Apple’s big iPhone launch set for September 9: What to expect

It is only the third time in over a decade that Apple is marking September as the month of its most significant product unveilings. The company has already signed a September 9 event at Apple Park in Cupertino, California, this year. 

iPhone 17, as well as new Apple Watches and perhaps other products, are the highlights. The invitation has a tagline Awe-dropping, which means that Apple should impress with a new appearance or a huge feature.

Apple should always take the September release seriously since the iPhone is its most significant revenue generator. Each small detail of the new design or features is not only appealing to consumers, but also to Wall Street analysts who are keen to see signs of innovation.

The AI Expectations Are on the Rise

Apple has more pressure on it than usual this year. The firm had not made a significant upgrade to Siri, its computer-based assistant, which would have enabled it to compete with the likes of OpenAI ChatGPT and Google Gemini. These AI tools have already changed the way in which people think about the technology. 

Shareholders would want to know whether Apple can demonstrate that it still has an advantage in a market that has been dominated by artificial intelligence.

Last year, Apple positioned the iPhone 16 as something built on Apple Intelligence. The approach could re-emerge in 2025 when the company aligns its products to be more compatible with AI. Whether those claims are sufficient or not, consumers will make their decisions based on what rivals are offering.

A Super Slim iPhone

It is allegedly reported that Apple will launch a super slim version of the iPhone, which is said to be the MacBook Air of the iPhones. The design would be more streamlined and would require compromise in other aspects, such as battery life and camera quality. This could be a gamble. Many customers much more appreciate long battery life and hi-tech cameras than thinness.

Nevertheless, Apple has modified the appearance of the iPhone very little over the years, whereas other manufacturers have experimented with foldable designs: Samsung and Huawei. A lighter iPhone would also rekindle the interest in the phone when people only upgrade when they have no choice.

The Battle over the Size of the iPhone

In the past, Apple has not been very successful in playing with Size. The iPhone Mini was only able to serve two generations before being pulled off the shelves. The bigger iPhone 16 Plus also did not perform exceptionally well, contributing only an estimated 5-10% of Apple shipments last year, according to analyst Ming-Chi Kuo. He forecasts that in 2025, Apple will retire the Plus model.

The following line is likely to consist of the thinner iPhone 17, a run-of-the-mill model with a new processor, and the Pro models with a titanium design, larger screens, and more powerful cameras. The customers seeking the best functionality available will then be more inclined to buy the pro models, but the mass market does not ignore the basic models.

Tariffs and World Factory Locating

Trade policy is also affecting Apple. The tariff introduced by President Donald Trump is increasing the cost of many industries, and Apple has reported that it is likely to incur tariff-related expenses amounting to $1.1 billion in this quarter. By moving much of its iPhone manufacturing to India, the company has attempted to lessen its reliance on China with respect to the US market.

Even as most Indian products are to be subjected to a doubling of tariffs, smartphones are not. This allows Apple some room to breathe. Trump has also indicated that Apple would not be subject to the intended 100% tariff on semiconductors due to its own investment of $600 billion in American operations and its intentions to develop its own domestic supply chain of chips.

Why This Event Matters

In the case of Apple, it is not just the release of a new iPhone on September 9. It is about demonstrating that the company is still capable of setting the pace in a world where AI represents the new frontier, trade policy is uncertain, and smartphone sales are more difficult to ignite.

Whether the new slim iPhone takes off, it can bring some new life to the market. Should it not land, it might only fuel the fears that Apple is failing to identify the next big thing. Investors, competitors, and millions of customers will be keen to know whether Apple still has its magic.