Apple is gearing up for its highly anticipated annual hardware event, scheduled for September 9, 2025, with the tagline “Awe Dropping.” This year’s showcase is expected to not only unveil the new iPhone 17 series but also signal a significant restructuring of Apple’s product lineup, potentially marking the end of the road for several popular older models, including the iPhone 15, iPhone 15 Plus, iPhone 16 Pro, and iPhone 16 Pro Max. The event will also likely see updates to the Apple Watch and AirPods ranges.
The “Awe Dropping” Event and the New iPhone 17 Lineup
Apple has officially confirmed the September 9th event, which will stream from its Cupertino headquarters. Industry insiders and leakers suggest the iPhone 17 family will be the star of the show, featuring four main models: the standard iPhone 17, an all-new ultra-thin iPhone 17 Air, the iPhone 17 Pro, and the flagship iPhone 17 Pro Max. The iPhone 17 Air is anticipated to replace the traditional ‘Plus’ variant, signaling a potential shift away from that naming convention and design philosophy. Reports indicate a strong emphasis on design innovation, with the iPhone 17 Air prioritizing a slim and light form factor, possibly as thin as 5.5mm. The Pro models are rumored to adopt a new design language, potentially switching from titanium back to aluminum and featuring a horizontal camera bump. These new devices are also expected to be powered by next-generation A19 and A19 Pro chips, with increased RAM to support advanced features like Apple Intelligence.
Phasing Out the Past: Which iPhones Will Be Discontinued?
A familiar pattern in Apple’s product strategy is the discontinuation of older models following new releases. For the upcoming iPhone 17 launch, this trend is expected to affect several key devices. The iPhone 15 and iPhone 15 Plus, launched in 2023, are widely predicted to be retired from Apple’s official lineup. While some retailers may continue to sell remaining inventory, Apple’s direct sales channels are expected to phase them out to make way for the new generation. Similarly, the iPhone 16 Pro and iPhone 16 Pro Max, which only debuted last year, are also on the chopping block. Apple typically avoids having two Pro generations on sale concurrently, preferring to clear out the previous Pro models to drive demand for the latest high-end offerings. This move simplifies the product catalog and ensures that customers considering Pro models are guided towards the newest technology.
Apple Watch and Other Products Face an End
The product refresh isn’t limited to iPhones. The Apple Watch lineup is also slated for changes. The Apple Watch Series 10 is expected to be discontinued, making way for the new Apple Watch Series 11. Likewise, the Apple Watch Ultra 2 may be replaced by a new Ultra 3 model. Rumors also suggest that if a new Apple Watch SE is announced, the current SE 2 model will also be retired. Beyond watches, there’s speculation that the AirPods Pro 2 could be superseded by an AirPods Pro 3, further streamlining Apple’s audio accessory range. The discontinuation of these products aligns with Apple’s strategy of refreshing its ecosystem and ensuring compatibility with its latest software features, particularly the expanded Apple Intelligence capabilities.
Strategic Rationale and Consumer Impact
This aggressive product cycle refresh serves multiple strategic purposes for Apple. By discontinuing older models, the company simplifies its offerings, reduces inventory complexity, and focuses its marketing and support efforts on newer hardware. More crucially, it aims to drive adoption of devices that are fully compatible with and optimized for new software initiatives, such as the recently enhanced Apple Intelligence. For consumers, this means that those holding onto iPhone 15 or 16 Pro models might consider upgrading sooner rather than later to benefit from the latest features and ongoing software support. The phasing out of older models also typically leads to price adjustments for the remaining units, presenting an opportunity for budget-conscious buyers to acquire capable devices at reduced prices. This news is significant for anyone following trending technology and looking for the latest in mobile news.
Pricing and Market Adjustments
With the introduction of the iPhone 17 series, a potential price hike is also on the horizon for some models, attributed to tariffs and increased component costs. However, the discontinuation of older models and the introduction of new ones will inevitably lead to a reshuffle in pricing across the board. Buyers looking for the iPhone 16 and iPhone 15 series may find attractive discounts as retailers clear remaining stock, while those aspiring for the newest iPhone 17 models might face slightly higher entry prices, especially for the Pro variants. The overall strategy points towards Apple concentrating its efforts on a streamlined, technologically advanced product ecosystem, encouraging a continuous upgrade cycle and maintaining its premium market position.
