Apple has announced that it will organize an event on its headquarters in Cupertino, California on September 9, where IPhone 17 will most likely be presented, along with the new Apple Watch models and other devices. The invitation sent to the press comes with the slogan “Awe Dropping”, according to CNN.
The September presentation is considered, every year, the peak moment for the technology giant. The iPhone remains the most important product of the company, the main income engine, but it remains to be seen how many customers will be willing to pay for a new model in a period when consumption is more temperate.
On the other hand, Wall Street analysts will watch the ads carefully, as a test of Apple’s ability to remain an innovation leader, especially in an era dominated by the advance of artificial intelligence.
The great challenge
The stake is even greater as Apple has postponed a major upgrade for the digital assistant Siri, who should have brought him to competitors like Chatgpt from Openai or Gemini from Google. However, in July, the company reported solid iPhone sales, despite these delays, which reassured investors.
Last year, the iPhone 16 was presented as “built for Apple Intelligence”, a direction that the company will probably continue in 2025, while rivals like Google accelerate the development of AI functions.
How could the new iPhone look like
According to Bloomberg, Apple relies this year on a much thinner iPhone model, similar to MacBook Air, an elegant design that could attract new buyers. However, the compromise could be at the level of the battery room and autonomy.
A new look could revive interest in smartphones, at a time when most users change their phone when it is absolutely necessary. While other manufacturers have already launched foldable models, iPhone design has not changed too much in recent years.
Apple attempts to diversify the range through models of different sizes were not very successful. The iPhone Mini was withdrawn after only two generations, and the iPhone 16 Plus represented only 5-10% of the company’s deliveries until July 2024, according to the Ming-Chi Kuo analyst. It estimates that the plus model will definitely disappear from the offer in 2025.
Along with the thinner version, Apple would also launch a standard iPhone 17, as well as the new Pro versions. In general, the basic models receive new processors and moderate improvements of the camera and battery. The Pro models come with larger screens, more efficient rooms, slightly stronger processors and titanium housing.
The pressure of Trump’s tariffs
The September event takes place against the background of the commercial tensions generated by the tariffs imposed by President Donald Trump. Tim Cook, Apple CEO, said in July that $ 1.1 billion is expected in the quarter of September, due to customs duties.
To reduce China addiction, Apple has moved much of US production to India. Although the rates for most Indian products are to double to 50%, smartphones are exempted. In addition, Trump has suggested that Apple will not be affected by the 100% rate announced for semiconductors, as the company has promised massive investments in US production.
At the beginning of the month, Apple announced investments of $ 600 billion for the expansion of operations on the US market, including creating a local chip -supply chain.
