Apple will host its annual product showcase on Tuesday, September 9, unveiling the iPhone 17 lineup alongside new Apple Watches and AirPods Pro 3.
The launch is widely viewed as part of a three-year redesign cycle, culminating in Apple’s first foldable iPhone in 2026, according to Bloomberg’s Mark Gurman.
Investors and analysts are watching closely for features that could trigger a new upgrade cycle, particularly as consumers have been slower to replace their devices in recent years.
The iPhone continues to account for about half of Apple’s revenue, making the success of each generation crucial to the company’s financial outlook.
iPhone 17 lineup to include ultrathin “Air” model
At the centre of the event will be four new iPhone models: the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a new ultrathin model dubbed the iPhone Air.
The Air is rumoured to be Apple’s slimmest phone ever, with a thickness of 5.5 mm and a 6.6-inch screen.
Positioned as a replacement for the iPhone Plus, it could challenge rivals such as Samsung’s Galaxy S25 Edge, which measures 5.8 mm.
Reports suggest the iPhone Air will be priced around $899, though some forecasts place it closer to $950.
Available in black, silver, and light gold, it may come with fewer camera options to keep costs down.
Analysts view the device as a step toward Apple’s long-anticipated foldable phone.
Meanwhile, the standard iPhone 17 is expected to receive a 6.3-inch display with a 120 Hz refresh rate and a 24-megapixel front camera.
Pricing is rumoured to start around $800. The Pro Max model could carry a price tag of $1,250, reflecting higher-end components.
New watches to feature Ultra refresh and SE update
Apple is also expected to unveil refreshed Apple Watches, including the Ultra 3, Series 11, and SE 3.
The Ultra 3 may see the most significant changes, with reports pointing to faster charging, 5G support, satellite connectivity, and a larger display.
The SE 3, which targets entry-level users, may receive only incremental updates, such as a larger screen or a plastic version.
Prices are expected to start at $250 for the SE 3, $400 for the Series 11, and $800 for the Ultra 3.
AirPods Pro 3 expected with sleeker design
After two years without an update, Apple is expected to debut the AirPods Pro 3.
Rumours suggest the new earbuds will feature a slimmer case, smaller earbuds, and touch-sensitive controls that replace the traditional pairing button.
Powered by a new H3 chip, they are expected to deliver improved active noise cancellation and adaptive audio.
The refresh comes at a time when competition in wireless audio is intensifying, with rivals such as Sony and Bose enhancing their noise cancellation technology.
Pricing strategy takes centre stage
Wall Street analysts believe the most important storyline at the event may not be the devices themselves but how Apple prices them.
With tariffs under President Donald Trump pushing up costs and component prices remaining high, Apple may look to adjust its strategy.
Morgan Stanley analysts led by Erik Woodring suggested Apple could eliminate lower storage tiers, such as the 128-gigabyte option for the iPhone Pro, effectively raising the entry price to the 256-gigabyte model at $1,099.
“What will matter most at next week’s iPhone launch event is pricing, a still under-appreciated growth tailwind,” Woodring wrote.
Loop Capital echoed the sentiment, saying modest price hikes could help Apple offset rising expenses.
However, analysts also warned that higher prices could deter buyers unless new features are compelling enough.
Tariffs loom over US pricing decisions
Market watchers say Apple’s pricing decisions are particularly sensitive this year due to tariffs.
Trump has floated the possibility of new duties on Chinese-made electronics, raising concerns about consumer costs.
“Normally, it’s not a good sign for a launch when price dominates the discussion, because that implies features aren’t as strong a differentiator,” said Runar Bjørhovde, research analyst at Canalys.
“But tariffs make this launch different. Apple’s opening price points will set the tone for the year ahead.”
Outlook for sales remains modest
Analyst forecasts suggest a cautious but steady sales outlook.
FactSet data shows Wall Street expects Apple to sell about 232 million iPhones in the fiscal year ending September 2026, up 2% from the prior year.
Sales revenue is projected to reach $220 billion, a 5% increase.
While Apple’s July earnings report pointed to resilient iPhone sales, analysts note that consumers are increasingly upgrading only when devices offer substantial new features.
Unlike rivals such as Samsung and Google, which have embedded artificial intelligence into their smartphones, Apple is expected to keep its AI initiative — Apple Intelligence — in the background at this event.
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