Apple Announces “Awe Dropping” Hardware Event on September 9

It’s official, Apple will hold its iPhone 17 launch event on September 9, 2025, at 10 AM PT. The company has started sending invites to the media today with an “awe-dropping” tagline and a glowing Apple logo.

Apple is expected to reveal a new thinner “iPhone 17 Air” model this year alongside the regular iPhone 17 and the premium Pro and Pro Max models. The new Air model will replace the “Plus” model in the lineup, with the base iPhone 17 getting a larger display and improved camera, according to Bloomberg’s Mark Gurman. The Pro iPhones, however, are expected to feature a larger rear camera system.

Get ready for an awe dropping #AppleEvent on Tuesday, September 9! pic.twitter.com/uAcYp2RLMM

— Tim Cook (@tim_cook) August 26, 2025

While the iPhone 17 lineup and the new “Air” models should be the main highlights of the event, we should also see new Apple Watch models and maybe new updates for Apple’s home products. A recent leak suggested that the release of a new Apple TV and HomePod Mini is imminent.

According to Gurman, Apple is also planning to launch a new version of its Vision Pro headset with a more recent M-Series chip, as well as an M5-powered iPad Pro with a second front-facing camera on the portrait edge. These devices may not be announced until later in the fall, however,