Apple has officially confirmed the date for its highly anticipated September keynote. The event, branded “Awe-Dropping”, is scheduled for September 9, 2025, at Apple Park in Cupertino, California. As with previous years, the focus will be on the unveiling of the next generation of iPhones. This time, the spotlight will likely fall on the new iPhone 17 lineup, which introduces a redesigned iPhone 17 Air, Apple’s thinnest iPhone to date.
The event will be livestreamed globally via Apple’s website, YouTube, and the Apple TV app, beginning at 10 a.m. Pacific Time (1 p.m. Eastern / 6 p.m. UK).
The iPhone 17 Lineup: What We Know So Far
Apple traditionally launches four models, and this year will be no different. The 2025 lineup is expected to include the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and the iPhone 17 Air.
iPhone 17 Air: The Slimmest iPhone Ever
Replacing the outgoing Plus model, the iPhone 17 Air is rumored to measure around 5.5-5.65 mm thick, making it the thinnest smartphone Apple has ever produced. It is expected to feature:
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A 6.6-inch OLED display
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A single-lens rear camera
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Apple’s new C1 in-house modem, designed to improve connectivity and reduce power consumption
The Air could become the “halo” product of the event, showcasing Apple’s engineering in creating powerful yet incredibly lightweight devices.
iPhone 17 Pro and Pro Max
The Pro models are tipped to bring more noticeable design and hardware changes. Key rumors suggest:
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A switch to aluminum frames, moving away from titanium
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A redesigned bar-style (pill-shaped) camera housing
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The introduction of the A19 chip, which promises significant performance and efficiency gains
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ProMotion displays (120 Hz) becoming standard across the entire range, not just the Pro models
Apple may also introduce new color finishes, such as a copper-orange for the Pro series and a light blue for the Air model.
Additional Product Announcements
While the iPhone usually takes center stage, Apple’s September events often bring updates across the ecosystem. This year could include:
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Apple Watch Series 11: Expected with performance refinements and new health-tracking features
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Apple Watch Ultra 3: Possibly gaining satellite-enabled emergency features
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AirPods Pro (3rd generation): Rumored to add heart rate monitoring and improved noise cancellation
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HomePod mini refresh and potential updates to Apple TV 4K
In addition, Apple will likely confirm rollout dates for its major software updates, including iOS 26, iPadOS 26, macOS 15, and watchOS 12.
Why This Event Matters
The annual September keynote is more than a product showcase; it is Apple’s most strategically important launch of the year. New iPhones traditionally drive massive holiday sales, making this event critical to Apple’s financial outlook.
Analysts are watching closely not only for hardware updates but also for signs of Apple’s growing investment in artificial intelligence. While Apple lags behind some competitors in AI-first features, it is expected that Apple Intelligence a set of system-wide AI tools will receive updates and further integration with Siri and iOS.
Apple’s stock has already seen modest gains in anticipation of the launch, though some analysts warn that post-event pullbacks are common after periods of hype.
Frequently Asked Questions (FAQs)
Q1: When is Apple’s 2025 September event?
A: The event is set for September 9, 2025, beginning at 10 a.m. Pacific Time.
Q2: Where can I watch the event?
A: It will be livestreamed on Apple’s website, the Apple TV app, and YouTube.
Q3: What is the iPhone 17 Air?
A: It is Apple’s new ultra-thin model, replacing the Plus variant. It features a 6.6-inch display and is rumored to be just 5.5 mm thick.
Q4: What other products will be announced?
A: Apple Watch Series 11, Apple Watch Ultra 3, AirPods Pro 3, and possibly an updated HomePod mini or Apple TV.
Q5: When will iOS 26 launch?
A: Apple is expected to announce the rollout schedule at the event, with general availability shortly after the iPhone 17 release.
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