Apple will stage a global product event on Tuesday, September 9, livestreamed from the Steve Jobs Theater in Cupertino. The keynote begins at 5 p.m. WAT (10 a.m. PT).
The headline act is the iPhone 17 family, with Apple expected to introduce a radically thinner model that signals a fresh design direction. The range is tipped to include the standard iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a new iPhone 17 Air, which replaces the Plus variant.
Early reports point to the iPhone 17 Air measuring just 5.5mm thick—potentially Apple’s slimmest iPhone yet—paired with a 6.6-inch display and a single-lens rear camera. The ultra-thin frame is likely to appeal to fans of sleek hardware, though it may come with battery trade-offs. “The thinner design will attract new customers to the iPhone,” one analyst said, framing the move as a blend of design ambition and market expansion.
The Pro models are expected to receive a notable redesign, including larger camera arrays and aluminum frames, underscoring Apple’s continued push in mobile photography. Across the lineup, A19 and A19 Pro chips are slated to boost performance, and ProMotion 120Hz displays could become standard.
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Apple is also preparing its first major Apple Watch refresh in three years. The Watch Series 11, Ultra 3, and SE 3 are anticipated, with Ultra 3 rumored to add a larger OLED display, faster charging, and 5G RedCap support. Series 11 could debut blood pressure monitoring and Sleep Score analytics, while SE 3 may adopt the Series 9 design to deliver a larger screen at a lower price.
In audio and home categories, Apple is expected to unveil AirPods Pro 3—featuring a more compact design, a new H3 chip, touch-sensitive controls, and heart-rate monitoring—alongside updates to HomePod mini and Apple TV 4K. The new Apple TV could move to the A17 Pro chip to improve streaming and gaming.
On the software front, iOS 26 is set to introduce new AI-driven features, including live call translation, AI-powered call screening, and a refreshed “Liquid Glass” interface. Pro-tier iPhones with 12GB of RAM and enhanced cooling are expected to handle more demanding on-device AI tasks, integrating intelligence more deeply across system apps.
The September 9 keynote is also expected to outline Apple’s longer-term iPhone roadmap, paving the way for foldable and curved-glass models ahead of the product’s 20th anniversary in 2027.
The event will stream at apple.com and through the Apple TV app.
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