Apple sent out invitations on Tuesday for a September 9 event at Apple Park, where the company is expected to debut its latest iPhones alongside other new hardware. The invitation itself offered little hint, with Apple simply saying: Awe dropping.
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The launch event will be streamed online at 10:00 a.m. Pacific Time (or 10:30 p.m. IST).
Apple is expected to release four new iPhone models, as it has in recent years. There won’t be any groundbreaking features, with the base iPhone 17 likely to look virtually the same as last year’s model, featuring only minor internal hardware upgrades. However, the Pro models, the most premium iPhones, may get a redesigned back, with a camera bump that more closely resembles the pill-shaped design of Google’s Pixel. Both Pro models are also expected to receive upgraded cameras.
A possible new addition to the iPhone lineup this year could be the iPhone 17 Air, which may replace the Plus model. This slimmed-down iPhone is expected to feature an ultra-thin design, similar to Samsung’s Galaxy S25 Edge, measuring just 5.5mm in thickness. It will sport a 6.6-inch display but come with a single rear camera. It remains to be seen whether the slim design will come at the cost of battery life, as seen with the S25 Edge.
The company is also expected to launch the Apple Watch Series 11, a high-end, enthusiast-level Watch Ultra 3, and an affordable SE model. New AirPods 3 earbuds are also on the way, this time featuring built-in heart rate monitoring. Apple did something similar earlier this year when its Beats unit unveiled the Powerbeats Pro 2 with a heart rate sensor and revamped design.
All new Apple hardware will be shipped with a brand-new software experience. Cupertino first teased iOS 26, the operating system that powers the iPhone, with a new “Liquid Glass” design language at its annual developer conference.
iPhone 17 series cases are already available to purchase in Shenzhen, China. (Image credit: Anuj Bhatia/Indian Express)
Analysts will be closely watching the pricing of the new lineup to see if Cupertino decides to raise prices for the iPhone 17 series due to supply chain uncertainty. Apple is expected to manufacture all four iPhone 17 models in India, a first for the company, as it seeks to reduce its dependency on China. In recent years, India has become the No. 1 producer of smartphones shipped to the US, and iPhone production in the world’s most populous country jumped 63 per cent in the second quarter of 2025, reaching $7.5 billion in exports.
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Ahead of the iPhone 17 launch, Apple is opening two new stores in India, one in Bengaluru and the other in Pune.
The iPhone remains Apple’s most important product, both strategically and economically, making the annual fall hardware launch its most significant event of the year. Despite iPhone sales plateauing in mature markets, the device remains Apple’s biggest revenue driver, bringing in billions of dollars. iPhone sales grew 13 per cent year over year, and overall revenue increased by 10 percent in the second quarter of 2025, marking Apple’s largest quarterly revenue growth since December 2021.
Anuj Bhatia is a seasoned personal technology writer at indianexpress.com with a career spanning over a decade. Active in the domain since 2011, he has established himself as a distinct voice in tech journalism, specializing in long-form narratives that bridge the gap between complex innovation and consumer lifestyle.
Experience & Career: Anuj has been a key contributor to The Indian Express since late 2016. Prior to his current tenure, he served as a Senior Tech Writer at My Mobile magazine and held a role as a reviewer and tech writer at Gizbot. His professional trajectory reflects a rigorous commitment to technology reporting, backed by a postgraduate degree from Banaras Hindu University.
Expertise & Focus Areas: Anuj’s reporting covers the spectrum of personal technology, characterized by a unique blend of modern analysis and historical context. His key focus areas include:
Core Technology: Comprehensive coverage of smartphones, personal computers, apps, and lifestyle tech.
Deep-Dive Narratives: Specializes in composing longer-form feature articles and explainers that explore the intersection of history, technology, and popular culture.
Global & Local Scope: Reports extensively on major international product launches from industry titans like Apple and Google, while simultaneously covering the ecosystem of indie and home-grown tech startups.
Niche Interests: A dedicated focus on vintage technology and retro gaming, offering readers a nostalgic yet analytical perspective on the evolution of tech.
Authoritativeness & Trust
Anuj is a trusted voice in the industry, recognized for his ability to de-jargonize trending topics and provide context to rapid technological advancements. His authority is reinforced by his on-ground presence at major international tech conferences and his nuanced approach to product reviews. By balancing coverage of the world's most valuable tech brands with emerging startups, he offers a holistic and objective view of the global technology landscape.
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