Apple will hold, on Tuesday, at 14h (Brasília time), its largest product launch event of the year, called “Awe Dropping” (“Complaints will fall”, in free translation), when it should reveal the new line of iPhone 17, as well as smart watches and airpods, in preparation for the holiday season.
See below six highlights to keep an eye:
1 – A thinner iPhone
The most remarkable introduction will be a product that should be called iPhone 17 Air. It represents the first new smartphone model of the company in several years. The big change: This iPhone will be by far the thinnest ever launched, about one third thinner than the current top line models.
The size of the screen will be close to the Pro Max devices, but Air will sacrifice battery and cameras to make the structure more possible. The device will also use the Echip developed internally by Apple, already present in the iPhone 16E input model. This component has been classified into tests as slow than those of Qualcomm Inc., which will continue to equip other new iPhones.
The device should be sold on a price range between iPhone 17 and 17 pro, and can be a difficult choice for consumers who value battery autonomy and performance. Still, ultra -thin design can excite some customers and will follow a similar Samsung Electronics device that launched the Galaxy S25 Edge. Underlying technology will also pave the way for future more advanced models.
Continues after advertising
2 – Camera and battery improved on pro models
For consumers looking for camera improvements – and longer battery life – Apple will present the iPhone 17 Pro and Pro Max. These new premium models, which will continue with screen sizes of approximately 6.3 inches and 6.9 inches, will have completely redesigned camera systems.
The company has been testing several new features, including major video recording improvements and a variable opening system to give users more control over focus adjustment. There is also enhanced technology to allow zoom more accurately, as well as a function to record video simultaneously with the front and rear lenses.
Continues after advertising
Apple should also highlight battery life gains on both iPhone 17 and 17 pro, responding to the constant demand of users for smartphones that last longer.
3- Intensifying the attack against Garmin and Fitbit
For the first time in a few years, Apple is promoting a complete renewal of its line of smartwatches. This includes a new Apple Watch Series 11, an Ultra 3 and updated versions of the input model.
Continues after advertising
But the changes in the main series 11 will not be so dramatic. Following the great reformulation of Series 10 last year, Series 11 will only receive smaller adjustments, such as a brighter screen.
The highlight will come with the Apple Watch Ultra 3, which will have a slightly larger screen and satellite connectivity. This means that users can remain connected outside the network, even without the phone. This feature is a direct investment against Garmin, which has recently launched new models with similar capabilities and has long been selling an independent satellite device for contact with emergency services.
Apple Watch will receive its first update since 2022. The idea is to continue aiming at the input watch market, including the models sold by FitBit – belonging to Google, Alphabet – and Samsung.
Continues after advertising
4 – Absence of significant advances in IA
If Worldwide Developers Conference from June was an indication, Apple doesn’t have much in the mango in terms of artificial intelligence – at least not in the near future. At the June event, the company presented only a few improvements, including translation features Google has offered for years and deeper integration with ChatgPT and Anthropic services.
For more significant AI advances, users will probably have to wait until 2026, when the company plans to present a very late reformulation of the Siri voice assistant. New Siri may respond better to requests when accessing the open web, the content displayed on the screen and the user data.
Continues after advertising
5 – Fitness upgrade to Airpods Pro
Apple’s airpods have been moving from simple headphones to health devices. This change started last year when the company added an advanced auditory health system to the product.
This year, Apple will advance further in the fitness sector. The company will include a heart rate monitor on the headphones, allowing users to track burnt calories and other training data without a smartwatch.
This, of course, can expand the number of clients connected to the health and well-being component of the Apple ecosystem, eventually leading them to purchase more expensive products, such as Smartwatch itself.
Users can also expect adjustments to improve the ear and a redesigned loading case. Apple first added heart rate measurement to its PowerBeats Pro headphones earlier this year.
6 – Possible price increases
The price will be one of the most accompanied points at Tuesday event. Apple will be able to keep iPhone’s current values or apply a readjustment. The company may choose to increase prices in response to increasing costs and still volatile rates, or simply absorb extra costs to stimulate demand.
Installment plans, partnerships with operators, and exchange programs would soften the impact of higher prices, but many consumers remain quite sensitive to cost increases – especially after competitors like Google and Samsung have decided not to readjust prices in their latest models.
© 2025 Bloomberg L.P.
