The timing of Apple's upcoming September event holds substantial significance as the company grapples with increasing challenges in the realm of artificial intelligence. Recently, Apple has struggled to keep pace with its competitors and is now facing an antitrust lawsuit from Elon Musk's xAI over alleged AI monopolization. This backdrop has contributed to a notable decline in Apple’s stock, which has dropped approximately 15-19% thus far in 2025, making it one of the worst-performing stocks among the Magnificent Seven tech companies. The stock lost around $75 billion in market value during the WWDC 2025 keynote in June, particularly after the company announced a delay in its AI-powered Siri upgrade until the following year.
Despite these challenges, Apple’s recent financial performance demonstrates resilience. In the third quarter, iPhone revenue surged by 13.5%, reaching $44.6 billion, a boost largely attributed to customers upgrading their devices in anticipation of potential tariff increases. The product lineup unveiled at the September event strategically aligns with Apple's core priorities, introducing hardware that integrates with the company's innovative Liquid Glass design language. This new translucent, depth-focused interface marks Apple's most significant visual overhaul since iOS 7 in 2013, preparing users for enhanced spatial-computing capabilities.
The highlight of Apple’s September 9 event is expected to be the ultra-thin iPhone 17 “Air”. This device will be the first iPhone to carry the "Air" name, a moniker that gained popularity with Apple’s MacBook line two decades ago. The “Air” model is poised to replace the underperforming iPhone Plus in Apple's lineup, measuring approximately 5.5mm at its thinnest point—significantly slimmer than the iPhone 16's 7.8mm profile, potentially making it the thinnest iPhone ever produced.
Rumored features of the iPhone 17 Air include a 6.6-inch display with a 120Hz ProMotion refresh rate, a first for non-Pro iPhones, delivering a smooth visual experience. The device is also expected to showcase a hybrid titanium-aluminum frame and weigh around 145 grams, making it considerably lighter than the iPhone 16 Pro’s 199 grams. However, this ultra-thin design may come with compromises, such as a single 48-megapixel rear camera and a smaller battery compared to previous flagship models. The USB-C port is rumored to be off-center, with simplified speaker grilles to maintain the slim profile. Color options are expected to include black, white, light gold, and a light blue reminiscent of the MacBook Air, with pricing anticipated to be around $899, matching the current iPhone Plus.
The standard iPhone 17 is rumored to come equipped with a significantly improved 24-megapixel front-facing camera, doubling the resolution of current models. All iPhone 17 models are expected to feature ProMotion 120Hz displays, extending this premium feature across the entire lineup. The iPhone 17 Pro models are anticipated to include a new pill-shaped camera bump larger than previous designs, featuring a 48-megapixel telephoto lens capable of up to 8x optical zoom, an upgrade from the iPhone 16 Pro's 5x optical zoom.
Additionally, the Pro models will transition to primarily aluminum backs instead of glass, enhancing durability while reducing weight. The color options for the Pro models will reportedly introduce new shades, including orange and blue, along with traditional black, white, and silver. The event's thermal-inspired logo suggests a connection to the new colors and a rumored vapor chamber cooling system designed to prevent overheating during intensive tasks.
The Apple Watch Series 11 is set to emphasize health-monitoring improvements, potentially introducing features for tracking blood pressure trends, though it may not provide complete systolic and diastolic readings. This feature aims to detect hypertension patterns and alert users for professional consultations. The Series 11 is also expected to be powered by an updated S11 chip, which may be smaller to accommodate larger batteries or additional sensors. Furthermore, the watch might gain 5G RedCap connectivity from MediaTek, promising faster data speeds compared to current LTE-only models.
The upcoming Apple Watch Ultra 3 is rumored to be the first Apple Watch equipped with standalone satellite connectivity, enabling emergency SOS functionality and possibly text messaging in remote areas lacking cellular or Wi-Fi coverage. This model is also expected to offer enhanced 5G connectivity and the largest Apple Watch display to date, designed to be brighter and more visible from side angles. Additionally, improvements in the charging coil could allow for 80% charging within 30 minutes, according to reports.
Apple's third-generation AirPods Pro will likely introduce heart-rate monitoring capabilities using LED optical sensors to track heart rate through blood flow in the ear canal. Beyond health features, the AirPods Pro 3 are expected to include improved Active Noise Cancellation, enhanced sound quality, and a faster H3 audio chip. Speculation also suggests the possibility of temperature monitoring and real-time translation features. Design refinements will likely feature a slimmer form factor and a concealed status LED.
The September 9 event lays the groundwork for Apple's long-term vision, with significant advancements anticipated in the coming years. By 2026, Apple is expected to unveil its first foldable iPhone, with a design that mimics the book-style of Samsung's Galaxy Z Fold series, featuring a 7.8-inch inner display and a 5.5-inch outer screen. This device is rumored to incorporate four cameras and Touch ID, with a starting price predicted to be around $2,000, marking it as Apple’s priciest smartphone to date.
Looking even further ahead, the 2027 “iPhone 20” will reportedly showcase an innovative four-sided curved glass design, eliminating bezels entirely to create a device described as a “mostly glass, curved iPhone without any cutouts.” This design aligns with Apple’s Liquid Glass interface introduced in iOS 26 and is expected to fulfill former design chief Jony Ive’s vision of a seamless glass device.
These hardware advancements support Apple’s ambitions in spatial computing, with CEO Tim Cook reportedly prioritizing the launch of true AR glasses ahead of competitors like Meta. Apple's roadmap includes lightweight AR glasses expected in 2027, along with multiple iterations of Vision Pro through 2028, aiming to ship over 10 million AR/VR products annually by 2027. This strategic timing aligns with Apple's broader goal of diversifying beyond the iPhone while maintaining its premium market position, gradually acclimating users to spatial-computing concepts before introducing dedicated AR hardware.
