Apple's biggest product launch of the year is approaching fast. According to internal documents from German mobile phone carriers seen by iPhone-Ticker, Apple will host its iPhone 17 event on Tuesday, September 9, 2025. Pre-orders are expected to begin on Friday, September 12, with devices reaching customers and retail stores on September 19.
This timeline follows Apple's consistent pattern and aligns with Bloomberg's Mark Gurman's recent prediction that the event would take place during the week of September 8. But this year's event promises to be particularly significant, featuring the biggest iPhone lineup shake-up in years alongside major updates to Apple's wearable ecosystem.
The iPhone 17 Lineup: Air Replaces Plus
The star of September's event will be Apple's most dramatic iPhone redesign strategy in recent memory. For the first time since 2014, Apple is fundamentally changing its lineup structure by discontinuing the iPhone Plus model entirely.
According to multiple reports from MacRumors and other sources, the iPhone 17 lineup will consist of four models: iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. The iPhone 17 Air represents Apple's boldest design experiment yet, an ultra-thin device that analyst Ming-Chi Kuo reports will measure just 5.5mm at its thinnest point.
Here's where it gets interesting. While the iPhone 17 Air's body achieves that impossibly thin profile, the camera bump adds a substantial 4mm, bringing the total thickness at that point to 9.5mm. It's still thinner than current models, but the dramatic difference between body and bump thickness creates an unusual design profile that'll be immediately recognizable on tables and desks.
All four iPhone 17 models are rumored to feature 120Hz ProMotion displays, finally bringing the smooth scrolling experience to the base model after years of Pro exclusivity. But Apple's also adjusting the size game. The standard iPhone 17 display will grow from 6.1 inches to 6.3 inches, while the iPhone 17 Air slots in at 6.6 inches and the Pro Max expands to a massive 6.9 inches.
That puts the ultra-thin Air model right between the regular iPhone and Pro Max in screen real estate, which makes sense if Apple wants it to command Plus-level pricing while offering a genuinely different experience.
48MP Everywhere
The camera improvements represent one of the most significant generational upgrades in recent iPhone history. According to reports from MacRumors and other reliable sources, all four iPhone 17 models will feature a 24MP front-facing camera - double the resolution of the current 12MP system. That's going to make a real difference in selfie quality and video calls.
On the back, the iPhone 17 Pro models will gain a 48MP telephoto camera, making them the first iPhones with three 48MP lenses across the entire rear camera system. Early reports suggest this telephoto upgrade might support 8x optical zoom, a significant jump from current capabilities.
The iPhone 17 Air makes the most dramatic camera compromise. Space constraints in that 5.5mm body forced Apple to implement just a single 48MP rear camera. While it'll provide computational 2x zoom shots, users won't get the ultra-wide flexibility that's become standard across the iPhone lineup.
A19 Chips and Performance Upgrades
Apple's new A19 and A19 Pro chips, built on TSMC's advanced 3NP process, will power the iPhone 17 lineup. The Pro models are expected to pack 12GB of RAM (a 50% increase from the current 8GB configuration) primarily to support Apple's expanding on-device AI features.
The iPhone 17 Pro could also be the first iPhone to implement vapor chamber cooling technology, which would help maintain performance during intensive tasks by spreading heat across a larger surface area. Anyone who's tried to record 4K video in summer heat knows current iPhones throttle performance to prevent overheating.
The Price
Here's where the excitement meets wallet reality. Multiple analysts, including Jefferies' Edison Lee, predict a $50 price increase across the entire iPhone 17 lineup. That would push the iPhone 17 Pro Max starting price to approximately $1,249, while the iPhone 17 Pro would likely start at $1,099.
The iPhone 17 Air is expected to adopt the $899 starting price of the outgoing iPhone Plus, positioning it as Apple's design-focused option rather than a budget play. That pricing makes sense when you consider the engineering challenges of achieving that ultra-thin profile while maintaining performance and battery life.
Apple Watch Gets Serious Upgrades
Apple's wearable lineup is getting major updates alongside the iPhone announcements. The Apple Watch Series 11 will feature an updated S11 chip and, crucially, 5G connectivity through MediaTek modems. This isn't full-speed 5G, instead, Apple's implementing 5G RedCap, a lower-power variant designed specifically for wearables that don't need blazing-fast data speeds.
The Apple Watch Ultra 3, absent since 2023, returns with perhaps the most compelling new feature: satellite connectivity. According to MacRumors reporting, this will enable off-grid communication when you're outside cellular and Wi-Fi coverage areas. For serious outdoor enthusiasts who've been waiting for this capability, it could justify the Ultra's premium pricing.
Both new Watch models are rumored to include blood pressure monitoring, though some reports suggest this feature might not make the final cut for the 2025 models. Apple's been working on this capability for years, but regulatory approval and technical challenges have repeatedly delayed its implementation.
AirPods Pro 3
The third-generation AirPods Pro are expected to make their debut with health sensors built directly into the earbuds. Reports suggest heart rate and temperature monitoring capabilities, transforming Apple's flagship earbuds into dual-purpose devices for both entertainment and wellness tracking.
The AirPods Pro 3 will also feature Apple's new H3 chip, promising enhanced sound quality, more effective noise cancellation, and improved battery life. The design is reportedly more compact than current models, with both smaller earbuds and a more portable charging case.
The Bigger Picture
This September event represents Apple's biggest product refresh in years. The iPhone 17 Air experiment shows Apple's willingness to take design risks, even if it means compromising features like dual cameras and dual speakers. The expanded 120Hz support across the iPhone lineup finally democratizes one of the Pro models' key advantages.
Meanwhile, the Apple Watch's satellite connectivity and 5G support positions it as a more independent device, one that relies less on iPhone connectivity for core functionality. Combined with potential health monitoring upgrades, Apple's building a case for the Watch as essential rather than accessory.
Pre-orders begin September 12, with general availability starting September 19. Apple typically sends press invitations one week before major events, so expect official confirmation around September 2 if the German carrier reports prove accurate.
