This week, we're beginning to get an idea of what next month might look like for Apple, Tim Cook has been motivating the global workforce, and striking deals with the President.
September is starting to take shape...
With just over a month until Apple’s biggest event of the year, the rumours are coming in fast and the picture of what’s next is becoming much clearer. Thanks to internal leaks from German carriers and reliable reporting from Mark Gurman, the iPhone 17 launch is now strongly tipped for Tuesday, September 9th. If correct, invites should land on September 2nd, pre-orders would open that Friday, and deliveries would begin on the 19th.
Apple is expected to unveil four iPhone models: the regular iPhone 17, the iPhone 17 Pro, the iPhone 17 Pro Max, and a brand new iPhone 17 Air. The Air will reportedly replace the Plus model with a slimmer, lighter design. Also on the cards are the Apple Watch Series 11, a refreshed Watch SE, the Apple Watch Ultra 3, and possibly the AirPods Pro 3, although some reports suggest they could slip to later in the year.
For the Pro models, this could be one of the biggest upgrades in years. Apple is said to be moving from titanium to a part-aluminium, part-glass back, and the camera bump could become a much larger rectangular unit. A new nano-texture display option is also rumoured, bringing a matte, anti-reflective finish like the one on high-end Macs.
Across the range, the Dynamic Island is expected to be redesigned, and the Pro Max could be slightly thicker to fit a 5,000mAh+ battery, potentially delivering a real boost to battery life. Inside, we’re likely to see the new A19 Pro chip on TSMC’s 3nm process, plus an increase to 12GB of RAM on all Pro models and the Air.
Camera upgrades are another highlight. All iPhone 17 models could get a 24MP front camera, while the Pro models may see telephoto lenses jump to 48MP with a periscope system offering 5Ă— and 8Ă— optical zoom. Dual-camera video recording from the front and back at the same time is also rumoured, along with vapor chamber cooling to keep performance steady.
Colour options look bolder than ever. The Pro models could come in deep blue and copper/orange finishes, while the standard iPhones might get a fresh mix of pastel shades.
In wearables, the Apple Watch Ultra 3 is tipped for slimmer bezels, a larger and brighter OLED display, and support for 5G and satellite messaging. A new S10 chip should improve performance, although blood pressure tracking is still uncertain for this year.
AirPods Pro 3, now almost three years old, are also expected. Rumours point to a slimmer design, a new charging case with a front-facing capacitive button, and a chip upgrade for better Active Noise Cancellation and audio quality. Health features such as in-ear heart rate monitoring are said to be in development, and live translation via the Translate app has been mentioned.
Finally, there’s talk of a new Apple TV arriving later this year, likely via press release, with a faster chip replacing the 2022 model and keeping Apple’s three-year update cycle on track.
If even most of this turns out to be true, September’s event could be one of the most feature-packed Apple launches in recent memory.
Cook & Federighi rally the troops...
This past week, Tim Cook and Craig Federighi hosted a rare all-hands meeting at Apple Park, speaking directly to employees about the future of artificial intelligence. Cook described AI as Apple’s “next defining chapter” and made it clear that the company is about to go all in.
AI, Cook said, is now Apple’s top priority. “This is ours to grab,” he told staff, adding that the current AI shift is bigger than smartphones or even the internet. He acknowledged criticism over Siri’s shortcomings but reminded employees that Apple has rarely been first to a major tech shift. What matters, he said, is arriving with something better and truly transformative once Apple steps in.
That message was aimed at Wall Street as much as Apple’s engineers, as the company deals with a wave of AI talent departures. According to the Financial Times, Apple has lost around a dozen key AI researchers since January, including Dr. Ruoming Pang, who led the foundational models team. He’s now at Meta, reportedly after a $200 million offer. With Apple’s core AI team only 50 to 60 people strong, those losses sting.
Federighi tackled that head-on, confirming that the team is making major progress on a rebuilt Siri powered by a single large language model under Apple Intelligence. This new Siri will be more conversational, context-aware, and capable of handling complex tasks without juggling multiple services in the background. “No project is being taken more seriously,” he said, and early results have been stronger than expected.
Cook also touched on Apple’s broader product roadmap, telling staff he’s “more excited about what’s coming than ever before” and that there’s now more variety in the pipeline than at any point in the company’s history.
So, what might that include? In September, the iPhone 17 lineup will arrive, including the ultra-thin iPhone 17 Air. Alongside it, we expect Apple Watch Series 11, Apple Watch Ultra 3, and possibly AirPods Pro 3 with new health tracking features. On the Mac side, a new Mac Pro and an M5 MacBook Pro are in development, with smaller MacBook updates likely later in the year.
Cook also hinted at longer-term projects such as Apple Glasses, still in active development, and even foldable devices including a folding iPhone and a foldable MacBook.
Internally, Apple still faces challenges in retaining top AI talent. Its closed-door culture can clash with the open, collaborative environment many AI researchers prefer. But with Apple now investing heavily and promising real-world AI features instead of just demos, the next 12 months could be pivotal in keeping Apple competitive in AI — not just for customers, but for the people building it.
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Apple's $600 Billion Bet
In one of its boldest strategic moves in years, Apple has announced a huge expansion of its U.S. manufacturing efforts. Under the American Manufacturing Program (AMP), the company will invest $600 billion across the United States over the next four years, an increase of $100 billion over its original pledge from earlier this year.
Tim Cook revealed the plan alongside President Trump during a high-profile event at the White House. The timing is no accident. It comes as the U.S. government pushes tech companies to bring manufacturing home, just days after announcing 100% tariffs on imported semiconductors.
Apple, however, will be exempt from those tariffs, thanks in large part to the scale of its AMP commitment.
The program includes partnerships with ten U.S.-based suppliers and manufacturers to localise production of critical components for the iPhone, Apple Watch, and more. One of the most significant moves is an expanded partnership with Corning, maker of Gorilla Glass. Apple will invest $2.5 billion to help Corning build the world’s largest smartphone glass facility in Kentucky, aiming for 100% of iPhone and Apple Watch glass to be made in the U.S. in the near future.
Other AMP partners include Coherent, Broadcom, GlobalWafers, Applied Materials, and TSMC, whose Arizona chip plant is expected to start production in 2025 or 2026. The goal is clear, secure Apple’s entire U.S. supply chain, from chip packaging and 5G components to glass and laser modules.
The political implications are obvious. With a looming 100% tariff on imported chips, companies without a domestic manufacturing plan face massive cost hikes. Apple’s expanded investment appears to have secured it an exemption, keeping costs steady while rivals scramble to adjust.
It’s a calculated play. By spending $100 billion more than originally planned, Apple gains long-term supply chain stability, political goodwill, and tariff immunity. The AMP budget also covers earlier announcements like Apple’s new chip R&D centre in North Carolina and supplier-driven capital projects across the U.S.
The results will not be immediate, but this is a clear shift in Apple’s strategy. In an era of global trade tensions, the company is doubling down on what it does best, bringing technology in-house, controlling supply chains, and playing the long game.
Tip of the week
Did you know the Calculator app quietly keeps a record of your past calculations? You can even scroll back months to find an old result. Just tap the History button in the top left corner, then long press on any entry you want to copy. You can choose to copy the full expression, like 2Ă—2=4, or just the result, like 4.
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