According to Zhitong Finance APP, at 1 a.m. Beijing time on September 10, the Apple (AAPL.US) 2025 Fall Launch Event themed &#34;Awe Dropping&#34; will officially kick off. As Apple's annual &#34;Tech Spring Festival,&#34; what are the core highlights worth paying attention to in this launch event?
Lighter and Thinner iPhone Models
The most anticipated new product at this launch event is expected to be named &#34;iPhone 17 Air&#34;—this is Apple's first completely redesigned smartphone in years. The core upgrade point is that the body will become the lightest and thinnest iPhone in Apple's history, with a thickness reduced by about one-third compared to the current flagship model.
Although the screen size of the iPhone 17 Air is close to that of the Pro Max model, the Air version achieves a slim body by reducing battery capacity and camera configuration. Additionally, this model will be equipped with Apple's self-developed modem chip (currently applied in the entry-level iPhone 16e). However, test data shows that the speed of this self-developed chip is not as good as that of Qualcomm's (QCOM.US) similar products, while other new iPhones will continue to use Qualcomm chips.
In terms of pricing, the iPhone 17 Air is expected to be priced between the iPhone 17 and 17 Pro. For consumers who prioritize battery life and performance, the appeal of this model may be limited; however, its ultra-thin appearance may attract some users, and this design directly competes with Samsung Electronics' (SSNLF.US) Galaxy S25 Edge launched this summer. Meanwhile, the core technology behind it will lay the foundation for more powerful models in the future.
Pro Series Models: Dual Upgrades in Imaging and Battery
For consumers seeking improved camera performance and long-lasting battery life, Apple will launch the iPhone 17 Pro and 17 Pro Max. These two high-end models will maintain the previous screen sizes of approximately 6.3 inches and 6.9 inches, with core upgrades featuring a newly designed imaging system.
Apple is currently testing several new features, including significant upgrades to video recording capabilities and a variable aperture system that allows users to control focal length more flexibly; at the same time, the models will be equipped with upgraded technology to achieve more precise zoom effects and support simultaneous video recording with front and rear cameras.
In addition, Apple is likely to emphasize the battery life improvements of the iPhone 17 and 17 Pro series—this enhancement directly responds to users' ongoing demand for &#34;long-lasting&#34; smartphones.
Comprehensive Entry into the Health Wearable Market
After several years, Apple is making a comprehensive update to its smartwatch product line, including the Apple Watch Series 11, Ultra 3, and a new entry-level SE. However, the Series 11 will have limited changes based on last year's significant upgrade of Series 10, with only minor optimizations (such as increased screen brightness).
The real highlight is the Apple Watch Ultra 3: this watch will feature a larger screen size and new satellite communication capabilities. This means that users can remain connected even when out of mobile signal coverage
This feature clearly targets Garmin (GRMN.US) — Garmin recently launched a new watch with similar capabilities and has long been selling devices that can independently connect to satellites for emergency rescue communication.
Meanwhile, the Apple Watch SE will receive its first update since 2022. Apple's move aims to continue capturing the entry-level smartwatch market, with competitors including Fitbit under Google (GOOGL.US) and similar products launched by Samsung.
No Major Breakthroughs Expected in the AI Field
Unfortunately, based on Apple's performance at this year's Worldwide Developers Conference (WWDC) in June, the company does not have many &#34;trump cards&#34; in the AI field — at least it is unlikely to launch significant AI features in the short term. At the June conference, Apple only showcased a few minor optimizations, such as some translation features that Google has offered for many years, as well as deep integration with ChatGPT and Anthropic services.
Users hoping for major AI innovations may have to wait for the release of the new version of Siri voice assistant in spring next year. The upgraded Siri will provide more powerful query capabilities by integrating open networks, screen content, and user data.
Health Feature Upgrades for AirPods Pro
Apple is transforming AirPods from ordinary headphones into health devices. This shift began last year when Apple added an advanced hearing health monitoring system to AirPods; this year, Apple will further expand its health features by adding heart rate monitoring to AirPods Pro. This means users can track calorie consumption and other exercise data through their headphones without needing to wear a smartwatch.
Clearly, this move is expected to attract more users into Apple's health ecosystem and gradually convert them into consumers of higher-end products like smartwatches. Additionally, users can expect improvements in the fit of AirPods Pro and a redesigned charging case. Notably, Apple introduced heart rate monitoring for the first time in its Powerbeats Pro headphones earlier this year.
Product Prices May Rise
Pricing strategy will be one of the most closely watched aspects of this launch event. Apple may maintain the existing iPhone pricing structure or raise prices — regardless of the final decision, it will be an important trend in the industry. Apple may choose to raise prices due to rising costs and the still unstable tariff situation, or it may absorb additional costs to stimulate demand.
Although installment payments and trade-in programs can somewhat alleviate the impact of price increases, many consumers remain highly sensitive to price hikes — especially against the backdrop of competitors like Google and Samsung not raising prices for their latest models

AAPL

Apple will hold its 2025 Fall Launch Event at 1 AM Beijing time on September 10, with the theme "Super Exciting Ahead." The highlight of this event will be the "iPhone 17 Air," which is Apple's first completely redesigned smartphone, making it the lightest and thinnest iPhone ever. The iPhone 17 Pro and 17 Pro Max will also be launched, with major upgrades in imaging and battery performance

- Apple is set to hold its 2025 Fall event titled "Awe Dropping" on September 10, showcasing new products including the iPhone 17 Air, which is expected to be the thinnest iPhone yet.  
- The event will also introduce the iPhone 17 Pro and Pro Max with enhanced camera systems and battery life, alongside updates to the Apple Watch series and AirPods Pro, which will feature new health monitoring capabilities.  
- Pricing strategies will be a key focus, as Apple may adjust prices in response to rising costs and market competition, impacting consumer demand.

"Super Exciting Ahead" Apple Spring Festival Gala Kicks Off Tonight: iPhone 17 Air Leads the Way, Core Highlights in One Article