Apple plans to hold its big fall product launch on September 9, when the company is expected to introduce an iPhone 17 line-up that includes a new skinnier version of its signature device.
The event will begin at 10am and stream online, continuing a strategy of virtual launches that began in the Covid era. The tagline for the event is “awe dropping”, according to an invitation posted online and sent to media.
The focus of the event will be the company’s new smartphones, including an updated base model, two fresh Pro editions and an all-new version that uses a far thinner design than any prior iPhone. The company is also preparing to introduce upgraded versions of the Apple Watch.
The new standard iPhone 17 will look similar to the iPhone 16, but include a larger display and camera improvements, Bloomberg News has reported. The iPhone 17 Pro and Pro Max, meanwhile, will have redesigned backs with a larger camera area, making photography an even bigger part of the device.
The thinner iPhone 17 will be the first wholly new design in years, coming in at about 2 millimetres slimmer than current models. Apple is betting that the approach can attract new customers to the iPhone, though the device will have drawbacks. It is expected to have shorter battery life and only one rear camera.
