(Credit: Apple)
Farewell, summer. The days are getting shorter, the weather is cooling off, and Apple has announced its annual September iPhone event, which is scheduled for Sept. 9.
What can we expect? Apple's invitation uses the tagline “Awe Dropping,” which could refer to the thin and light iPhone 17 Air that's rumored to be the star of the show. The Apple logo in the invitation is also a mix of blue, yellow, and orange, which Bloomberg insider Mark Gurman provides a peek at the new colors we’ll see on the iPhone 17 lineup.
Rumors abound about what Apple has in store, including new Apple Watches and AirPods. Here's what we expect to see in Cupertino next month.
How to Watch Apple's iPhone 17 Event
The tech press has been invited to Apple Park for a first-hand look at the company's newest gadgets, and PCMag will be there to bring you all the news. If you didn't snag an invite, you can livestream the event on Tuesday, Sept. 9, at 10 a.m. PT/ 1 p.m. ET on Apple’s website, via your Apple TV, or on Apple's YouTube channel (embedded above).
When Can I Get My Hands on the iPhone 17?
(Photo by Kevin Carter/Getty Images)If you’re desperate for the newest iPhone, you won’t have to wait long. If Apple follows its typical pattern, you can expect preorders to begin on Friday, Sept. 12, with a probable retail release a week later on Friday, Sept. 19.
What Will the iPhone 17 Look Like?
A lot like previous iPhones, unfortunately. Although there are plenty of reports concerning Apple’s upcoming foldable iPhone, that device isn’t slated to launch for another year. Instead, the iPhone 17 will receive its typical year-over-year refinements. This year’s biggest change is expected to be the size of its screen.
According to a translated post from leaker Digital Chat Station, the iPhone 17 is expected to get a new 6.3-inch display, up from 6.1 inches on last year’s iPhone 16. The iPhone 17 Pro is believed to have a 6.3-inch display, the same size as the iPhone 16 Pro.
The refresh rate will also get a boost this year. Many leakers have reported that the iPhone 17 will be upgraded to a ProMotion display with a variable 120Hz refresh rate. This will be a welcome upgrade, as the non-Pro iPhones are stuck with a static refresh rate of 60Hz.
According to analyst Ming-Chi Kuo, the iPhone 17 will be powered by a new A19 chip and have an upgraded 24MP front-facing selfie camera with TrueDepth. This will mark the first time the selfie camera has been updated on the basic iPhone model in years.
The new iPhone will potentially arrive in some fun colors, including black, blue, green, purple, and white. Leaks also tip orange for the Pro Max.
Will the iPhone 17 Air Be the Star of the Show?
Most likely, yes. Apple's new ultra-thin iPhone is set to replace the iPhone Plus in the lineup. Ming-Chi Kou expects it to be just 0.22 inches thick (5.55mm), the thinnest iPhone ever.
The iPhone 17 Air will likely have a 6.6-inch display with ProMotion and Always On capabilities, as well as the same 24MP front-facing TrueDepth selfie camera found on the iPhone 17. It is expected to be powered by the A19 Pro chip, albeit with a lowered CPU clock speed, according to leaker Fixed Focus Digital. Meanwhile, Ming-Chi Kou suspects that the Air could get 12GB RAM to help it run Apple Intelligence.
Battery life is the biggest question with the new iPhone 17 Air. Such a thin design doesn’t leave much room inside for a hefty battery. MacRumors suggests the Air could come with a 2,800mAh battery, which is similar in size to the one found on the iPhone 12. The same report posits that Apple might address this concern by using a high-density battery that could boost its capacity by 15% to 20%. Of course, new features in iOS 26, such as Adaptive Power, could help to push the battery life on the Air further.
The phone is reportedly set to only have one wide-angle camera on the back, though we don’t know how many megapixels the camera’s sensor will support.
The iPhone 17 Air is said to be arriving in Black, Light Blue, Light Gold, and Silver.
What About the iPhone 17 Pro and 17 Pro Max?
Both the Pro and Pro Max models will be returning this year, and they will continue to be the most powerful phones in the iPhone lineup.
The Pro iPhones are believed to arrive with the same 6.3-inch and 6.9-inch displays of the corresponding iPhone 16 Pros, but will feature a redesigned camera module on the rear that takes up the top quarter of the phone’s back. The cameras themselves will also be getting an upgrade, with a 48MP telephoto zoom lens. This means that all three cameras on the phone will feature 48MP sensors. Additionally, the top two iPhones will also be receiving the 24MP front-facing selfie TrueDepth camera upgrade.
The A19 Pro chip with 12GB of RAM could power both the Pro and Pro Max. MacRumors states that both phones will also get a new scratch-resistant, anti-glare display. This coating will be exclusive to the Pro and Pro Max and is reportedly stronger than the current Ceramic Shield used on the iPhone 16 Pro and Pro Max.
Additionally, reports from leaker Ice Universe suggest that the Pro Max will be thicker to accommodate an extra-large battery. The Pro Max models have always had the longest-lasting batteries in the iPhone lineup, and it appears that Apple isn’t looking to change that.
Both models are expected to come in Black, Dark Blue, Orange, and Silver.
For more, check out If These 8 Rumored iPhone 17 Pro Max Features Turn Out to Be True, I Just Might Switch.
What About the Apple Watch Series 11, Ultra 3, and SE?
It looks certain that we will get at least the Apple Watch Series 11 next month. The new watch will look similar to previous models but will be powered by a new S11 chip.
Gurman has said in the past that he expects watches to come with high blood pressure detection, though it’s currently unclear how far along Apple is in developing the feature or if it will come to the Series 11 or a later model.
After skipping an upgrade in 2024, the Apple Watch Ultra 3 is on deck this year, which could have the blood pressure monitoring feature. The Ultra 3 could also feature satellite connectivity for emergency messaging, the same S11 chip found on the Series 11, and 5G connectivity. It’s certainly possible that the Ultra 3 will have a larger display and battery life than the Ultra 2, though there aren’t many definitive rumors pointing in that direction.
While the Apple Watch Series 11 and Apple Watch Ultra 3 appear to be locks for September’s event, the Watch SE is a definite maybe.
Gurman speculates that an Apple Watch SE is in the works, but we can’t be certain that it will be released this year. The new SE would come with an older S9 chip and an improved design, though few other details are known.
Will We Finally Get AirPods Pro 3?
All signs point to yes. It’s been two years since Apple significantly revamped the AirPods Pro, and code leaks in the iOS 26 betas also suggest new AirPods could be coming soon. Gurman says the new AirPods Pro 3 will feature heart-rate monitoring.
Asher Dipprey posted on X that the AirPods Pro 3 case will be even smaller than the current one and will ditch the pairing button in favor of tapping on a hidden inner sensor. Otherwise, details are scarce, and we’ll have to wait until Sept. 9 to see what Apple has in store.
What About a New Apple TV 4K?
While a new Apple TV 4K is reportedly in the works, Gurman suspects the new TV box will be released toward the end of the year, perhaps at an October event. There aren’t many rumors around what we can expect from a new Apple TV, but it’s not too hard to guess that the company might want to inject some Apple Intelligence.