It’s official. Apple sent out invitations to its upcoming Awe Dropping event next month, where we’ll likely get an iPhone 17 reveal among other things. It’s taking place on Tuesday, September 9.
Following its previous fall launch events, this next one is being held at Apple’s headquarters in Cupertino — with a start time of 1 p.m. ET / 10 a.m. PT / 6 p.m. BST. You’ll be able to watch the event live as it happens through a stream on Apple’s web site, in addition to its YouTube channel.
Of course, details about the September 9 event are as vague as prior invitations with only an image teaser to get us thinking about what’s on tap for the showcase event. Well, the rumors have been rich the last month with leaks pertaining to the iPhone 17 lineup — including another new iPhone model that’s expected to shake things up with the long-rumored iPhone 17 Air.
Normally, all eyes would be on the iPhone 17 Pro and 17 Pro Max, but this year we could be in for a shake-up as the iPhone 17 Air could steal the show. In fact, the leaks paint this phone to set a benchmark for future designs as the iPhone 17 Air is reportedly as thin as 5.65mm — which would turn out to be skinnier than the Galaxy S25 Edge.
There’s certainly anticipation and buzz for any new iPhone model, especially one with a radical design that follows in the footsteps of Apple’s other slimmed-down devices, like the MacBook Air and iPad Air. They proved how Apple was successful in garnering consumer attention, so the iPhone 17 Air could follow suit.
Not to be outdone by that device, we could also see the redesigned iPhone 17 Pro and 17 Pro Max. The leaks so far don’t disappoint, as leaked renders of the phones show us how their designs are evolving. Due to their flagship status, they’re obviously tipped to get the best hardware — including an upgraded 48MP telephoto camera, A19 Pro chip, and the full release of iOS 26.
Other gadgets expected to be announced at the event include the Apple Watch 11, Watch Ultra 3, and AirPods Pro 3. Apple hasn't diverged from its script of announcing its new Apple Watches during its fall event, so we anticipate it’s no different this time.
However, we could potentially even get other surprises such as a rumored Apple TV 4K streaming device and HomePod 3 that would look more like a smart display.
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