Apple has officially confirmed its next major showcase, set for September 9, 2025, with the tagline “Awe Dropping.” The event invite features an interactive infrared-inspired Apple logo that shifts colors as you swipe or hold, resembling a thermal map with hues ranging from cool blues to warm oranges. The effect is visible across Apple’s website and Macs, hinting at the new color palette expected for this year’s iPhones. The keynote will stream online at 10 a.m. PT / 9 p.m. UAE time through Apple’s website, YouTube, and the Apple TV app. Pre-orders are expected to begin on September 12, with retail availability starting on September 19.
This year’s iPhone launch marks one of the biggest shakeups since the debut of the iPhone X. Apple will reveal four devices: the standard iPhone 17, the all-new iPhone 17 Air, and the flagship iPhone 17 Pro and iPhone 17 Pro Max. The iPhone 17 Air replaces the outgoing Plus model, slimming the lineup without sacrificing variety. It is expected to launch at around $900, positioning itself as a thinner, lighter, and more premium-feeling alternative to the base model without approaching Pro-level pricing. The Pro model is tipped to see a $50 price increase, though the sting is softened by a doubling of base storage to 256 GB. The Pro Max, meanwhile, may grow thicker to accommodate a larger battery, further differentiating itself as the powerhouse of the lineup.
The #AppleEvent invite on Apple's website is interactive! pic.twitter.com/8FA9WCrtTH
— Aaron (@aaronp613) August 26, 2025
Design is expected to take a notable turn this year, with several reports suggesting Apple may finally move away from the flat-edged look that has defined iPhones since 2020. Instead, the company could return to slightly curved edges, offering a more comfortable grip across the hand. Perhaps the most dramatic change is the rumored shift to a horizontal camera bar stretching across the back of the devices, replacing the square corner module Apple has used for years and drawing inspiration from Google’s Pixel series. The Pro models will continue to employ titanium frames, while the standard iPhone 17 and the Air may use a titanium–aluminum blend to balance strength and weight. The iPhone 17 Air will stand out most for its thinness — reportedly 25 percent slimmer than the iPhone 16 Pro — with a minimalist single-lens rear camera and an ultra-light construction.
The displays across the iPhone 17 family are set for a significant upgrade. For the first time, every model may feature LTPO OLED panels with 120 Hz ProMotion refresh rates and always-on display capabilities, ending years of 60 Hz limitations for base users. Rumors also suggest an anti-reflective coating will make screens easier to view under bright sunlight while improving scratch resistance. Screen sizes are expected to shift slightly, with the base iPhone 17 increasing to 6.3 inches, the Air measuring roughly 6.6 inches, the Pro also at 6.3 inches, and the Pro Max holding steady at its massive 6.9-inch size.
Powering these devices will be Apple’s new A19 chip family. The base iPhone 17 will run on the standard A19, while the Air will feature a version of the A19 Pro with one GPU core disabled. The Pro and Pro Max will carry the full A19 Pro, manufactured on an improved 3nm process to deliver better performance and efficiency. Memory will vary across models, with the iPhone 17 and Air expected to ship with 8 GB of RAM, the Pro rumored to carry either 8 or 12 GB depending on configuration, and the Pro Max most likely arriving with 12 GB. Apple may also begin the gradual shift toward in-house 5G modems with this generation, though most models will continue to rely on Qualcomm hardware for now.
The cameras represent some of the biggest changes in years. The front-facing camera across all models is expected to double in resolution from 12 MP to 24 MP, dramatically improving selfies and video calls. On the rear, the Pro Max is tipped to lead with a triple 48 MP array covering wide, ultrawide, and telephoto lenses, with optical zoom rumored to increase from 5x to 8x. The smaller Pro may either match this or retain a 12 MP telephoto lens, while the base iPhone 17 will continue with a dual-lens system. The Air, designed around thinness, is expected to use a single 48 MP rear camera. One standout rumor suggests that at least one of the Pro models may debut a mechanical variable aperture system, giving users new control over depth of field — a first for the iPhone lineup.
Battery life will improve primarily through the efficiency of the A19 chips rather than larger cells, though the thicker Pro Max is rumored to see capacity gains. The iPhone 17 Air, however, may be limited by its ultra-slim design, which requires a 2.49 mm thin battery. All models are expected to incorporate Apple’s new adhesive release system, which uses a low-voltage current to simplify battery removal and replacement. This small but meaningful shift could make future maintenance much easier for users.
Color options are also likely to expand. Alongside Apple’s traditional silvers and blacks, leaks suggest richer tones like dark green, teal, and a revived classic green, with at least one color borrowed from the MacBook Air palette.
Beyond iPhones, Apple will also announce updates to its wearables. The Apple Watch Series 11 and the Apple Watch Ultra 3 are both set to debut, with fresh band options and the introduction of a new material called TechWoven, which will replace the controversial FineWoven that debuted last year.
Accessories are expected to play a role as well. Apple may introduce rebranded “Liquid Silicone” cases to replace its existing silicone lineup, a bumper-style case reminiscent of the iPhone 4 era, and new crossbody strap support that would allow an iPhone to be worn like a sling. A revived MagSafe battery pack designed specifically for the thinner iPhone 17 Air has also been rumored. AirPods Pro 3 could make an appearance, though the AirPods 4 series remains relatively new.
Apple’s September events are always its most important, but this one looks set to be especially pivotal. With a bold new design language, the introduction of the Air model, display parity across all iPhones, major camera enhancements, and fresh ecosystem updates, the iPhone 17 series may redefine Apple’s smartphone lineup in the same way the iPhone X did years ago. For Apple fans, September 9 will be a date to circle in red.
