Apple has officially set the date for its biggest event of the year. The tech giant will hold its fall product launch on September 9 at 10 a.m. Pacific Time at Apple Park in Cupertino, California. The invitation sent to media and analysts features the tagline “Awe dropping,” hinting at what might be revealed.
Tim Cook confirmed the event on social media, posting: “Get ready for an awe dropping #AppleEvent on Tuesday, September 9!”
While Apple hasn’t officially confirmed which products will debut, the September event traditionally introduces new iPhones. This year, consumers can expect the iPhone 17 lineup alongside other hardware updates. The event will be pre-recorded and streamed on Apple’s website, YouTube, and the Apple TV app – continuing the virtual format introduced during the COVID-19 pandemic.
The iPhone 17 lineup is expected to include four models, but with a significant change from previous years. Reports suggest Apple will replace the underperforming iPhone Plus with a new, ultra-thin model possibly called the “iPhone 17 Air.” According to Bloomberg, this thinner iPhone would be the slimmest iPhone to date – though potentially with shorter battery life and fewer camera features compared to other models.
The standard iPhone 17 will likely include processor improvements and camera upgrades over the iPhone 16. Meanwhile, the Pro models are rumored to feature a redesigned camera layout with a horizontal bar, aluminum frames instead of glass backs, and the latest A19 Pro chips.
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All iPhone 17 models may receive LTPO displays, which allow for more efficient power management. Additional hardware improvements could include a 24MP front-facing camera and upgraded telephoto lenses on Pro models.
Beyond iPhones, Apple typically announces new Apple Watch models in September. This year, expectations include the Apple Watch Series 11, Apple Watch Ultra 3, and possibly a refreshed Apple Watch SE. The Ultra 3 might feature satellite connectivity for emergencies in remote areas where cellular service isn’t available.
After three years without an update, AirPods Pro 3 may also debut at the event. Rumors suggest they could include heart rate monitoring capabilities, improved noise cancellation, and a more compact design.
The September 9 event will likely confirm release dates for iOS 26 and other software updates that typically roll out shortly after new iPhones reach customers. Apple’s software this year is expected to showcase “Apple Intelligence” – the company’s approach to on-device AI features that maintain user privacy.
For consumers interested in purchasing the new devices, industry patterns suggest pre-orders might begin around September 12, with retail availability starting September 19, though Apple has not confirmed these dates. Bloomberg reports that for the first time, all four iPhone 17 models will be manufactured in India ahead of launch, with day-one shipments coming from the country – potentially improving initial availability.
This event comes as Apple navigates challenges including new tariffs and increasing competition in the smartphone market. The company hopes a fresh design approach with the thin iPhone 17 Air might reinvigorate consumer interest at a time when many only upgrade their phones out of necessity.
The iPhone remains Apple’s most important product, accounting for more than half of the company’s total revenue, making this September event crucial for the tech giant’s business outlook heading into 2026. To watch the event live on September 9, viewers can tune in at 10 a.m. PT (1 p.m. ET/10:30 p.m. IST) through Apple’s official website, YouTube channel, or the Apple TV app.
