Invitations went out Tuesday for a much-anticipated Apple press event on September 9. The theme is “Awe dropping,” and the unveiling of the iPhone 17 series should be the highlight.
Also likely on the agenda are the launch of Apple Watch Series 11 and Apple Watch Ultra 3.
Get ready for a September 9 ‘Awe dropping’ Apple event
The announcement we’ve been expecting finally arrived: There’ll be an Apple product launch event on September 9. All that’s officially known about it is the theme — “Awe dropping” — which doesn’t seem to drop any hints about what will be on the agenda. The same goes for the image on the event’s invitation: a glowing, multicolored Apple logo.
Get ready for an awe dropping #AppleEvent on Tuesday, September 9! pic.twitter.com/uAcYp2RLMM
— Tim Cook (@tim_cook) August 26, 2025
Apple’s September event will be a combination streamed/in-person product showcase at the Steve Jobs Theater at Apple Park in Cupertino, California. It will stream live for anyone to see. Everything kicks off at 10 a.m. Pacific on Tuesday, September 9.
Apple fall event: Mostly about iPhone 17
Apple follows a schedule. Every September brings an event to reveal the next generation of iPhones. It’s been this way since 2011 and the iPhone 4s. So it doesn’t take a rocket surgeon to guess that much of the just-announced Apple September event will be devoted to the first four models in the iPhone 17 series.
The iPhone 17 Air likely will garner much of the attention. It’s been been the subject of so many rumors because it’ll reportedly be the slimmest iOS handset ever. You can also expect Apple execs to reveal all the details of the iPhone Pro 17 Pro and Pro Max, as these models typically prove so very popular. And, of course, Apple won’t overlook the basic iPhone 17 during the September event.
The fifth model in the series, the iPhone 17e, likely won’t arrive until early 2026.
Apple Watch Series 11 and Ultra 3, too
Aside from new iPhones, the fall event likely will introduce the Apple Watch Series 11 and Apple Watch Ultra 3. Rumors point to the Ultra 3 getting a faster processor, satellite messaging and (possibly) blood pressure monitoring. Some of these features might make it to the Apple Watch Series 11.
A couple of other new devices might put in an appearance at Apple’s September event, too. We’ve heard rumors of AirPods Pro 3, an updated Apple TV 4K and AirTag 2.
Ed Hardy has been writing full-time about tech for 25 years, and using it for much longer than that. His intro to Apple was a Macintosh Classic II (which he still has), but now he uses a 13-inch iPad Pro as his primary computer. He’s written for NotebookReview, TabletPCReview, and Brighthand, as well as other sites.
