New York — For Apple fans, today feels like the Super Bowl.
On Tuesday, Apple will host its annual fall hardware event from its Cupertino, California headquarters, starting at 1 p.m. ET. The company has been teasing the occasion with the phrase “awe-droppin,” and expectations are sky-high.
As always, the iPhone will take centre stage. But this year, the stakes are even higher. Apple has faced years of uneven sales, mounting competition in artificial intelligence, and the added pressure of tariffs tied to global trade tensions. With its stock down roughly 2.5% year-to-date as of Monday’s close—lagging behind the broader Big Tech rally—analysts say a minor refresh won’t be enough to excite either consumers or investors.
Reports suggest that a new, slimmer iPhone model—possibly called the “iPhone Air”—will headline the event, alongside the iPhone 17 lineup. Some analysts also predict potential price hikes driven by tariffs. While most don’t expect major AI-related announcements, Wall Street will be watching closely for any signals about Apple’s broader artificial intelligence strategy.
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A New Addition to the iPhone Family
According to reports from Bloomberg and TFI Securities, Apple is preparing to announce four iPhone 17 models:
- iPhone 17
- iPhone 17 Pro
- iPhone 17 Pro Max
- iPhone 17 Air
The rumoured iPhone 17 Air could be the star of the show. Slimmer than previous models, it’s expected to sit between the standard iPhone 17 and the Pro Max in size. Bloomberg notes that its thinner design may come at the cost of battery life or camera capabilities, but it would mark Apple’s first “Air” smartphone.
The name would align with Apple’s existing MacBook Air and iPad Air branding, and could give the company a fresh alternative to its standard and premium devices. Apple’s Mini and Plus models have struggled to find an audience, so the Air could be positioned as a new middle ground.
Meanwhile, Android competitors are already pushing ultra-thin designs. Samsung’s Galaxy S25 Edge (5.8 mm thick) launched in May, while Tecno unveiled the Tecno Slim (5.9 mm) at IFA in Europe last week.
The rest of the iPhone 17 lineup is also expected to bring incremental improvements in battery life, camera performance, and overall design.
Tariffs Could Push iPhone Prices Higher
Price hikes on Apple’s flagship product are rare, but this year may be different. With tariffs expected to cost the company $1.1 billion this quarter, analysts believe Apple will pass some of that cost to consumers.
- Morgan Stanley predicts the iPhone 17 Pro could cost $100 more than its predecessor, while the iPhone 17 Air may be priced $100 above the mid-tier iPhone 16 Plus.
- Analyst Brian White estimates overall increases of 5% to 10% compared to last year’s lineup.
Rising prices may be a tough sell, especially with competition from Google and Samsung—both of which are leading in AI features. Still, analysts argue Apple may have some leeway after years of holding prices steady.
Some believe Apple could also take a subtler approach, raising costs by charging more for upgrades like higher storage rather than increasing the base price across the board.
Apple Watch and AirPods Updates
Beyond the iPhone, Apple is expected to refresh several of its other key products.
- Apple Watch Series 11: Likely featuring larger displays and faster chips.
- Apple Watch Ultra 3: Could add satellite connectivity, expanding on the emergency features already in recent iPhones.
- Apple Watch SE 3: An updated budget-friendly option.
Health-related features are expected to be a major theme, reinforcing Apple’s push into wellness services. Bloomberg has even reported that a paid Health+ subscription could be coming in the future.
Meanwhile, Apple’s high-end earbuds may finally get a refresh. The AirPods Pro 3 could debut with a smaller charging case, live translation features, and possibly heart rate tracking.
Analyst Ming-Chi Kuo has also suggested a more dramatic update: AirPods with built-in cameras to enable gesture controls. If true, that could position Apple to compete with emerging AI-powered wearables like smart glasses.
As Forrester analyst Dipanjan Chatterjee put it, the industry is moving toward devices that are “less reliant on traditional touch screens and keypads.” Apple, he suggested, may be hinting at something even bigger just around the corner.
