iPhone 17 and Beyond: What to Expect from Apple's Next Hardware Event

Apple’s annual fall event is just around the corner, with widespread reports suggesting a September 9 reveal for the much-anticipated iPhone 17 series, alongside updates to the Apple Watch and AirPods lineup.

Unveiling the iPhone 17 Lineup

This year marks the beginning of a new era for Apple’s smartphone family. The iPhone 17 is rumored to feature a larger 6.3-inch display—up from the previous generation—along with a much smoother 120Hz refresh rate. Users can also look forward to an improved 24-megapixel front camera for selfies and video calls.

Color aficionados may be pleased with the potential introduction of new purple and green models, while the flagship Pro editions could see a unique redesign with rear cameras laid out in a striking rectangular bar. Further rumors suggest the Pro models will transition from a titanium frame to lighter aluminum, and the Pro Max may be slightly bulkier to accommodate a as-of-yet unspecified bigger battery.

Pricing is expected to start at $800 for the iPhone 17, with the Pro Max reaching up to $1,250. The Pro version might offer fewer storage options (256GB, 512GB, and 1TB) and add new finishes in dark blue and copper. Apple may also introduce high-end “TechWoven” cases, potentially including a crossbody strap for convenience and style.

Introducing the Ultra-Thin iPhone Air

Perhaps the most striking rumor is the iPhone Air: a device likely to be Apple’s thinnest smartphone ever, reportedly measuring just 5.5mm thick. The iPhone Air is expected to feature a generous 6.6-inch display but may sacrifice the second rear camera and possibly bottom-firing speakers to achieve its ultra-slim profile. If true, this would edge out even the Samsung Galaxy S25 Edge in the thinness race.

The iPhone Air may supplant the current Plus model and is rumored to launch in black, silver, and light gold, starting at $950. Looking forward, Apple seems to be building the groundwork for an eventual foldable iPhone, anticipated for release in 2026.

Apple Watch Series 11, Ultra 3, and SE 3

Apple’s smartwatch segment is gearing up for upgrades as well. The Ultra 3 may receive faster charging, 5G, satellite connectivity, and a larger display. A major highlight is the much-anticipated addition of blood pressure monitoring and potentially sleep apnea detection, although these features may be delayed for further refinement.

The new Watch SE 3, meanwhile, is expected to stay affordable but may feature a slightly larger display and a possible plastic-bodied option. Pricing rumors point to $250 for the SE 3, $400 for the Series 11, and $800 for the Ultra 3.

AirPods Pro 3: Smaller & Smarter

Apple’s audio accessories may see the launch of AirPods Pro 3, bringing a sleeker design, touch controls, and a slimmer case. The updated model is expected to carry the new H3 chip, providing enhanced active noise cancellation and adaptive audio for an improved listening experience.

DeepFounder Analysis

Why it matters

For startups and technology leaders, Apple’s next wave of hardware introduces trends that ripple through the broader ecosystem. The focus on ultra-thin devices and health-focused wearable features influences product expectations not just for consumers, but also for startups aiming at hardware, apps, or health tech markets. Apple’s design and technology bets often set a benchmark, prompting new entrants and incumbents to adapt quickly or risk being left behind.

Risks & opportunities

The introduction of the iPhone Air signals a renewed focus on form-factor innovation, echoing earlier industry shifts led by Motorola’s Razr and more recently by foldable phones from Samsung and Huawei. Startups face the risk of hardware innovation cycles outpacing their own R&D, but there’s also opportunity in complementary accessories, software optimizations for new form factors, or health-monitoring apps leveraging advanced watch sensors. Early adopters of Apple’s new hardware designs can benefit by serving or partnering with the first cohort of iPhone Air or Watch 11 users.

Startup idea or application

A promising direction could be a software platform that provides advanced analytics and insights from Apple Watch’s new health sensors, tailored for use in clinics or telehealth platforms. Alternatively, startups might design a modular phone accessory system specifically optimized for ultra-thin, camera-centric devices—think attachable camera lenses or AI-powered imaging tools that snap onto the minimalist iPhone Air. Startups can also look to capitalize on new use cases enabled by always-on health monitoring (such as for at-risk populations or remote health diagnostics).

Related Reading

Explore more startup-focused analysis in our blog, like Apple Empowers Enterprises with Advanced ChatGPT & AI Management and Google Doubles Down on ‘AI Phones’ with the Pixel 10 Series: Strategic Insights for Founders.

Apple iPhone 17 Hardware Wearables AirPods Startups

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