Apple’s highly anticipated fall event is finally upon us. This evening, the tech giant will introduce its next-generation lineup, prominently featuring the iPhone 17 series, at its September keynote. The launch begins at 10:00 AM PT (10:30 PM IST) and will be broadcast live on the Apple Events page as well as on YouTube.

iPhone 17 Series Takes Centre Stage

Apple is projected to maintain a four-model structure; however, there are changes in the lineup. The iPhone 17 Air is expected to take the place of the Plus variant, competing with devices like Samsung’s Galaxy S25 Edge. The Air is anticipated to be Apple’s slimmest phone to date, although reports indicate it may only be available in e-SIM versions, which could present challenges in markets such as India and China.

The standard iPhone 17 is predicted to feature the Dynamic Island and a 120Hz display, but it will not include Apple’s ProMotion adaptive refresh rate. In contrast, the iPhone 17 Pro Max might unveil a substantial 5,000mAh battery, marking the largest capacity ever included in an iPhone, promising an impressive enhancement in battery life.

Pricing information remains undisclosed; analysts speculate an increase compared to last year, as Apple seeks to balance new upgrades with potential tariff vulnerabilities.

Beyond Just iPhones

In addition to the iPhone 17 series, Apple is anticipated to announce the Apple Watch Series 11, Apple Watch Ultra 3, and the new Apple Watch SE 3. The anticipated AirPods Pro 3 may also debut, featuring a more refined design, enhanced audio quality, and sophisticated touch controls.

CEO Tim Cook is set to head the keynote, which is expected to last about two hours. With Apple experiencing growing competition from Google’s Pixel 10 series and Samsung’s upcoming 2026 flagship models, this evening’s event could significantly influence the smartphone market for the coming year.