New iPhone 17?: Apple announces date of its upcoming releases
Apple confirmed the date for one of the most anticipated events of the year in the tech industry. On September 9, at 10 a.m. (local Cupertino time), the company will hold its traditional autumn product launch, where it is expected to officially reveal its new iPhone 17 line, along with improvements to other key devices in its ecosystem.
With the motto “Awething,” Apple is committed to maintaining the expectation around its event, which will follow the virtual transmission format adopted since the 2020 pandemic. As usual, the launch will be broadcast through the company’s official website.
The thinnest iPhone so far
The great novelty of this generation will be an iPhone 17 model that is expected to arrive with a significantly thinner design, marking the first major redesign in years. According to Bloomberg’s information, the device will be about 2 millimeters thinner than current models, making it the thinnest iPhone in history.
This model would seek to attract new segments of the market with a minimalist approach, although with certain concessions: it is expected to have a single rear camera and a smaller battery autonomy, reflecting a commitment to design above power.
New models and red products
In addition to the thin model, the iPhone 17 line would include a standard model with incremental improvements to the iPhone 16: a larger screen and camera improvements. In the premium segment, Apple is expected to present the iPhone 17 Pro and Pro Max, which will feature a redesign on the back and a more prominent camera area, reinforcing its focus on photography as a differentiating point.
The announcement would also include a new generation of the Apple Watch, with improvements not yet revealed by the company.
An innovation cycle for Apple
This event will not only mark the launch of products for the holiday season, but will also kick off a three-year renovation for the iPhone. In 2026, Apple plans to launch its first screen smart speaker, and in 2027, it will commemorate the 20th anniversary of the iPhone with a curved glass model, according to sources close to internal developments.
In addition, for the coming months, the arrival of other devices such as an iPad Pro with an M5 chip, a new version of Vision Pro glasses, an updated HomePod mini, and a revamped Apple TV is projected.
In 2026, the company’s first folding iPhone is expected, so Apple would seek to respond to trends marked by competitors such as Samsung and Google.
An ad under heat and cold
The invitation to the event includes Apple’s traditional logo, but this time with a visually impactful image: a thermal effect that dyes the red (heat) edges and the blue (cold) center. This design could suggest a combination of performance and thermal efficiency in its new products, although Apple has not made an official comment on it.
On September 9, all eyes will be on Cupertino. With new bets on design, technology, and vision for the future, Apple is not only looking to maintain its leadership in the mobile market but also set the pace for what will come in the next decade of innovation.
