant expected to launch next year.
AirPods Pro 3: The Live Translation Revolution is Coming
The AirPods Pro 3, which will receive its first major update in three years, comes with hardware and software improvements. Tested prototypes featured a smaller charging case, new pairing features, and a built-in heart rate sensor. But the real bombshell is on the software side. Gurman emphasized that the live speech translation feature, which will be available with iOS 26 powered by Apple Intelligence, will be the key innovation for the AirPods Pro 3.
Apple AirPods Pro 3
The event is also expected to showcase products such as the AirTag 2, which will offer more precise tracking thanks to an updated wireless chip; the new iPad Pro with an M5 processor and a second front-facing camera added to the side for video calls; an updated Vision Pro with an M4 or M5 chip; an Apple TV powered by Apple Intelligence and next-generation Siri; and a new HomePod mini with improved sound quality.
Prices, release dates, and other details for all these exciting products will be officially announced at the Apple event, which will begin at 8:00 PM Turkey time on September 9, 2025.
