Apple has locked in September 9, 2025 as the date for its next major product reveal. The highly anticipated keynote will take place at Apple Park in Cupertino, California, and all eyes are on the company’s next big move: the iPhone 17 lineup.
While new Apple Watches are also on the agenda—and perhaps a few surprise announcements—this year’s event carries extra weight. Apple is facing mounting pressure to prove it can keep pace with rivals in artificial intelligence, an area where Google and OpenAI have gained significant ground.
Apple’s AI Problem: Playing Catch-Up
Apple’s AI strategy is under the microscope, especially after delays in revamping Siri. The company’s voice assistant has fallen behind next-gen AI chatbots like ChatGPT and Gemini, and several AI-powered features promised in earlier updates are still missing in action. Analysts expect Apple to address these gaps at the event, either with a revamped Siri or deeper AI integration across iOS and watchOS.
iPhone 17 Air: A Bold, Ultra-Slim Gamble
One of the most talked-about rumors is a radically redesigned iPhone, potentially named the iPhone 17 Air. Inspired by Apple’s MacBook Air branding, this new model is expected to be ultra-thin and aggressively lightweight, though insiders warn it may come with trade-offs like a smaller battery or toned-down camera hardware.
The iPhone 17 Air would mark Apple’s first significant design shake-up in years and is seen as a direct competitor to devices like Samsung’s Galaxy S25 Edge. For a company known for iterative upgrades, a move toward a slimmer, more elegant iPhone could reinvigorate interest in a slowing smartphone market.
Say Goodbye to the “Plus” Model
According to industry analyst Ming-Chi Kuo, Apple is expected to drop the Plus-sized iPhone altogether this year. Weak demand sealed its fate, with the iPhone 16 Plus reportedly making up only 5–10% of shipments earlier in 2025. The iPhone 17 lineup will likely consist of the base model, Pro, Pro Max, and the rumored Air edition.
Apple Watch Updates on the Horizon
The September keynote won’t be all about the iPhone. Apple is also preparing to unveil new Apple Watch models, rumored to feature enhanced health-tracking tools and deeper integration with AI-driven iOS features. Details are scarce, but the company’s wearable lineup is expected to play a bigger role in its health and AI ecosystem going forward.
Apple hasn’t confirmed specific product details yet, but given the growing AI arms race and declining smartphone excitement, this year’s event could be a defining moment for the company’s strategy.
