Apple to launch new iPhone 17 on 9 September

Apple has announced that it will hold a new product launch event at its campus on 9 September. Apple is expected to unveil new iPhones, as usual in September, ahead of the precious, and rich, pre-Christmas sales quarter. This year's model will be the iPhone 17. While in the past Apple's launch events were held live, with executives demonstrating the features on stage, since 2020 they have become pre-recorded videos. Apple has stated that it will stream the event on its website and YouTube. Analysts expect Apple to release a range of new phones with updated processors and specifications, including a new slim version that sacrifices battery life and cameras in favour of lightness and design.

The slogan for the event is 'awe dropping', so reads the media invitation. According to rumours, more specifically, an updated base model, two new Pro editions and a completely new version using a much slimmer design than any previous iPhone will arrive. The company is also preparing to launch updated versions of the Apple Watch.

The new standard iPhone 17 is expected to be similar to the iPhone 16, but with a larger display and camera improvements, according to Bloomberg News. The iPhone 17 Pro and Pro Max, meanwhile, will have a redesigned back with a larger camera area, making photography an even more important part of the device.

The slimmer iPhone 17 will be the first completely new design in years, about two millimetres thinner than current models. Apple is betting that this approach will attract new customers to the iPhone, although the device will have some disadvantages: it is expected to have a shorter battery life and only one rear camera.

The September announcement will kick off a three-year overhaul of the iPhone, Apple's most profitable product. Also according to Bloomberg, the company will introduce its first foldable iPhone next year, following the example of Samsung Electronics, Google, and several Chinese manufacturers. In 2027, Apple will launch an iPhone with curved glass to celebrate the product's 20th anniversary.