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ZDNET's key takeaways
Apple is expected to launch the iPhone 17 series during this week's 'Awe-dropping' event.
The lineup includes a new iPhone 17 Air model, which features an ultra-thin and lightweight design.
Notable upgrades across the board may make this one of the more difficult buying cycles.
It's happening, Apple is about to give the crown jewel of its hardware portfolio its biggest remodelling since 2020. The iPhone 17 series, expected to be announced within the next several hours, will receive some of the biggest hardware changes we've seen over the past few years -- from the base level to the Pro Max. Apple's even killing the Plus model. Sort of.
Also: Apple Event live updates 2025: Last minute leaks on iPhone 17, AirPods 3, Apple Watch Series 11, more
Going into this week's "Awe-dropping" event, the anticipation is high for Apple to deliver all the right notes, especially after a summer full of success stories from its closest competitors, Samsung and Google. With the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max, the Cupertino tech giant can't be better equipped to pitch its next generation of devices to the masses.
But the chances of backfiring are also high. Conflicting prices, overlapping features, and a more discerning smartphone audience -- magnified by looming tariffs and economic uncertainty -- could cloud the message. If Apple wants this launch to land, it needs to be crystal clear about what each iPhone offers and why it matters.
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