Every September, the tech world holds its breath, waiting for Apple’s biggest event of the year—the iPhone launch. This year, the excitement feels even bigger. On September 9, 2025, Apple will officially unveil the iPhone 17, and while that alone is huge news, there’s a twist. Alongside the arrival of this next-generation device, Apple is also set to discontinue six products, including the iPhone 15 series, the iPhone 16 Pro lineup, and the Apple Watch Ultra 2.

For Apple fans, this moment feels like both an ending and a new beginning. Let’s break down what this means, why Apple is making such a bold move, and what you can expect from the iPhone 17.

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A Launch That’s More Than Just a Phone

Apple launches have always been more than simple product reveals. They’re cultural events. Millions tune in online, social media buzzes for weeks, and tech enthusiasts analyze every small detail—from the design to the wallpaper on the presentation slides.

But this year feels different. The iPhone 17 launch isn’t just about showcasing a new device. It’s about Apple reshaping its ecosystem. By retiring older models like the iPhone 15 and 16 Pro, Apple is clearing the stage for its future vision of smartphones.

This isn’t new for Apple. Over the years, the company has carefully trimmed its lineup whenever a new generation was ready to take the spotlight. Still, the fact that relatively new devices like the iPhone 16 Pro and Watch Ultra 2 are being cut shows just how much confidence Apple has in the iPhone 17.

Which Devices Are Saying Goodbye?

So, which products are leaving Apple’s shelves after September 9? Reports confirm that the following will be discontinued:

• iPhone 15 and iPhone 15 Plus
• iPhone 16 Pro and iPhone 16 Pro Max
• Apple Watch Ultra 2
• Plus a few older models in limited regions

For many, it’s surprising. The iPhone 15 series is barely two years old, and the 16 Pro lineup hasn’t even had a full year to shine. And yet, Apple is ready to retire them in favor of its next flagship.

As for the Apple Watch Ultra 2, its exit strongly hints at the arrival of a Watch Ultra 3, likely to be announced alongside the iPhone 17.

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Why Apple Is Making This Move

Apple’s decisions may look harsh, but there’s always strategy behind them. Here’s why Apple is killing six devices at once:

1. A Cleaner Lineup – Too many iPhone models can confuse customers. By cutting back, Apple ensures buyers focus on its newest technology.
2. Premium Branding – Apple wants its devices to feel fresh, modern, and high-end. Retiring older models keeps that reputation intact.
3. Faster Adoption of New Tech – With fewer older models available, customers are encouraged to upgrade sooner.
4. Focus on the Future – Apple’s roadmap is all about AI, performance, and ecosystem integration, and older models sometimes hold back that vision.

Put simply, Apple doesn’t want the spotlight split. The iPhone 17 is the star of the show, and everything else must step aside.

What Makes the iPhone 17 Special?

Of course, the real question is: what’s so special about the iPhone 17 that Apple is clearing out the shelves for it? While Apple never reveals details ahead of time, leaks and insider reports give us some exciting clues.

The iPhone 17 is expected to bring:

• A17 Bionic Pro Chip – Apple’s most powerful chip yet, designed for speed, efficiency, and next-level AI tasks.
• Smarter AI Features – On-device intelligence that personalizes your phone experience, from smarter Siri interactions to real-time content suggestions.
• Camera Upgrades – A professional-grade setup with advanced zoom, improved low-light performance, and cinematic video features.
• Longer Battery Life – Thanks to better efficiency and possibly new charging tech.
• Refined Design – A sleeker body, lighter materials, and more durable build.
• iOS 19 Exclusives – Some features will only work on the iPhone 17, giving it an edge over older devices.

Put together, these upgrades suggest that Apple sees the iPhone 17 as more than just another iPhone—it’s a step into the future of smartphones.

What Happens If You Own a Discontinued Device?

If you’re holding an iPhone 15, iPhone 16 Pro, or Apple Watch Ultra 2, don’t panic. Apple isn’t suddenly cutting off your device. You’ll still receive software updates and security patches for years to come. Your phone or watch will continue to work just as well as it did yesterday.

What changes is availability. Once the iPhone 17 hits the market, Apple and most authorized retailers will stop selling these discontinued models. That means no new stock, and whatever remains will either sell out quickly or appear on resale markets at unpredictable prices.

So, if you were planning to buy an iPhone 15 at a discount, you may want to act fast before September 9.

The Bigger Picture: Apple’s Vision

Apple’s strategy isn’t just about phones—it’s about the ecosystem. Every device Apple sells connects to another: iPhone to Watch, iPhone to Mac, iPhone to AirPods.

By streamlining its lineup, Apple ensures that its ecosystem moves forward together. The iPhone 17 will likely set new standards for performance, AI, and integration with other Apple products. Removing older models helps the company push that unified experience faster.

This also plays into Apple’s identity as a premium brand. Unlike other companies that keep older devices around for years, Apple prefers to focus on the new, the powerful, and the future-ready.

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Should You Upgrade?

This is the big question for most people: is the iPhone 17 worth it?

• If you’re using an older iPhone like the iPhone 13 or 14, the answer is probably yes. The iPhone 17 will feel like a huge leap in speed, design, and features.
• If you already own the iPhone 15 or 16 Pro, the choice depends on how much you value cutting-edge technology. Your phone will still be excellent for years, but the iPhone 17 will offer exclusive AI features and design upgrades you won’t get on older models.

For Apple Watch Ultra 2 users, the decision is simpler: if the rumored Ultra 3 brings significant health and fitness improvements, upgrading might be worthwhile.

Final Thoughts

The iPhone 17 launch on September 9 is shaping up to be more than just another Apple event. With six devices being discontinued, including the iPhone 15, 16 Pro, and Watch Ultra 2, Apple is making a clear statement: the future is here, and it starts with the iPhone 17.

For fans, this moment is bittersweet—saying goodbye to beloved devices while welcoming the next era of innovation. But that’s always been Apple’s way: bold moves, clean breaks, and a relentless push towards what’s next.

Whether you’re upgrading right away or holding onto your current phone a little longer, one thing is certain: the iPhone 17 will set the tone for smartphones in 2025 and beyond.