Apple is set to unveil its next wave of products on Tuesday, September 9, with the spotlight on the iPhone 17 lineup, alongside new Apple Watches and AirPods Pro 3. This year’s launch marks a key step in Apple’s three-year redesign cycle, reportedly leading to the company’s first foldable iPhone by 2026.

iPhone 17: Meet the New “Air”

Four models are expected:

• iPhone 17
• iPhone 17 Pro
• iPhone 17 Pro Max
• iPhone Air — a new ultrathin model

The iPhone Air is making headlines as Apple’s thinnest phone ever at just 5.5mm, featuring a 6.6-inch display. It’s expected to replace the iPhone Plus and take on Samsung’s Galaxy S25 Edge.

• Rumored Price: $899–$950
• Colors: Black, Silver, Light Gold
• Compromises: Likely fewer camera features to maintain affordability

The standard iPhone 17 will reportedly sport a 6.3-inch, 120Hz display and a 24MP front camera, with prices starting around $800.
The Pro Max could top out at $1,250.

Apple Watch Refresh: Ultra 3, Series 11, and SE 3

Apple is also set to update its wearable lineup:

• Ultra 3: Bigger display, faster charging, possible 5G and satellite support
• Series 11: Expected iterative improvements
• SE 3: May get a bigger screen or plastic build for budget buyers

Pricing:

• SE 3: $250
• Series 11: $400
• Ultra 3: $800

AirPods Pro 3: Slimmer and Smarter

After a long wait, the AirPods Pro 3 are expected to debut with:

• New H3 chip
• Slimmer case and earbuds
• Touch-sensitive controls
• Enhanced noise cancellation and adaptive audio

All Eyes on Pricing

Beyond hardware, the biggest question is pricing. With tariffs and high component costs, Apple may quietly raise entry points by eliminating lower storage options — like dropping the 128GB Pro model in favor of a 256GB base at $1,099.

Analysts warn that features must justify the price hike, especially as consumers are slower to upgrade.

Sales Outlook: Cautious Optimism

Wall Street projects Apple will sell 232 million iPhones by September 2026 — a modest 2% increase. Revenue from iPhones is forecast to hit $220 billion, up 5%.

Apple’s AI efforts — dubbed Apple Intelligence — are expected to remain in the background, unlike rivals like Samsung and Google who have gone all-in on on-device AI.

Bottom Line

Apple’s September event isn’t just about shiny new devices — it’s a pivotal moment to reignite demand in a slowing upgrade cycle. The introduction of the iPhone Air could hint at what’s next: a thinner, foldable future.