Apple’s showtime moment is finally here. It isn’t just any September keynote: 2025’s “Awe dropping” event promises to be memorable, packed with dramatic hardware redesigns, fresh software, and—because it’s Apple—plenty of jaw-on-the-floor spectacle. On September 9, live from the Steve Jobs Theater in Cupertino, Tim Cook and company are set to reveal a profoundly reshaped iPhone lineup, a handful of fan-favorite accessories, and the boldest iOS update in years. But with a whirlwind of leaks, rumors, and last-minute hints, there’s more to unpack than ever.

Related /

• Every new device Apple is expected to launch at its September 2025 event
• Here’s how much the new iPhone 17 models could cost you
• Apple announces September 9 event likely focused on iPhone 17 series
• Apple may bring back the old-school “bumper” for the ultra-thin iPhone 17 Air — and it makes a weirdly good amount of sense

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How to watch Apple’s ‘Awe dropping’ event: dates, streams, and what to expect

For dedicated Apple followers, September keynotes are as ritualized as back-to-school shopping or autumn leaves. This year’s “Awe dropping” event, though, is loaded with anticipation thanks to months of unprecedented rumors and the promise of a true generational leap in design.

Here are the key details for tuning in:

• Event date: Tuesday, September 9, 2025
• Time: 10:00 am PT / 1:00 pm ET / 6:00 pm BST
• Where to watch:
  • Apple’s official website: apple.com/events
  • Apple’s official YouTube channel
  • Apple TV App (on iPhone, iPad, Mac, Apple TV, or even select smart TVs)
• Location: Steve Jobs Theater, Apple Park, Cupertino, California

Live interpretation, accessible video captions, and replays will be made available on Apple’s platforms, making the event easy to follow from virtually any device or time zone.

For those elsewhere in the world, the event will also be livestreamed in prime time across Europe, late at night in India and Asia, and in the early hours of September 10 for viewers in Japan, Australia, and New Zealand. This truly is a global Apple moment.

The show typically lasts about an hour and a half—but given the stacked slate of rumored announcements, it could stretch close to two hours. If you’re the type who blocks your calendar, grab your favorite snacks, cue up a stream, and prepare for a thorough reveal. For those who can’t make it live, Apple generally posts a replay immediately after the event across all viewing platforms.

The build-up: official announcement, teaser hype, and the state of Apple in 2025

In late August, Apple unfurled its signature digital invitations to press and fans alike, teasing the September 9 keynote as “Awe dropping.” The visual centerpiece: a spectral, almost thermal-style Apple logo—fueling speculation around heat management, colors, and a symbolic “burning away” of old design conventions. Tim Cook, Apple’s CEO, has leaned into the hype, dubbing the proceedings an “eventful leap” and promising “the most significant design shift in a decade,” if hints and tone are to be believed.

Why “Awe dropping?” While pundits have debated all manner of meanings, most settle on it being a playful riff on “jaw-dropping”—a not-so-subtle promise that 2025 is the year Apple shakes up its hardware in a noticeable way, especially with the long-anticipated introduction of the iPhone 17 Air.

Compounding the anticipation is Apple’s growing focus on AI and the seamless integration of its devices. This year’s event isn’t just about new iPhones; it’s also about showcasing a radically redesigned iOS, a new era for wearables and accessories, and subtle ecosystem tweaks poised to affect millions of loyal users worldwide.

iPhone 17 series: a generation redefined

Arguably, the most breathless excitement surrounds Apple’s complete overhaul of its iPhone lineup. Four models are expected, and for the first time since the iPhone X, nearly everything—design, internals, cameras, and even naming conventions—looks to be reimagined.

iPhone 17 standard model: familiar face, fierce competitor

For many users, the standard iPhone model is the heart of the Apple universe. This year, the iPhone 17 is more than a modest bump: expect a significant hardware upgrade and a surprising amount of trickle-down tech from last year’s Pro models.

Key expected features:

• 6.3-inch OLED ProMotion display: For the first time, the base iPhone gets a 120Hz refresh rate (matching what was previously a Pro exclusive). This will make everyday tasks and animations feel dramatically smoother.
• Larger 24MP front camera: Expect better selfies and video calls with an upgraded front shooter. This is a jump from the previous 12MP standard, signaling Apple’s continued emphasis on content creation—even on the non-Pro base model.
• A19 chipset: Apple’s new standard silicon, built for speed and energy efficiency, powers not just the iPhone 17 but also the Air variant. Details on AI acceleration and power management improvements are still trickling out, but expect the usual year-over-year boost.
• Dynamic Island: The punch-hole cutout and interface formerly reserved for Pro models is now standard on the iPhone 17, streamlining the look and giving regular users access to more dynamic multitasking at the top of the screen.
• Camera upgrades: The rear shooters receive a 48MP main sensor and an improved ultrawide, closing the gap further with last year’s premium options.
• 120Hz always-on display: Expect support for always-on widgets and glanceable information, further blurring the line between “Pro” and standard models.

Design and materials: The iPhone 17 is expected to keep glass front and back, with a redesigned, stronger aluminum frame, delivering both durability and a lighter feel in hand. The device is rated IP68 for water and dust protection.

Battery and charging: While not yet officially confirmed, last-minute leaks point to a battery capacity around 3,700mAh, with fast wired and wireless charging supported.

Price and availability: Starting price is rumored to remain steady at $799 (US) for the 128GB model—consistent with Apple’s recent history but offering more outright value thanks to the inclusion of many pro-grade features.

Release timeline: Pre-orders are expected to open on September 12, with retail availability by September 19, 2025.

iPhone 17 Air: the ultra-thin showstopper

If there’s a true head-turner this year, it’s the iPhone 17 Air—a radical rethinking of Apple’s smartphone, both in form factor and focus. With shades of MacBook Air and iPad Air branding, the iPhone 17 Air is not an incremental replacement for the outgoing “Plus” model but instead an entirely new entry focused on extreme portability.

What’s grabbing headlines:

• Just 5.5mm thick: That’s nearly a third thinner than the current iPhone 16 Pro, and thinner than any mainline iPhone ever made—by a substantial margin.
• Ultra-lightweight build: The Air is expected to weigh as little as 145 grams, similar to mini iPhone models of the past. This is achieved largely by the thinner chassis and minimized internals.
• 6.6-inch LTPO OLED display: Nestled between the standard and Pro Max in size, with 120Hz ProMotion support and always-on capability.
• Single 48MP rear camera: To achieve its slim frame, the Air opts for a lone rear camera in a horizontal, pill-shaped bump—much like the Pixel’s iconic camera bar. Expect superb quality but less photographic versatility than the Pro models.
• 24MP front camera: Matching its siblings for selfies and FaceTime
• eSIM ONLY (in most markets): To save space, the Air drops the physical SIM tray, making it Apple’s first truly global eSIM-only iPhone (though select regions, like China, may receive a variant with a SIM slot).
• A19 chip + 8GB RAM: The same next-gen silicon as the standard iPhone 17, but with slightly higher RAM for Apple Intelligence features and future-proofing.
• MagSafe, Dynamic Island, Action Button: Air keeps key quality-of-life features, making it no less “iPhone” despite some sacrifices for slimness.

Trade-offs:

• Battery life: Leaks point to a cell between 2,800 and 3,149mAh—noticeably smaller than the outgoing Plus model or the new Pro Max. Apple reportedly will market an add-on “smart battery case” to extend stamina for power users.
• Speaker setup: Only a single speaker (no bottom speaker grill) to conserve internal space.
• No ultra-wide lens: Like the early iPhones, users will be limited to standard wide shots, with any zoom or wide effect simulated digitally.

Design language: The Air flexes a hybrid titanium-aluminum frame—balancing rigidity and featherweight ambitions—with glass front and back. Colors tipped to include black, silver, light gold, and a new light blue, aligning it with youthful, on-the-go buyers.

Price and positioning: Rumors suggest the iPhone 17 Air will land at $899–$950 (US) for an 8GB RAM/256GB base spec, pushing it above the standard but below the Pro models on the pricing ladder.

The industry impact: If successful, the Air could rekindle interest in ultra-slim smartphones, pushing competitors like Samsung and Google to further extremes of thinness and portability while grappling with battery and camera trade-offs.

iPhone 17 Pro: the workhorse, redefined

The Pro tier is where Apple consolidates its generational hardware breakthroughs, and this year’s iPhone 17 Pro is set to be a major leap.

Key upgrades and distinctions:

• 6.3-inch LTPO OLED ProMotion display: Matching the base and Air in size, but with Pro-level color accuracy and adaptive refresh for gaming and creative work.
• A19 Pro chipset: Built on TSMC’s advanced 3nm process, promising the best speed and efficiency in Apple’s arsenal—especially for AI and camera tasks.
• RAM boost (12GB rumored): Higher RAM enables more robust multitasking and future-proofs the Pro for years of iOS and Apple Intelligence feature creep.
• Triple 48MP camera setup: Including wide, ultra-wide, and—crucially—a new 48MP telephoto lens with up to 8x optical zoom and support for dual-cam video (front and rear recording simultaneously). Expect enhanced low-light, improved portrait mode, and RAW Pro-level video options.
• Redesigned camera bar: Apple introduces a full-width, pill-shaped camera bump (more pronounced and utilitarian) to house the new, larger sensors and lens assembly.
• Frame materials: Apple is moving the Pro line back to aluminum after two years of titanium. This shift is touted to improve both weight (lighter) and thermal management (better heat dissipation)—a response to occasional overheating criticism with titanium builds.
• 256GB minimum storage: Rumors suggest Apple is killing the 128GB base storage, making 256GB the new minimum for Pro buyers.
• More colors: Dark blue and a striking copper/orange are joining the usual slate and white options, spicing up the traditionally reserved Pro palette.

Price and release: The iPhone 17 Pro is expected to start around $1,099—potentially a minor bump from previous years, but justified by the display, camera, and chip upgrades.

iPhone 17 Pro Max: the flagbearer of excess

Apple’s Max models have always been the showcase for its most advanced, showy tech, and the iPhone 17 Pro Max is no exception.

The Max experience:

• 6.9-inch LTPO OLED, 120Hz ProMotion: The biggest, brightest, and most immersive iPhone screen, fine-tuned for high-end gaming, movie watching, and creative work.
• A19 Pro & 12GB+ RAM: All the muscle of the Pro, but with even more room for cooling and battery, enabling extended performance and advanced Apple Intelligence features.
• The biggest battery (ever): Leaked listings show a 5,088mAh cell—marking the first time an iPhone breaks the 5,000mAh barrier, potentially delivering multi-day battery life and endurance worthy of the “Pro Max” name.
• Reverse wireless charging: The Pro Max may debut reverse wireless charging, allowing it to power up AirPods, Apple Watch, or other Qi-enabled devices by placing them on the phone’s back.
• Camera mastery: 48MP triple array; up to 8x zoom; special video enhancements optimized for Apple Vision Pro; and a wide array of professional photography tools.
• Heft with a purpose: The Pro Max is expected to be slightly thicker (to accommodate that battery) yet remain lighter thanks to aluminum construction replacing titanium.
• Pricing: Expect $1,249–$1,250 in the U.S., with top-end models pushing even higher with added storage.

Common features across the range:

• MagSafe and faster charging: All models are tipped to support 35W wired and 50W wireless charging.
• Advanced connectivity: Wi-Fi 7 support, a unified Apple-designed modem, and improved antenna setup are expected across the board.
• Liquid Glass UI (iOS 26): More on this below, but every iPhone 17 will ship with Apple’s dramatically refreshed software interface.

iPhone 17 lineup—specs and pricing at a glance

Model	Display	Chipset	Rear Cameras	Battery (approx)	Unique Features	Starting Price (US)
iPhone 17	6.3″ 120Hz OLED	A19	48MP+12MP	~3,700mAh	Dynamic Island, 24MP Front	$799
iPhone 17 Air	6.6″ 120Hz OLED	A19	48MP (single)	~3,000mAh	Ultra-thin (5.5mm), eSIM only	~$899–$950
iPhone 17 Pro	6.3″ 120Hz LTPO	A19 Pro	48MPx3	~4,200mAh	8x Zoom, full-width camera bar	$1,099
iPhone 17 Pro Max	6.9″ 120Hz LTPO	A19 Pro	48MPx3	~5,000mAh	Reverse wireless charging	$1,250

The numbers above reflect the best consensus across credible leaks and reporting. Actual details will be confirmed at the event, but for would-be upgraders, the distinctions—and the targeted buyer profiles—are clearer than they’ve been in years.

Apple Watch Series 11, Ultra 3, and SE 3: wearables for every wrist

While the iPhone monopolizes headlines, Apple’s wearables are quietly a juggernaut in their own right. The September event will introduce not just one, but three new Apple Watch models—each with its own audience.

Apple Watch Series 11: subtle refresher, health at the forefront

Apple Watch Series 11 doesn’t reinvent the wheel, but it does bring iterative refinements and new health features—primarily around blood pressure monitoring and improved battery efficiency.

Key points:

• Design: Similar to last year, with subtle case refinements, new colorways, and both 42mm and 44mm variants continuing.
• Display: Brighter, sharper LTPO display draws less power and makes outdoor readability even better.
• S11 Chip: The new processor promises modest speed and power efficiency gains; it also powers more advanced on-device AI for Siri and health monitoring.
• Health sensors: Hypertension (blood pressure warning) monitoring is rumored, though it’s limited to alerts for “high” readings, not clinical-grade numbers.
• Connectivity: Improved 5G RedCap (Reduced Capability) tech for faster, lower-power cellular connections. This means better battery life even when using a cellular plan.
• watchOS 26: Ships with new AI features and integration with iOS 26.

Pricing: It’s expected to start at the familiar $399 in the US, maintaining its position as the flagship mainstream smartwatch.

Apple Watch Ultra 3: rugged, connected, adventurous

The most excitement among hardcore fans and outdoor athletes surrounds the Apple Watch Ultra 3. As the first Ultra refresh since 2023, it’s packed with enhancements.

Noteworthy upgrades:

• Bigger, brighter display: Slimmer bezels lead to a larger, sharper face—improving both visibility in sunlight and immersion during workouts.
• LTPO3 panel: Delivers improved viewing angles, color fidelity, and critical improvements in battery longevity for extended adventures.
• S11 chip: Faster and optimized for AI, GPS, and sensor fusion.
• 5G connectivity: Makes the Ultra 3 “future-proof” as Apple phases out 3G/4G in global markets. Powered by MediaTek’s power-efficient RedCap chip, it allows faster GPS sync, voice assistance, and messaging.
• Satellite texting: Standalone satellite messaging is a game-changer for hikers and remote users—supporting off-grid emergency SOS and select text messaging even far beyond the reach of terrestrial towers.
• Next-level health tracking: Ultra-wideband, improved heart-rate, and “action modes” focused on endurance, adventure, and aquatic pursuits. Battery stretching is further enhanced, even with persistent GPS and 5G in use.
• Tougher build: Upgraded case composition for even more ruggedness, matching previous Ultra models’ reputation.

Price: The Ultra 3 will again be the most expensive mainstream Apple Watch, starting around $799 in the US.

Apple Watch SE 3: entry-level, but no afterthought

The Apple Watch SE 3 is rumored to debut as an affordable, accessible, and slightly refreshed alternative for those who need the basics or are new to the Apple Watch ecosystem.

• Larger display: A modest bump in screen real estate, matching last year’s Series 10 in visibility.
• S11 chip: Improving speed and future compatibility.
• watchOS 26: Standard across the board.
• Aggressive pricing: Expected to remain around $249–$279 US.

For everyone from kids to cost-conscious upgraders, the SE 3 quietly ensures Apple’s wearable dominance continues at every tier.

AirPods Pro 3: biometrics in your ears, smarter audio everywhere

If you thought earbuds were just about music, think again. The AirPods Pro 3 are tipped to be Apple’s smartest, most health-conscious wireless audio yet.

Major leaked, rumored, and expected features:

• New H3 chip: Enabling dramatically improved audio processing, lower latency, and continuously evolving feature rollouts.
• Next-level active noise cancellation (ANC): Expect both better sound blocking and more nuanced Adaptive Transparency modes.
• New case & design: Slightly smaller and more ergonomic charging case; touch/capacitive controls may replace the traditional pairing button.
• Health sensors:
  • In-ear heart rate monitoring: Using optical LEDs, these measure pulse straight from your ear canal—comparable in accuracy to preliminary versions seen in Powerbeats Pro 2.
  • Body temperature sensing: Ear canal-based readings could soon become a gold standard for non-invasive, always-on thermometer tracking.
• Live translation: Leveraging the power of iOS 26’s on-device AI, AirPods Pro 3 will support real-time language translation, not just in apps but also for in-person conversations.
• Improved battery, smarter Siri: Thanks to the more efficient chip and case design, battery life may reach new highs, and on-board Siri will be more responsive and context-aware than ever.

Release and pricing: Expect the AirPods Pro 3 to launch at the event or just after, priced at a premium but not straying far from the previous gen’s $249–$299. They’ll ship alongside iPhone 17 models and iOS 26 updates.

AirTag 2: better tracking, more secure, ready for Vision Pro

Apple’s ultra-wideband trackers have quietly become essential for keys, bags, and now—thanks to a slew of privacy upgrades—even more. The AirTag 2 is finally on deck for launch.

What’s new:

• Triple the range: Thanks to a new Ultra Wideband chip, AirTag 2 can now offer Precision Finding up to 90 meters (up from 30m in the original).
• Design: Visually almost identical; all current accessories will fit.
• Key privacy upgrades: Louder, harder-to-disable speaker directly addresses stalking concerns; the battery door may be more secure for child safety.
• Integration: Vision Pro users will see new AR-style integration—imagine tracking your bag or pet in mixed reality.
• CR2032 battery continues: Apple rejects a move to in-built rechargeable batteries, emphasizing swap-and-go convenience.

These improvements, while subtle, cement AirTag’s position as the premier smart tracker, and Apple’s move ensures its trackers keep pace with Find My competitors from Samsung and others.

Apple TV 4K (2025): supercharged for entertainment and AI

It wouldn’t be an Apple event without speculative “one more thing” moments. This year, while far from certain, there’s a strong possibility we’ll see a new Apple TV 4K announcement—if not this week, then later in the fall.

Key rumored upgrades:

• A17 Pro chip: Enabling console-quality gaming, smoother 4K streaming, and—perhaps most critically—powering the next generation of AI-enhanced Siri.
• Wi-Fi 6E/7 support: Ensuring next-gen wireless performance for even the most saturated home networks.
• Advanced gaming: Metal FX graphics and hardware-accelerated ray tracing open the door for more serious living room gaming.
• Lossless Audio/Dolby Atmos: Elevating streaming cinema and music experiences.
• No major design change: The familiar small black box, but in a more sustainable metal-free design for 2025.
• Lower entry price rumored: Potential for a $99 base price as Apple aims to capture more mainstream TV and smart home users.

AI & home ecosystem: The move to a more AI-ready Apple TV (and possibly an updated HomePod mini) is part of Apple’s broader push to make Siri and automation at the center of the entire home experience.

M5 iPad Pro: a surprise appearance?

Conventional wisdom suggests Apple holds iPad reveals for October, but strong rumors—and a well-timed 10-year anniversary of the first iPad Pro—mean a glimpse at the M5 iPad Pro is possible, if unlikely.

What we might see:

• M5 chip: Building on this year’s M4 leap, the M5 will be a “chip and ship” release, prioritizing CPU/GPU power but keeping the OLED screen, camera, and thin chassis of the 2024 M4 model.
• iPadOS 26: Coincides with the software’s most pro-friendly multitasking and productivity features to date.
• No major design change: Incremental tweaks, perhaps smaller bezels, and color tweaks.

Release timing: Most insiders expect the actual release by November/December, but the symbolism of a September 9 (2025) reveal, exactly 10 years after the original iPad Pro, can’t be ignored.

iOS 26: the “Liquid Glass” revolution

Every September event brings a new iOS—yet iOS 26 feels unusually important. For the first time since iOS 7, Apple is rolling out a complete design overhaul, a clear swipe at lapsed users and interface-fatigued faithful alike.

Top features and why they matter:

• Liquid Glass UX: The interface turns translucent, layered, and glass-like, responding to light and movement for a more immersive, fluid feel. This design language flows seamlessly from the lock screen, app icons, widgets, and notification banners.
• Clear app icons mode: For minimalists, entire home screens can now feature completely glassy, see-through app icons—something Android fans have long pined for.
• Widgets, dock, and Control Center: All receive the fully translucent makeover, with dynamic color accenting keyed to your wallpaper and ambient lighting conditions.
• Smarter Siri: On-device AI brings more natural conversations, deeper context awareness, and better interactions across Messages, Photos, and Safari.
• Remastered Photos app: Streamlined navigation, carousel highlights, and enhanced search tools make finding memories easier.

Device compatibility:

• iPhones supported: iPhone 17 family plus iPhone SE (2nd/3rd gen), iPhone 11–16 (all models), but with Apple Intelligence features exclusive to iPhone 16 and up, and iPhone 15 Pro/Pro Max.
• Release date: The stable build will hit users between September 15–16, 2025, in time for the iPhone 17 public sale.

Broader ecosystem: iOS 26’s Liquid Glass will be visually and functionally harmonized across macOS “Tahoe,” iPadOS 26, tvOS 26, and watchOS 26, underlining Apple’s commitment to a seamless cross-device experience.

What this event means for Apple—and for you

Apple’s September 2025 “Awe dropping” event feels like a shifting of gears. After several cautious years of incremental upgrades, Apple is pushing the iPhone envelope with design, silicon, and software—an admission that the smartphone market demands bolder statements every 2–3 years to remain “must-have.”

The introduction of the iPhone 17 Air repositions Apple in the ultra-slim market and could tip the scales toward a new age of eSIM-only, always-connected, minimalist devices. The Pro models, meanwhile, double down on performance, battery life, and pro-grade camera features—a clear nod to photography, video, and AI becoming ever more central to the iPhone experience.

Entrance of major new abilities in wearables (satellite-connected Apple Watch Ultra 3, in-ear biometric tracking in AirPods Pro 3) signals Apple’s ambition to tie more of life’s essential functions—navigation, fitness, health—into its walled garden.

Most importantly: iOS 26 and Liquid Glass represent an intentional, company-wide effort to make devices not just work better, but feel better—making Apple devices visually and emotionally distinctive again at a time when the broader smartphone market has grown visually samey.

A September event that’s genuinely “Awe dropping”?

It’s increasingly rare for a single Apple keynote to deliver multiple paradigm shifts. With the iPhone 17 lineup’s radical design refresh, the thinnest iPhone ever, iOS’s most dramatic visual leap since 2013, smarter watches and earbuds, and a few wildcard accessories, the September 9 event really could reset expectations for what a flagship launch means in 2025.

Regardless of whether every rumor proves true, Apple’s event promises must-watch moments, new products that will influence industry trends for years, and software that’s poised to reshape the user experience.

So whether you’re an upgrade-hungry enthusiast, a tech critic, or just a curious bystander, this is an Apple show you won’t want to miss. Choose your stream, and prepare: September 9, 2025, is set to be one of the most consequential days in modern consumer tech.