Apple is expected on September 9, 2025, to unveil a thinner model likely called the “iPhone Air” alongside the iPhone 17 and new Apple Watch models at its annual fall event; analysts say the company will emphasize hardware upgrades, while pricing, tariffs and the company’s pace on AI could shape customer response.
Key Takeaways
- Apple’s September 9 event is expected to include an “iPhone Air,” iPhone 17 models and new Apple Watches.
- Reports suggest the iPhone Air would be slimmer and may replace the Plus model, possibly with a single rear camera.
- Analysts expect Apple to prioritize hardware (battery, camera, design) rather than debut major AI features at this event.
- Price changes are a focus: tariffs and higher component costs could push Apple to raise prices or alter storage tiers.
- Apple holds about 15.7% of the global smartphone market, giving it scale even if upgrades slow.
- Competitors like Google and Samsung are foregrounding AI on recent phones, raising expectations for Apple over time.
Verified Facts
Apple’s fall product event is scheduled for September 9, 2025, when the company is widely expected to announce new iPhone and Apple Watch models. Multiple reports, including Bloomberg, identify a new, thinner iPhone variant—commonly reported as the “iPhone Air”—as part of the lineup alongside the iPhone 17 series.
Market research firm IDC reports the iPhone holds roughly 15.7% of global smartphone share. Despite that scale, independent research suggests upgrade cycles are lengthening: consumers now often wait for meaningful feature changes before replacing devices.
Competitors have placed AI at the center of recent launches. Google’s Pixel 10 event in August highlighted the Gemini assistant and features like Magic Cue; Samsung’s Galaxy S25 emphasized multi-step AI helpers. By contrast, Apple delayed a planned Siri upgrade earlier this year and has signaled it is still integrating AI across products rather than releasing a large, consumer-facing AI agent now.
Analysts from Morgan Stanley and Loop Capital have flagged potential price changes for the upcoming phones, including the possibility Apple drops a low-capacity storage tier on Pro models to push buyers toward higher-priced variants. Tariff concerns—especially new US tariffs discussed this year—have heightened scrutiny of US pricing for iPhones.
Context & Impact
Design variety has been a recurring challenge for Apple’s non-flagship iPhone models. The company discontinued the Mini after two generations following the iPhone 14 and may be replacing the Plus with the Air. Market observers note that while thinner designs have worked for MacBook and iPad Air lines, phone buyers today are more sensitive to battery life and camera capability than slimness alone.
If Apple focuses on incremental hardware gains (battery, camera, materials) instead of AI breakthroughs, the company may maintain steady upgrade demand among core users but struggle to capture new segments drawn to AI-driven features from rivals.
- Short term: Pricing signals at launch will influence upgrade rates and carrier promotions through the holiday quarter.
- Medium term: A modest hardware-focused update could buy Apple time while it develops broader AI features behind the scenes.
Official Statements
“Taking a step back, we see AI as one of the most profound technologies of our lifetime. We are embedding it across our devices and platforms and across the company,”
Tim Cook, Apple (July 2025 earnings call)
Unconfirmed
- The official product name “iPhone Air” has not been confirmed by Apple.
- Reports that the Air will have a single rear camera and fewer features than the standard model remain unverified.
- Exact US pricing and which storage tiers Apple may remove for iPhone 17 Pro models are speculative until Apple announces list prices.
- Any immediate, major consumer-facing AI features at the September event are uncertain; Apple has delayed some AI updates previously.
Bottom Line
Expect Apple’s September 9 presentation to lean on design and hardware refinements rather than a sweeping AI pivot. Pricing announcements and product positioning for a new, slimmer iPhone will be the most immediate signals for investors, carriers and consumers about Apple’s strategy heading into the holiday season.