Apple’s hardware keynote is poised to center on the iPhone 17 lineup, with a spotlight-grabbing debut rumored to be the thinnest iPhone the company has ever built. Expect a broader design refresh for the core models, notable camera and display upgrades, and meaningful movement across the Apple Watch and AirPods families—all pointing to a multiyear hardware reset that, according to reporting from Bloomberg’s Mark Gurman, sets the stage for an eventual foldable iPhone.
iPhone 17: Bigger display, smoother visuals, tighter design
Standard iPhone 17 models are widely tipped to inch closer to “Pro” territory. Supply chain chatter tracked by Display Supply Chain Consultants suggests a modest size bump to roughly 6.3 inches, along with a 120 Hz display for the base model—addressing one of the most persistent asks from upgraders. Several analysts also expect a higher-resolution 24-megapixel front camera to improve selfies and video calls.
Colorways are said to expand with fresh purple and green finishes, while the Pros could see deep blue and copper. On the back, leaked CADs and concept renders point to a redesigned camera island—potentially a full-width rectangular bar—paired with a centered Apple logo to align with MagSafe. It’s a cleaner silhouette that nods to pro cameras while leaving room for larger sensors.
Materials may shift as well. The iPhone 17 Pro is rumored to swap the titanium band for aluminum, a move that could shave grams and trim costs without sacrificing durability. The Pro Max, meanwhile, is expected to get slightly thicker to house a larger battery—an exchange most heavy users will gladly take if it yields longer screen-on time.
Pricing expectations coalesce around familiar tiers: about $800 for the base model, roughly $1,100 for Pro, and around $1,250 for Pro Max. One notable tweak: storage options for Pro may start at 256 GB, dropping the 128 GB tier to nudge average selling prices higher—a lever analysts at firms like JPMorgan often flag as central to Apple’s margin strategy.
Apple’s thinnest iPhone ever: the rumored “Air”
All eyes are on a new ultra-slim model informally dubbed iPhone Air, which could replace the Plus. The headline spec is its thickness: reports peg it near 5.5 mm—thinner than Samsung’s svelte Galaxy S25 Edge at around 5.8 mm—and paired with a 6.6-inch display. That form factor would set a new bar for thin-and-light hardware in Apple’s phone portfolio.
Engineering trade-offs are the catch. To achieve that profile, the Air is rumored to ship with a single rear camera and a simplified speaker layout that leans on the earpiece. Battery life is the big question: going ultra-thin usually means tighter energy density budgets. Some in the supply chain expect Apple to offset with an optional battery case, while others point to ongoing gains in stacked cell designs and thermal management learned from recent iPhone generations.
Pricing could land between $899 and $950, with black, silver, and light gold among the finishes. If Apple hits that number, it would undercut some premium Android thin designs while creating clearer ladders to the Pro and Pro Max.
A bridge to foldables
Apple’s push toward thinner phones is not just aesthetic. A skinnier chassis, lighter frames, and camera realignments are foundational moves if the company plans to introduce a foldable, as many expect in the next product cycle. Reports from Bloomberg and display-industry analysts indicate Apple is pressure-testing hinge durability, ultra-thin glass, and weight budgets—areas where shaving millimeters and grams now pays dividends later.
Apple Watch: Ultra 3, Series 11, and SE
On wearables, the Ultra 3 is rumored to receive faster charging, a larger display, and expanded connectivity features, including 5G and potential satellite capabilities. Health remains the north star: both Ultra 3 and Series 11 are expected to add blood pressure notifications and sleep apnea insights, though Bloomberg’s reporting suggests Apple could delay some features if clinical tuning or regulatory work needs more time.
Apple recently rolled out a redesigned blood oxygen experience to select prior models, a signal that the underlying algorithms and UI are maturing. The new SE 3 likely sticks to value fundamentals—possibly a larger screen and, per ongoing chatter, a plastic variant to hit lower price targets. Street pricing whispers: approximately $250 for SE 3, $400 for Series 11, and $800 for Ultra 3.
AirPods Pro 3 and new accessories
AirPods Pro 3 are expected to lean into a sleeker stem design, touch-sensitive controls, and a thinner case. A next-gen H3 chip has been floated to boost active noise cancellation and adaptive audio performance. Case leaks also point to Apple testing woven “TechWoven” accessories for iPhone 17 Pro models, a higher-grade fabric approach after the short-lived FineWoven line in 2023, with some versions featuring a crossbody strap.
The big picture
If the rumors hold, Apple’s 2024–2026 playbook is clear: make the mainstream iPhone feel more premium, carve a new ultra-thin tier to spark upgrades, and leave the Pros to drive revenue through materials, camera systems, and higher starting storage. Research firms like Counterpoint have repeatedly noted that display smoothness, battery life, and camera quality are top upgrade drivers—precisely the areas Apple is targeting.
The result should be a cleaner lineup that moves many users up the ladder without confusing them with too many sizes or SKUs—while quietly laying the groundwork for the most significant iPhone hardware swing in years: a foldable that doesn’t feel like a compromise. All that’s left is for Apple to make the case onstage.