- iPhone 17 Air: The return of an ultra-thin design
- iPhone 17 and iPhone 17 Professional: First worth will increase in seven years anticipated
- Apple Watch Collection 11: Enhanced health-monitoring rumored
- Apple Watch Extremely 3: Satellite tv for pc connectivity anticipated
- AirPods Professional 3: Well being sensors could enter earbuds
- AirTag 2: Enhanced vary and privateness options anticipated
- The broader implications, and what’s at stake for Apple
Apple’s “Awe Dropping” occasion is kicking off right this moment at 1 p.m. ET, and sure, will probably be livestreamed: You may watch it on Apple’s official YouTube channel, the Apple TV app, and Apple’s Occasions web site—however, and I say this with love, except you’re working remotely, you may wish to watch out about watching movies at work. In the event you get caught, that’s on you. Alternatively, your boss loves Fortune. We promise. (In the event that they’re confused or attempt to protest, merely present them this text.)
Apple throwing a launch occasion for its new iPhones has turn out to be as synonymous with September as pumpkin spice every little thing, however this occasion shouldn’t be fairly just like the others. Regardless of strong monetary outcomes, together with report income in Q3, up 10% year-over-year, Apple’s had a combined yr within the markets as investor issues about Apple’s AI capabilities have utilized strain on its inventory. Apple, for some context, has chosen to pursue baking AI into its full software program ecosystem that extends throughout units moderately than create a standalone app like ChatGPT or Claude or Perplexity, which you’ll entry in devoted apps and web sites together with, notably, on non-Apple units. On high of that, Apple admitted earlier this yr at its Worldwide Builders Convention that its promised Siri overhaul for this yr wouldn’t arrive till 2026. That delay value Apple roughly $75 billion in market worth in a single day and prompted some analysts to query CEO Tim Cook dinner’s management.
All of this to say: Wall Road is totally zeroed in on the AI gold rush proper now and has grown impatient with Apple’s timeline on this entrance, so you may guess analysts will probably be watching this occasion intently and counting the variety of instances Apple says “AI” or “Intelligence.”
That mentioned, in contrast to WWDC, Apple’s September occasions are usually about new {hardware}. So right here’s what we’re anticipating.
iPhone 17 Air: The return of an ultra-thin design
Bloomberg‘s Mark Gurman reports that Apple will unveil the iPhone 17 Air, representing the company’s most dramatic iPhone redesign in years. The machine is predicted to measure roughly 5.5mm thick in comparison with the iPhone 16’s 7.8mm profile. Reaching this ultra-thin type issue will doubtless require important engineering trade-offs, together with a single 48-megapixel rear digicam system and decreased battery capability, in response to analyst Ming-Chi Kuo.
A number of studies recommend the machine will acquire ProMotion 120Hz show know-how beforehand unique to Professional fashions, marking the primary time this characteristic would seem in Apple’s mid-tier lineup. Pricing is rumored to start out at $949, positioning the Air between the bottom iPhone 17 and Professional fashions. Wall Road analysts count on the Air may drive improve cycles amongst customers with iPhone 13 or older units, who symbolize roughly 40% of Apple’s put in base.
iPhone 17 and iPhone 17 Professional: First worth will increase in seven years anticipated
Business sources recommend Apple plans to boost iPhone costs for the primary time since 2018 throughout most of its lineup. The bottom iPhone 17 is predicted to keep up its $799 beginning worth, however the iPhone 17 Professional may enhance to $1,199—a $200 leap from the present mannequin, in response to Morgan Stanley’s Erik Woodring. The value adjustment would reportedly include doubled base storage at 256GB and improved digicam programs that includes new 48-megapixel telephoto lenses with as much as 8x optical zoom.
Reviews from supply-chain sources point out the Professional fashions could introduce aluminum backs as a substitute of glass, lowering weight whereas sustaining sturdiness. New coloration choices are rumored to incorporate orange and blue variants alongside conventional choices. Apple’s pricing energy stems from its 90% buyer retention fee, offering flexibility that opponents lack. Shopper acceptance of upper costs amid financial uncertainty stays a key variable for Apple’s fiscal 2025 efficiency.
Apple Watch Collection 11: Enhanced health-monitoring rumored
In response to Bloomberg, the Apple Watch Collection 11 is predicted so as to add blood-pressure pattern monitoring, which might monitor patterns over time moderately than offering exact medical readings. The characteristic may detect developments that may point out hypertension and immediate customers to seek the advice of healthcare professionals. An up to date S11 chip is anticipated to allow higher efficiency and doubtlessly improved battery life.
WatchOS 26 is rumored to introduce new health options, together with one thing referred to as “Workout Buddy” designed to boost train motivation. The Collection 11 may additionally acquire 5G RedCap connectivity from MediaTek, offering quicker information speeds than present LTE-only fashions. These updates would symbolize significant enhancements to a tool that already instructions roughly 50% of the worldwide smartwatch market.
Apple Watch Extremely 3: Satellite tv for pc connectivity anticipated
Business studies recommend the Apple Watch Extremely 3 may turn out to be Apple’s first standalone satellite-enabled wearable, providing emergency SOS performance and doubtlessly textual content messaging in areas with out mobile protection. The characteristic would prolong capabilities launched on iPhone 14 and later fashions to Apple’s wearable lineup.
Further rumored enhancements embrace enhanced 5G connectivity by way of RedCap know-how and quicker charging that would attain 80% capability in half-hour. The Extremely 3 is predicted to characteristic the most important Apple Watch show so far with improved brightness and viewing angles. These upgrades would handle earlier limitations whereas sustaining the Extremely’s concentrate on outside and journey functions.
AirPods Professional 3: Well being sensors could enter earbuds
Apple’s third-generation AirPods Professional are rumored to introduce heart-rate monitoring by way of LED optical sensors that observe blood movement within the ear canal. The know-how, beforehand examined in Powerbeats Professional 2, may present extra correct readings than wrist-based monitoring attributable to superior blood movement detection in ears, in response to trade sources.
Temperature-monitoring capabilities may additionally debut, doubtlessly providing extra exact readings than Apple Watch sensors since ear canals preserve extra constant temperatures. The AirPods Professional 3 are anticipated to characteristic improved Energetic Noise Cancellation, enhanced audio high quality by way of a quicker H3 chip, and studio-quality microphone recording. Some options could arrive by way of software program updates after launch, following Apple’s typical rollout technique.
AirTag 2: Enhanced vary and privateness options anticipated
The AirTag 2 is anticipated to keep up compatibility with current equipment whereas including improved battery administration and low-power alerts. The machine would symbolize Apple’s response to criticism in regards to the authentic AirTag’s potential for misuse, although legislation enforcement information signifies such circumstances have an effect on a small share of complete items offered.
The broader implications, and what’s at stake for Apple
These anticipated product bulletins happen as Apple manages a number of enterprise pressures. The corporate faces an estimated $1.1 billion affect from tariffs in fiscal This fall 2025, including value pressures because it navigates element worth will increase. Goldman Sachs expects iPhone gross sales to develop 5% in fiscal 2025 and speed up to 7% in 2026, assuming profitable execution of right this moment’s rumored product launches.
Analyst sentiment stays combined. Whereas Goldman maintains its purchase score with a $266 goal, MoffettNathanson argues that 30 instances subsequent yr’s earnings is pricey for a corporation with “solid but not exceptional” development prospects. The consensus amongst 31 Wall Road analysts exhibits a reasonable purchase score with a mean worth goal of $239—roughly flat from present ranges.
Apple’s technique seems centered on {hardware} innovation bridging the hole till AI capabilities mature in 2026. However this strategy carries inherent dangers: if these merchandise fail to drive anticipated improve cycles, the corporate may face continued underperformance relative to its AI-obsessed friends in Silicon Valley, lots of whom are advancing their methods and applied sciences extra aggressively than Apple. Meta, OpenAI, Microsoft and others are pouring billions into AI amenities, and expertise—and shortly, {hardware}. Success for Apple would depend upon whether or not shoppers will settle for greater costs for incremental enhancements whereas Apple develops its subsequent era of software program capabilities.
For this story, Fortune used generative AI to assist with an preliminary draft. An editor verified the accuracy of the knowledge earlier than publishing.
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