Apple has officially confirmed its next big launch: the iPhone 17 event, branded with the tagline “Awe Dropping,” will take place on September 9. The rumors from German sources were spot on, and the invitation is now out. The company is set to unveil four iPhone 17 models, including an ultra-slim flagship that will replace the ‘Plus’ version, signaling a shift in Apple’s lineup strategy.
The spotlight will fall on the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max, but that’s far from the full story. 
Apple is expected to refresh its entire smartwatch family in one sweep: the Apple Watch Series 11, Apple Watch Ultra 3, and Apple Watch SE 3. This marks the first time in three years all watch lines will receive updates together. The event may also bring the debut of AirPods Pro 3, a new HomePod mini, and an upgraded Apple TV 4K running on the A17 Pro chip.
On the software side, Apple plans to roll out launch dates for iOS 26, iPadOS 26, and macOS Tahoe, bringing its much-discussed Liquid Glass UI to users. It’s being framed as one of the biggest software refreshes in years.
Pricing, however, may sting. Thanks to tariffs, Apple could raise prices by around $50. To soften the blow, the company may follow its previous strategy: increasing default storage tiers. When it phased out the 128GB model for the iPhone 15 Pro Max, Apple bumped the base to 256GB – though it came with a $100 markup. Whether iPhone 17 buyers will see a similar trade-off remains to be seen.
As always, Apple’s keynote is both a showcase of shiny new hardware and a test of whether the company can still surprise the world – or if it’s simply refining its winning formula with smaller, pricier tweaks.
3 comments
honestly iphone fine but latest androids are solid too, only real breakthrough is apple silicon tbh
imagine a solar iphone with 50% stronger cell, now THAT would be innovation not just another camera bump
poco 17 ftw lol