Apple has officially confirmed that its next major launch event, titled “Awe Dropping,” will take place on September 9, 2025. The event, which will be livestreamed on Apple.com, Apple TV, and YouTube, is widely expected to feature the unveiling of the new iPhone 17 lineup, along with updates to the Apple Watch and potentially other devices.
Apple has historically used its September event to announce new iPhones, a tradition that dates back to 2012, and the event is considered its most important moment of the year.
This year’s keynote arrives at a crucial time for Apple. Investors, analysts, and consumers alike will be watching closely to see how the company positions itself in an increasingly competitive technology landscape dominated by artificial intelligence. Apple recently delayed a significant Siri upgrade that was meant to help it keep pace with AI platforms such as OpenAI’s ChatGPT and Google’s Gemini. Despite these setbacks, Apple’s iPhone sales remained robust in its most recent earnings, a signal that the brand still commands loyalty even as rivals innovate aggressively. Last year’s iPhone 16 was marketed as being “built for Apple Intelligence,” and many expect Apple to continue that narrative with the iPhone 17 series as competitors double down on AI-powered features.
At the heart of the September event will be the iPhone 17 lineup, which is rumored to include four models: the standard iPhone 17, the iPhone 17 Air, the iPhone 17 Pro, and the iPhone 17 Pro Max. The biggest design shake-up is expected to come from the new iPhone 17 Air, which Bloomberg has described as the “MacBook Air of iPhones.” The device is said to feature an ultra-thin profile, measuring just 5.5 to 6mm thick, making it the slimmest iPhone ever produced. While this sleek form factor could make the Air one of the most eye-catching devices in Apple’s history, reports suggest it may come at the cost of reduced battery life and camera flexibility. The Air is set to replace the Plus model, which has underperformed in recent years, with analysts estimating that the iPhone 16 Plus accounted for only five to ten percent of Apple’s total shipments in 2024.
Display technology is also expected to see significant upgrades. The standard iPhone 17 is rumored to finally gain ProMotion support with a 120Hz refresh rate, a feature that has until now been reserved for Apple’s Pro models. Its screen size may also increase slightly to 6.3 inches, bringing it closer in line with the Pro. The iPhone 17 Air is believed to feature a larger 6.6-inch display, positioning it between the standard and Pro Max models.
Photography has always been a central focus for Apple, and the iPhone 17 series appears to continue that trend. The entire lineup is expected to feature a new 24-megapixel front-facing camera, an upgrade that could significantly improve selfies and video calls. The iPhone 17 Pro and Pro Max are tipped to introduce a revamped rear camera system with three 48-megapixel sensors and a mechanical aperture that allows for greater control over depth of field. Apple may also redesign the camera housing, moving away from its traditional square bump to a more rectangular camera bar. In contrast, the iPhone 17 Air may keep things simpler, offering just a single 48-megapixel rear lens in order to maintain its ultra-thin frame.
All models in the series are expected to be powered by Apple’s new A19 chip, with the Pro variants receiving an enhanced A19 Pro for superior performance. The Pro models may also see an increase in memory, jumping to 12GB of RAM, and could feature advanced vapor chamber cooling systems to better manage heat during intensive tasks. Charging and connectivity may also take a step forward, with reports pointing to reverse wireless charging on the Pro models, allowing users to charge accessories such as AirPods and the Apple Watch directly from their iPhones. Support for Wi-Fi 7 is also rumored across the lineup, while the iPhone 17 Air may debut Apple’s first in-house 5G modem, with the other models continuing to rely on Qualcomm.
Pricing is expected to rise slightly across the board. Analysts attribute the expected price hike to rising component costs and ongoing U.S.-China trade tensions. On the positive side, Apple is said to be doubling base storage for its Pro models to 256GB, a change that aligns with recent moves to increase storage across its premium devices.
Beyond the iPhone, Apple is also expected to announce updates to its Apple Watch lineup. Although details remain scarce, the company has typically used September to introduce iterative improvements in health tracking, design, and performance for its wearables. Given that the Apple Watch has become a cornerstone of Apple’s ecosystem, updates to the lineup are expected to complement the new iPhone range.
With the “Awe Dropping” event just weeks away, expectations are running high. The iPhone 17 series promises slimmer designs, smarter cameras, and more powerful internals, while Apple’s broader hardware ecosystem could see meaningful updates as well. For consumers, the big question is whether these upgrades will be enough to justify the purchase, especially at a time when many buyers are cautious with spending. For investors, the event will serve as a litmus test of Apple’s ability to innovate and maintain its dominance in the age of AI.
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