Apple CEO Tim Cook.
Image: Justin Sullivan/Getty Images]
Apple’s September keynote is finally here. Branded the “Awe-Dropping” event, the company will unveil its latest iPhones along with updates across its ecosystem.
The showcase begins at 10 am PT, which means 7 pm SAST for South Africans.
You can stream it live via Apple’s website, the Apple TV app, or the company’s YouTube channel.
Four New iPhones, Four Stories
Apple is expected to announce the iPhone 17, 17 Pro, 17 Pro Max, and a completely new addition, the iPhone 17 Air.
iPhone 17 Air: At just 5.5 mm thin, this could be Apple’s slimmest smartphone ever, offering a 6.6-inch display with a focus on aesthetics and portability.
Pro lineup: Expect a 48MP telephoto camera with up to 8x optical zoom, and lighter aluminium builds to replace titanium.
All models: Running on iOS 26, they’ll feature a Liquid Glass UI and expanded Apple Intelligence, including real-time translation and smarter call screening.
Performance and Displays
Battery sizes could range from 3,149 mAh in the slim iPhone 17 Air to 5,088 mAh in the Pro Max, Apple’s biggest yet.
Even the entry-level iPhone 17 may finally gain a 120 Hz ProMotion display, a move that brings the whole lineup in sync with modern standards.
The Ecosystem Expands
Beyond iPhones, Apple is tipped to refresh its wearables and audio products:
Apple Watch Series 11, the rugged Ultra 3, and possibly a new Watch SE.
AirPods Pro 3 may debut with health-tracking sensors and smarter translation features.
A report from Tom’s Guide suggests a uniform $50 increase across the lineup, so base pricing starts at $849 (iPhone 17), $949 (iPhone 17 Pro), $1,049 (iPhone 17 Pro Max), and $1,249 (iPhone 17 Pro Max).
According to South African retailer JK Phones, the expected pricing could be set at:
iPhone 17: from R24,999
iPhone 17 Air: approximately R19,999
iPhone 17 Pro: approximately R31,999
iPhone 17 Pro Max: approximately R35,999