Apple has announced that its next major launch event will take place on Tuesday, September 9, at the Steve Jobs Theater in Cupertino, starting at 10 a.m. PT (1 p.m. ET). The annual showcase is expected to focus on the iPhone 17 lineup alongside updates to other flagship devices.
This year, Apple is rumored to release one standard iPhone 17 and two Pro models. However, reports suggest the company could replace the “Plus” variant with a new iPhone 17 Air, designed to be slimmer and lighter. The Air model may measure just 5.5 mm in thickness with a 6.6-inch display, making it 0.08 inches thinner than current-generation models.
The base iPhone 17 is also expected to see a significant upgrade, featuring a larger 6.3-inch display with a 120Hz refresh rate, doubling the smoothness of previous 60Hz screens.
Beyond smartphones, Apple is likely to introduce new wearables, including the Apple Watch Series 11, Watch SE 3, and Watch Ultra 3. Among them, the Ultra 3 could stand out with a larger display and faster charging technology.
The event may also mark the debut of AirPods Pro 3, arriving three years after the previous model. The new earbuds are rumored to feature a sleeker design, an upgraded chip for enhanced noise cancellation and audio performance, and new touch-sensitive controls.
