Apple iPhone 17 event preview

Apple is set to unveil the iPhone 17 along with rumored Air and new watches at its September event.

Apple plans a slimmer iPhone 17 and a broader lineup

Apple is preparing to unveil its next iPhone lineup at the September 9 event, with rumors pointing to the iPhone 17 Pro and Pro Max featuring a refreshed camera setup and a distinctive camera bar. The iPhone 17 Air is expected to push the limits of slim design, potentially dropping the SIM card slot and using an in-house modem. The event is also rumored to include updates to AirPods Pro 3 and the Watch Ultra 3, expanding Apple’s wearable ecosystem. Pricing rumors place the base iPhone 17 around 800 dollars and the lighter Air near 900 dollars, signaling a broad price ladder for a single generation.

Behind the rumors lies a clear strategy: push premium design and bigger feature sets into a slimmer package while maintaining a broad price range. If Apple can keep battery life competitive in the ultrathin Air and add meaningful camera upgrades in the Pro models, it could entice buyers who want top-tier tech without a bulky chassis. The absence of a Plus variant and the possible emphasis on the Air suggests Apple wants to simplify choices while signaling a leaner, faster pipeline to market. Still, price sensitivity will be key; even small shifts in cost could influence whether existing iPhone users upgrade this cycle or hold off until the next refresh window.

Highlights

What Apple chooses to reveal will reveal its philosophy for the next phase of the premium market.