Apple has officially confirmed its highly anticipated September event, putting an end to weeks of speculation.
The company announced that its next big launch will take place on September 9, 2025, at the iconic Steve Jobs Theater in Apple Park, Cupertino, California. The event is scheduled for 10 AM PT (1 PM in New York, 6 PM in London, 7 PM in Central Europe, and 10:30 PM in India).
This year’s keynote will spotlight the iPhone 17 lineup, which includes the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. Apple’s invitation carries the tagline “awe dropping”, a creative play on the words “awe-inspiring” and “jaw-dropping,” hinting at major design and feature updates.
Among the new models, the iPhone 17 Air is expected to be the most talked-about device. Serving as the successor to the Plus model, the iPhone 17 Air will feature an ultra-thin profile of under 6mm, making it one of the slimmest iPhones ever produced. However, Apple’s design decision comes with trade-offs, as reports suggest the device will include only a single rear camera and a smaller battery, raising questions about performance and endurance.
Meanwhile, the iPhone 17 Pro and iPhone 17 Pro Max are expected to offer cutting-edge upgrades in performance, camera technology, and display quality. Industry insiders anticipate Apple will highlight improvements in the A19 Bionic chip, enhanced AI features, and upgraded camera capabilities designed for both professional photography and everyday users.
As with every Apple event, the keynote will be streamed live on Apple’s official website and YouTube channel, ensuring global audiences can tune in. In addition to iPhones, the company may also announce updates to the Apple Watch Series 11, iOS 19 release date, and possibly new AirPods.
With Apple’s event just around the corner, excitement is at its peak as fans and analysts eagerly await to see whether the iPhone 17 Air’s ultra-thin design will be a groundbreaking move or a risky compromise.