Apple sends invites for Sept 9 event, iPhone 17 series expected

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.

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.

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