Apple is gearing up for its annual fall showcase on September 9, 2025, with the event taking place at the company’s Cupertino headquarters, Apple Park. The keynote kicks off at 10 p.m. PKT, streaming live on both Apple’s website and YouTube. As always, the spotlight will be on new iPhones, but several other product lines are expected to get significant updates.
A Fresh Wave of Apple Watches
Apple traditionally starts these events with wearables, and this year looks no different. The Apple Watch Ultra 3 is rumored to push further into the outdoor and emergency-use space with satellite messaging and 5G support, along with a brighter, more power-efficient display.
Meanwhile, the Apple Watch Series 11 could break new ground in health tracking by adding blood pressure monitoring—a feature rival smartwatch makers have been racing to deliver. The budget-friendly SE 3 is expected to close the performance gap with Apple’s premium models, making it a much stronger entry point into the lineup. All three watches may debut Apple’s custom-designed Wi-Fi and Bluetooth chip, signaling less reliance on third-party components.
AirPods Pro Get Smarter
After nearly two years without a refresh, the AirPods Pro are expected to see their most ambitious update yet. The rumored AirPods 3 Pro could feature the new H3 chip, plus heart rate and temperature sensors that tie directly into Apple Watch health tracking. A standout feature may be real-time language translation, which would place Apple’s earbuds in a category beyond just audio accessories.
iPhone 17 Lineup: The Main Event
The iPhone 17 family will again consist of four models—iPhone 17, 17 Air, 17 Pro, and 17 Pro Max—but with some notable shifts.
- iPhone 17 Air: Apple is reportedly going all-in on thinness, with the Air model measuring just 5.5mm, making it the slimmest iPhone yet. To achieve that, it may ship with a smaller battery but debut silicon anode technology for higher energy density. The device could also feature a 48MP rear camera and a long-awaited 120Hz ProMotion display.
- iPhone 17: The base model is said to move from a 6.1-inch to 6.3-inch screen, with ProMotion support potentially trickling down for the first time, marking a big shift in Apple’s display strategy.
- iPhone 17 Pro & Pro Max: These premium models will reportedly introduce a horizontal glass camera island and a 48MP telephoto zoom lens. Under the hood, they’re expected to run on the A19 Pro chip built on a 3nm process, paired with 12GB RAM—a spec sheet that brings them closer to laptop-level performance. A new anti-glare display coating, similar to what’s found on high-end iPads, may also be included.
Accessories, Software, and What’s Missing
Alongside the hardware, Apple is preparing to launch new TechWoven cases, a replacement for the widely criticized FineWoven cases from 2023. Software will also take the spotlight with iOS 26, introducing a design refresh dubbed Liquid Glass, which could be Apple’s boldest visual overhaul in years.
Notably absent are products that have been in the rumor mill for months: the next-generation HomePod mini, an Apple TV 4K with the A17 Pro chip, and an updated AirTag. Those may arrive later in the year.
Apple’s September event has historically set the tone for the tech industry heading into the holiday season. With big bets on health, design, and chip performance, this year’s announcements could redefine Apple’s product ecosystem heading into 2026.
