Highlights
- Apple iPhone 17 launch date officially confirmed.
- Apple will unveil iPhone 17, 17 Air, 17 Pro, and 17 Pro Max with the ultra-thin iPhone 17 Air replacing the Plus series.
- The Apple Watch Ultra 3 expected with satellite connectivity for emergencies in remote areas, while the new AirPods Pro will feature enhanced noise cancellation, audio quality and in-ear heart rate tracking.
Apple has officially confirmed its next big launch event, scheduled for Tuesday, September 9, 2025. The company will unveil the much-anticipated iPhone 17 lineup along with new Apple Watch models. The event tagline reads “Awe dropping” and is accompanied by an infrared view of the Apple logo, hinting at major design and feature changes.
Apple CEO Tim Cook posted an Apple event logo animation on X (formerly Twitter), confirming the event date.
Get ready for an awe dropping #AppleEvent on Tuesday, September 9! pic.twitter.com/uAcYp2RLMM
— Tim Cook (@tim_cook) August 26, 2025
Here’s everything you need to know about the upcoming event.
How to Watch the Event?
The “Awe dropping” iPhone 17 launch event will be streamed live on Tuesday, September 9, at 10 a.m. PT / 1 p.m. ET.
The event will be pre-recorded, with select media invited to Apple Park in Cupertino, California. Fans can tune in via apple.com, YouTube, or the Apple TV app to catch all the announcements as they happen.
Mark your calendar for the below streaming –
iPhone 17 Series – What to Expect?
Apple is set to announce four new iPhones, which are iPhone 17, iPhone 17 Air, iPhone 17 Pro and iPhone 17 Pro Max. According to the gazillion leaks and rumours we have encountered until now, it appears the iPhone 17 will largely be an internal upgrade. Reports have indicated that the lineup will mostly carry forward the iPhone 16’s design language from last year.
The biggest highlight will be the iPhone 17 Air, Apple’s all-new ultra-thin model, featuring a slightly smaller display compared to the iPhone 16 Plus, which it will replace in the lineup. Just like the iPhone mini, the Plus series is expected to be retired after only a few years.
The iPhone 17 Pro and Pro Max will mostly have the same core specifications, with the main difference being size. Interestingly, the Pro Max could become slightly thicker this year, possibly to accommodate a larger battery. Apple is also rumoured to redesign the camera system across the Air and Pro models, replacing the traditional top-left camera island with a layout that stretches across the width of the back glass.
Pricing changes may also be in store, with reports suggesting that the iPhone 17 Pro will launch at a higher price point with fewer storage options. Following the event, Apple will likely discontinue the iPhone 15, iPhone 16 Pro, and iPhone 16 Pro Max.
Apple Watch Ultra 3 – Satellite Connectivity on the Wrist
The Apple Watch Ultra 3 is expected to introduce satellite connectivity, enabling emergency communication in remote areas where Wi-Fi or cellular service isn’t available. This life-saving feature, however, will reportedly remain exclusive to the Ultra model, and not come to the standard Apple Watch Series 11.
AirPods Pro Update
Apple will also refresh the AirPods Pro, which are tipped to come with improved Active Noise Cancellation, enhanced audio quality, a refined design, and built-in in-ear heart rate tracking. This feature is similar to what was previously seen in the Powerbeats Pro 2.
New Cases and Accessories
Apple is preparing to roll out new premium case options alongside the iPhone 17 series. A fresh TechWoven fabric option is said to replace the failed FineWoven design from two years ago. Additionally, the standard silicone cases could adopt the name “Liquid Silicone.”
Both official case types are expected to include lanyard holes on either side of the bottom, supporting single lanyard loops or even a rumoured Crossbody Strap accessory to wear the iPhone like a sling.
A retro-inspired iPhone 4-style Bumper case may also debut for the iPhone 17 Air. Meanwhile, Apple is reportedly considering reviving its MagSafe Battery Pack, specifically optimized for the ultra-thin Air model.
Apple Watch Bands
As always, new Apple Watch models are likely to be accompanied by fresh band designs, including new colours, materials, and styles. With Apple moving away from leather as part of its Apple 2030 carbon neutrality goal, the company will continue pushing alternatives like FineWoven, though new sustainable materials may also join the lineup.
FAQs
Q1. When is Apple’s iPhone 17 launch event happening?
Answer. Apple’s “Awe dropping” launch event is scheduled for Tuesday, September 9, 2025, at 10 a.m. PT / 1 p.m. ET. It will be streamed live via apple.com, YouTube, and the Apple TV app. Select media will attend in person at Apple Park, Cupertino.
Q2. What new products are expected at the upcoming Apple event?
Answer. Apple is set to unveil the iPhone 17 series, Apple Watch Ultra 3, updated AirPods Pro, and new accessories. The iPhone 17 Air will debut as an ultra-thin model replacing the Plus variant, while the Apple Watch Ultra 3 may introduce satellite connectivity for emergency use.
Q3. Will there be changes to Apple’s accessories lineup?
Answer. Yes, Apple will introduce new case materials like TechWoven and Liquid Silicone, plus redesigned lanyard support and a retro-style bumper case for the iPhone 17 Air. Watch bands will also feature new sustainable materials as part of Apple’s carbon neutrality goals.
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