Apple iPhone 17 Event: What to Expect from the Big Launch

Apple is once again preparing to dominate the tech spotlight with its much-hyped “awe dropping” event, set to kick off today at 5 PM UTC. The livestream will be broadcast on Apple’s official site, but you can also catch it directly through the embedded stream below.

As always, excitement is centered around the iPhone 17 series, which is expected to feature four models: the standard iPhone 17, the thinner iPhone 17 Air, the powerhouse iPhone 17 Pro, and the flagship iPhone 17 Pro Max.

Alongside the phones, Apple is likely to refresh its wearable lineup with the Watch Series 11, the rugged Watch Ultra 3, and a new budget-friendly Watch SE. A surprise addition could be the AirPods 3 Pro, an update to Apple’s popular wireless earbuds that many fans have been anticipating.

Much of the conversation leading up to the event has revolved around whether Apple will finally bring a 120Hz high-refresh-rate display to the base iPhone 17. Many users point out that far cheaper devices, like budget models from Motorola, already offer smooth-scrolling displays, making it increasingly difficult for Apple to justify sticking with 60Hz on its entry-level flagships. Still, Apple’s strategy has often leaned on blending incremental updates with its long-term focus on ecosystem features, like the much-discussed Apple Intelligence AI tools, which may not be fully available at launch but are expected to play a central role in future updates.

Critics argue that Apple risks becoming predictable, releasing phones with modest design changes while raising prices. Comparisons with Nokia’s decline surface often, though defenders insist Apple’s formula is intentional: rather than chase yearly radical redesigns, the company refines what works, maintaining brand consistency and customer loyalty. The approach may frustrate enthusiasts seeking bold innovation, but it has undeniably kept iPhone sales strong worldwide.

Whether Apple chooses to surprise or stay the course, today’s event will be a defining moment for the company’s roadmap into 2026. Stick with us for complete coverage once the announcements are made, and in the meantime, revisit our rumor roundup to get a sense of what could be unveiled.