iPhone 17 event countdown live — release date, specs, prices and all the last-minute rumors

The big 7

We expect seven products to take center stage at the "Awe-dropping" event. Well, the iPhone 17 models will probably get most of the attention, but there are many devices slated to be there.

For more information, refer to our article on the seven devices expected at the event, which provides all the details you need to know.

Here's a quick list for your reference:

• iPhone 17
• iPhone 17 Air
• iPhone 17 Pro and Pro Max
• Apple Watch Series 11
• Apple Watch Ultra 3
• Apple Watch SE 3
• AirPods Pro 3

Will anyone miss the Plus?

The iPhone 17 Plus is going away and the iPhone 17 Air is taking its place. At least, that's rumor.

So that brings us to our question: are you going to miss the iPhone Plus?

Will there be a 17e?

While we haven't even seen the iPhone 17 officially announced, some people are already talking about the cheaper iPhone 17e. We don't expect the cheaper phone to be announced during the September 9 event, as the more affordable phone is usually announced a few months after the main models.

We do expect the phone to have an upgraded A19 processor when it is announced, but not much else is known at this point.

Will it break?

Like every major new device, the iPhone 17 is likely to face scrutiny from the YouTube community, testing its durability. They'll be smashing it, bending it and doing every other thing you'd never want to do with your personal phone.

Of course, we'll be watching to see how it does as we test and review the phones ourselves (in a more traditional, less violent way).

Have your say!

AirPods Pro 3: What’s REALLY Coming in Apple’s Next Earbuds!?

AirPods Pro 3: What’s REALLY Coming in Apple’s Next Earbuds!? - YouTube

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Apple could announce new AirPods Pro 3 earbuds next week.

My colleague Kate Kozuch breaks down all the potential upgrades in our latest YouTube video. She reveals the rumored release date, design changes, and new features.

So long, iPhone Plus?

With Apple introducing the iPhone 17 Air this year, many rumors claim that it will replace the Plus model, introduced only three years ago.

It sounds like the Plus model didn't really sell well and Apple may be hoping that an ultra-skinny Air model will be more lucrative.

The Air model is rumored to feature a slightly smaller 6.6-inch display compared to the 6.7-inch screen on the iPhone 16 Plus.

However, the big drawback is will be battery lfie as the current Plus model has excellent battery life while the iPhone 17 Air might be far weaker.

USB-C on iPhone

I have an iPhone 14 Pro Max that I've been holding onto since its launch day. I have approximately 1,000 Lightning cables I've accumulated over the years. I'm going to break down and get an iPhone 17 Pro Max this year, as my phone is getting a bit long in the tooth.

While it's exciting, the prospect of switching to USB-C and losing all those Lightning cables is scary. If you're in the same boat, don't worry, because there are tons of good USB-C cables out there to choose from, and it's easy to get the right one for your needs.

iPhone 17 Pro camera upgrades

Bloomberg's Mark Gurman posted a report about the iPhone 17 Pro's new camera features, and they sound promising.

Here's a quick look at what to expect:

• "Major enhancements” to video recording
• Telephoto lens upgraded to 48MP, up from 12MP (huge bump)
• Variable aperture system
• Multi-cam simultaneous video recording
• Selfie camera to get its “biggest-ever upgrade”

How to watch the Apple 'Awe-dropping' event

Apple Event — September 9 - YouTube

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The best way to keep up on the information from the iPhone 17 event is to follow our live blog. We'll post any new information as it's announced.

However, you may want to watch the event live, and that's okay! We have a full guide breaking down how to watch Apple's "Awe-dropping" event for you.

iPhone 17 colors

If you're going to get an iPhone 17, the device's colors could be a deciding factor. Reliable leaks have emerged in the past few weeks that potentially detail all of the colors.

Here are the colors coming to each model:

iPhone 17:

iPhone 17 Air

iPhone 17 Pro and iPhone 17 Pro Max (look at that orange!):

Mystery iPhone 17 Pro back material

We know the iPhone 17 Pro and Pro Max camera bar will expand into a full-width camera bar across the top. All of the rumors agree on that point.

Bloomberg's Mark Gurman weighs in on the material for the back, which as received conflicting rumors, perhaps putting the speculation to bed.

"The back of the phones look different, including a new camera area that spans the entire length of the top third of the device as well as a new cutout area on the bottom two-thirds of the phone that doubles as the wireless charging area," Gurman wrote in a Bloomberg piece.

How does that tell us about the phone's material? The aluminum-and-glass design leaks mentioned a cutout area on the bottom of the phone, so Gurman appears to be confirming support for those rumors.

A new leak pushes the smaller Dynamic Island rumor

One of the more prevailing rumors to arise about the iPhone 17 series is Apple's apparent plan to reduce the size of the Dynamic Island. A recent report from MacRumors has revealed a new leak from a previously unknown user on X. This source claims to have worked for the company that makes iPhone screen protectors and reports that Apple is reducing the Dynamic Island to 1.5mm.

As MacRumors states, this is an unknown source so we would normally take this with a pretty large grain of salt. However, with so many rumors stating the same, it becomes difficult to completely hand-wave the notion. The majority of these rumors also come from well-known sources, such as Jeff Pu, who suggested the iPhone 17 Pro Max could have a smaller Dynamic Island than the iPhone 17 Pro.

We also saw similar leaks coming from sources like Digital Chat Station and Majin Buu, with the former being well known as a reliable source. Saying that, no leaker is correct 100% of the time, so it's going to be one of the main design choices that we'll be keeping our eyes open for.

iPhone 17 vs iPhone 17 Air vs iPhone 17 Pro vs iPhone 17 Pro Max

We're confident Apple is working on four iPhone 17 models. There are the iPhone 17, iPhone 17 Air, iPhone Pro, and iPhone 17 Pro Max. Choosing between the four models will be a personal decision requiring each shopper to weigh the cost versus specs for each one to find the phone that suits their needs.

Thankfully, we won't leave you to decide for yourself, as we have a detailed piece that runs through everything you need to know about the four models, from screen size to processor. While these specs haven't been announced by Apple, they have been rumored enough that we're fairly confident they're accurate.

And if you don't want to click the link and read a detailed piece (though you really should, as there's a lot to learn about these exciting phones), here's a quick rundown in a handy table:

Apple Ultra 3 vs Apple Ultra 2: What's different?

One possible reveal that we're expecting is the new Apple Watch Ultra 3, but how does it compare to the current Apple Watch Ultra 2? For the most part, the new watch is expected to be lighter and thinner, but offer a larger screen. It's not just the size that's increasing, as there are also rumors that the watch could offer the first MicroLED display.

We're also expecting some new fitness features coming to the watch as part of WatchOS 26. We know about at least one: Workout Buddy. This is reportedly similar to the Running Coach feature seen on the best Samsung smartwatches. We've also seen rumors that Apple will debut on-wrist high blood pressure monitoring/alerts on the Apple Watch Ultra 3.

There's a host of other rumored features, leaked designs and more, but for a more in-depth comparison, you should check out our Apple Watch Ultra 3 vs Apple Watch Ultra 2 breakdown.

Here are some of the top rumored changes for the iPhone 17 series displays

There's a lot to be excited about when it comes to the iPhone 17 series, so much so that it's easy to get confused. To make things a little easier, we've compiled a list of the top five rumored changes coming for the iPhone 17's display. The first thing that we're expecting to see is a smaller Dynamic Island, as well as the inclusion of a new type of technology that could improve power efficiency.

There are also indications that, while the screens may not be brighter, they will be able to maintain the peak brightness for much longer while outside. We've also seen rumors that Apple could increase the overall display size to 6.3 inches. While that's only 0.15 inches bigger than the iPhone 16, it's still an increase and won't have too much of an effect on the compact iPhone design.

What do we know about Apple's HomePod with display?

We've been hearing a lot in recent months about an overhauled HomePod, but the most recent came from well-known source, Mark Gurman. He stated that we're likely going to see a new home hub this year and that it's likely to be "the most significant release of the year."

It appears there are going to be several different versions released, including one that could be attached to a metal arm. However, it appears that the version set to release this year will feature a roughly 7-inch screen. While we don't know much for certain about features, it's hinted that the Home Pod will feature AI tools, and could control appliances, play music and even make FaceTime calls.

Now, while this is all pretty impressive, it looks like it could cost a premium. Apparently, the model featuring the robotic arm could cost upwards of $1,000. While that's still cheaper than some of the best iPhones, it's still a pretty hefty price tag.

Apple 4K TV could include an improved processor

There's a lot to be excited about when it comes to Apple's 4k TV, and rumors have hinted that it could see a pretty impressive upgrade thanks to the inclusion of the A17 Pro chip. If that name sounds familiar to you, it's because it's the same chip that we saw in the iPhone 15 Pro.

So what does this mean for the Apple TV? Well, according to the original report, this updated processor could improve both the CPU and GPU performance by as much as 15% to 30%. Not only that, the A17 Processor also supports Apple Intelligence, something that prior Apple TV models lacked.

With that being said, it's still unclear what Apple plans to do with the AI when it comes to Apple TV. However, we'll hopefully get an idea of Apple's plans during the event, as well as see if some of the other rumored upgrades, such as the Apple-designed Wi-FI and Bluetooth chip, make an appearance.

Apple Watch 11 vs Apple Watch 10

With a new Apple Watch likely on the way, you may be wondering what improvements are in store for this year's model. Watch expert Dan Bracaglia breaks down the likely Apple Watch 11 vs. Apple Watch 10 changes, so you can get a sense of year-over-year improvements.

Highlights include potentially brighter screens, possible battery life improvements and more personalized health and fitness features.

iPhone 17 Air price

If you're following the ever fluctuating iPhone price rumors, grab a chair, because a new report on the potential cost of the iPhone 17 Air may not be the news you wanted to hear today.

The Air, as you may know, is set to replace the iPhone 16 Plus in Apple's lineup, so in an ideal world, it would cost around the same $899 as that model. We have heard a forecast that assumes a $50 price hike for the iPhone 17 lineup, which would put the Air's price at around $949. Bigger than we'd hope, but not unreasonable.

Well, a report from TrendForce suggests the Air is going to come in a lot higher than that — as in, a $1,099 starting price. Even worse, that would drive up the cost of the iPhone 17 Pro and Pro Max, which are listed at $100 to $200 higher than their iPhone 16 Pro counterparts.

Again, nobody really knows anything until Apple makes pricing official, but that's definitely a worst-case scenario on what the iPhone 17 Air and other models might cost.

Samsung stealing Apple's spotlight?

Samsung probably didn't hold a product unveiling a few days before Apple's September 9 event with the idea of stealing Apple's thunder — the timing likely had more to do with the IFA 2025 consumer tech show taking place in Europe right now. Still, Samsung's got another phone in the form of the Galaxy S25 FE, and while it's not going to overshadow the iPhone 17 launch by any stretch of the imagination, it could pose an interesting alternative to the iPhone 16e — particularly if you place a premium on cameras or AI features.

At $649, the Galaxy S25 FE costs more than the $599 iPhone 16e. But like Apple's cheaper phone, the S25 FE supports the AI features you'll find on pricier flagships. And Galaxy AI features are decidedly more advanced than Apple Intelligence at this point.

What's more, the Galaxy S25 FE offers three rear cameras, including a dedicated telephoto lens. The iPhone 16e has just the one 48MP shooter. We'll need to test the S25 FE, but on paper, it's a more flexible camera phone.

While you wait for Apple event to draw ever closer, check out John Velasco's hands-on with the Galaxy S25 FE to see what the competition is up to.

iPhone 17 Pro redesign — is it the right move for Apple?

All of the iPhone 17 Pro and 17 Pro Max leaks indicate that the models are getting redesigned. The current design language for the 'Pro' models has been in place ever since the iPhone 11 Pro, so it shouldn't come as a surprise that a redesign is long overdue.

Early leaks and renders of the phones show a rearranged camera setup. Gone is the square housing that has made the Pros iconic, and it appears as though that camera housing is being extended across the entire length of the back. One side would be occupied by the cameras, the other would contain the flash and other sensors.

Another design change that could happen for the iPhone 17 Pro and 17 Pro Max is ditching the titanium frame that's been in place with the two generations and switch to aluminum.

iOS 26 Call Screen is a helpful, but Apple Intelligence could make it better

One of the exciting new features of iOS 26 is Call Screen, which will take phone calls on your behalf to screen if they're legit or not. Think of it as the first line of defense for spammers.

We've tested out iOS 26 Call Screen against Android 16's Call Screen feature with Android 16. Although Call Screen on iPhone works well, it's clearly nowhere as good as the Pixel's Call Screen feature.

We're hoping that Apple Intelligence could spruce it up in time for the iPhone 17. Strangely enough, Call Screen is actually an evolution of Live Voicemail, but if Apple Intelligence were to somehow be integrated with it, we'd love to have the same contextual awareness of the Pixel's Call Screening feature.

iPhone 17 could be the last to feature Camera Control?

When the iPhone 16 launched, it introduced a new button of sorts called Camera Control. Unlike the Action button before it, Camera Control is a touch sensitive button specifically for accessing various camera functions.

It was often seen as a controversial addition, but a rumor suggests that the iPhone 17 could be the last in the series to have it. According to the rumor, low usage of the Camera Control and the cost associated with the parts could be influencing Apple's decision to sunset the feature after the iPhone 17.

We've tested out the Camera Control on the iPhone 16, and while it gives users that true-to-life feeling of snapping a shot with a physical button, we didn't find it as practical or intuitive to use. However, it would be a big surprise if Apple ends up dropping it in future models considering how much research and development has gone into it.

Apple needs to copy this unbelievable 100x zoom feature from the Pixel 10 Pro

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One of our editors, John Velasco, recently tested the Pixel 10 Pro XL's new Pro Res Zoom feature that uses AI to help enhance zoom photos. We all know what photos look like at their max zoom levels, but Pro Res Zoom works its magic to deliver unbelievable shots.

Take a look at the before and after photos of this in action, as Pro Res Zoom adds detail to the photo. What started off as a grainy zoom shot turned out to look like it was captured by the main camera at a much closer distance. While there are reports about the iPhone 17 Pro and 17 Pro Max getting an upgraded telephoto camera, with some reports hinting at up to an 8x optical zoom, we're curious if Apple will follow Google's lead by leaning on AI for help.

Apple Intelligence features were minimal with the iOS 26 public beta release, but the company could be waiting for its upcoming event to reveal even more. We really hope Apple can respond with a feature similar to Pro Res Zoom.

iPhone 17 Pro Max could replace Galaxy S25 Ultra as the best camera phone

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We test all the flagship phones to see which are the best camera phones around. Currently, the Galaxy S25 Ultra owns that title — and it's managed to stay on top for most of the year. However, that could change one the iPhone 17 Pro Max gets here.

In our 200 photo shootout between the iPhone 16 Pro Max vs Galaxy S25 Ultra, Apple actually came out on top purely on the performance of its cameras. You can see some of the snapshots above that we captured with their main cameras. Yet, the Galaxy S25 Ultra retained its best camera phone status because of the amount of shooting modes and AI-editing tools it offers.

For enthusiasts, these are just as valuable than just on the camera's performance. With the iPhone 17 Pro Max, it's expected to get an upgraded telephoto camera, gain a new dual-recording mode, and much more. And with potential new Apple Intelligence features, we're crossing our fingers that it extends into the camera department.

iPhone 17 Pro Max vs iPhone 15 Pro Max: here's what could change

If you're holding onto an iPhone 15 Pro Max currently, you might be wondering if it's going to be worth upgrading to the iPhone 17 Pro Max. That's what we try to explain in our iPhone 17 Pro Max vs iPhone 15 Pro Max guide, as the two year difference between the phones could yield bigger upgrades with the newer model.

Although the overall size of the iPhone 17 Pro Max won't change, there are still other hardware changes in store for it — like the A19 Pro chip, better cameras, and yes, it would still have a larger 6.9-inch display over the iPhone 15 Pro Max.

We also expect improvements around its battery life performance, as the iPhone 16 Pro Max achieved over 17 hours on our battery drain test. In contrast, the iPhone 15 Pro Max topped at a little over 14 hours.

Apple TV of all things is getting a lot of buzz from our TikTok account

We've gone over what Apple could be announcing at its upcoming September 9 'Awe Dropping' event in our TikTok video, but the comments we're getting from a lot of people is that they're looking forward to a new Apple TV 4K.

Considering how the event is tipped to reveal the iPhone 17 Air, the last thing we'd suspect to get as much buzz would be a new streaming box. However, all the Apple TV 4K rumors hint at a potentially big upgrade. For starters, it could be powered by the existing A18 chip — or perhaps an A19 rumored to come with the iPhone 17.

Another interesting leak indicates that Apple could introduce a built-in camera with this Apple TV, which could add even more functionality apart from just watching your favorite shows. What do you think?

Reverse wireless charging could finally hit iPhone 17 Pro

Apple was a little late to the wireless charging party, but since then it's arguably done more for the feature than anyone else — Qi2 only really exists because of MagSafe, after all. But it's always been missing one key thing: the ability to wirelessly charge accessories using your phone.

Well that might change with iPhone 17 Pro, with rumors claiming reverse wireless charging could finally make its debut. But only on the Pro models, not the iPhone 17 or 17 Air. That way you could charge up AirPods or even other iPhones without having to use a cable or a charging pad. Which can prove very useful if you're in a pinch.

Is this a freshly-made iPhone 17 Pro Max?

With release day getting ever closer, production on iPhone 17 must be in full swing right now. That makes it rather interesting to see a video claiming to be the iPhone 17 Pro Max fresh off the manufacturing floor.

Users on weibo claim that this is a fake, and right now we have no clue whether it's real or an elaborate dummy unit. But it is interesting to see what the 17 Pro Max could look like in its finished state.

Is anyone warming to the extended camera bar yet? No? Me neither.

Apple Watch Ultra 3's big safety upgrade

There are a lot of things to like about the Apple Watch Ultra 2, from extra durability to the extended battery life. But the upcoming Apple Watch 3 is rumored to get a major boost to user safety.

Rumor has it that the wearable could follow Pixel Watch 4's example and offer satellite connectivity — letting users send message even when there's no cell signal. Which, for a watch that is marketed towards outdoorsy types, is going to be invaluable at helping people call for help.

Oh, and there may be 5G connectivity as well, which is something we haven't actually seen on a mainstream smartwatch thus far.

Upgrades are coming to AirPods

So, the AirPods Pro 3 are rumored to be coming, but even if Apple doesn't offer an audio surprise at its Awe Dropping event, Apple's earbuds are getting upgrades anyway.

Thanks to iOS 26, AirPods are getting a bunch of new features. That includes being able to take pictures using the stems of the AirPods as controls, better-sounding calls, music pausing automatically when you go to sleep and more. That's coming to all AirPods owners, not just the features in the hopefully upcoming AirPods Pro 3.

But what kind of new features can we expect with the AirPods Pro 3, if they end up arriving? Well, it won't be much longer until we find out.

Will iPhone 17 Pro Max's telephoto disappoint us?

One big rumor about the iPhone 17 Pro and pro Max is that the telephoto lens could get a big resolution boost — reportedly reaching as high as 48MP. But that might come at a cost of optical zoom.

It's been claimed that the Pro Max may only support 3.5x optical zoom, rather than the 5x zoom we've seen on previous models. Which is a disappointing downgrade, even if Apple relies on cropping and digital trickery to offer the appearance of higher zoom levels.

Though weirdly a different source says it could increase to 8x zoom, which is certainly more like it.

Apple-made batteries for the first time

Word is that Apple has been working hard to develop its own batteries and building them itself, and there has been speculation that these batteries could appear in the iPhone 17 lineup.

Reports suggest that Apple is aiming to "significantly" improve battery performance by going down this route, which can only be a good thing. It's also claimed that Apple could opt for new silicon carbon battery technology. Compared to traditional lithium ion, silicon carbon offers better battery density and could offer as much as 15% power in the same space.

Considering iPhone 17 Pro Max already offers some of the best phone battery life, any major improvement to that is a win in our book.

The long awaited iPhone 17 display upgrade

For years the non-Pro iPhones have been stuck with 60Hz refresh rate on their displays, despite the fact other phones have pushed that number to 90Hz, 120Hz and beyond. It's something we've long lamented, but thankfully that could be about to change this year.

Various rumors suggest that the iPhone 17 will get a 120Hz display this year, which is long overdue. The only question is whether it will match the iPhone 17 Pro's LTPO display panel -- and get an adaptive 1-120Hz refresh rate.

At least one leaker thinks not, and expects the screen to have a static 120Hz refresh rate instead. While that's certainly a worthwhile upgrade, higher refresh rates do need more power. So a static 120Hz screen may not last as long as its 1-120Hz counterparts,

Is the iPhone 17 Pro the phone to get?

It's impossible to say which of the new iPhones will be the pick of the crop until Apple gives us a full look at the lineup on Tuesday. Still, given all the iPhone 17 rumors out there — particularly the ones related to the camera and the processor — Philip Michaels argues that the iPhone 17 Pro is going to be hard to ignore.

Get to know iOS 26

Any iPhone Apple shows off next week is going to come with the latest version of its mobile software pre-installed. And even if you take a pass on the new iPhones, you'll still be able to upgrade to iOS 26 on your current device (assuming you've got an iOS 26 supported iPhone, and if you're using one released in the last six years, you probably are). So it makes sense to familiarize yourself with iOS 26 if you haven't already.

Our iOS 26 guide has a rundown of the new features. And you can also see what we think about them so far in our iOS 26 public beta hands-on review.

Buy nothing... for now

Remember, friends don't let friends buy new Apple products just ahead of a big product launch. Kate Kozuch explains why in this TikTok video.

iPhone 17 needs to get its version of Gemini Live — and Apple needs to deliver

It's perfectly clear that Apple Intelligence is lagging behind its rivals. Even with the iOS 26 public beta release, new Apple Intelligence features are minimal at best — with Visual Intelligence getting the most notable upgrades.

While it's swell that Apple gave us its version of Google's Circle to Search, the real test would be to give the iPhone 17 its version of Gemini Live. What separates Google's AI assistant from Siri and Apple Intelligence in current iPhones is that Gemini Live is multimodal. Meaning, users can interact with the AI assistant through voice and even tap into the camera for even more interaction.

Apple currently doesn't have a competing feature to Gemini Live, but it's unclear if the company will stick with Siri, or if it'll just fill that void by tapping into its existing partnership with ChatGPT.

Analysts express major challenges for iPhone 17 Air

There's no denying that the iPhone 17 Air is getting a lot of hype, and deservingly so because it would be a major redesign for Apple. But despite the attention it's getting, there are still major concerns about it.

Analysts seem to be concerned as well for it because there are big challenges ahead. While Bloomberg's Mike Gurman is optimistic about this launch, other analysts don't have the same sentiments about the iPhone 17 Air launch.

KeyBanc Capital Markets' Brandon Nispel doesn’t think a thinner design alone wound be enough to get people excited for it. In speaking with Yahoo Finance, he says that “The Plus model was never very popular … and the Air is probably just going to take the demand of the Plus and then probably pull some people from the standard and the Pro Max model, would be my guess.”

iPhone 17 Air vs iPhone 17 Pro — here's the trade-offs for choosing a thin phone

Between the iPhone 17 Air and iPhone 17 Pro, consumers will have more to consider if they end up choosing the Air for its sleeker design. We break down all the biggest trade-offs if you intend on getting the iPhone 17 Air over the iPhone 17 Pro.

Sure, the promise of a super thin, super lightweight iPhone is attractive in its own right, but as we've seen with other sleek phones like the Galaxy S25 Edge, there are trade-offs to these kinds of phones.

In contrast, the iPhone 17 Pro is shaping out to be a true flagship model in every respect — getting the best cameras, the faster processor, and the sharpest display. There's also the matter of price, which could be the biggest factor for most people.

Apple Intelligence needs its own version of Ask Photos — here's why

With the launch of the Pixel 10, Google has unleashed its best photo editing tool to date with Ask Photos. This AI-assisted tool lets Pixel 10 owners edit photos by simply typing or speaking what changes they want to make — and it puts Apple in a predicament with the iPhone 17.

That's because there hasn't been any sort of rumors about a comparable feature with Apple Intelligence. We tried out Google's Ask Photos feature with the Pixel 10 Pro and it's a really game changing tool because of how well it edits photos. It even relies on generative AI to do things like change the background, swap the colors of a shirt, and more.

Apple's only photo editing tool to date is Photo Clean Up, which we've pitted against Google's own Magic Editor and Samsung's Galaxy AI version. The iPhone 17 can't afford to not come to the table with something similar.

Dual-recording could be a native feature for iPhone 17 Pro

There was an early rumor about how Apple could be bringing dual-recording to the iPhone 17 Pro and 17 Pro Max. This would allow users to record video simultaneously with the front-facing camera and one of the rear cameras, but this isn't really anything new considering iOS 13 introduced the Multi-Camera Capture feature that does exactly this — albeit, it was only available through the use of third party camera apps like DoubleTake by Filmic Pro.

Still, having this as native feature would allow the iPhone 17 Pro and 17 Pro Max to capture even more content that would be perfect for blogs, reactions, and more. Naturally, simultaneous video recording does require a lot of power to process all of the footage and enhance them. That's probably why this is rumored to only come to the 'Pro' models, as the A19 Pro would be better equipped for this.

Forget iPhone 17 — you might want to wait for Apple's foldable

A new report hints at a possible 2026 release for Apple's foldable phone. A note from reputable analyst Ming-Chi Kuo reports that Apple is expected to launch an iPhone Fold next year, which could make people hold off from potentially buying any of the new iPhone 17 models that are expected to launch this fall.

There's buzz already for the iPhone 17 Air with its rumored ultra-thin design, but while that should be an engineering marvel, a bigger one could come with the iPhone Fold. Furthermore, Kuo also says that Apple plans to produce between 8 and 10 million iPhone Folds next year. That's a considerable figure given the higher cost of such a device.

Apple 'Awe Dropping' teaser may contain hidden clues

Now that we have an official date for Apple's next event, September 9, all eyes are on what the company could show off at its 'Awe Dropping' event. Looking at the event logo that Apple has shared, it could yield clues to what could be announced.

Apple's logo is seen glowing in these various, iridescent colors, which could indicate the new color options we could see with the iPhone 17. That's because there's a shade of orange in the teaser, which is rumored to be one of the new color shades destined for the iPhone 17 Pro and 17 Pro Max.

If we look at last year's 'Glowtime' teaser, which also featured Apple's logo surrounded by different colors, they appear to match up the color schemes for the iPhone 16. What do you think?

An Apple smart display at last?

One of the devices Apple's rumored to have been working on is a smart display — a HomePod device with its own screen. It's still very unclear when this device might launch, and one report suggested that it all hinges on whether Apple can get Siri's AI upgrade to work correctly.

Code found in the iOS 26 beta teased the prospect of such a device, and the iPhone 17 launch event would be the perfect place to reveal it. But whether considering how long we've been hearing rumors about it, with no sign of a tangible product, we're just going to have to be patient and hopeful.

The most exciting Apple Watch feature

If you're wondering what the best part about the Apple Watch Series 11 might be, Tom's Guide Fitness Editor Jane McGuire knows the answer: the revamped Health app.

Rumors suggest that the new Health app will give users more actionable insights into their health and fitness data, while also providing an AI coach that can offer personal recommendations on how to improve.

There have been a few glimpses of that in the watchOS 26 beta, and that's enough to get us here at Tom's Guide on board with the potential changes.

When will iPhone 17 go on sale?

if you're already excited to pick up an iPhone 17 for yourself, you're probably wondering when they actually go on sale. While we haven't got confirmed dates yet, we do know Apple typically sticks to the same basic schedule each year.

In the past pre-orders open the Friday immediately following a launch event, with the actual release date coming exactly one week later.

With the Awe Dropping event happening on September 9, this means we can expect iPhone 17 pre-orders to open on September 12 — likely around 8 a.m. EST/ 5 a.m. PST.

Those phones will then officially release on September 19 — available from carriers, retailers and Apple itself.

Forget AirPods Pro 3, acquire Beats instead

While a lot of focus might be on AirPods Pro 3 right now, Apple may still have some Beats-related news to share too. While we're not expecting new products, a new leak claims some of the existing earbuds and headphones may be coming in new colors.

According to Macrumors aaronp613, 5 new color options are on the way. The first is the new "Icing" hued Beats Solo Buds, which is an off white creamy-looking color option. Beats Solo 4 are also apparently going to be released in Champagne Gold, Rose Gold, Sand Gray and Soft Pink.

While we're unsure if these announcements will get anytime at the iPhone 17 launch event, it just goes to show that it's a very busy time for Apple and its related companies right now.

iPhone 17 Pro could get a price hike — but not the rest

While there have been plenty of rumors about the iPhone 17 being more expensive than last year, a new report suggests that this won't be the case. In fact, only the iPhone 17 Pro may wind up more expensive than last year — and with good reason.

According to a report from JP Morgan, Apple will be scrapping the 128GB iPhone 17 Pro. That means the cheapest model on offer will have 256GB of storage, which will be $100 more than a 128GB model would have cost.

Crucially, though, the $1,099 price tag would still be the same as a 256GB iPhone 16 Pro. So while it is a higher point of entry, the cost of the physical device should stay the same.

What's the deal with AirPods?

If you're thinking of picking up a new set of AirPods, you may wantr to hold off — since AirPods Pro 3 are rumored to be arriving at the Awe Dropping event. But if that does happen, how do you decide between them and the AirPods 4?

We have a lowdown on all the biggest differences between the two, based on rumors and leaks. We're talking things like better ANC, a new fit, loads more battery and health features, as well as overall better sound. Though obviously we won't know for sure until we can actually try the new buds out for ourselves.

Robotic manufacturing is on the cards

While this may have come too late to affect the launch of iPhone 17, word is that Apple is starting to mandate its manufacturers start using more automation in their production processes. Which means robots, over people.

Apparently this is a multi-pronged decision, a big part of which is to reduce the amount of labor needed to manufacture Apple products. The other is to maintain greater consistency and uniformity on manufactured devices — which may become important as it spreads its manufacturing base out beyond China.

Better quality control is certainly a bonus here, though it isn't clear how this might affect the cost of future iPhones. While cutting down on labor costs is all well and good, it doesn't change the fact getting automated systems up and running isn't cheap.

To your good health

New Apple Watches should join the new iPhones at Apple's September 9 product event, and there's plenty of Apple Watch 11 buzz out there. Fitness editor Jane McGuire checks in with the watch feature she's most looking forward to — rumored health-tracking improvements aided and abbetted by an AI coach.

What about the iPhone Fold?

We're unlikely to see an iPhone Fold next week, even though rumors suggest Apple is hard at work on its first foldable device. Instead, look for a folding iPhone to appear sometime next year — maybe at the 2026 iPhone event.

For more on Apple's foldable device plans — which includes a folding iPad in 2027 apparently — check out a new report from well-regard analyst Ming Chi-Kuo on the devices Apple has in the works beyond next week's product launch.

Your Awe Dropping video preview

Want a quick summary of everything likely to appear at the September 9 Awe Dropping event? (or at least, everything we think will appear.) Kate Kozuch has a TikTok breakdown of the possible news.

iPhone 17 rumored colors — which is your favorite shade?

We might be in store for something special with this year's iPhone 17 lineup because there are been several leaks reporting on the color schemes. We've rounded up all of the iPhone 17 colors rumors in one spot and also have a survey going on about which color people are excited most for.

One of the most intriguing colors is orange, which could make its way to the iPhone 17 Pro and 17 Pro Max. Another exciting one is the purple that's tipped to be one of six colors to choose from with the base iPhone 17. And yes, there are rumored colors for the iPhone 17 Air as well.

Apple's success with the iPhone 17 could come down to Apple Intelligence

There's a lot to be excited about with the impending iPhone 17 reveal, but the one thing Apple can't afford is to come up short in the AI race. That's because Apple Intelligence could ultimately make or break the iPhone 17.

We round up all the reasons on how Apple Intelligence could do this, especially given our own head-to-head comparisons against the competition. For example, Apple updated the performance of Image Playground with the iOS 26 beta release, but it still came up short to the generative AI powers of Pixel Studio.

There are other areas where Apple Intelligence comes up short against its rivals, so Apple needs to ensure that the iPhone 17 has robust Apple Intelligence features to keep pace.

Where could the iPhone 17 Air rank in the all-time greatest iPhones ever?

There's no denying that all eyes are on the iPhone 17 Air at this point. Rumors about Apple's razor thin iPhone has been brewing for months now, which could finally be revealed at Apple's event next week.

But the big question is where it'll rank amongst the greatest iPhones ever? It would be competing against other memorable models, like the original iPhone and redesigned iPhone X to name a couple.

Naturally, a super thin iPhone makes for a compelling case, but it can't afford to follow in the footsteps of the Galaxy S25 Edge. Apple needs to ensure that the iPhone 17 Air is a no-compromise model.

iPhone 17 Pro Max tipped to get an upgraded telephoto camera?

iPhone 16 Pro Max vs. Galaxy S25 Ultra: Zoom - YouTube

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One rumor suggests that the iPhone 17 Pro Max is getting an upgraded 48MP telephoto camera, which would be a jump from the 12MP one currently in use with the iPhone 16 Pro Max. While that should be a nice upgrade, the confusion surrounds what optical zoom lens it's going to get, which could have a big impact.

There's one report that suggests it's only getting a 3.5x optical zoom, which on paper sounds terrible compared to the 5x one it currently offers. However, the upgraded sensor should be able to negate any 'downgrades' of sorts with this switch. Another more promising rumor suggests the iPhone 17 Pro Max is getting 8x optical zoom.

Whichever way Apple ends up going, it's going to need to beat the Galaxy S25 Ultra, as Samsung's flagship outperformed it in our 100 video shootout.

iPhone 17 needs to desperately steal this Pixel 10 feature

Apple's been working hard at finalizing its iOS 26 software, which is tipped for final release when the new iPhone 17 models are launched. However, the iPhone 17 could be in serious jeopardy if it doesn't have a similar feature to the Pixel 10's hidden desktop mode.

We've been able to check this out for our Pixel 10 review, which is also available with the Pixel 10 Pro and Pixel 10 Pro XL. Essentially, this Android 16 desktop mode gives users that PC-like interface when the phone's connected to an external monitor. There's increased multitasking and productivity due to this.

There have been whispers about Apple working on its own desktop mode for iPhone, but it can't afford to delay a feature like this any longer. While it would require extra processing power, it could be one distinguishing feature for the iPhone 17 Pro and 17 Pro Max if Apple were to make it exclusive to them. Either way, the iPhone 17 lineup is in risk of falling behind Google.

iPhone 17 Pro Max vapor chamber leak shows how big it could be

There have been several rumors already about Apple giving the iPhone 17 Pro Max a vapor chamber, but the latest leak shows us just how big it could be. According to the tipster, iOS developer @LusiRoy8 on X, the diagram shows a pretty sizable vapor chamber for the upcoming phone.

The large vapor chamber could effectively allow the iPhone 17 Pro Max to remain cooler for a long loner, which would inevitably allow it to perform at its best while reducing heat build up that normally occurs. Vapor chambers are typically filled with liquid, and when there's a lot of heat, vapor starts to accumulate to move the heat away from components like the processor and RAM.

iPhone 17 could face stiff challenge against Pixel 10 — here's why

One of the newest phones to launch is the Pixel 10, which not only remains at $799 to compete against the iPhone 17, but it also adopts something we haven't seen before. Instead of having just a dual-camera setup, Google gave it a triple camera complete with a new telephoto zoom camera with 5x optical zoom.

In our Pixel 10 vs iPhone 16 photo shootout, the biggest area that sees a difference surrounds the telephoto department. There's a big difference if you look at the two side-by-side shots above, as the Pixel 10's superior optical zoom draws out more detail in the sign and leaves in the background.

The iPhone 17 could see itself at a disadvantage because it's probably going to rely on its main camera for all things zoom. We've seen Apple pull off amazing things combining pixel binning techniques and new image processing algorithms, but it's going to take even more to beat the optically-backed Pixel 10 zoom camera.

No more titanium?

Apple made a big deal out of adding titanium to the iPhone 15 Pro's frame, something that it repeated a year later on iPhone 16 Pro. We had thought that the lightweight, durable metal was here to stay but that may not be the case.

According to a bunch of leaks and rumors, Apple will be changing the metal on iPhone 17 Pro and Pro Max. Not to stainless steel, which was the stuff used pre-titanium. It sounds like it'll actually be some kind of aluminum. Which, while light and inexpensive, isn't the most durable of metals.

Titanium may still make an appearance on iPhone 17 Air, though, since the ultra-thin design might need that little bit more durability than aluminium can offer.

AI is going to make or break iPhone 17

There's argument that Apple has fallen behind in the AI arms race. Our AI Phone face-off showed just how much better the likes of Gemini and Galaxy AI actually are. While it's not too late, my colleague John Velasco has argued that the iPhone 17 could mark a turning point for Apple's AI success.

Apple doesn't need to necessarily catch up, but it does need to put on a show of strength — and make sure that the iPhone 17 is at least competitive. Even if it's not top dog right now.

Because if Apple appears weak, and underperforms on AI for the second year running, then things are not going to be looking good in the near future.

iOS 26 should arrive before iPhone 17 does

Apple is a creature of habit, and that means we should see the official release of iOS 26 sometime before the Awe Dropping event — bringing the new software to just about everyone ahead of the iPhone 17's reveal.

The launch is certainly close, since the iOS 26 beta 8 update was more or less identical to beta 7. That suggests Apple is ready to launch the new update, bringing iOS 26 features like the Liquid Glass redesign, updated AI features, the brand new version of CarPlay and other upgrades out of beta and into the hands of the public.

Which products are being replaced?

New iPhones, and other Apple products are exciting, but it does mean some older stuff ends up discontinued. The iPhone 17 event is going to be no exception.

The main loss comes with the older iPhones, with the iPhone 16 Pro and Pro Max getting the boot in favor of their iPhone 17 counterparts. The iPhone 16 and 16 Plus should stick around, with a small price cut, which means the iPhone 15 and 15 Plus will dissapear from the App Store.

Depending on what Apple announces at the Awe Dropping event, we may also see the Apple Watch Series 10, Watch Ultra 2, Watch SE2 and AirPods Pro 2. In favor of their respective successors.

Do people actually want an iPhone 17 Air?

Apple has always struggled with the idea of a fourth iPhone, whether it was a mini or a Plus-sized model. And my colleague Richard Priday is worried about whether the iPhone 17 Air could go down that same path.

The Air should offer something different, since it's not just a resized version of the standard iPhone 17. But he does wonder whether four iPhones is just too many, and if Apple should follow the example laid out by rival phone companies.

Because the three-flagship release seems to work out ok for them. And if rumors are to be believed, Samsung may revert back to that by scrapping the S26 Plus in favor of the S26 Edge.

Price hikes could be coming

It's something we worry about every year, and it could be happening with iPhone 17 — prices could be going up.

Rumor is that we could see a price increase of around $50 per iPhone 17, which would put the entry-level model price up to $849. Following that lead the iPhone 17 Air could be $949, with the 17 Pro starting at $1,049.

Meanwhile the iPhone 17 Pro Max would be $1,249. While expensive, this would still be cheaper than the $1,299 Galaxy S25 Ultra.

New phone, new accessories

A new iPhone means we may see Apple release a bunch of new accessories out into the world. The first of which are the new "TechWoven" cases, which are designed to fix all the flaws of the controversial FineWoven cases from two years ago. Offering a sustainable, premium feel without compromising durability in the process.

We may also see a new Bumper case, like the one from the iPhone 4, to account for the fact the iPhone Air is so much thinner than its counterparts. Alongside a new Liquid Silicone case and a magnetic "crossbody strap" that seems to merge a wrist strap with a lanyard design — thanks to built-in magnets.

Two older iPhones just got made "vintage"

We have a whole new series of iPhones coming next week, and that means some of the older models have to be sent to a farm upstate. In this case it's the iPhone 8 and iPhone 8 Plus that have been sent out to pasture, and have been added to Apple's "vintage" list.

This is standard practise for phones once they hit their 5th birthday, and it's more of a warning sign that a phone is on the verge of being declared obsolete. That officially happens at year 7. There are no immediate consequences, but it does mean that iPhone 8 owners may have trouble getting any kind of support from Apple moving forwards — including repairs.

Considering both phones stopped getting iOS updates a few years back, this may be a sign that you need to upgrade. Maybe the iPhone 17 could tempt you?

More eSIMs across the world

iPhone users in the U.S. are no stranger to being forced to use an eSIM — it's been the policy since iPhone 14. But now international users may also get to expertience it for themselves.

According to one rumor, iPhone 17 could be an eSIM-only device in other regions too. No doubt because the ultra-thin design means there isn't as much space for a physical SIM card tray.

Then again Apple could just be doing a renewed eSIM push, and it'll all depend on whether the entire iPhone 17 lineup is set to be eSIM only around the world.

Redesigns incoming

While the iPhone 17 Air is probably going to be unlike any iPhone we've seen for a long time, it's not the only major change coming. In fact the iPhone 17 Pro and Pro Max are set to get some pretty major redesigns — particularly on the back.

Rather having that square-shaped camera bump, leaks and dummy units show both phones with an extended camera bar instead. The camera lenses haven't moved, but the actual bump itself has been stretched out to the other side of the phone.

Why? We're not entirely sure, and I'm sure Apple has some explanation lined up. But what we do know is that it means that your Pro-tier iPhone is going to look a lot different this year.

Apple enters the smart display game?

Audio may also be getting some attention at the big event too. The big news is that AirPods pro 3 could finally make an appearance at the Apple event, though we have been hearing speculation that another HomePod may also share the spotlight.

Specifically this could be the HomePod with display, which would see Apple enter the smart display game. It'll essentially be a "command center" for your smart home, and could also include FaceTime and the ability to move the screen based on your position in the room.

But the display is supposedly quite reliant on Siri, and with Apple's updated Siri still not set to arrive until sometime next year, this reveal seems a little less likely — though not impossible.

What about Apple Watch?

It's not just iPhones expected to be on show, either. This year could also see a big Apple Watch slate, with the reveal of the Apple Watch Series 11, Apple Watch Ultra 3 and possibly even an Apple Watch SE 3 to go with them.

Apple Watch 11 is the one that's all but guaranteed, since Apple releases a new model every year. It's expected to have the usual array of improvements, like a better screen, blood pressure monitoring, better battery life and maybe even extra connectivity for 5G and satellite SOS features.

A similar set of upgrades could come to the Ultra 3, albeit in a larger and more rugged design than the standard model. As for the SE 3, that's the biggest mystery right now — though it's likely to have similar capabilities as an older flagship Apple Watch model.

Which iPhone 17 is right for you?

With four brand new iPhones on the way, potential buyers are going to have to decide which one they actually want for themselves. And the sooner you figure that out, the sooner you can put your pre-order in.

There are some big changes coming this year, least of which is the new super-skinny iPhone 17 Air. That phone puts style over substance (more than usual), but that means there will be some trade-offs to the sleek ultra-thin design.

Meanwhile the iPhone 17 is expected to come with major upgrades like a 120Hz display, larger screen and improved cameras. If you're more about the Pro models, then you can expect better cameras, more RAM, improved device cooling and the introduction of reverse wireless charging.

Be sure to check out our iPhone 17 vs iPhone 17 Air vs iPhone 17 Pro vs iPhone 17 Pro Max breakdown for all the rumored changes on the way.