Apple has officially announced its next major showcase, scheduled for September 9, 2025, at the Steve Jobs Theater in Cupertino. The event, marketed under the tagline “Awe-Dropping,” is widely expected to serve as the launchpad for the iPhone 17 lineup.
Industry reports suggest Apple will unveil four new devices: the standard iPhone 17, the higher-end Pro and Pro Max models, and a brand-new addition dubbed the iPhone 17 Air. The Air model is rumored to be Apple’s thinnest smartphone yet, potentially taking over the spot previously held by the Plus variant.
Camera upgrades are likely to be a central theme this year, with Pro models tipped to include a 48-megapixel telephoto lens capable of up to 8× optical zoom, alongside a sharper 24-megapixel front camera. Under the hood, the new A19 chip family is expected to power performance gains, supported by expanded memory for smoother multitasking.
The event will also introduce iOS 26, a software update featuring a redesigned “Liquid Glass” interface and deeper AI integration, including live call translations and a more capable Siri. Beyond iPhones, Apple could use the stage to refresh its Apple Watch lineup and unveil the next generation of AirPods Pro.
Pre-orders for the new devices are expected to open on September 12, with retail availability slated for around September 19.
Apple’s September events traditionally set the tone for the holiday tech market, and this year’s unveiling of a slimmer “Air” iPhone and sweeping software redesign could mark some of the company’s boldest shifts in recent years.
