iPhone 17, an Ultra-Thin ‘Air’ Model, and More: What to Expect From Apple’s ‘Awe Dropping’ September 9 Event

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It’s that time of year again. The air is getting crisp, pumpkin spice is staging its annual coup, and Apple has officially started the two-week countdown to its biggest show of the year. The company has sent out invitations for a special event on Tuesday, September 9th, at 1 p.m. ET, broadcasting from the Steve Jobs Theater in Cupertino. With a typically cryptic and pun-heavy tagline — “Awe dropping” — all signs point to the grand unveiling of the iPhone 17 lineup and a host of other hardware goodies.

Key Takeaways

  • Main Event on September 9th: Apple will hold its annual fall hardware event where it’s expected to launch the iPhone 17, new Apple Watch models, and potentially updated AirPods. Preorders will likely open that Friday, September 12th.
  • The Thinnest iPhone Ever: The biggest rumor is the debut of a new “iPhone 17 Air,” an ultra-slim 5.5mm device meant to replace the Plus model. This focus on thinness signals a new design priority for Apple.
  • Big Upgrades Across the Board: The standard iPhone 17 is expected to finally get a 120Hz ProMotion display, while the Pro models could see a new horizontal camera bar, a switch from titanium back to aluminum, and a powerful new 48-megapixel telephoto lens.
  • More Than Just Phones: We’re also anticipating the Apple Watch Series 11, a more capable Apple Watch Ultra 3 with potential satellite connectivity, a new Apple Watch SE, and the long-awaited AirPods Pro 3.
  • A New Design Chapter: This launch is reportedly the first step in a three-year iPhone redesign plan that will reshape Apple’s flagship product line, eventually leading to a foldable iPhone.

The Main Event: Meet the iPhone 17 Air

Let’s get right to it, because the most talked-about rumor is a brand-new addition to the family. Apple is expected to replace its ‘Plus’ model with an all-new, impossibly thin iPhone 17 Air. Reports suggest this device will have a profile of just 5.5mm, making it thinner than competitors like the Samsung Galaxy S25 Edge and Apple’s own recent iPad Pro. It’s a direct shot in the escalating war on thickness.

But as any engineer will tell you, thinness is a cruel mistress. To achieve this svelte 6.6-inch form factor, the Air will likely make some compromises. Leaked renders suggest it may feature only a single rear camera lens and could even ditch a bottom-firing speaker, relying solely on the earpiece for audio. CNET notes that it may, however, get a boost to 12GB of RAM and be the first to use a new high-density silicon battery, potentially squeezing more life out of its smaller frame. Expect it to be positioned as a premium-designed device, with a rumored price tag of around $950.

iPhone 17 and 17 Pro Get a Promotion

For those who prioritize features over thinness, the rest of the lineup is getting some serious love. The standard iPhone 17 may be the biggest winner, finally inheriting two major Pro features: a larger 6.3-inch screen and a buttery-smooth 120Hz ProMotion display, a huge upgrade from the current 60Hz. The front-facing camera is also slated for a bump to 24 megapixels across the entire lineup.

The iPhone 17 Pro models are set for a design-focused overhaul. The iconic camera stove is rumored to be replaced with a horizontal, Pixel-style camera bar housing a significantly improved 48-megapixel telephoto sensor with 8x optical zoom. In a surprising twist, Apple may retreat from the titanium frames of last year, returning to aluminum for the Pro models — a move that could make them lighter and less expensive to produce. The Pro Max, meanwhile, is rumored to get a slightly thicker body to accommodate what could be the biggest battery in any iPhone to date.

Under the hood, expect the new A19 and A19 Pro chips to power the lineup, along with new software tricks from iOS 26, like the futuristic “Liquid Glass” aesthetic that may even inspire one of the new Pro colorways.

On Your Wrist and In Your Ears: New Watches and AirPods

The iPhone won’t be alone on stage. We’re also expecting a full refresh of the Apple Watch family. The Apple Watch Ultra 3 is rumored to get a slightly larger display, faster charging, and potentially even satellite connectivity for emergencies, a feature that would make it a true off-the-grid companion. The standard Series 11 will likely see more incremental upgrades, like a more power-efficient screen and the new S11 chip. And after a two-year hiatus, a new budget-friendly Apple Watch SE 3 could also make an appearance.

Health-wise, while Bloomberg reports that long-rumored blood pressure monitoring and sleep apnea detection may be delayed, we could see a new paid Apple Health+ service with an AI coach teased for a future release.

Finally, references found in the iOS 26 beta code strongly suggest we’ll see the AirPods Pro 3. It’s been three years since the last Pro update, and rumors point to a sleeker design, an interactive touchscreen on the case, and a new H3 chip for better noise cancellation and sound quality.

Why It Matters: Apple’s War on Thickness

This September 9th event feels like more than just an annual refresh. The introduction of the iPhone 17 Air, and Apple’s willingness to make significant hardware trade-offs to achieve its thinness, signals a major strategic shift. For years, the smartphone battle was fought over screen size, camera megapixels, and processing power. Now, with those metrics hitting a point of diminishing returns for many users, Apple seems to be pivoting back to a classic battleground: industrial design.

As reported by Bloomberg’s Mark Gurman, this is just year one of a three-year plan to dramatically redesign the iPhone. By re-emphasizing device aesthetics and “feel,” Apple is laying the groundwork for its next big leaps, including a rumored foldable phone in 2026 and a 20th-anniversary device in 2027. The iPhone 17 Air isn’t just a new model; it’s a statement of intent, a declaration that the physical object in your hand matters just as much as the pixels on its screen.

Conclusion

When Tim Cook takes the stage on September 9th, we won’t just be seeing a new set of gadgets. We’ll be getting the first chapter in Apple’s next design story. The iPhone 17 Air represents a bold, and potentially risky, bet on the idea that in a world of increasingly similar glass slabs, being the thinnest and most elegant still counts for something. Whether customers will embrace the compromises that come with that title remains to be seen, but one thing is for sure: Apple is done playing it safe.

Sources

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