6 Things to Watch at Apple’s iPhone 17 and Smartwatch Launch Event
Apple is hosting its biggest product launch of the year today, Tuesday, with the debut of the iPhone 17 lineup, new Apple Watches, and updated AirPods Pro.
The event kicks off at 10 a.m. PT from Apple Park in Cupertino, California, and will stream live on Apple’s website, its official YouTube channel, and the Apple TV app. Here are the six biggest things to keep an eye on, according to Bloomberg:
1. The Ultra-Thin iPhone 17 Air
The star of the show may be the long-rumored iPhone 17 Air—Apple’s thinnest iPhone ever, slimmer by nearly a third compared to current flagships. Its display size will rival the Pro Max, but the slim build comes at the expense of battery life and camera power.
The phone will also use Apple’s in-house modem, slower than Qualcomm’s chips, which remain in the rest of the iPhone 17 lineup. Expected to slot between the base iPhone 17 and iPhone 17 Pro in price, the Air could attract buyers drawn to its sleek design—similar to Samsung’s Galaxy S25 Edge—but not those prioritizing performance or battery life.
2. Camera and Battery Upgrades for the Pro Models
The iPhone 17 Pro and Pro Max will highlight redesigned camera systems, including big video upgrades, a variable aperture system, enhanced zoom, and even the ability to record with both front and rear cameras at once.
Battery life improvements are also expected across the iPhone 17 and Pro series, answering long-standing user demands.
3. Apple Watch Updates to Rival Garmin and Fitbit
For the first time in years, Apple is refreshing nearly its entire smartwatch lineup:
Apple Watch Series 11: minor tweaks like a brighter screen.
Apple Watch Ultra 3: a larger display plus satellite connectivity for emergency use, directly challenging Garmin’s adventure watches.
Apple Watch SE: its first update since 2022, aimed squarely at budget buyers and Fitbit users.
4. Apple Still Playing Catch-Up on AI
Don’t expect big AI breakthroughs just yet. Apple showed little at WWDC in June beyond basic translation tools and deeper integrations with ChatGPT and Anthropic.
The real leap will likely come in spring 2025, when Siri is finally revamped to handle open web queries, on-screen content, and personal data more intelligently.
5. Fitness Tracking Comes to AirPods Pro
AirPods are evolving from earbuds to health devices. Following last year’s hearing health features, Apple is expected to add a heart-rate sensor to the AirPods Pro.
This could track calorie burn and workouts without needing a watch, making AirPods more appealing to fitness-minded users. The redesign will also include better fit adjustments and a refreshed charging case.
6. Will Apple Raise Prices?
Pricing could be the biggest wildcard. Apple may hold the line—or push prices higher due to rising costs and tariffs. Even small hikes could sting, given rivals like Google and Samsung have avoided raising prices for their latest models.
Installment plans and trade-in programs may soften the blow, but all eyes will be on Apple’s pricing strategy today.
