Apple Launches Its iPhone 17 Today—What You Need to Know

Apple (AAPL) is set to launch its latest iPhones today, in what the tech giant has said will be “awe dropping,” though expectations are muted leading up to the event.

The company’s livestream is set to kick off at 1 p.m. ET, and you’ll be able to watch it here.

Today’s lineup is widely expected to include design upgrades, with a thinner iPhone 17 Air and new backs for the iPhone 17 Pro and Pro Max, along with better cameras. Apple could also announce updates to its Apple Watch portfolio and other products. Investors hoping for bigger design changes, like a foldable phone, and updates on delayed AI features might have to wait, analysts have warned. 

UBS told clients they expect today’s changes to be “marginal,” with Citi anticipating product launches next year might be stronger after executives said at the company’s developers conference in June that Apple needs more time to work on teased AI upgrades. 

“However, there is a cohort of investors that (expects) Apple to announce an AI partnership, potentially with Google, based on our conversations,” UBS said. Recent comments from CEO Tim Cook suggesting Apple would consider buying other companies to boost its AI capabilities have also raised some speculation it could acquire an AI startup.

Shares of Apple were down roughly 1% recently, and have lost about 6% so far this year, making it the only member of the Magnificent Seven in the red for 2025 besides Tesla (TSLA).