iPhone 17 is here: Apple event dubbed awe-dropping
Apple is set to announce the iPhone 17, Apple Watch Series 11, and more today as part of its “awe-dropping” special event. I’m at the Steve Jobs Theater in Apple Park for the festivities, so head below for full live coverage of everything Apple announces today.
Apple to debut new, thinner iPhone at the annual event
The company is also planning to reveal the Apple Watch Series 11 and an update to AirPods earbuds.
Expect Apple’s latest iPhone to look slimmer when it debuts on Tuesday. The company is set to unveil its thinnest iPhone yet at its annual product showcase, promoted with the tagline “awe-dropping”. The event will take place at its Cupertino headquarters in the Steve Jobs Theater at 10am PT.
What to expect from the iPhone 17 lineup
- iPhone 17 (standard)
- iPhone 17 Pro
- iPhone 17 Pro Max
- iPhone 17 Air – the newest addition, tipped to be the lightest flagship phone yet, echoing the slim profile of Apple’s MacBook Air.
Observers have predicted this, and while Apple hasn’t confirmed the details, it has not denied the reports either.
Other products on the way
- Apple Watch Series 11
- Updated AirPods earbuds – with rumours suggesting live translation support. This would put Apple on par with Google, which added the feature to its Pixel Buds years ago.
Apple is also expected to share launch dates for:
- iOS 26
- macOS Tahoe
Tariffs and pricing concerns
Looming over today’s announcements are Donald Trump’s tariffs, which could disrupt Apple’s complex global supply chain and push iPhone prices higher. A particularly steep levy on China is still under negotiation, but consumers may feel the squeeze if costs rise.
CEO Tim Cook, however, has so far dismissed predictions of a $2,000 iPhone. Apple has shifted a significant portion of production to India and even flown hundreds of tonnes of iPhones into the US ahead of the tariffs taking effect.
Apple Intelligence and the AI race
Investors and iPhone fans will also be watching for news on Apple Intelligence — the suite of features designed to bring generative AI to the iPhone. It launched in October 2024 to a mixed reception.
Last year, Apple promised a major Siri overhaul, which never materialised — a rare unfulfilled commitment. During a July earnings call, Cook said the company was “making good progress on a more personalised Siri” and promised a release next year.
Reports also suggest Apple has been in talks with Google about integrating its Gemini AI models into Siri, much like how Google already powers search in Safari.
Wall Street analysts have increasingly viewed Apple as lagging behind rivals in the AI race — particularly Google, which has already packed its Pixel line with AI-powered features.
