Apple's fall product event is scheduled for Tuesday, September 9, 2025, with CEO Tim Cook calling it "awe dropping." Expectations center on the iPhone 17, with rumors of a redesigned, slimmer model possibly branded as an "iPhone Air" as part of a multi-year reinvention plan. Analysts caution that a thinner form factor alone may not drive substantially higher sales despite recent strength: iPhone revenue rose 13% year over year to $45 billion in fiscal third quarter 2025. Apple Intelligence, promoted alongside last year's iPhone lineup, continues to face delays and scrutiny. Analysts advise prioritizing incremental improvements to keep loyal customers satisfied.
The tech industry has come to Apple's September event, where it announces its latest iPhone and sets the stage for the coming year. CEO Tim Cook announced in a post on X on Tuesday that this year's event is scheduled for Tuesday, September 9. "Get ready for an awe dropping #AppleEvent on Tuesday, September 9," he wrote. Many expect Apple to unveil the iPhone 17 during the event, and some predict it'll look different from previous models.
Morningstar analyst William Kerwin told Business Insider earlier this month that the firm expects afreshdesign approach based on rumors that a 'slim' or 'air' version of the iPhone may be coming. Bloomberg reported Sunday that Apple is working on a three-year plan to reinvent the iPhone, which starts with a skinny 'iPhone Air.' However, Kerwin isn't so sure a slimmed-down iPhone would be enough to meaningfully move the needle on iPhone sales.
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