Apple is set to launch the iPhone 17, including the new Air model, alongside new Apple Watch and AirPods Pro 3, in a global event this Tuesday, September 9, at 1 PM (Brasilia time), live from Cupertino, California. The live stream, titled “Jaws Will Drop,” will be broadcast on Apple’s official website, YouTube, and the Apple TV app, promising innovations in design, technology, and accessories. Expectations are high, with the company taking its websites offline temporarily, as usual, to highlight the news. The event draws millions of fans and investors, eager for advancements in hardware and software, at a time when Apple aims to solidify its leadership in the tech market. The presentation is strategic to stay competitive against rivals like Samsung, with a focus on artificial intelligence and connectivity.
The event marks a pivotal moment for Apple, which faces pressure to innovate in a saturated market. The company plans to unveil four iPhone 17 models, new smartwatches, and earbuds with advanced features. Here are the main highlights expected:
- Four new iPhones, with the iPhone 17 Air as the slimmest ever produced.
- Apple Watch Ultra 3 with a larger display and satellite connectivity.
- AirPods Pro 3 with heart rate monitoring and real-time translation.
These innovations reinforce Apple’s commitment to integrating health, connectivity, and design into its products, maintaining the brand’s global appeal.
Innovative design of the iPhone 17 Air
The iPhone 17 Air is the event’s highlight, promising to be Apple’s slimmest smartphone ever at just 5.5 mm thick. This significant reduction compared to the 7.8 mm of the iPhone 16 and 8.25 mm of the iPhone 16 Pro reflects the company’s focus on minimalist design. The aluminum structure ensures lightness and better heat dissipation but does not support physical SIM cards, requiring eSIM use. The rear will feature a single 48 MP camera, housed in a horizontal pill-shaped bump, marking a visual shift from previous models.
The iPhone 17 Air’s display will measure 6.6 inches, larger than the standard iPhone 17, which grows from 6.1 to 6.3 inches. For the first time, ProMotion technology, which adjusts the screen’s refresh rate up to 120 Hz, will be available in non-Pro models, ensuring smoother animations and energy efficiency. This advancement is likely to attract consumers seeking premium performance without opting for Pro versions.
- Thickness of 5.5 mm, the slimmest ever in an iPhone.
- Single 48 MP rear camera in a new horizontal design.
- 6.6-inch display with ProMotion for smoothness.
- Aluminum structure, lighter and thermally efficient.
The Air model replaces the iPhone 16 Plus, which underperformed in sales, signaling Apple’s new strategy to diversify its lineup.
Upgrades in Pro and Pro Max models
The iPhone 17 Pro and Pro Max also bring significant changes, notably a camera redesign, the first since the iPhone 12 Pro in 2020. The camera area will occupy the top third of the rear, integrating a new variable aperture system and enabling simultaneous front and rear camera recording. The telephoto lens upgrades from 12 MP to 48 MP, promising better quality in zoomed photos. The selfie camera, common to all models, will be upgraded to 24 MP, a leap from the previous 12 MP.
The Pro models revert to aluminum, abandoning titanium from prior versions, to improve lightness and heat dissipation. The exclusive A19 Pro chip promises greater energy efficiency and performance, especially for AI tasks. The battery capacity of the Pro models will increase by 19%, according to data from a Chinese regulatory database, potentially ensuring longer battery life.
The minimum storage for Pro models will be 256 GB, eliminating the 128 GB option, reflecting growing demand for space for videos and apps. Additionally, the iPhone 17 Pro and Pro Max will support 7.5 W wireless charging, allowing accessories like AirPods and Apple Watch to charge directly via the smartphone.
New colors and exclusive accessories
Apple has revamped its color palette for the iPhone 17 to appeal to diverse audiences. The iPhone 17 Air will feature a light shade inspired by the MacBook Air M4, while the Pro models will introduce vibrant hues like orange, gold, and copper. These choices reinforce the brand’s visual identity, aiming to stand out in the market with sophisticated, modern options.
Accessories are also a key focus. Apple will launch new silicone and TechWoven cases, plus a bumper-style case and an external battery for the iPhone 17 Air. A notable addition is a premium shoulder strap that connects to iPhone 17 cases, designed for both functionality and style. This accessory, rumored to be a priority for Apple’s design team, emphasizes high-end craftsmanship.
- New colors: orange, gold, and copper for Pro models.
- Cases with connectors for the iPhone 17 shoulder strap.
- External battery exclusive to the iPhone 17 Air.
- TechWoven cases with premium design.
These accessories strengthen Apple’s strategy of integrating its products into a cohesive ecosystem, encouraging consumers to invest in complementary items.
Apple Watch Ultra 3 and Series 11
The Apple Watch Ultra 3 will be another highlight, featuring a display larger than the 49 mm of the Ultra 2. The new S11 chip will enable 5G connectivity and satellite communication, ideal for emergencies in areas without Wi-Fi or cellular signal. This feature, exclusive to the Ultra model, reinforces its position as a device for extreme sports and adventures.
The Apple Watch Series 11 and SE 3 will also be introduced, with new display sizes (42 mm and 46 mm for the Series 11) and more color options. The watches will retain features like sleep apnea notifications, depth and water temperature sensors, and motion recognition for activities like swimming.
- Larger display on the Apple Watch Ultra 3, surpassing 49 mm.
- Satellite connectivity for emergencies on the Ultra 3.
- New colors for the Series 11 and SE 3.
- Advanced sensors for health and sports monitoring.
These advancements solidify the Apple Watch as a leader in the wearables market, focusing on health and connectivity.
AirPods Pro 3 with health features
The AirPods Pro 3 arrive with innovations centered on health and communication. An integrated heart rate monitor will enable real-time tracking, while real-time translation facilitates conversations in different languages, ideal for travelers and professionals. The design includes a slimmer charging case and a capacitive reset button, improving portability.
The new generation features the H3 chip, enhancing sound quality and active noise cancellation efficiency. Compared to the AirPods Pro 2, which introduced audiometry for users with hearing issues, the new model expands its focus on wellness with more advanced sensors.
- Integrated heart rate monitor in AirPods Pro 3.
- Real-time translation for communication.
- Slimmer, more functional charging case.
- H3 chip for improved audio and noise cancellation.
These features position the AirPods Pro 3 as a multifunctional tool, extending beyond entertainment.
How to watch the event live
The “Jaws Will Drop” event will be streamed live at 1 PM (Brasilia time) on Apple’s official website, YouTube channel, and Apple TV app. The broadcast is free and accessible on devices like smartphones, tablets, computers, and compatible TVs. Apple recommends using updated browsers like Safari or Chrome for a seamless experience.
For fans in Brazil, the event offers a chance to see the news in real time. Apple typically restores its websites shortly after the presentation, with detailed information on pricing and availability. Pre-orders for the new iPhones are expected to start on September 12, with deliveries from September 19, following the company’s standard timeline.
- Live stream at 1 PM on Apple’s website and YouTube.
- Pre-orders expected to start on September 12.
- Official product launch on September 19.
Prices in Brazil are expected to be high, with estimates reaching up to R$ 13,000 for Pro models, reflecting taxes and currency fluctuations.
