New York — Apple fans worldwide are bracing for what’s often dubbed the “Super Bowl” of tech. On Tuesday, Apple is set to reveal its next-generation devices, including the iPhone 17 lineup, updated Apple Watches, and new AirPods, during its annual hardware event at Cupertino, California, starting at 1 p.m. ET.
The iPhone launch is Apple’s most critical event of the year, but this time the stakes are higher. With sliding sales, pressure from AI-driven competitors, and tariff-related challenges, Apple is expected to deliver more than just cosmetic updates. Investors and consumers alike are looking for groundbreaking features that will reinvigorate Apple’s growth.
A New Addition: The iPhone 17 Air
The highlight of this year’s event is rumored to be the iPhone 17 Air, a slimmer model that joins the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max. Reports suggest the Air will feature a screen larger than the standard iPhone 17 but smaller than the Pro Max, giving users a mid-tier option.
While the thinner design may mean trade-offs in battery or camera performance, the “Air” branding aligns with Apple’s popular MacBook Air and iPad Air. This could help Apple carve out a new category after its Mini and Plus models failed to resonate with buyers.
The move comes as rivals like Samsung and Tecno push their own ultra-thin smartphones. Analysts believe Apple aims to strike a balance between sleek design and premium usability to lure back consumers.
Potential Price Hikes Amid Tariffs
Apple has traditionally avoided frequent price increases, but trade tariffs could force changes this year. Analysts project the iPhone Pro could see a $100 bump, while the iPhone Air might launch above the current mid-tier model pricing.
Though price-sensitive buyers may hesitate, experts argue Apple’s brand loyalty and innovation could justify the hikes. Additional costs may also be introduced through higher storage tiers rather than direct base-price jumps.
Apple Watch and AirPods Refresh
Beyond the iPhone, Apple is preparing updates to its wearable and audio lineup:
- Apple Watch Series 11 – Featuring faster chips and larger screens.
- Apple Watch Ultra 3 – Expected to add satellite connectivity, strengthening its role as an emergency companion.
- Apple Watch SE 3 – A more affordable option with performance upgrades.
- AirPods Pro 3 – Rumored upgrades include a compact charging case, live translation, heart-rate monitoring, and possibly a camera for advanced gesture controls.
These enhancements show Apple’s continued focus on health tech, services integration, and AI-powered innovation to stay competitive against emerging smart devices like AR glasses.
What’s Next for Apple?
While major AI announcements may not arrive this week, the industry is watching closely for signs of Apple’s next big move. Experts suggest Apple’s long-term strategy could include products beyond traditional smartphones, positioning the company for the next wave of connected technology.
Apple will stream the event live, with updates expected throughout the day.