Apple’s “Awe Dropping” occasion is kicking off at present at 1 p.m. ET, and sure, will probably be livestreamed: You’ll be able to 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, until you’re working remotely, you may wish to watch out about watching movies at work. Should 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 social gathering for its new iPhones has turn out to be as synonymous with September as pumpkin spice every thing, however this occasion isn’t 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 blended 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 fairly than create a standalone app like ChatGPT or Claude or Perplexity, which you’ll be able to 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 price Apple roughly $75 billion in market worth in a single day and prompted some analysts to query CEO Tim Prepare 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 possibly can guess analysts can be watching this occasion intently and counting the variety of instances Apple says “AI” or “Intelligence.”
That stated, not like 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 stories that Apple will unveil the iPhone 17 Air, representing the corporate’s most dramatic iPhone redesign in years. The gadget 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 probably require vital engineering trade-offs, together with a single 48-megapixel rear digital camera system and diminished battery capability, in accordance with analyst Ming-Chi Kuo.
A number of stories recommend the gadget will achieve ProMotion 120Hz show expertise beforehand unique to Professional fashions, marking the primary time this function would seem in Apple’s mid-tier lineup. Pricing is rumored to begin at $949, positioning the Air between the bottom iPhone 17 and Professional fashions. Wall Road analysts count on the Air might 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 value will increase in seven years anticipated
Business sources recommend Apple plans to lift 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 value, however the iPhone 17 Professional might enhance to $1,199—a $200 soar from the present mannequin, in accordance with Morgan Stanley’s Erik Woodring. The value adjustment would reportedly include doubled base storage at 256GB and improved digital camera methods that includes new 48-megapixel telephoto lenses with as much as 8x optical zoom.
Stories from supply-chain sources point out the Professional fashions could introduce aluminum backs as an alternative of glass, lowering weight whereas sustaining sturdiness. New shade 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 Sequence 11: Enhanced health-monitoring rumored
In accordance with Bloomberg, the Apple Watch Sequence 11 is anticipated so as to add blood-pressure pattern monitoring, which might monitor patterns over time fairly than offering exact medical readings. The function might detect traits 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 probably improved battery life.
WatchOS 26 is rumored to introduce new health options, together with one thing known as “Exercise Buddy” designed to boost train motivation. The Sequence 11 may additionally achieve 5G RedCap connectivity from MediaTek, offering sooner knowledge 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 stories recommend the Apple Watch Extremely 3 might turn out to be Apple’s first standalone satellite-enabled wearable, providing emergency SOS performance and probably textual content messaging in areas with out mobile protection. The function would prolong capabilities launched on iPhone 14 and later fashions to Apple’s wearable lineup.
Extra rumored enhancements embody enhanced 5G connectivity by means of RedCap expertise and sooner charging that would attain 80% capability in half-hour. The Extremely 3 is predicted to function the biggest Apple Watch show to this point with improved brightness and viewing angles. These upgrades would handle earlier limitations whereas sustaining the Extremely’s deal with outside and journey purposes.
AirPods Professional 3: Well being sensors could enter earbuds
Apple’s third-generation AirPods Professional are rumored to introduce heart-rate monitoring by means of LED optical sensors that observe blood stream within the ear canal. The expertise, beforehand examined in Powerbeats Professional 2, might present extra correct readings than wrist-based monitoring as a result of superior blood stream detection in ears, in accordance with trade sources.
Temperature-monitoring capabilities may additionally debut, probably providing extra exact readings than Apple Watch sensors since ear canals preserve extra constant temperatures. The AirPods Professional 3 are anticipated to function improved Lively Noise Cancellation, enhanced audio high quality by means of a sooner H3 chip, and studio-quality microphone recording. Some options could arrive by means of software program updates after launch, following Apple’s typical rollout technique.
AirTag 2: Enhanced vary and privateness options anticipated
The second-generation AirTag is rumored to deal with key limitations by means of an upgraded Extremely Wideband chip that would triple Precision Discovering vary from roughly 30 meters to probably 90 meters. Privateness enhancements are anticipated to make the speaker tougher to take away, addressing stalking issues which have affected the first-generation product.
The AirTag 2 is anticipated to keep up compatibility with current equipment whereas including improved battery administration and low-power alerts. The gadget would symbolize Apple’s response to criticism in regards to the unique AirTag’s potential for misuse, although regulation enforcement knowledge signifies such instances 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 influence from tariffs in fiscal This fall 2025, including price pressures because it navigates part value 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 at present’s rumored product launches.
Analyst sentiment stays blended. Whereas Goldman maintains its purchase score with a $266 goal, MoffettNathanson argues that 30 instances subsequent yr’s earnings is dear for a corporation with “strong however not distinctive” development prospects. The consensus amongst 31 Wall Road analysts exhibits a average purchase score with a mean value 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 might 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 increased 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 data earlier than publishing.
