CUPERTINO, Calif. — Apple has officially announced that its next major product launch event will take place on Tuesday, September 9, at the Steve Jobs Theater on the company’s campus in Cupertino, California. The event, which will be live-streamed for a global audience, is titled “Awe Dropping” and is expected to feature the unveiling of the iPhone 17 series.
According to a report from The Economic Times, the highlight of the event is expected to be the new iPhone 17 lineup, which is rumored to include a standard model, two “Pro” variants, and a new, ultra-slim “iPhone 17 Air” that would replace the “Plus” model. This new Air model is reportedly just 5.5mm thick, making it the thinnest iPhone to date.
Speculation from sources such as MacRumors and CNET suggests significant upgrades across the new iPhone series. The Pro models are rumored to feature a new, more durable aluminum frame and a redesigned camera module. All models are expected to receive camera enhancements, including an improved 24-megapixel front-facing camera on the base iPhone 17, and an 8x optical zoom telephoto lens on the Pro models.
Beyond the iPhones, Apple is also anticipated to introduce new versions of its other popular devices. Multiple reports, including from ZDNET, indicate that the company is likely to unveil the Apple Watch Series 11, the Apple Watch Ultra 3, and potentially a new Apple Watch SE. Additionally, the long-awaited AirPods Pro 3 are expected to debut, with rumors of new features such as heart-rate monitoring and a redesigned charging case with a touchscreen.
The event will also serve as a platform for Apple to provide more details on the public release of its latest software updates, including iOS 26, which was previewed earlier this year. The company’s event invitation, which features a glowing Apple logo, is thought to be a hint at the new “Liquid Glass” design language for iOS 26, according to analysis by CNET. The event will be streamed on Apple’s website, YouTube, and the Apple TV app.
