What to expect from Apple's event, beyond the iPhone 17
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September is knocking on the door and we need to talk about another event of the Apple . The company has already announced that it will launch new products at the beginning of the second week of the ninth month of the year, as usual, and now the main focus should be on iPhone 17 Air, an ultra-thin model that can impress with its low weight and thickness. See everything the Cupertino company can present on September 09th, starting at 14 p.m.
iPhone 17
As happens every year, four new iPhones must be presented by Apple during its big event. By the year 2025, the company Cupertino must leave the Plus variant aside to launch the iPhone 17 Air. The idea of Apple with this model is to deliver a lightweight device with the same power as a more premium smartphone, but without its robustness. This is something that Samsung already done with the Galaxy Edge S25.
All new iPhone 17 must have the chip A19, with a Pro variant prepared for the most robust models. The chip A19 promises a huge leap in performance as it is the first to be manufactured using two-nanometer architecture.
This change should provide a CPU performance gain of between 10% and 15% over the previous generation. The most significant improvement, however, will be in energy efficiency, with a 25% to 30% reduction in power consumption, resulting in a notable improvement in battery life. Performance should also improve due to the increased RAM in the Pro variants, as rumors point to a switch from 8 GB to 12 GB of RAM.
starting with iPhone 17 Compared to the traditional model, the model should feature a small increase in screen size, going from 6,1" to 6,3", and now becoming an LPTO OLED (present in all new models) with a 120Hz refresh rate and greater scratch resistance, in addition to coming with smaller bezels, characteristic of the Pro and Pro Max variants. It would be released in the traditional black, silver and space gray colors, but Apple may be investing in new colors, such as green and lilac. The dynamic island should also be available on all models in the line, leaving the exclusivity seen on the Pro models aside.
The camera game iPhone 17 shouldn't undergo any changes, so expect to see a 48-megapixel ultrawide camera. with f/2.2 aperture, more sensitive to light entry. The sensors wide (48 MP) and ultrawide (12 MP) must also be present and the front camera of the iPhone 16 12 MP should return to the model.
Going to the iPhone 17 Air, it would be the thinnest smartphone ever launched by Apple , since the iPhone 6 was only 6,9 mm thick. Rumors about the thickness of the iPhone 17 Air point out that it has a 6,6″ screen and an impressive thickness of just 6,25 mm thick (for comparison, the Galaxy Edge S25 is 5,8 mm). However, information from the analyst at Apple , Ming-Chi Kuo, believes that the iPhone 17 Air It will be 5,5 mm thick, however, containing a camera bump that should make the model a little thicker.
The model would also be launched with the same colors as iPhone 17 traditional, with only a 48 MP rear camera and a 12 MP front camera. This is the same camera setup as the iPhone 16e.
For models iPhone 17 Pro e 17 Pro Max, rumors suggest that the titanium structure may be left aside, with the Apple returned to the use of aluminum. The rear should continue with the triangular camera arrangement.
The models will likely be released in a new dark color, such as “Space Gray,” but coppery orange, black, silver, and dark blue are also expected to appear. Apple Event. See these models in 3D:
The big change on the back would be a triple camera system, where all sensors, including the ultra-wide and telephoto, would jump to 48 megapixels. This improvement would also extend to the front camera, which would have a new 24MP sensor for much sharper and more detailed selfies and video calls.
O iPhone 17 Pro, was even photographed in an outdoor test, confirming the new design for the more robust variants:
It is still said that the new iPhone 17 Pro e iPhone 17 Pro Max would arrive with a rear that was half glass and half aluminum, instead of being made entirely of glass. The logo of Apple would also be relocated a little lower due to the camera module having been redesigned.
The glass half would only be to maintain support for wireless charging, but it is also said that the models should have support for reverse charging, giving the ability to recharge devices via proximity (such as watches, headphones and even other smartphones).
As standard, the models also come to the market with the iOS 26, which had details such as the Liquid glass and AI capabilities revealed during the WWDC25 (check out our article).
Possible prices of new ones iPhones These are just speculations, but they point to an increase of around $100 in the Pro models due to new technologies, while the base models would maintain their dollar values.
In Brazil, launch estimates are between R$7.499 and R$7.799 for the iPhone 17, R$8.499 and R$8.799 for the 17 Air, R$10.299 and R$10.799 for the 17 Pro, and R$ 11.499 and R$ 11.999 for the 17 Pro Max.
Apple Watch Series 11
No design changes are expected this year, and just like last year, the Apple You'll only need to tweak a few details of your smartwatch. The sizes and colors will remain the same as last year, arriving on the market in 42 and 46 mm widths and weighing up to 61 grams.
The biggest change is a possible change in the type of glass, which would no longer be OLED and would become micro-LED. Recently, Apple closed a partnership with Corning, enabling the glass of the smart watch Apple be entirely manufactured in the USA. Such a switch to micro-LED would allow the glass to be brighter and more energy-efficient, giving the possibility of a longer battery life.
Mark Gurmann, Bloomberg, even raised the possibility of the new Watch Apple 11 have a built-in camera that would allow FaceTime to be used directly on the watch, but it seems that this has been postponed until the 12th generation. In any case, the surprise may be being kept under lock and key by Apple . Let's wait.
The possible processor for the new 2025 line should be called S11 and, although many people expect a big leap in performance, the company itself Apple announced that this new chip has T8310 architecture, the same one found in the S9 and S10 chips that equip the Series 9 and Series 10. In other words, instead of a big performance gain, the model should feature software optimizations, in addition to being efficient in running the Watch 26.
About the software, the Watch 26 comes with some features of Apple Intelligence, Liquid glass and a function that goes by the name of Workout Buddy, which is essentially a training assistant that improves over time and provides tips while you exercise, either through speakers or through headphones connected to the watch. See more details about this new software in our article. WWDC25.
A Apple has been working on a sensor that could measure blood glucose, but it seems that the new product is not yet ready to be launched in 2025. It is also said that the model may finally have support for 5G networks, but this is another rumor that we need to wait to be confirmed at the event (or not).
The price of Apple Watch Series 11 should remain almost the same as Watch Apple 10. In the likely scenario of an incremental update, values in Brazil should start in the range of R $ 4.999 to R $ 5.199 for the 42 mm model and R $ 5.399 to R $ 5.599 for the 46mm, with the final price depending on the dollar exchange rate.
However, if there is a drastic design change or an expensive new technology, such as a MicroLED display, prices could rise to a starting range above R$5.600. For comparison, the Apple Watch Series 10 can be purchased on the official website of Apple for prices starting at R$5.499, in the 42 mm aluminum version.
Apple Watch Ultra 3
It is also known that a new apple watch ultra would not undergo major design changes, but the more powerful and adventure-oriented watch should receive a new processor, which would have the recently launched modem C1 da Apple .
If confirmed, this would be the first wearable device from Apple with support for satellite connectivity. A new processor would also mean higher power performance, increasing battery life, but we'll have to wait for the event to see if this is confirmed.
Little is known about whether the Apple would put new health resources into a possible Apple Watch Ultra 3, and rumors suggest that the device can measure blood pressure. It's important to remember that this wouldn't be a diagnosis, but rather a reading to be taken into account in market trends. Apple Health.
Despite the wishes of some people, the full arrival of Apple Intelligence to Apple Watch Ultra 3 it's almost impossible, since it would require at least 8 GB of RAM for this to run well and, lately, the clocks of Apple are being shipped with 1 GB of RAM. It is likely that some means will appear that connects the Watch Apple 11 and Apple Watch Ultra 3 to iPhones, ensuring that some features are “borrowed”, such as Genmoji and notification summary.
The price for the model is also expected to rise: currently, the Apple Watch Ultra 2 can be purchased from R$ 10.499 on the website Apple and if it gains support for satellite connectivity, it wouldn't be such a big shock if the Apple Watch Ultra 3 was sold for around R$12.
Apple TV 4K (4th generation)
Finally, the Apple should update its box with the included video streaming service, which will be the big surprise for the event. The biggest change should be internal, with the design similar to what we saw at Mac Mini released last year, but with a smaller size. The model may also receive support for Wi-Fi 6 or Wi-Fi 7 in its next generation.
About the processor, the company Cupertino should invest in a new processor, with rumors pointing to the A17 Pro, A18 or A18 Pro, but there are also chances of surprises and the A19, expected to be present in the iPhone 17, can also be chosen.
The change in processors is intended to end dependence on Broadcom, which currently manufactures the chips for Apple TV 4K. Similar process to what was seen when the Apple stopped using Intel chips.
Other rumors cite that, in fact, the chip Proxima, not yet announced by Apple , should be the company's choice for its launch. There is also speculation about a possible increase in RAM, going from 4 GB to 8 GB, allowing for better use of the Crab and resources of Apple Intelligence.
Some analysts comment that a webcam may be inserted into the fourth generation of Apple TV 4K for making video calls via FaceTime. Currently, it is necessary to use the camera of the iPhone or iPad for this and adding a camera to the device would be interesting.
When is the Apple Event? And how to watch:
The launch event of the new iPhone 17 and more devices is scheduled for September 09th, starting at 14 p.m. Brasília time. The live broadcast will take place on Apple's official YouTube channel, in English, using the player below:
O showmetech You'll be following the announcements in real time, so be sure to follow our articles to stay up to date with all the latest news, including prices for Brazil.
Which of the potential announcements are you most excited to see? Tell us in the comments. Comment!
See also other features
With information: Apple Insider l Mac Rumors l The Verge l Mashable l Axios
Text review done by Jaime Ninice on 28/08/2025
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