Apple iPhone 17 Event Liveblog: Tim Cook Hypes up Keynote

One big question about the rumored “Air” model is how popular it will prove to be.

The anticipated slimmer iPhone model isn’t expected to be as powerful as the “Pro” variants, and it’s not expected to have as good a camera either. So that begs the question: Who will choose it over the cheaper entry-level iPhone 17 or the high-end Pro?

I suspect early adopters (like me) will lead the charge. I’ve got an iPhone 13 Pro and haven’t seen much reason to personally upgrade to previous models, but I’m intrigued by the idea of having a significantly thinner phone in my pocket — even if the camera isn’t quite as crisp as the Pro.

The Air will likely also appeal to those who simply want to broadcast they have the latest iPhone — something that visibly stands out when they use it at school, around friends, or on the subway to work.

The potential issue there is that signaling becomes a lot harder to do when you have a protective case on your phone, which adds bulk. And if you choose to risk it and go case-less, be prepared to pay more for Apple Care + so accidental drop damage repairs aren’t as pricey.

-Steven Tweedie

Apple’s invitees are arriving at Apple Park with their colorful badges in hand ahead of the 1 p.m. ET keynote kickoff. They’re being served light bites before the main event kicks off on campus.

The iPhone’s new operating system was a major talking point at this year’s WWDC, and today’s event unveils the devices it was built to serve. In June, Apple showed off its new “Liquid Glass” design language within iOS 26 that redesigns the iPhone’s software aesthetic to a more transparent layout for toolbars and apps on the Home Screen.

For iPhone users, expect to jump from iOS 18 to iOS 26 as Apple brings together its operating systems and aligns them with the years to come.

Apps like the Phone app are also getting overhauled. In the new version, voicemails, recents, and favorites are combined. There’s also a new Call Screening feature that will allow Apple to silently answer unknown calls and give you info to know if it’s worth answering.

If you don’t end up upgrading to the latest iPhone 17, you’ll still be able to update to iOS 26 at some point soon — you just might not have access to all of its AI features.

Analysts say they aren’t expecting any major surprises today.

With rumors about the new features of the iPhone 17 swirling, analysts expect the announcements to largely fall in line with the reports we’ve seen of new camera features, the thinner iPhone 17 Air, and new accessories. They’ll also be keeping an ear out for price hikes between $50 and $100 on new iPhone models, as EMARKETER writes that tariffs could lead to an iPhone that’s “even more expensive than before.”

One topic that they don’t expect to get much airtime is Apple Intelligence or the delayed AI-powered Siri overhaul. Analysts from Morgan Stanley predict that Apple won’t focus on AI as much at the event — which typically highlights new gadgets since Apple spotlighted its new software earlier this year at WWDC.

There’s always the chance there will be some surprises, though. After all, Apple loves to highlight “one more thing” at the tail-end of its events.

Some Wall Street analysts are predicting higher price tags for the iPhone 17 family, estimating some models could cost $50 to $100 more than previous versions.

The rumored iPhone 17 “Air” is expected to replace the “Plus” model in the lineup and Bank of America analysts wrote in August that it could cost about $100 more — making the price around $999.

As for the iPhone 17 Pro, Morgan Stanley analysts predicted the 128 GB storage model would be eliminated, effectively making Pro models start at $1,099 for the 256 GB version.

Of course, Apple could always choose to eat any cost increases, but it typically likes to try to preserve its famously high margins.

After a bruising start to the year that saw Apple make the rare move to delay the AI-overhauled Siri, Tim Cook has scored some recent wins.

Apple reported stronger-than-expected iPhone sales in its most recent earnings report. During the first week of August, Cook visited the White House, where Apple received praise from President Donald Trump for being among companies that are “building in the United States.” As a result, the president signaled that Apple would be treated well in future trade agreements.

In the courtroom, a US Customs ruling allowed the company to bring a blood-oxygen monitoring feature back to some Apple Watches after a previous ban. The US also backed the iPhone maker in its fight against a UK order that would make encrypted user data accessible to the British government.

And in September, a judge decided that Google’s search deals with tech giants like Apple could continue — boosting Apple’s stock price.

Cook posted his signature sunrise picture over the Apple campus to let followers know he’s up and ready for the event.

“Days like today are some of the most exciting moments at Apple,” Cook captioned the X post.