Apple has circled Sept. 9 on the calendar for its biggest event of the year. Invitations went out Tuesday for the company’s annual showcase at Apple Park in Cupertino, California — an event that typically draws global attention and sets the tone for the tech giant’s year ahead.
What’s expected
Since 2012, Apple has used its September event to unveil the latest iPhone models. This year, analysts say the spotlight will be on the iPhone lineup along with new Apple Watches. The iPhone remains Apple’s biggest revenue driver, and pressure is mounting as the company races to keep pace with rivals’ AI offerings after delaying a major upgrade to Siri.
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Reports suggest three versions will be unveiled: the ultra-thin iPhone Air and the higher-end Pro and Pro Max. The Air will reportedly feature a 48-megapixel main camera, while the Pro models add telephoto and ultra-wide lenses, anti-reflective technology, and potentially longer battery life, according to 9to5mac.com. Apple is also said to be testing reverse wireless charging — a long-rumored feature.
Unlike competitors rolling out foldable phones, Apple has kept the iPhone’s look largely unchanged in recent years. CNN, citing Consumer Intelligence Research Partners, reports many users upgrade primarily out of necessity rather than excitement over design.
Tariffs in the backdrop
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Apple has sold more than 3 billion iPhones as of July. It is currently the largest seller of mobile phones.
The launch comes as Apple faces political and economic headwinds. President Donald Trump has pressed CEO Tim Cook to move production out of China, warning of tariff pain. Cook admitted earlier this summer that Apple could take a $1 billion hit in tariff-related costs at the end of the third quarter. He also committed to investing $600 billion in manufacturing in the U.S.
Apple has now shifted some of its iPhone production to India, which is now in Trump’s crosshairs with tariffs on many products, but not smartphones, slated to hit 50% on Wednesday.
How much will it cost?
As always, customers will be focused on price when the iPhones are unveiled. Ghostek.com reports that the iPhone 17 will start at a minimum of $799 and increase from there, depending on specific models and features. For bargain hunters, the year-old iPhone 16 is expected to drop in price once its successor arrives.
