According to Zhitong Finance APP, Apple Inc. (AAPL.US) will hold its largest annual product launch event at 1 AM Beijing time on September 10 (Wednesday). At that time, the company will unveil its next-generation iPhone series, new smartwatches, and other peripheral devices.
This is part of Apple's concentrated fall product launch, which helps the company fend off increasing competition from Samsung Electronics, Google (a subsidiary of Alphabet Inc.), as well as Chinese brands like Huawei and Xiaomi.
Unlike other Silicon Valley giants, Apple has fallen behind in the field of generative artificial intelligence. The new iOS 26 operating system, which debuted in June this year, lacks significant AI upgrades. Therefore, Apple hopes to keep its users locked into its product ecosystem through hardware innovations.
For the first time in five years, Apple will make a significant design upgrade to the iPhone. The latest high-end versions, iPhone 17 Pro and Pro Max, will feature a new back design, and the camera area will be completely revamped. A new ultra-thin model, iPhone 17 Air, will also be launched.
This will kick off a new three-year design cycle for the iPhone. Several products will follow, including a foldable phone expected to be released next year, and a commemorative 20th-anniversary glass iPhone planned for 2027.
The iPhone is Apple's main profit-generating product, accounting for about half of its sales. Apple hopes to maintain the iPhone's advantage in the era of artificial intelligence. The iPhone is also central to its services business and is a key reason why people purchase accessories like the Apple Watch, AirPods, and phone cases. As AI-driven devices may disrupt the industry landscape, Apple has high hopes for maintaining this lucrative ecosystem.
Some of the announcements Apple plans to make at Tuesday's &#34;stunning&#34; launch event include:
iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and iPhone 17 Air
As in previous years, Apple will launch four new iPhone models, but there will be some changes this time. Since 2020, Apple has released two entry-level iPhones and two high-end models each year (with two sizes for each level). For the lower-end models, Apple offered a smaller size option in the iPhone 12 and 13 series—the mini version. However, after realizing that small-sized phones did not sell well, Apple shifted to larger models like the iPhone 14 Plus, 15 Plus, and 16 Plus. Now, after determining that ultra-large low-end phones are also not popular, Apple is moving in another reasonable direction: making them lighter and thinner.
Thus, the iPhone 17 Air model will make its debut, continuing Apple's naming convention in the MacBook and iPad product lines. The iPhone 17 Air is approximately 5.5 millimeters thick, about one-third thinner than the iPhone 16 Pro, which is a significant reduction. However, this also comes with some drawbacks, including shorter battery life and only one rear camera (located within an oval bump)
The iPhone 17 Air will use the same A19 processor as the iPhone 17. It will also feature a standard USB-C port, support for ProMotion adaptive refresh rate technology, and a 6.6-inch screen. Due to its overly thin bezels, it will not support physical SIM cards, so users will need to use eSIM cards. Additionally, this phone will adopt Apple's self-developed Wi-Fi chip and the C1 modem used for the lower-budget iPhone 16e.
Similar to the iPad Air, the iPhone 17 Air is designed to serve as a product positioned between the base iPhone and the Pro models. This makes its pricing somewhat delicate: for just a few hundred dollars more, users can purchase a significantly upgraded phone in terms of camera, battery life, and performance.
Although consumers have consistently demanded longer battery life and better cameras, Apple continues to bet heavily that consumers are willing to pay a higher price for aesthetic design. This could ultimately lead to the Air series becoming a niche product line.
While the iPhone 17 Pro and Pro Max may not be the most market-attractive iPhone models this year, they will still be the most popular and likely the most practical. This will be the first redesign of the Pro version since the iPhone 12 Pro in 2020.
The base iPhone 17 will not undergo a redesign, but the screen size will slightly increase to match the 6.3-inch screens of the iPhone 16 Pro and 17 Pro (the iPhone 17 Pro Max will continue to feature a 6.9-inch screen).
This year, Apple will launch a series of new accessories for the iPhone, including redesigned non-leather phone cases after the failure of the FineWoven material accessories a few years ago; phone cases similar to the iPhone 4 Bumper designed for slim phones; and an expensive high-end crossbody strap, which is a key product developed by Apple's design team.
This year, Apple has also adjusted its color strategy for the iPhone. This includes introducing the popular light color from the M4 MacBook Air to the iPhone 17 Air and adding a new orange color for the Pro series.
Apple Watch Series 11, Apple Watch Ultra 3, and the new Apple Watch SE
Apple Watch Ultra 3
After pausing upgrades to the Apple Watch Ultra last year, Apple has made significant updates to the product this year. It will feature a slightly larger screen, at least comparable to last year's Apple Watch Series 10 screen size, and will be equipped with the new S11 chip, supporting 5G Redcap connectivity through a new modem, while also having the capability to use Apple's satellite feature for messaging and emergency communication. Apple hopes to capture market share from Garmin, which launched several new wearable devices earlier this week, and this next-generation Apple Watch Ultra 3 may help Apple achieve that goal
Apple Watch Series 11
Although last year's Series 10 may not have had significant visual changes, it was considered a comprehensive redesign within Apple. However, this year's Series 11 may not see major updates, as Apple will retain the same appearance, including an upgraded screen with increased maximum brightness, along with adjustments to colors and strap styles.
Apple Watch SE
Priced at $249, the Apple Watch SE is Apple's cheapest watch and has been on the market the longest. Its design resembles the Apple Watch before the screen size increase in 2020. This watch may be updated with a newer display and a faster chip. Apple has consistently marketed this device as a smartphone alternative for young children to compete with lower-priced products from companies like Fitbit.
Health Feature Upgrades
More significant features, including blood pressure monitoring, have been in development for years but have faced regulatory and engineering challenges. Apple plans to launch a paid Health+ service next year, which will include an AI health assistant.
AirPods Pro 3
Apple plans to launch the AirPods Pro 3 as early as this month, marking the first update to the product in three years. In this upgrade, Apple is testing the addition of heart rate monitoring features, similar to the Powerbeats headphones released earlier this year.
New models tested in Cupertino (Apple's headquarters) include a significantly smaller charging case and a new pairing mechanism, consistent with changes in last year's lower-end AirPods 4 series.
Apple also plans to introduce a major new software feature that will enable AirPods to perform real-time translation of conversations. This will be based on the translation features added to iPhone and iPad through Apple Intelligence in iOS 26 and iPadOS 26.
Upcoming Products
Apple has several products set to launch soon. AirTag 2 is preparing for its first hardware update; this location accessory launched in 2021 will feature a new wireless chip and positioning capabilities to enhance accuracy and range. A new iPad Pro is in development, as one of the first devices to feature the M5 chip, which will also include a second front-facing camera on the vertical side to optimize video conferencing and selfie effects.
Apple will also release the first hardware update for Vision Pro, which will switch to a newer chip and may introduce a deep space black version, with plans to launch more affordable lightweight models and smart glasses within the next two years. Additionally, the Apple TV set-top box, updated for the first time since 2022, will feature a new processor, support for new Apple Intelligence features, and an improved Siri, along with a new generation of self-developed wireless chips. The smart speaker HomePod mini will also be equipped with a new chip, supporting the new Siri and Apple Intelligence features, while updating the wireless chip and ultra-wideband chip to enhance audio quality, with new color tests

AAPL

Apple Inc. will hold its annual product launch event on September 9, introducing the iPhone 17 series, new smartwatches, and other devices. This event is an important move for Apple to fend off competitors such as Samsung, Google, and Chinese brands. The iPhone 17 will undergo significant design upgrades, and Apple hopes to maintain its competitiveness in the era of artificial intelligence through hardware innovation. This event will mark the first major design update for the iPhone in five years, and it is also expected to unveil a foldable phone and a 20th-anniversary edition iPhone

- Apple Inc. will hold its largest annual product launch event on September 10, 2025, introducing the next-generation iPhone series, new smartwatches, and other devices.  
- This event is part of Apple's strategy to counter increasing competition from brands like Samsung, Google, Huawei, and Xiaomi, while also addressing its lag in generative AI.  
- The iPhone 17 series will feature significant design upgrades, including the new iPhone 17 Air, aimed at maintaining Apple's ecosystem dominance in the AI era.

Apple's autumn launch event is coming next week with a bang! The iPhone 17 and multiple products will make a dazzling debut