Apple(US:AAPL) Business Insider·2025-09-09 15:03Core Viewpoint - Apple is set to make significant product announcements during its highly anticipated event, including the new iPhone 17 lineup, which is expected to impress consumers and drive upgrades [1][4]. Product Announcements - The event will likely feature a new slimmer iPhone 17 "Air," positioned between the entry-level iPhone 17 and the high-end Pro variants, powered by the new iOS 26 [3][5]. - Additional products expected include AirPods Pro 3, Apple Watch Series 11, and a new Apple Watch Ultra [4]. - Analysts predict the announcements will align with previous reports regarding new camera features and accessories, with potential price increases of $50 to $100 for new iPhone models due to tariffs [5][7]. Pricing Expectations - Some analysts forecast that the iPhone 17 family could see price hikes, with the iPhone 17 "Air" potentially costing around $999, which is about $100 more than the previous model [7]. - The iPhone 17 Pro is expected to start at $1,099 for the 256 GB version, as the 128 GB storage model may be eliminated [8]. Recent Company Performance - Apple has recently reported stronger-than-expected iPhone sales, contributing to a positive outlook for the company ahead of the event [10]. - Tim Cook has experienced a series of wins for Apple, including favorable rulings in court and positive recognition from government officials [9][11].