Apple's new iPhone 17 models are coming on September 9th.

Confirming rumors from recent weeks, Apple has announced it will hold its usual fall event on September 9th. It hasn't revealed what will be unveiled, but it's clear the Steve Jobs Theater will feature the new iPhone 17 lineup and updates to wearables and other Apple products. The tagline this time is "Awe dropping," a phrase that suggests big surprises and significant innovations.

The most anticipated announcements will involve the iPhone 17 in various variants, including the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a new, thinner version called iPhone 17 Air. The latter, inspired by aesthetic solutions already seen in Apple's Air products like the iPad Air and MacBook Air, promises a particularly light and thin design, most likely achieved at the expense of battery life and cameras. The new iPhones will feature improved 48-megapixel cameras and the A19 Pro chip in the Pro models, as well as increased memory and new colors. The software will see significant integration of Apple Intelligence features, with new features related to iOS 26 and a user interface based on the Liquid Glass design.

The event won't just focus on iPhones: Apple is also expected to unveil new Apple Watches, including the Series 11 and the Ultra 3, which will bring hardware upgrades and innovative features. New AirPods Pro 3 models are also expected, as well as other new audio devices and more advanced TechWoven cases. There may also be some announcements about the Vision Pro, Apple's mixed reality headset, which is expected to see increased speed and performance.

The event will be crucial for Apple to strengthen its competitive position in artificial intelligence, an area in which it has fallen behind competitors like Google and Samsung, but in which it is investing heavily, especially through improvements to Siri and AI integration at the operating system level.

Apple also faces complex geopolitical and trade dynamics, primarily the impact of tariffs on imports from manufacturing plants in China and India. To this end, it has announced a $600 billion investment in the United States over the next four years, with the goal of relocating production and creating new jobs.

As always, Italian Tech will be covering the event live from Cupertino, with insights and analysis. Join us on Tuesday, September 9th at 7:00 PM Italian time.