{"id":10177,"date":"2025-09-09T15:40:12","date_gmt":"2025-09-09T15:40:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/ie\/10177\/"},"modified":"2025-09-09T15:40:12","modified_gmt":"2025-09-09T15:40:12","slug":"an-iphone-event-unlike-the-others-apple-is-betting-the-house-on-hardware-to-weather-the-ai-storm","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ie\/10177\/","title":{"rendered":"An iPhone event unlike the others: Apple is betting the house on hardware to weather the AI storm"},"content":{"rendered":"

Apple\u2019s \u201cAwe Dropping\u201d event<\/a> is kicking off today at 1 p.m. ET, and yes, it will be livestreamed: You can watch it on Apple\u2019s official YouTube<\/a> channel, the Apple TV app, and Apple\u2019s Events website\u2014but, and I say this with love, unless you\u2019re working remotely, you might want to be careful about watching videos at work. If you get caught, that\u2019s on you. On the other hand, your boss loves Fortune. We promise. (If they\u2019re confused or try to protest, simply show them this article.)<\/p>\n

Apple throwing a launch party for its new iPhones has become as synonymous with September as pumpkin spice everything, but this event is not quite like the others. Despite solid financial results, including record revenue in Q3<\/a>, up 10% year-over-year, Apple\u2019s had a mixed year in the markets<\/a> as investor concerns about Apple\u2019s AI capabilities have applied pressure on its stock. Apple, for some context, has chosen to pursue baking AI<\/a> into its full software ecosystem that extends across devices rather than create a standalone app like ChatGPT or Claude or Perplexity, which you can access in dedicated apps and websites including, notably, on non-Apple devices. On top of that, Apple admitted earlier this year<\/a> at its Worldwide Developers Conference that its promised Siri overhaul for this year wouldn\u2019t arrive until 2026. That delay cost Apple roughly $75 billion in market value in a single day<\/a> and prompted some analysts to question CEO Tim Cook\u2019s leadership<\/a>. <\/p>\n

All of this to say: Wall Street is absolutely zeroed in on the AI gold rush right now and has grown impatient with Apple\u2019s timeline on this front, so you can bet analysts will be watching this event closely and counting the number of times Apple says \u201cAI\u201d or \u201cIntelligence.\u201d<\/p>\n

That said, unlike WWDC, Apple\u2019s September events tend to be about new hardware<\/a>. So here\u2019s what we\u2019re expecting.<\/p>\n

iPhone 17 Air: The return of an ultra-thin design<\/p>\n

Bloomberg\u2018s Mark Gurman reports<\/a> that Apple will unveil the iPhone 17 Air, representing the company\u2019s most dramatic iPhone redesign in years. The device is expected to measure approximately 5.5mm thick compared to the iPhone 16\u2019s 7.8mm profile. Achieving this ultra-thin form factor will likely require significant engineering trade-offs, including a single 48-megapixel rear camera system and reduced battery capacity, according to analyst Ming-Chi Kuo.<\/p>\n

Multiple reports suggest the device will gain ProMotion 120Hz display technology<\/a> previously exclusive to Pro models, marking the first time this feature would appear in Apple\u2019s mid-tier lineup. Pricing is rumored to start at $949, positioning the Air between the base iPhone 17 and Pro models. Wall Street analysts expect the Air could drive upgrade cycles among users with iPhone 13 or older devices, who represent roughly 40%<\/a> of Apple\u2019s installed base.<\/p>\n

iPhone 17 and iPhone 17 Pro: First price increases in seven years expected<\/p>\n

Industry sources suggest Apple plans to raise iPhone prices for the first time since 2018 across most of its lineup. The base iPhone 17 is expected to maintain its $799 starting price, but the iPhone 17 Pro could increase to $1,199\u2014a $200 jump from the current model, according to Morgan Stanley\u2019s Erik Woodring<\/a>. The price adjustment would reportedly come with doubled base storage at 256GB and improved camera systems featuring new 48-megapixel telephoto lenses with up to 8x optical zoom.<\/p>\n

Reports from supply-chain sources indicate the Pro models may introduce aluminum backs<\/a> instead of glass, reducing weight while maintaining durability. New color options are rumored to include orange and blue variants alongside traditional options. Apple\u2019s pricing power stems from its 90% customer retention rate, providing flexibility that competitors lack. Consumer acceptance of higher prices amid economic uncertainty remains a key variable for Apple\u2019s fiscal 2025 performance.<\/p>\n

Apple Watch Series 11: Enhanced health-monitoring rumored<\/p>\n

According to Bloomberg, the Apple Watch Series 11 is expected to add blood-pressure trend tracking<\/a>, which would monitor patterns over time rather than providing precise medical readings. The feature could detect trends that might indicate hypertension and prompt users to consult healthcare professionals. An updated S11 chip is anticipated to enable better performance and potentially improved battery life.<\/p>\n

WatchOS 26 is rumored to introduce new fitness features, including something called \u201cWorkout Buddy\u201d designed to enhance exercise motivation. The Series 11 may also gain 5G RedCap connectivity from MediaTek, providing faster data speeds than current LTE-only models. These updates would represent meaningful improvements to a device that already commands roughly 50% of the global smartwatch market.<\/p>\n

Apple Watch Ultra 3: Satellite connectivity expected<\/p>\n

Industry reports suggest the Apple Watch Ultra 3 could become<\/a> Apple\u2019s first standalone satellite-enabled wearable, offering emergency SOS functionality and potentially text messaging in areas without cellular coverage. The feature would extend capabilities introduced on iPhone 14 and later models to Apple\u2019s wearable lineup.<\/p>\n

Additional rumored improvements include enhanced 5G connectivity through RedCap technology and faster charging that could reach 80% capacity in 30 minutes. The Ultra 3 is expected to feature the largest Apple Watch display to date with improved brightness and viewing angles. These upgrades would address previous limitations while maintaining the Ultra\u2019s focus on outdoor and adventure applications.<\/p>\n

AirPods Pro 3: Health sensors may enter earbuds<\/p>\n

Apple\u2019s third-generation AirPods Pro are rumored to introduce heart-rate monitoring<\/a> through LED optical sensors that track blood flow in the ear canal. The technology, previously tested in Powerbeats Pro 2, could provide more accurate readings than wrist-based monitoring due to superior blood flow detection in ears, according to industry sources.<\/p>\n

Temperature-monitoring capabilities may also debut, potentially offering more precise readings than Apple Watch sensors since ear canals maintain more consistent temperatures. The AirPods Pro 3 are expected to feature improved Active Noise Cancellation, enhanced audio quality through a faster H3 chip, and studio-quality microphone recording. Some features may arrive through software updates after launch, following Apple\u2019s typical rollout strategy.<\/p>\n

AirTag 2: Enhanced range and privacy features expected<\/p>\n

The second-generation AirTag<\/a> is rumored to address key limitations through an upgraded Ultra Wideband chip that could triple Precision Finding range from roughly 30 meters to potentially 90 meters. Privacy improvements are expected to make the speaker more difficult to remove, addressing stalking concerns that have affected the first-generation product.<\/p>\n

The AirTag 2 is anticipated to maintain compatibility with existing accessories while adding improved battery management and low-power alerts. The device would represent Apple\u2019s response to criticism about the original AirTag\u2019s potential for misuse, though law enforcement data indicates such cases affect a small percentage of total units sold.<\/p>\n

The wider implications, and what\u2019s at stake for Apple<\/p>\n

These expected product announcements occur as Apple manages multiple business pressures. The company faces an estimated $1.1 billion impact from tariffs<\/a> in fiscal Q4 2025, adding cost pressures as it navigates component price increases. Goldman Sachs expects<\/a> iPhone sales to grow 5% in fiscal 2025 and accelerate to 7% in 2026, assuming successful execution of today\u2019s rumored product launches.<\/p>\n

Analyst sentiment remains mixed. While Goldman maintains its buy rating with a $266 target, MoffettNathanson argues<\/a> that 30 times next year\u2019s earnings is expensive for a company with \u201csolid but not exceptional\u201d growth prospects. The consensus among 31 Wall Street analysts shows a moderate buy rating<\/a> with an average price target of $239\u2014roughly flat from current levels.<\/p>\n

Apple\u2019s strategy appears centered on hardware innovation bridging the gap until AI capabilities mature in 2026. But this approach carries inherent risks: if these products fail to drive expected upgrade cycles, the company could face continued underperformance relative to its AI-obsessed peers in Silicon Valley, many of whom are advancing their strategies and technologies more aggressively than Apple. Meta<\/a>, OpenAI, Microsoft<\/a> and others are pouring billions into AI facilities, and talent\u2014and soon, hardware. Success for Apple would depend on whether consumers will accept higher prices for incremental improvements while Apple develops its next generation of software capabilities.<\/p>\n

For this story,\u00a0Fortune\u00a0used generative AI to help with an initial draft. An editor verified the accuracy of the information before publishing.<\/p>\n

Fortune Global Forum returns Oct. 26\u201327, 2025 in Riyadh. CEOs and global leaders will gather for a dynamic, invitation-only event shaping the future of business. Apply for an invitation.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Apple\u2019s \u201cAwe Dropping\u201d event is kicking off today at 1 p.m. ET, and yes, it will be livestreamed:…\n","protected":false},"author":2,"featured_media":10178,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[220,10601,936,4585,10602,1313,218,219,9479,61,60,80],"class_list":{"0":"post-10177","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artificial-intelligence","8":"tag-ai","9":"tag-airpods","10":"tag-apple","11":"tag-apple-intelligence","12":"tag-apple-iphone","13":"tag-apple-watch","14":"tag-artificial-intelligence","15":"tag-artificialintelligence","16":"tag-fortune-intelligence","17":"tag-ie","18":"tag-ireland","19":"tag-technology"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/10177","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/comments?post=10177"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/10177\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media\/10178"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media?parent=10177"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/categories?post=10177"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/tags?post=10177"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}