iPhone 17 is almost here: Release date, must-know details released

Image credit: AppleTrack/X account

Apple has officially set the date for its highly anticipated annual fall event: September 9. The company sent out invites on Tuesday, August 26, confirming that the event will take place at the Steve Jobs Theater on its Cupertino, California campus.

The showcase is expected to be a major moment for the tech giant, highlighting its next generation of devices and its growing integration of artificial intelligence (AI) into hardware and software. With competitors like Samsung, Honor, and Huawei already making strong moves in the AI space, the stakes are high.

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Investors and analysts will be watching closely to see how Apple positions itself amid an intensifying race for AI dominance, especially after a slow start compared to other tech heavyweights.

iPhone 17 lineup and the possible debut of iPhone Air

Apple is widely expected to unveil four new iPhone 17 models. The core lineup will include the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max. However, growing speculation suggests that the company may finally retire the iPhone Plus, potentially replacing it with a thinner, mid-sized option rumored to be called the iPhone Air.

According to AppleInsider, the iPhone Air is expected to feature a 6.6-inch display, mirroring Apple’s branding strategy with its iPad Air and MacBook Air lines. This new variant could appeal to users seeking a sleeker design without compromising screen size.

In terms of design, color leaks are already circulating. The iPhone 17 and iPhone Air models are likely to come in black, white, gray, pastel green, pastel purple, and pastel blue. Meanwhile, the Pro lineup is expected to stick with a more subdued palette — black, white, gray/titanium, deep blue, and burnt orange.

Beyond iPhones, Apple is set to showcase a suite of upgraded products. Bloomberg News reports that updates are expected for the Apple Watch lineup, including both entry-level and high-end models. New iPad Pro models and a faster version of the Vision Pro headset are also anticipated.

These hardware announcements follow Apple’s WWDC presentation in June, where the company revealed a slew of new AI-driven features and a redesign of its operating system interface, now described as having a “liquid glass” aesthetic.

AI push and geopolitical pressures

As AI integration becomes a competitive necessity, Apple is playing catch-up. While the company recently introduced new AI tools, its late entry into the field has left space for rivals to gain ground.

Apple is also navigating external pressures, including ongoing tariff concerns. Under pressure from the Trump administration, Apple has committed to investing $600bn in the US over the next four years. This includes efforts to shift parts of its production out of China and India, both key manufacturing hubs affected by tariff policies.

With the September event just around the corner, Apple appears poised to make a bold statement, not just about its products, but about its place in the future of AI.