Apple is set to host its major fall product launch on September 9, 2025, an event poised to showcase advancements in its flagship devices. According to a last minute report by Bloomberg’s Mark Gurman, the focus will be on the iPhone 17 series, alongside updates to Apple Watch and AirPods.
The iPhone 17 Lineup
At the heart of the event is the iPhone 17 family, which Gurman reports will include four models: the standard iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a new ultra-slim variant — the iPhone 17 Air. The iPhone 17 Air stands out with its remarkably thin design—around 5.5mm thick, roughly a third slimmer than the iPhone 16 Pro—featuring a single rear camera, A19 processor, ProMotion display technology, and an in-house Wi-Fi chip. However, this slim profile means trade-offs, such as eSIM-only support, which could pose challenges for sales in markets like mainland China, where physical SIMs remain prevalent.
The Pro models are expected to receive significant upgrades, including a redesigned back with a larger camera area, an A19 Pro chip, enhanced battery life, and advanced video features like a 48-megapixel telephoto lens and variable aperture. Gurman has highlighted on his post on X about a new heat management system with a vapor chamber for the iPhone 17 Pro and Pro Max, alongside external design tweaks, new color options like orange and light blue, and major camera improvements across all lenses. The base iPhone 17 will see a larger 6.3-inch screen and ProMotion support, a first for non-Pro models, though it sticks with Qualcomm modems unlike the Air’s custom C1 modem.
Apple Watch
The Apple Watch lineup will see evolutionary changes rather than revolutionary ones. Gurman reports the Series 11 will maintain its current design but gain a brighter screen and fresh color and band options. The Apple Watch Ultra 3 is slated for a larger display, an S11 chip, and satellite messaging capabilities for emergencies, enhancing its appeal for outdoor enthusiasts. Additionally, a refreshed Apple Watch SE with updated displays and faster processing will target budget-conscious consumers, including younger users, at a $249 price point. Future health features, like hypertension detection, are in development but not expected at this event.
AirPods Pro 3
Gurman has shared specific insights on the AirPods Pro 3, which he first reported would include a heart rate monitor, an improved fit for better comfort, and a redesigned charging case with a new pairing system. While major improvements in audio quality or active noise cancellation aren’t anticipated, a standout software feature for live conversation translation—tied to Apple Intelligence in iOS 26—could make these earbuds a game-changer for global communication. Looking ahead, Gurman mentions follow-up AirPods models with integrated camera sensors as Apple’s potential core AI wearable for users avoiding smart glasses.
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