After weeks of speculation, Apple has officially confirmed the date of its upcoming launch event. The company has begun sending invitations to media outlets, revealing that its highly anticipated showcase will take place in early September. As always, the invite comes with a cryptic tagline, hinting that Apple has some major announcements lined up for its audience.
iPhone 17 series to be unveiled on September 9
Apple has announced that its next event will be held on September 9 at the Steve Jobs Theatre in Cupertino, California. The in-person gathering will start at 10 a.m. PT.
This year’s tagline is “awe dropping,” which suggests the company aims to impress with significant changes. Reports indicate that four iPhone models will be revealed: the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max.
Among them, the iPhone 17 Air is expected to replace the Plus variant in the lineup. It will be noticeably thin, under 6mm, but compromises such as a smaller battery and a single rear camera are likely.
The Pro models are rumored to feature a new horizontal camera bar, dual Camera Control buttons, and an upgraded triple 48-megapixel camera system. The iPhone 17 Pro Max is tipped to deliver powerful zoom capabilities that may surpass current competitors.
The event is also expected to bring updates to Apple’s smartwatch portfolio, with successors to the Apple Watch Series 10, Ultra 2, and SE 2. This year could also mark the debut of the redesigned AirPods Pro 3 and a refreshed HomePod mini. Additionally, Apple is likely to announce release timelines for iOS 26, which is currently in beta, aligning its rollout with the arrival of the new hardware.
