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We’re getting closer and closer to one of the biggest days in the tech calendar: the day Apple shows off what it’s been working on. Every September, Apple tips its hand, showing the next generation if iPhones that are set to launch later that month, alongside a few related products.
As is usually the case with anything involving the incredibly watertight tech companies, much of what we’re expecting to see on the stage has already been leaked, so we already have a pretty good idea of what we’re looking at when the event kicks off on September 9. Yeah, even the event’s date leaked.
Despite that, there’s quite a bit to look forward to if you’re in the ‘upgrade’ part of your smartphone buying cycle, as well as some goodies if you’re bulking out your Apple-branded setup. If you’re looking to upgrade your MacBook or iPad, though you’ll probably have to wait until the business’ October showing.
Here’s everything we’re expecting to be announced at Apple’s big September showcase.
What We’re Expecting from Apple’s September Showcase
1. The Next iPhone Line-Up
What a shock! While this is probably the safest bet of the century, there’s a bit more to it than just the announcement of an iPhone 17 series.
For one, 2025 will almost certainly see the reveal of long-awaited iPhone 17 Air alongside the more standard iPhone 17, as well as a Pro and Pro Max variant, bringing the brand’s product-line vernacular in harmony for the first time in modern memory.
Yes, finally, the iPhone, iPad and MacBook lines will have a base product, a thinner Air version, and a beefier Pro model. You love to see it.
The new line-up is expected to drop on September 19, and to share a universal OLED, 120Hz screen, as well as the A19 chip, with an A19 Pro to land in the iPhone 17 Pro and Pro Max. There’s a bit of confusion on which chip will land in the upcoming Air, though, with some leaks noting it’ll feature the standard A19 chip, with others expecting it to hold a ‘binned’ A19 Pro chip (effectively, a chip that failed to meet the high needs of the 17 Pro, has had parts of its functionality disabled to keep performance in check, and is being reused in the Air model).
Related: Everything We Know About the ‘iPhone 17 Air’
The real question is what will be sacrificed at the altar of that thinness, though. An thinner iPhone Air is an exciting proposition for many, but if the resulting device doesn’t quite live up to the standard you’re used to the Air line could struggle to get afloat.
It’s happened before, with Apple’s iPhone Mini getting shelved after only three attempts. The main issue there was a short battery life, something the Air is already rumoured to suffer from—though much of the pre-release chatter about the A19 chip centres around power savings more so than raw power.
Beyond that, the other big question surrounding the new phone line-up is the the price. While Apple isn’t exactly known for being affordable, it’s pretty likely we’re going to see a price bump this year due to the ‘market forces’ impacting most US-based companies right now—especially those that source semiconductors from China and manufacture in India, as Apple does.
Tim Cook has been doing his best to keep Apple out of Trump’s crosshairs (even literally gifting him a golden statue), but it’s likely that the people at the top are going to want a bit more assurance that the business is prepared to weather the storm of any major tariff hike, such as increasing the brand’s already sizeable war-chest. One way it’s been suggested Apple will do that is by bumping the cost of the iPhone 17 Pro up about US$50, landing it at US$1,049, or somewhere around AUD$1,999.
This is all still speculation, of course, but we’ll see where it all lands in less than a month.
2. The Final Touch on iOS 26
This year, Apple is delivering such an update: iOS 26 is set to the biggest update to the iPhone’s software since 2014’s iOS 7, which has served as the backbone of the operating system for a little over a decade.
We’ve had access to the iOS 26 Developer Beta ever since the upgrade was announced back in June, and while there’s been quite a bit new—namely the way the system looks, with the redesigned ‘Liquid Glass’ stylings effectively touching every part of the updated OS—it also still feels quintessentially Apple. This doesn’t feel like a total redesign, as much as it does an evolution of the iOS you’re already familiar with.
Now, throughout the last few months the beta version of iOS 26 has been updated quite a few times, and has become far more stable (and useable) over time, but there’s still a few bugs that we’re hoping will be ironed out by the time the OS launches.
In the September showcase, though, we’re expecting the OS’ launch date to be announced day-and-date with the upcoming iPhone 17 range (most likely September 19), and we’re hoping to see more about ways the OS delivers new features specifically for users of this new generation of phone.
3. Apple Watch This Space
Beside the new iPhone and iOS, the other ‘big’ announcement will actually be for one the company’s smallest products: the Apple Watch. According to the leaks, we’re likely getting a good look at the Apple Watch Series 11, the Apple Watch Ultra 3, and the budget-focused Apple Watch SE 3.
This year we’re unlikely to get a sizeable boost to the wearable’s power, though, with all signs pointing to a relatively minor refresh. The updated S11 chip that’ll drive the new Watch lineup is fundamentally the same as the S10 and S9 before it, according to Apple’s own leaked documentation.
While that might sound disappointing, keep in mind that the current Ultra 2 uses the S9 chip, and the SE 2 uses the S8—meaning both of these lines could be getting a bump to the newest version of Apple’s chipset, though it’s also rumoured the SE 3 will get the S9 inside instead. It is a budget model, after all.
Instead of radically new hardware, hopefully Apple brings some software to the party, with watchOS 26 likely to go a long way in making the device feel fresh – even if its insides aren’t much different.
Then again, if you already have an Apple Watch, a software update will deliver effectively the same results. We’ll hold judgement on whether the new Watch lineup is worth the upgrade until it’s been shown off officially.
4. Rebuilding the AirPods Pro 3
While Apple launched the great AirPods 4 in late 2024, signs are pointing to an upgraded AirPods Pro 3 dropping in September, bringing a redesign and improved active noise cancelling, as well as a few iOS 26-specific functions: such as heart-rate monitoring and the potential for in-ear live translation.
While a redesigned pair of earbuds might not sound like the most exciting thing in the world, but might go some way in improving how comfortable the buds are while also unlocking some of the new capabilities—the ability to monitor your heart-rate, for example, might require a sensor to be placed within the ear canal, necessitating a redesign.
In terms of the quality of the AirPods Pro 3’s sound, though, you can rest assured it’ll be a marked improvement. Rumours suggest the Pro 3 will bring a brand-new H3 chip to the market, which is expected to deliver better ANC, as well as improved bass, better highs, and clearer mids. As is the name of the game this time around, special attention has likely been paid to the device’s battery life, with Apple aiming to outdo the AirPods Pro 2’s five hours on a single charge.
5. No Macs, No iPads, No Siri
While it’d be great to see a bit more info about what’s next for some of Apple’s other major lines—namely the MacBook and iPad—we’re definitely not expecting them to make an appearance this September. Instead, they’re more likely shown off at a later, October-timed showcase, which’ll detail the upcoming M5, M5 Pro, and M5 Max chipset.
In saying that, the big question mark around this September is whether Siri is going to make any major appearance. There are rumours surrounding a 2026 redesign for Siri that’ll probably tie into the new iOS, but so much of the criticism Apple faced in the past year stemmed largely from its failure to meet the promises it made in advertising the iPhone 16 alongside a smarter, more impressive version of Siri that failed to come together.
I cannot imagine the company making the same mistake again, and hinging the marketing of the iPhone 17 series on how well Siri works is a surefire way to get haters to hate all over again. Then again, Siri will probably have to make some kind of appearance to keep it from feeling like vapourware.
What Do You Think?
Predicting Apple’s September showcase isn’t exactly a science—it’s a pretty predictable script the company rolls out each year, but there’s enough interesting stuff in there this year to make the idea of seeing what Apple has up its sleeves something to look forward to.
So let us know—are you interested in the iPhone 17 series? Are you looking forward to seeing what iOS 26 will deliver? Or are you more interested in next year’s iPhone Fold?
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