Apple is set to host its much-anticipated “Awe-Dropping” event today, September 9, 2025, at the Steve Jobs Theater in Cupertino. Every year this keynote shapes the direction of smartphones, wearables, and personal tech—and this year promises to be no different. From a radically thinner iPhone to new wearables and AirPods, Apple is preparing some of its boldest announcements in years.
The Star of the Show: iPhone 17 Series
The spotlight will be on the iPhone 17 lineup, which includes the usual iPhone 17, 17 Pro, and 17 Pro Max—but also a completely new model: the iPhone 17 Air.
The Air is rumoured to be Apple’s thinnest phone ever, measuring just 5.5 mm—over 2 mm thinner than any previous iPhone. Despite its slim profile, it’s expected to pack a 6.6-inch display and a sleek pill-shaped camera bump with a 48MP rear sensor. Across the lineup, Apple is likely introducing a new 24MP front camera for sharper selfies and video calls.
Apple Watch: Series 11, Ultra 3, and SE 3
Wearables are a core part of Apple’s ecosystem, and this year we’ll see three new Apple Watches:
- Series 11 – refreshed design with next-gen health sensors, possibly blood oxygen and sleep upgrades.
- Ultra 3 – rugged, adventure-ready, and rumored to feature satellite connectivity for safety in remote areas.
- Watch SE 3 – a more affordable entry point with key feature upgrades.
AirPods Pro 3
Apple’s best-selling earbuds are also getting a refresh. The AirPods Pro 3 will feature improved active noise cancellation, a smaller USB-C case, and potentially built-in health monitoring sensors such as a heart-rate tracker. While not a massive redesign, it continues Apple’s push to blend audio with wellness.
Software Updates: iOS 26 & macOS Tahoe
The event will also reveal official release dates for iOS 26, macOS Tahoe, watchOS 26, and more. macOS Tahoe, in particular, is notable because it officially ends support for most Intel Macs, cementing Apple’s full transition to Apple Silicon. Expect a fresh design language called “Liquid Glass” across the OS.
AI and Siri: Looking Ahead
AI is the buzzword of 2025, and Apple won’t be left out. While this event may not bring a fully upgraded Siri, Apple is laying the groundwork for personalized AI features powered by its partnership with OpenAI. The big Siri overhaul is expected in 2026, but expect Apple to tease the future of Apple Intelligence.
Pricing Challenges
Due to U.S. tariffs, analysts expect iPhone prices to rise by $50–$100 this year. Apple is mitigating some costs by shifting production to India and adjusting supply chains. Still, don’t be surprised if the iPhone 17 Air comes at a premium.
When and How to Watch
- Date & Time: September 9, 2025, at 10 a.m. PT / 1 p.m. ET / 11 a.m. MT
- Where: Streaming live on Apple.com, YouTube, and the Apple TV app
- Pre-orders: Likely starting September 12
- In-store availability: Expected September 19
Why This Event Matters
With growing competition from Samsung and Google in foldable, Apple is using the iPhone 17 Air to push the limits of design. A folding iPhone may still be a year away, but this event signals where Apple is headed: thinner, smarter, and more connected than ever.
Final Thoughts
As someone who follows tech closely, I think this year’s event could be one of Apple’s most exciting since the iPhone X. Between the ultra-slim iPhone 17 Air, new health-focused wearables, and software that looks toward a more AI-driven future, Apple is clearly preparing for its next era.
I’ll be following the keynote and will share updates once the event wraps up. Stay tuned for my hands-on thoughts once pre-orders go live!
