6 Minutes
Timing, live stream, and what’s on the stage
Apple’s signature fall keynote arrives on September 9 at Apple Park in Cupertino, kicking off at 10 a.m. PT (1 p.m. ET). Apple will livestream the presentation on its YouTube channel and Apple.com. The headline is the iPhone 17 family, but this year’s lineup is broader: major smartwatch upgrades, refreshed AirPods, and the launch of iOS 26 with a new visual language.
What to expect from the Apple Watch lineup
Watch Ultra 3: rugged, brighter, and connected
Apple is likely to introduce the Watch Ultra 3 after skipping a true refresh in 2024. Expect thinner bezels inside a familiar titanium shell, a noticeably brighter panel, and a more efficient always-on display. The Ultra 3 is also rumored to add 5G cellular support and satellite messaging capabilities, which would expand off-grid connectivity and emergency communication use cases for outdoor athletes and professionals in remote work environments.
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Series 11 and Watch SE 3: sensors and performance
The Apple Watch Series 11 may focus on health monitoring upgrades, with high blood pressure detection being the headline sensor addition. The Watch SE 3 is rumored to close the performance gap with flagship models this year, possibly adopting the same SoC as higher-end watches — a strategy that would simplify Apple’s product stack and improve value for budget-conscious buyers.
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The 2022 Apple Watch SE
A final hardware note: Apple could debut its first in-house Wi-Fi and Bluetooth chip across all three 2025 watch models, improving wireless efficiency and reducing reliance on third-party suppliers.
AirPods 3 Pro: smarter earbuds with health and translation features
AirPods 3 Pro are expected to arrive alongside the watches. New hardware will likely include an H3 audio chip, onboard health sensors for heart rate and skin temperature, and tighter integration with Apple Watch data for more accurate fitness tracking. A live translation feature is also expected, positioning AirPods as a more capable companion for international travel and real-time communication.
iPhone 17 family: four models, new designs, and AI headroom
Model lineup and design cues
Apple is expected to unveil four models: the base iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a new iPhone 17 Air that replaces the old Plus term. The 17 Air could be the design standout: an ultra-thin profile at about 5.5mm, which would make it the thinnest iPhone yet. To achieve that slimness Apple may include a single 48MP rear camera and a smaller battery, though rumors about a higher-density silicone anode battery suggest capacity trade-offs could be mitigated.
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Displays, performance, and imaging
Rumors indicate ProMotion 120 Hz panels across mid and high-end models, with the base iPhone 17 increasing screen size to 6.3 inches. The iPhone 17 Pro and Pro Max are expected to switch to a horizontal glass camera island and adopt a 3nm A19 Pro system-on-chip. For the first time Apple may equip Pro iPhones with 12GB of RAM, a clear signal that the company is preparing for heavier on-device AI workloads.
Camera improvements look meaningful too: both Pro models could upgrade their zoom cameras from 12MP to 48MP, delivering improved digital zoom and richer detail. There are unconfirmed reports of an anti-glare coating on the Pro displays, similar to treatments seen on high-end tablets and competing flagship phones.
Software: iOS 26 and the Liquid Glass visual language
Apple is expected to announce the public release date for iOS 26, which reportedly introduces a major aesthetic refresh called Liquid Glass. Alongside visual updates, expect privacy, AI-assistive features, and tighter integration across watch, earbuds, and phone for health and communication scenarios.
Accessories, market impact, and near-term roadmap
Apple will likely show new TechWoven cases to replace FineWoven, emphasizing new materials and finishes. While rumors point to a second-generation HomePod mini, an updated Apple TV 4K with an A17 Pro chip, and a refreshed AirTag, those devices are less likely to appear at this event and may arrive later in 2025.
Market relevance: this keynote aims to reinforce Apple’s lead in premium devices by pushing display, sensor, and on-device AI improvements. 5G and satellite messaging in wearables, more powerful chips and RAM in phones, and richer health telemetry from earbuds together indicate Apple’s push toward a more interconnected ecosystem for fitness, safety, and on-device intelligence.
Who should pay attention?
Tech professionals and early adopters should watch for the A19 Pro chipset benchmarks, RAM and AI capabilities, and sensor accuracy claims. Consumers deciding between premium and midrange Apple hardware should weigh feature parity in performance and health tracking now creeping down into more affordable models.
Keywords embedded: Apple event, iPhone 17, Apple Watch Ultra 3, Apple Watch Series 11, Watch SE 3, AirPods 3 Pro, iOS 26, A19 Pro, 3nm, 12GB RAM, ProMotion 120Hz, health sensors, 5G, satellite messaging, TechWoven.
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