In case you missed it, Apple announced its next “Awe dropping” event for September 9 (today). Although the tech giant never officially reveals what will be unveiled ahead of the event, September has long been when it launches its new iPhones. As such, we expect to see the iPhone 17 launch happening later today. But that’s not the only thing we’ll be seeing.

Now that we’re so close to launch, plenty more leaks have been surfacing online, including news that the iPhone 17 Pro Max battery life overtakes Samsung’s flagship, and a potential for a limited release of the exciting new iPhone 17 Air. Let’s take a deeper dive into what Apple should be showing off on stage from 10 AM Pacific Time today.

Apple Event September – what to expect

At the time of writing, just hours remain before the big event kicks off. So, here’s a last-minute heads up on what to expect.

iPhone 17 series

This is perhaps the biggest launch happening at the event, and has seen plenty of rumors and leaks in the build-up to the event. Based on previous years, Apple tends to stick to a pretty rigid schedule for iPhone launches. As such, the iPhone 17 release date could come as soon as September 19, with pre-orders a week ahead of time on the 12th.

Everything points towards Apple launching four new models. The biggest change is the loss of the ‘Plus’ model that featured in the 16 series. Instead, Apple is expected to reveal the iPhone 17 Air as a lightweight, slimline option akin to Samsung’s S25 Edge as its replacement, though rumors suggest even the cheapest Air could cost over $1,000.

• iPhone 17
• iPhone 17 Air
• iPhone 17 Pro
• iPhone 17 Pro Max

The Pro models are expected to feature the new Apple A19 Pro processor, while the other two will have the basic A19 chip. Speaking of the Pro models, they are expected to revert to the aluminum frame after a couple of years of titanium, which proved to be heavier and worse at dissipating heat. Interestingly, the base iPhone 17 display could also be upgraded from 6.1″ to 6.3″, while the Air comes in at 6.6″ (which is slightly smaller than the iPhone 16 Plus).

Three new Apple Watches

You can expect to see a new range of smartwatches from Apple this year, including an upgrade to the Ultra series with a third-generation model after skipping it last year. The more budget-friendly SE is also expected to get a third-gen device.

• Apple Watch Ultra 3
• Apple Watch Series 11
• Apple Watch SE (3rd gen)

Bloomberg reports the Ultra 3 model will be getting some significant upgrades after the year-long hiatus, including the ability to send texts via satellite, a new blood-pressure tool, a slightly larger screen, and a new S11 chip with support for 5G Redcap (Reduced Capacity). As for the Series 11, it likely won’t be too different from last year’s Series 10. However, an improved screen is expected to improve brightness.

The $249 Apple Watch SE will also reportedly see minimal improvements, though a faster chip and a newer display are rumored.

AirPods Pro 3

Last, but not least, we have the new AirPods Pro 3. The previous generation was released back in 2022, so it’s easy to say we’re due a new model, given the original AirPods Pro came out in 2019 (note a three-year gap between each gen). Apple expert Mark Gurman says we should be getting a heart rate monitor on the new earbuds, as well as a revamped charging case. Outside of that, major improvements to the audio or noise cancellation tech are not expected.

There was also a new rumored Apple accessory for iPhone 17 cases – a magnetic strap – but we’ll have to wait and see if that actually makes it to the company’s barrage of announcements or was simply a fake. You’ll be able to tune into the event on the Apple website, the Apple TV app, or via YouTube (see below).

About the Author

Jack Goodall

At PC Guide, Jack is mostly responsible for reporting on hardware deals. He also specializes in monitors, TVs, and headsets and can be found putting his findings together in a review or best-of guide.