Apple’s much-anticipated fall event is finally here. Later this evening, the tech giant will host its September keynote, headlined by the launch of the iPhone 17 series. The event begins at 10:00 AM PT (10:30 PM IST) and will be streamed live on the Apple Events page as well as the company’s official YouTube channel.
iPhone 17 Lineup Takes Center Stage
Apple is expected to stick with its four-model strategy but introduce a new variant—the iPhone 17 Air, set to replace the Plus version. Positioned against competitors like Samsung’s Galaxy S25 Edge, the Air could become Apple’s slimmest phone yet. However, reports suggest it may ship exclusively with e-SIM support, a move that could pose challenges in markets such as India and China where physical SIM adoption remains strong.
The standard iPhone 17 is tipped to feature the Dynamic Island and a 120Hz display, though without Apple’s ProMotion adaptive refresh technology. Meanwhile, the iPhone 17 Pro Max could sport a massive 5,000mAh battery, the largest ever in an iPhone, promising notable improvements in battery life.
While Apple has not confirmed pricing, analysts anticipate an upward revision compared to last year, as the company balances hardware upgrades with global tariff and supply chain pressures.
Beyond iPhones: Watches and AirPods
The spotlight won’t just be on iPhones. Apple is also expected to unveil the Apple Watch Series 11, Apple Watch Ultra 3, and the Apple Watch SE 3. Additionally, the long-awaited AirPods Pro 3 could make their debut, offering a refreshed design, enhanced audio performance, and advanced touch controls.
A Pivotal Moment
Led by CEO Tim Cook, the keynote is expected to run for nearly two hours. With mounting competition from Google’s upcoming Pixel 10 series and Samsung’s 2026 flagship lineup, Apple’s announcements tonight could play a decisive role in shaping the smartphone and wearables market for the year ahead.
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