Apple’s iPhone 17 Event Today: Rumors, Prices, New Features & Everything Else You Need To Know

The moment is finally here! After months of anticipation and endless speculation, Apple is set to unveil its brand-new iPhone 17 lineup today. The tech giant’s highly-anticipated “Awe Dropping” event kicks off this afternoon at 1 PM ET, and we’re just hours away from seeing what Cupertino has in store. While Apple always keeps its secrets close, a flurry of leaks from supply chains, case manufacturers, and credible reports gives us a strong idea of what to expect. Get ready to dive into all the rumors, potential prices, exciting new features, and the other gadgets that might join the iPhone 17 on stage.

What are the latest iPhone 17 rumors?
Leading Apple insider Mark Gurman of Bloomberg has offered a comprehensive preview, suggesting we’ll see four new iPhone 17 models. The big buzz surrounds an entirely new, super-thin device reportedly called the iPhone Air. Alongside it, expect the standard iPhone 17, plus the premium iPhone 17 Pro and larger iPhone 17 Pro Max, which traditionally boast Apple’s most advanced cameras and features.

Beyond the iPhones, we might also get a glimpse of up to three new Apple Watch models: the rugged Apple Watch Ultra 3, a new entry-level Apple Watch SE, and the Apple Watch Series 11. The popular AirPods Pro could also see a third generation, potentially adding new health features like heart-rate monitoring and live translation capabilities.

Dimensions and designs seem largely locked down, with Gurman having previously detailed exact measurements. Even case manufacturers like Dbrand have already unveiled their iPhone 17 cases, lending further weight to these rumored designs. While we should always take leaks with a grain of salt until Apple’s official announcement, the consistency of these reports is compelling.

On the software front, while major Apple Intelligence (AI) leaps aren’t expected today, Apple is reportedly experimenting with AI models from Google, Anthropic, and OpenAI. A significant Siri upgrade powered by licensed AI tech could arrive as early as March 2026.

Perhaps one of the most exciting leaks concerns battery life. Reports from a Chinese regulatory database, shared by ShrimpApplePro and MacRumors, suggest notable improvements: the iPhone 17 could see a 3.7% increase, the 17 Pro a massive 18.7% boost, and the Pro Max an 8.6% gain. The super-slim iPhone Air, however, is listed at a more modest 3,100 mAh, potentially meaning a 16% lower capacity than the standard iPhone 17.

How much will the iPhone 17 cost?
Pricing is always a hot topic, especially with fluctuating trade policies and Apple’s global supply chains. While Apple’s efforts to expand US manufacturing might offer some protection from tariffs, price adjustments remain a possibility. The question is whether Apple will absorb these costs or pass them on to consumers.

One intriguing rumor suggests that the iPhone 17 line might start with a baseline storage of 256GB, doubling the current 128GB. This ‘upgrade’ could come with a $50 price increase, which Apple might position as a better value. However, JPMorgan’s latest report offers some potential good news, projecting that starting prices will largely remain in the current $799 to $1,199 range. The iPhone Air might see a $50 increase compared to the iPhone Plus it’s replacing, and the 17 Pro could cost an additional $100 but come with increased storage.

Remember, these are all projections until Apple makes its official announcement.

When will the iPhone 17 be announced?
It’s official: the iPhone 17 series will be announced today, Tuesday, September 9, right on schedule with Apple’s traditional fall event. However, this could be one of the last times we see a full iPhone lineup released all at once in September. Rumors hint that the iPhone 18 collection in 2026 might split its release, with pro-tier models in the fall and standard models launching the following spring.

What will the new iPhone 17 lineup include?
Design details have been plentiful, painting a vivid picture of the new devices:

The iPhone 17 Air: This ultra-thin model is generating significant buzz. Early reports, including from Bloomberg’s Mark Gurman, suggest it will feature a basic A19 chip and a single camera lens. It’s also expected to incorporate Apple’s new in-house modem. While analyst Jeff Pu indicated a titanium frame, other speculation suggests an aluminum and titanium blend. A MacRumors report detailed its internal battery pack as just 2.49mm thick—half the thickness of the 17 Pro’s battery—with a capacity of 2,800 mAh, which is actually less than current iPhone 16 models. Gurman noted that the 17 Air might initially “lag in both” camera and battery performance, with the ultimate goal to incorporate Pro-level functionality later. Fortunately, it won’t be port-less, featuring a 6.6-inch screen, Dynamic Island, and a Camera Control button.

iPhone 17 Pro & Pro Max: Leaks point to an all-aluminum chassis for the 17 Pro, potentially making it significantly lighter than current titanium Pro models, with a large circular cutout on the back for MagSafe charging. The Pro models are also rumored to boast a full-width “camera island” on the rear—a first for Apple—which has reportedly been “spotted in the wild” in leaked images. An updated antenna design is also suggested for better wireless signal strength, wrapping around a supposedly wider rear camera bump. Expect the Pro models to feature the brightest display yet, designed for extended use in direct sunlight.

Colors: Get ready for some new hues! The standard iPhone 17 is expected in black, white, steel gray, green, purple, and light blue. The iPhone 17 Air will reportedly offer less saturated options: black, white, light blue, and light gold. For those who like bold statements, the iPhone 17 Pro and Pro Max are rumored to come in black, white, gray, dark blue, and a vibrant orange. Mark Gurman has confirmed the orange for the Pro models and light blue for the Air. Longtime leaker Sonny Dickson even shared “dummy” models showcasing these potential new colors.

iPhone 17e: (Note: This model isn’t expected today but potentially in early 2026). A Weibo leaker suggests the 17e will gain a new design, including the Dynamic Island, an A19 chip, a 6.1-inch OLED display, a 12-megapixel front camera, and a 48-megapixel rear camera.

What will iOS 26 be like?
The new iPhones will come pre-installed with iOS 26, Apple’s latest mobile operating system. Breaking from tradition, Apple is now aligning its OS numbering with the release year. iOS 26 introduces a “Liquid Glass” design, which, while initially controversial for its transparency effects, has been refined in beta tests.

Expect significant updates to core apps like Phone and Photos, both receiving redesigns. Artificial intelligence plays a big role, with features like live translation coming to Phone, FaceTime, and Messages. For child accounts, iOS 26 will include a sensitive content warning that can freeze FaceTime video if nudity is detected. Visual Intelligence will also leverage AI to search for elements within images.

Beyond the major overhauls, iOS 26 brings some welcome quality-of-life improvements, such as support for polls in group texts and, finally, the ability to customize snooze times for alarms – no more forced nine-minute snoozes!

The public beta of iOS 26 is already available, compatible with all iPhones from the iPhone 11 onwards.

What other products are expected to be released alongside the iPhone 17?
While the iPhone takes center stage, Apple usually brings a few friends to the party. We anticipate new Apple Watch models, likely the Apple Watch Series 11, potentially an Apple Watch Ultra 3, and an updated Apple Watch SE, all running watchOS 26. The AirPods Pro 3 earbuds are also a strong contender for an announcement today, given their last major update was in 2022. There’s an outside chance of new AirTags trackers, though these might come later.

Recent beta software builds have hinted at a longer list of potential hardware updates, including new Apple TV models, a HomePod mini, an updated Apple Studio Display monitor, and even two new iPads. However, it’s important to manage expectations; Apple typically focuses its September event on the iPhone and Watch, saving other product announcements for later, such as a Mac-centric event often held in late October. So, while these products might be in the pipeline, don’t expect them all to debut today.