iPhone 17 event is official, Apple acquisition strategy, TV+ price rise

Benjamin and Chance prepare to have their jaw dropped in the run up to the September 9 Apple event where we expect to see iPhone 17, Apple Watch Series 11 and maybe AirPods Pro 3. There’s an interesting report on Apple’s strategic calculus when it comes to acquiring other companies, and Gemini might become the brain of Siri. Also, Apple TV+ ups its monthly price by a hefty 30%. 

And in Happy Hour Plus, we reflect on the last fifteen years of Apple event slogans, and whether there’s a trend of decline. Subscribe at 9to5mac.com/join.

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Hosts

Chance Miller

• @chancemiller.me on Bluesky
• @[email protected]
• @ChanceHMiller on Instagram
• @ChanceHMiller on Threads

Benjamin Mayo

• @bzamayo on Twitter
• @[email protected]
• @bzamayo on Threads

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Links

• Apple officially announces iPhone 17 event
• Apple considers Google Gemini to power next-gen Siri, internal AI ‘bake-off’ underway
• Apple still debating Mistral and Perplexity M&A amid looming Google Search shakeup
• Eddy Cue wanted Apple to acquire two big companies, but Tim Cook said no
• Is the Camera Control button one of the biggest iPhone flops?
• Apple planning simplified version of the Camera Control for iPhone 18
• AirPods Pro 3 just got the launch update we were all hoping for: report
• Rumor: AirPods Pro 3 design will borrow two changes from AirPods 4
• Apple TV+ subscription price increasing to $12.99 per month from today