Cupertino, California: Apple is set to reveal its thinnest iPhone ever at its annual product showcase on September 9, at the Steve Jobs Theater in Cupertino.
Marketed as ‘awe-dropping,’ the iPhone 17 lineup is expected to include standard, Pro, and Pro Max editions, along with a newcomer, the iPhone Air. Observers predict that the iPhone Air will be Apple’s lightest flagship phone, drawing design inspiration from its slim MacBook laptops. Apple has not officially confirmed the details.
Beyond the iPhone, Apple plans to unveil the Apple Watch Series 11 and an updated AirPods model, rumored to feature live translation, which would bring Apple in line with Google’s Pixel Buds, which have offered the feature for several years. Apple is also expected to provide launch dates for iOS 26 and macOS Tahoe, its mobile and desktop operating systems.
Join us for a special Apple Event on September 9 at 10 a.m. PT.
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— Apple (@Apple) August 26, 2025
A major concern for the new products is tariffs proposed under Donald Trump’s administration, which could disrupt Apple’s complex global supply chain, particularly with the China levy still under negotiation.
Higher costs may be passed on to consumers. CEO Tim Cook has mitigated potential price hikes by shifting part of production to India and pre-shipping hundreds of tonnes of iPhones to the US ahead of the tariffs’ effective date, deflecting speculation of a $2,000 iPhone.
Investors and iPhone users will also watch for announcements related to Apple Intelligence, the company’s suite of generative AI features for iPhones, initially launched in October 2024 to mixed reviews.
Google Gemini integration
Last year, Apple promised a major upgrade to Siri, which has yet to be delivered. During a July earnings call, Cook confirmed progress on a more personalized Siri, expected next year. Apple has reportedly discussed integrating Google’s Gemini AI models into Siri, similar to how Google powers search in Safari.
Wall Street analysts have observed that Apple is lagging behind other Silicon Valley giants, particularly Google, in AI innovation, as competitors have already integrated AI-powered features into their devices. This adds focus to whether the company will deliver on its AI promises alongside the hardware launches.
This year’s event, therefore, combines hardware innovation, software updates, and AI developments, making it a pivotal moment for Apple amid global supply challenges, technological competition, and the evolving smartphone market.
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