All 7 new merchandise we’re anticipating Apple to announce at its ‘Awe Dropping’ September occasion

The timing carries particular significance as Apple faces mounting challenges in artificial intelligence, the place the corporate has struggled to maintain tempo with rivals and lately confronted an antitrust lawsuit from Elon Musk’s xAI over alleged AI monopolization. Apple’s inventory has been hit significantly exhausting, declining roughly 15-19% thus far in 2025, making it the one of many worst performers among the many Magnificent Seven tech shares. The inventory misplaced roughly $75 billion in market worth throughout Apple’s WWDC 2025 keynote in June when the corporate acknowledged its AI-powered Siri improve could be delayed till the next 12 months. Despite these headwinds, Apple’s recent financial performance has proven resilience, with iPhone income surging 13.5% to $44.6 billion within the third quarter, partly pushed by prospects upgrading forward of potential tariff will increase.

The September event’s product lineup directly addresses Apple’s strategic priorities by introducing hardware designed to integrate with the company’s Liquid Glass design language: a translucent, depth-focused interface that represents the corporate’s most important visible overhaul since iOS 7 in 2013. This design system, inspired by the Vision Pro headset, establishes a unified aesthetic throughout Apple’s platforms whereas getting ready customers for expanded spatial-computing capabilities.

The first iPhone “Air”

The centerpiece of Apple’s September 9 event will reportedly be the ultra-thin iPhone 17 “Air,” which would be the first time an iPhone is bestowed with the moniker that was so popular with Apple’s MacBook line two decades ago. The “Air” model is expected to replace the underperforming iPhone Plus in Apple’s product lineup. The device will reportedly measure approximately 5.5mm at its thinnest point, making it significantly thinner than the iPhone 16’s 7.8mm profile and in all likelihood, given the rumored name, the thinnest iPhone ever made. You can see what it looks like in mock-ups here.

The iPhone 17 Air is said to feature a 6.6-inch display supporting 120Hz ProMotion refresh rates, which would be the first time non-Pro iPhones to have this feature that makes your iPhone screen look and feel buttery smooth. The device is rumored to sport a hybrid titanium-aluminum frame and weigh approximately 145 grams, substantially lighter than the iPhone 16 Pro’s 199 grams.

However, the ultra-thin design apparently means some compromises. The phone will reportedly only include a single 48-megapixel rear camera and a smaller battery compared to last year’s flagship iPhones. The USB-C port placement is also said to be off-center, and speaker grilles have been simplified to accommodate the slim profile. Color options reportedly include black, white, light gold, and a light blue shade similar to the MacBook Air. Pricing is expected to match the current iPhone Plus at $899.

iPhone 17 and iPhone 17 Pro

The standard iPhone 17 is rumored to have a better 24-megapixel front-facing camera that doubles the resolution of current models. All iPhone 17 models will reportedly feature ProMotion 120Hz displays, extending this previously Pro-exclusive feature across the entire lineup.

The iPhone 17 Pro models will reportedly showcase a new pill-shaped camera bump that’s larger than previous designs, including a 48-megapixel telephoto lens with up to 8x optical zoom; the iPhone 16 Pro is just able to 5x optical zoom. The Pro fashions will even transition to primarily aluminum backs as a substitute of glass, bettering sturdiness whereas decreasing weight.

Color options for the Pro models will reportedly include a pair of new colors hinted at in Apple’s invitations: orange and blue, as well as the more traditional black, white, and silver options. The event’s thermal-inspired logo appears to reference each the brand new colours and the rumored vapor chamber cooling system designed to stop overheating throughout intensive duties.

Apple Watch Series 11

The Apple Watch Series 11 will apparently emphasize health-monitoring improvements, doubtlessly introducing blood-pressure pattern monitoring capabilities—although not full systolic and diastolic readings. The characteristic would detect hypertension patterns and alert customers to seek the advice of well being care professionals.

The Series 11 will reportedly come with an updated S11 chip that may be smaller in design to accommodate larger batteries or additional sensors. The watch may also gain 5G RedCap connectivity from MediaTek, according to MacRumors, which would provide faster data speeds than current LTE-only models.

Apple Watch Ultra 3

The Apple Watch Ultra 3 will reportedly be the first Apple Watch with standalone satellite connectivity, according to Bloomberg‘s Mark Gurman. This characteristic will allow emergency SOS performance and doubtlessly textual content messaging in distant areas with out mobile or Wi-Fi protection.

The Ultra 3 is also said to include improved 5G connectivity, and the biggest Apple Watch display to-date, which is said to be brighter and better when viewing it from side angles. And an improved charging coil could enable 80% charging in 30 minutes, according to MacRumors.

AirPods Pro 3

Apple’s third-generation AirPods Pro will reportedly introduce heart-rate monitoring capabilities, utilizing LED optical sensors that may observe your coronary heart fee by blood move within the ear canal.

Beyond health features, the AirPods Pro 3 will include improved Active Noise Cancellation, enhanced sound quality, and a faster H3 audio chip. Some reports suggest potential temperature monitoring capabilities and real-time translation features. The new model will feature design refinements including a slimmer form factor and concealed status LED.

What the ‘Awe Dropping’ event says about the big picture at Apple

The September 9 event establishes groundwork for Apple’s long-term vision, with 2026 expected to bring the company’s first foldable iPhone and 2027 doubtlessly introducing an all-glass design for the iPhone’s 20th anniversary. This three-year transformation roadmap represents Apple’s most formidable {hardware} technique for the reason that unique iPhone launch, designed to handle mounting aggressive pressures and place the corporate for the subsequent decade.

The foldable iPhone is reportedly scheduled for fall 2026 and is rumored to follow a book-style design much like Samsung’s Galaxy Z Fold collection, reportedly that includes a 7.8-inch internal show and 5.5-inch outer display. The system will reportedly include 4 cameras, Touch ID as a substitute of Face ID to avoid wasting inner area, and Apple’s second-generation mobile modem. Analysts predict a beginning worth round $2,000, positioning it as Apple’s costliest smartphone to this point.

The 2027 “iPhone 20” represents an even more radical departure, that includes four-sided curved glass that eliminates bezels solely and creates what Bloomberg describes as a “mostly glass, curved iPhone without any cutouts.” This design aligns immediately with Apple’s Liquid Glass interface launched in iOS 26, which emphasizes translucency, depth, and spatial-computing components impressed by the Vision Pro. The curved-glass strategy would fulfill former design chief Jony Ive’s long-held imaginative and prescient of making a tool that seems like “a single sheet of glass.”

These hardware advances directly support Apple’s spatial computing ambitions, with CEO Tim Cook reportedly “hell bent” on launching true AR glasses earlier than Meta can obtain the identical milestone. Cook has reportedly made AR glasses his “top priority,” with one Apple engineer stating “Tim cares about nothing else” from a product-development standpoint. The firm’s roadmap reportedly consists of light-weight AR glasses anticipated in 2027, together with a number of Vision Pro iterations by 2028.

Apple’s Vision Pro roadmap includes a small power refresh by the end of 2025, followed by a lighter “Vision Air” model in 2027 that may be up to 40% lighter than the present model. The firm can also be creating sensible glasses much like Meta’s Ray-Bans as an interim answer whereas perfecting true AR know-how. These merchandise collectively goal to attain Apple’s purpose of transport over 10 million AR/VR merchandise yearly by 2027.

The strategic timing aligns with Apple’s broader effort to diversify beyond the iPhone while maintaining its premium market position. Features like iOS 26’s 3D photo effects and spatial interface elements serve as stepping stones toward mainstream AR adoption, gradually acclimating users to spatial-computing concepts before introducing dedicated AR hardware. This measured approach allows Apple to build ecosystem readiness while competitors like Meta and Google rush to market with potentially premature products.

Apple’s “Awe Dropping” event will livestream on the company’s website, YouTube, and Apple TV, on Tuesday, September 9. Based on past iPhone launch events, where Apple holds the event on a Tuesday, pre-orders typically begin that Friday with general availability launching on week later: In this case, that would mean pre-orders opening on September 12 and at least some of the new iPhones launching on September 19.