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. Sponsored by Shopify: Grow your business no matter what stage you’re in. Sign up for a $1 per month trial at shopify.com/happyhour. Sponsored by Square: Get up to $200 off Square hardware when you sign up at square.com/go/happyhour. Sponsored by HelloFresh: America’s #1 meal kit! Get 10 Free Meals with a Free Item For Life at HelloFresh.com/happyhour10fm. Hosts Chance Miller @chancemiller.me on Bluesky @chancehmiller@mastodon.social @ChanceHMiller on Instagram @ChanceHMiller on Threads Benjamin Mayo @bzamayo on Twitter @bzamayo@mastodon.social @bzamayo on Threads Subscribe, Rate, and Review Apple Podcasts Overcast Spotify 9to5Mac Happy Hour Plus Subscribe to 9to5Mac Happy Hour Plus! Support Benjamin and Chance directly with Happy Hour Plus! 9to5Mac Happy Hour Plus includes:  Ad-free versions of every episode  Pre- and post-show content Bonus episodes Join for $5 per month or $50 a year at 9to5mac.com/join.  Feedback Submit #Ask9to5Mac questions on Twitter, Mastodon, or Threads Email us feedback and questions to happyhour@9to5mac.com 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