Apple has confirmed that its highly anticipated fall event will take place on September 9, 2025, at the Steve Jobs Theater in Cupertino. Branded as the “Awe Dropping” event, the showcase will be streamed globally across Apple’s website, YouTube, and the Apple TV app, with the spotlight firmly on the debut of the iPhone 17 family.
The new lineup is expected to include the standard iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a striking new addition, the iPhone 17 Air. Rumors suggest the Air will be Apple’s slimmest phone yet, measuring just 5.5 millimeters thin while sporting a 6.6 inch display. Its ultra-light design is aimed at blending portability with performance, offering a sleek alternative to the heavier Pro models.
For the iPhone 17 Pro and Pro Max, camera upgrades are set to take center stage. Reports point to 48 megapixel telephoto sensors delivering up to 8x optical zoom, alongside a 24 megapixel front camera for sharper selfies and video calls. Performance will be driven by the new A19 and A19 Pro chips, paired with up to 12GB of RAM in the highest models, ensuring faster processing and improved efficiency for demanding tasks and gaming.
The launch will also introduce iOS 26, featuring a redesigned Liquid Glass interface. New Apple Intelligence capabilities are expected to include real-time call translation, advanced call screening, and an upgraded Games app for immersive mobile experiences.
Beyond the iPhone, Apple is rumored to unveil the Apple Watch Series 11, the Apple Watch Ultra 3 with possible satellite connectivity, AirPods Pro 3, and software updates including macOS Tahoe. Together, these additions reinforce Apple’s commitment to a fully integrated ecosystem of devices and services.
Investors and analysts are watching closely, with some expecting a “sell the news” dip in Apple’s stock following the launch, even as excitement builds over AI integration and possible collaborations with Google’s Gemini platform.
This year’s Apple event looks set to redefine the iPhone experience once again, blending thinner designs, powerful cameras, smarter chips, and advanced AI-driven features into one of the company’s most ambitious product launches to date.