iPhone 17: Six Highlights to Watch for in Apple’s Launch Today

iPhone 17: What to Expect from Apple’s ‘Jaw-Dropping’ Event
Check out: Price, colors, and all about the Apple launch
THE GLOBE will have a live coverage of the event, starting at 2pm (Brasília time) with reporter Bruno Rosa at the Steve Jobs Theater in Cupertino, California.
Here are six highlights to keep an eye on:
A Thinner iPhone
The most notable introduction will be a product named iPhone 17 Air. It represents the company’s first entirely new smartphone model in years. The big change: this iPhone will be by far the thinnest ever released, about one-third slimmer than the current flagship models.
The screen size will be similar to the Pro Max devices, but the Air will sacrifice battery and cameras to make the thinner structure possible. The device will also use the internally developed chip by Apple, already present in the entry-level iPhone 16e model. This component has been rated in tests as slower than those from Qualcomm Inc., which will continue to equip other new iPhones.
iPhone 17: Apple’s website will go down before the launch. See what to expect
What time is the iPhone 17 launch? Check the Apple event schedule
The device is expected to be sold in a price range between the iPhone 17 and 17 Pro, and it may be a tough choice for consumers who value battery life and performance. Still, the ultra-thin design may excite some customers and will follow a similar device from Samsung Electronics, which released the Galaxy S25 Edge. The underlying technology will also pave the way for future advanced models.
Enhanced Camera and Battery in Pro Models
For consumers seeking camera improvements – and longer battery life – Apple will introduce the iPhone 17 Pro and Pro Max. These new premium models, which will maintain screen sizes of approximately 6.3 inches and 6.9 inches, will have completely redesigned camera systems.
The company has been testing various new features, including significant video recording improvements and a variable aperture system to give users more control over focus adjustment. There is also enhanced technology to allow more precise zooming, along with a feature to record video simultaneously with front and rear lenses.
iOS 26: New operating system arrives to the public alongside iPhone 17. See the main features
Apple will also highlight battery life gains in both the iPhone 17 and 17 Pro, responding to users’ constant demand for smartphones that last longer.
Apple Intensifying Attack Against Garmin and Fitbit
For the first time in a few years, Apple is promoting a complete overhaul of its smartwatch line. This includes a new Apple Watch Series 11, an Ultra 3, and updated versions of the entry-level SE model.
But the changes on the main Series 11 will not be as dramatic. After last year’s major redesign of the Series 10, the Series 11 will receive only minor adjustments, such as a brighter screen.
Technology: How iOS 26 is expected to boost iPhone 17 sales
The big highlight will come with the Apple Watch Ultra 3, which will have a slightly larger screen and satellite connectivity. This means users will be able to stay connected off the grid, even without the phone. This feature is a direct attack against Garmin, which recently launched new models with similar capabilities and has long sold an independent satellite device for emergency services contact.
The Apple Watch SE, on the other hand, will receive its first update since 2022. The idea is to continue targeting the entry-level watch market, including models sold by Fitbit – belonging to Google’s Alphabet – and Samsung.
Lack of Significant AI Advancements
If the June Worldwide Developers Conference was any indication, Apple doesn’t have much up its sleeve in terms of artificial intelligence – at least not in the near future. At the June event, the company only presented some enhancements, including translation features that Google has been offering for years and deeper integration with ChatGPT and Anthropic services.
For more significant AI advancements, users will likely have to wait until 2026, when the company plans to introduce a long overdue overhaul of the Siri voice assistant. The new Siri will be able to better respond to requests by accessing the open web, on-screen displayed content, and user data.
Fitness Upgrade for AirPods Pro
Apple’s AirPods have evolved from simple earphones to health devices. This shift began last year when the company added advanced hearing health features to the product.
This year, Apple will further advance into the fitness sector. The company will include a heart rate monitor in the earphones, allowing users to track burned calories and other workout data without the need for a smartwatch.
This, of course, can expand the number of customers connected to Apple’s health and wellness component, eventually leading them to purchase more expensive products like the smartwatch.
Users can also expect adjustments to improve ear fit and a redesigned charging case. Apple first added heart rate monitoring to its Powerbeats Pro earphones earlier this year.
Possible Price Increases
Price will be one of the most watched points at Tuesday’s event. Apple may maintain current iPhone prices or make adjustments. The company could choose to raise prices in response to growing costs and the still volatile tariff situation, or simply absorb the extra costs to stimulate demand.
Installment plans, partnerships with carriers, and trade-in programs would mitigate the impact of higher prices, but many consumers remain quite sensitive to cost increases – especially after competitors like Google and Samsung decided not to raise prices on their latest models.