Apple’s biggest announcement of the year is happening today. Here’s what to expect

Apple enthusiasts are on the edge of their seats as the tech giant gears up for its highly anticipated annual hardware event today. Scheduled to kick off at 1 p.m. ET from Cupertino, California, this event promises to reveal the latest versions of the iPhone, Apple Watch, and AirPods. Dubbed as 'awe dropping' by Apple, the pressure is on to deliver impressive innovations amid a challenging market landscape. In recent years, Apple has faced fluctuating sales and increasing competition, particularly in the realm of artificial intelligence. With the iPhone lagging behind rivals and the company navigating the complexities of trade relations, merely introducing new colors or camera upgrades may not suffice to win over both users and shareholders. As of Monday evening, Apple’s stock had dipped around 2.5% since the beginning of the year, missing out on the broader tech rally. Rumors suggest that Apple may introduce a new, sleeker model within the iPhone 17 range, potentially named the 'iPhone Air.' This model could provide a fresh alternative to the standard versions, with expectations of four new iPhone 17 models in total: the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and the iPhone 17 Air. Analysts speculate that the iPhone Air might feature a larger screen than the standard model while sacrificing some battery life and camera capabilities. The introduction of the iPhone Air would mark a significant shift for Apple, as previous models like the Mini and Plus struggled to resonate with consumers. The 'Air' branding aligns with Apple's existing MacBook Air and iPad Air lines, suggesting a consistent identity across their product categories. As Apple faces mounting pressure from Android competitors like Samsung and Tecno, which have launched their own ultra-slim devices, the tech company might also consider raising prices for its iPhones. Analysts predict a potential $100 increase for the iPhone Pro models and a similar hike for the iPhone Air, due to anticipated tariffs that could impact the company's bottom line. Despite concerns about consumer acceptance of higher prices, experts believe that if Apple delivers impressive features with the iPhone Air, customers may be willing to overlook the cost increase. "After years of stable pricing, consumers may give Apple a pass for slight hikes, especially if they feel the value is there," noted one analyst. In addition to the iPhone announcements, Apple is expected to unveil the new Apple Watch Series 11, a pro model called the Apple Watch Ultra 3, and a budget-friendly Apple Watch SE 3. Enhancements in design and health features will likely be a focal point, with Apple aiming to attract more users to its wearables and services like Apple Fitness+. The AirPods lineup may also see significant updates, with reports indicating the launch of AirPods Pro 3, featuring a smaller charging case and live translation capabilities. Some analysts are even predicting the addition of a small camera to enhance gesture controls, allowing Apple to stay competitive in the evolving landscape of AI-driven devices. As the event unfolds, all eyes will be on Apple to see how it navigates the current technological challenges and maintains its position as a leader in the industry.