iPhone 17 event promises to go beyond the usual yearly updates for each product

We have a solid sense of what to expect from the iPhone 17 event next week. Still, there’s a narrative turn happening that will make Apple’s “Awe dropping” presentation feel more new than the typical routine tech announcement.

The challenge when making version 17 of any product is keeping the story interesting, and that starts with the presentation.

If Apple were only showing us the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max, we might feel more like we were seeing the…