Apple plans to retire seven devices after iPhone 17 launch in September

Apple is set to unveil the iPhone 17 on September 9, 2025, during its annual event in Cupertino, California, introducing new design and technology features, including four variants: iPhone 17, 17 Air, 17 Pro, and 17 Pro Max. With the launch, the company may retire seven devices, such as the iPhone 15, iPhone 16 Pro, Apple Watch Series 10, Apple Watch Ultra 2, and AirPods Pro 2, to make room for new models and align the portfolio with demands for advanced features like artificial intelligence. This strategy reflects Apple’s practice of discontinuing older devices to focus on innovation and optimize production. The event is also expected to showcase the Apple Watch Series 11, Apple Watch Ultra 3, and AirPods Pro 3, intensifying the lineup refresh.

Apple typically updates its catalog annually, and 2025 will be no exception. With the iPhone 17, the company aims to consolidate technological advancements, such as more efficient chips and integration with Apple Intelligence. This refresh will directly impact the devices available in the market.

• Affected models: iPhone 15, iPhone 15 Plus, iPhone 16 Pro, iPhone 16 Pro Max, Apple Watch Series 10, Apple Watch Ultra 2, and AirPods Pro 2.
• Reason: Focus on new features and the need to streamline the portfolio.
• Main event: Announcement on September 9, with pre-orders starting on the same day or September 12.

The decision to retire devices reflects Apple’s strategy to keep its ecosystem updated, ensuring support for the latest technological innovations.

Expected features of the iPhone 17

The iPhone 17 is poised to be a milestone in Apple’s smartphone lineup, with significant changes in design and performance. Rumors suggest the 17 Air will be thinner, while the Pro and Pro Max models may feature a new orange color and a vapor chamber cooling system. The company is also expected to introduce more powerful chips, possibly the A19, optimized for artificial intelligence.

The design will likely retain the essence of the current lineup but with thinner bezels and larger screens. Apple also plans to use more durable materials, such as aluminum in the Pro models, replacing stainless steel. These changes aim to enhance user experience and align the device with market trends.

• iPhone 17 Air: Ultra-thin model with an innovative design and new light blue color.
• Pro models: New cooling system and possible support for advanced 5G.
• AI features: Integration with Apple Intelligence for enhanced Siri capabilities.
• Estimated price: Starting at $799 for the base model, with increases for Pro models.

The iPhone 17 is expected to raise the bar for performance, particularly in applications requiring intensive processing, such as gaming and productivity tools.

Impact on older iPhones

The arrival of the iPhone 17 will likely mark the end of production for models like the iPhone 15 and 15 Plus, launched in 2023. This is a common Apple practice, discontinuing standard models from two generations prior to encourage adoption of new features. The iPhone 15 models, though still popular, do not fully support the new AI capabilities, justifying their removal from the official catalog.

The iPhone 16 Pro and 16 Pro Max, launched in 2024, are also expected to be discontinued. Unlike standard models, which sometimes receive discounts and remain in the portfolio, Pro models are replaced immediately by their successors. This strategy keeps the premium lineup updated, focusing on technologies like advanced cameras and faster processors.

• iPhone 15 and 15 Plus: Discontinued to make way for the iPhone 17 and 17 Air.
• iPhone 16 Pro and Pro Max: Replaced by the 17 Pro and Pro Max models.
• Availability: Stocks may remain with retailers for a few months.

While discontinued devices will leave Apple’s official stores, they may still be available at authorized retailers until stocks run out, often at reduced prices.

Apple Watch lineup refresh

The September 9 event will also bring updates to Apple’s smartwatches. The Apple Watch Series 11 and Apple Watch Ultra 3 are the highlights, with improvements in performance, connectivity, and health monitoring. As a result, the Apple Watch Series 10, launched in 2024, and the Apple Watch Ultra 2, from 2023, are expected to be retired.

The Apple Watch Series 11 may feature an S11 chip, more efficient, and support for 5G RedCap, a version of 5G optimized for wearables. The Ultra 3 is expected to include satellite connectivity for emergency messaging and hypertension detection, new features in the lineup. These innovations justify replacing older models, which do not support all watchOS 12 features.

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• Apple Watch Series 11: New S11 chip and possible hypertension detection.
• Apple Watch Ultra 3: Larger screen, satellite connectivity, and advanced health sensors.
• Reason for retirement: Need to align the portfolio with new features.

Discontinuing these models reinforces Apple’s commitment to keeping its smartwatches at the forefront of technology, especially in health and connectivity.

AirPods Pro 3 and the future of earbuds

The AirPods Pro 3 are also expected to debut in September 2025. With a redesigned look, health sensors like heart rate monitoring, and improved noise cancellation, the new earbuds will likely replace the AirPods Pro 2, launched in 2022. The charging case may be thinner, improving portability.

Apple updates its earbud lineup less frequently, but the arrival of the AirPods Pro 3 reflects growing demand for audio devices with advanced features. The AirPods Pro 2, while still highly functional, do not keep up with the innovations planned for the new generation.

• AirPods Pro 3: New design, health sensors, and enhanced noise cancellation.
• Charging case: Thinner and more energy-efficient.
• Reason for replacement: Need to integrate new audio and health technologies.

Retiring the AirPods Pro 2 follows Apple’s logic of keeping only the latest models in production, ensuring compatibility with new iPhones and Apple Watches.

Apple’s strategy for 2025

Apple’s 2025 portfolio refresh reflects a strategic approach to maintaining competitiveness in the tech market. The company aims to align its devices with demands for artificial intelligence, advanced connectivity, and health monitoring, areas where competitors have been heavily investing. Retiring seven devices, while significant, is a well-established practice to avoid portfolio fragmentation and focus on innovation.

The introduction of new models, like the iPhone 17 Air and Apple Watch Ultra 3, signals Apple’s intent to attract diverse audiences, from users seeking affordable designs to those prioritizing premium performance. Satellite connectivity and health sensors, such as hypertension detection, position Apple as a leader in wearable technology.

• Focus on innovation: Faster chips, AI, and advanced health sensors.
• Target audience: Users seeking cutting-edge technology and Apple ecosystem integration.
• Market impact: Strengthening Apple’s position against competitors like Samsung and Google.

Apple’s strategy for 2025 demonstrates a balance between portfolio renewal and maintaining its identity as an innovative brand.

What to expect from the September event

The September 9 event will be a milestone for Apple, solidifying its leadership in smartphones, smartwatches, and earbuds. Beyond the iPhone 17, Apple Watch Series 11, and AirPods Pro 3, there are rumors of possible updates to other products, like the HomePod and Apple TV. The presentation, held at Apple Park, is expected to draw attention from consumers and investors eager for innovations that will shape 2025 tech trends.

The new devices promise seamless integration with Apple’s ecosystem, with improvements in watchOS 12, iOS 19, and AI features. Retiring older models, though expected, underscores the need for consumers to consider upgrading to maintain compatibility with new features.

• Event date: September 9, 2025, at 10 a.m. Pacific Time.
• Pre-orders: Starting on September 9 or 12, with sales from September 19.
• Other launches: Possible HomePod and Apple TV updates.

The event will be streamed live, allowing consumers worldwide to follow the announcements in real time.