I’ve touched down in San Francisco after a flight from Berlin for the biggest event of the week, and as always one of the most anticipated events of the year – new iPhone launch!

While we don’t really know that for sure, Apple’s invitation was simply titled “Awe Dropping” but if they were to hold an event in September and not announce the new iPhone it would be a bigger story than a new iPhone itself.

Having been to over 20 Apple Events over the years there’s always an element of surprise built into these things, and despite the TikTokers creating “iPhone 17” content for weeks now, none of them really know what’s about to be announced.

Yes, we have a very, very good sense of what the next iPhone will look like thanks to the factory leaked dummy models which are made and sold to case manufacturers so they can have products ready to sell when the new iPhone is available – and oh boy, we saw hundreds of “iPhone 17 cases” at IFA last week!

So, what can we expect this week from the Apple Event which will take place at 3 am on Wednesday morning (Sydney time).

The next iPhone – 2025’s iPhone 17

You can put your house on a new iPhone being announced this week and we’re pretty certain on what models they will be too.

Firstly, the iPhone 17, your entry-level iPhone with a dual-lens camera. This year it will likely come in five colours, Black, White, Blue, Green, and Pink. Expect improvements in screen technology, durability, and processor power.

There’s not going to be an iPhone 17 Plus this year. Instead, taking its place in the iPhone Family will be the iPhone 17 Air. This is a super thin version of the iPhone, thinner than we expect even Samsung’s Galaxy S25 Edge.

Why we’re seeing these thinner phones this year, I don’t know – but while I was sceptical at first, having used the Samsung S25 Edge, I was convinced, so I suspect the iPhone will have the same effect.

Problematically, if the dummy model leaks are to be believed, the iPhone 17 Air will have just a single camera lens – like the iPhone 16e does. While that might seem okay, the number of people who want the 0.5 lens is higher than you’d think. Perhaps as a corporate-issued device, it will go well? Or perhaps people will love the feel of the thinner phone so much that it will be a winner.

For the iPhone 17 Pro models, we’re seeing a huge new camera “island” across the full width of the phone. This is either for purely aesthetic reasons, or there are some epic new photography capabilities coming to the Pro models.

Another thing coming is the orange colour. A bold new look to the iPhone, especially for the normally reserved-looking Pro models.

We’re not just expecting a design upgrade here; for a solid leap forward, Apple needs to announce some strong photography capabilities in the new iPhone.

Expect pre-orders to start this Friday, with the iPhone 17 range to go on sale the following Friday, September 19.

Apple Watch 11, Watch SE, and Ultra 3

Just like the iPhone, Apple Watch gets regular updates, so it seems logical we’ll see an Apple Watch 11 this year.

Apple Watch already has a solid design, screen, and brightness upgrade, so perhaps this year we’ll see another new health feature to make the device stand out in the range.

At the same time, the rugged Ultra series will push into its third generation. Expectations this year are for a larger screen within the same-sized device body.

Additionally, there’s talk of a possible Satellite feature, emulating iPhones’ SOS Emergency via Satellite capabilities – makes sense for a watch used by people exploring the great outdoors!

New Apple AirPods Pro?

Less certain is the launch of a new set of AirPods Pro.

While we’re well overdue for an upgrade, the current AirPods Pro have new features through software – like the Hearing Aid capabilities.

Also, how much more can the AirPods be?

Apple’s Beats product has heart rate sensors built into some headphones; that’s an option for future AirPods.

But again – it’s all speculation!

A focus on AI and iOS 26

Given the attention on Apple and their AI strategy, expect plenty of updates as to the capabilities built into iOS 26, and I think the best strategy would be to highlight the things people are doing with Apple Intelligence, not just the features available.

We’ll know it all on Wednesday morning.

Head back to EFTM.com on Wednesday for the details.

Trevor Long travelled to Cupertino as a guest of Apple