Apple’s September 9 “Awe Dropping” event, announced earlier this week, arrives at a critical moment for one of the world’s most valuable companies as it seeks to maintain momentum following strong third-quarter earnings that delivered record revenue of $94 billion. The event, scheduled for 1 p.m. Eastern at Apple’s Cupertino, Calif. headquarters, represents the opening phase of a reported three-year transformation strategy, according to Bloomberg‘s Mark Gurman, that’s designed to reinvent Apple’s hardware ecosystem.
The timing carries particular significance as Apple faces mounting challenges in artificial intelligence, where the company has struggled to keep pace with competitors and recently faced an antitrust lawsuit from Elon Musk’s xAI over alleged AI monopolization. Apple’s stock has been hit particularly hard, declining roughly 15-19% so far in 2025, making it the one of the worst performers among the Magnificent Seven tech stocks. The stock lost roughly $75 billion in market value during Apple’s WWDC 2025 keynote in June when the company acknowledged its AI-powered Siri upgrade would be delayed until the following year. Despite these headwinds, Apple’s recent financial performance has shown resilience, with iPhone revenue surging 13.5% to $44.6 billion in the third quarter, partly driven by customers upgrading ahead of potential tariff increases.
The September event’s product lineup directly addresses Apple’s strategic priorities by introducing hardware designed to integrate with the company’s Liquid Glass design language: a translucent, depth-focused interface that represents the company’s most significant visual overhaul since iOS 7 in 2013. This design system, inspired by the Vision Pro headset, establishes a unified aesthetic across Apple’s platforms while preparing users for expanded spatial-computing capabilities.
The first iPhone “Air”
The centerpiece of Apple’s September 9 event will reportedly be the ultra-thin iPhone 17 “Air,” which would be the first time an iPhone is bestowed with the moniker that was so popular with Apple’s MacBook line two decades ago. The “Air” model is expected to replace the underperforming iPhone Plus in Apple’s product lineup. The device will reportedly measure approximately 5.5mm at its thinnest point, making it significantly thinner than the iPhone 16’s 7.8mm profile and in all likelihood, given the rumored name, the thinnest iPhone ever made. You can see what it looks like in mock-ups here.
The iPhone 17 Air is said to feature a 6.6-inch display supporting 120Hz ProMotion refresh rates, which would be the first time non-Pro iPhones to have this feature that makes your iPhone screen look and feel buttery smooth. The device is rumored to sport a hybrid titanium-aluminum frame and weigh approximately 145 grams, substantially lighter than the iPhone 16 Pro’s 199 grams.
However, the ultra-thin design apparently means some compromises. The phone will reportedly only include a single 48-megapixel rear camera and a smaller battery compared to last year’s flagship iPhones. The USB-C port placement is also said to be off-center, and speaker grilles have been simplified to accommodate the slim profile. Color options reportedly include black, white, light gold, and a light blue shade similar to the MacBook Air. Pricing is expected to match the current iPhone Plus at $899.
iPhone 17 and iPhone 17 Pro
The standard iPhone 17 is rumored to have a better 24-megapixel front-facing camera that doubles the resolution of current models. All iPhone 17 models will reportedly feature ProMotion 120Hz displays, extending this previously Pro-exclusive feature across the entire lineup.
The iPhone 17 Pro models will reportedly showcase a new pill-shaped camera bump that’s larger than previous designs, including a 48-megapixel telephoto lens with up to 8x optical zoom; the iPhone 16 Pro is only capable of 5x optical zoom. The Pro models will also transition to primarily aluminum backs instead of glass, improving durability while reducing weight.
Color options for the Pro models will reportedly include a pair of new colors hinted at in Apple’s invitations: orange and blue, as well as the more traditional black, white, and silver options. The event’s thermal-inspired logo appears to reference both the new colors and the rumored vapor chamber cooling system designed to prevent overheating during intensive tasks.
Apple Watch Series 11
The Apple Watch Series 11 will apparently emphasize health-monitoring improvements, potentially introducing blood-pressure trend tracking capabilities—though not full systolic and diastolic readings. The feature would detect hypertension patterns and alert users to consult health care professionals.
The Series 11 will reportedly come with an updated S11 chip that may be smaller in design to accommodate larger batteries or additional sensors. The watch may also gain 5G RedCap connectivity from MediaTek, according to MacRumors, which would provide faster data speeds than current LTE-only models.
Apple Watch Ultra 3
The Apple Watch Ultra 3 will reportedly be the first Apple Watch with standalone satellite connectivity, according to Bloomberg‘s Mark Gurman. This feature will enable emergency SOS functionality and potentially text messaging in remote areas without cellular or Wi-Fi coverage.
The Ultra 3 is also said to include improved 5G connectivity, and the biggest Apple Watch display to-date, which is said to be brighter and better when viewing it from side angles. And an improved charging coil could enable 80% charging in 30 minutes, according to MacRumors.
AirPods Pro 3
Apple’s third-generation AirPods Pro will reportedly introduce heart-rate monitoring capabilities, using LED optical sensors that can track your heart rate through blood flow in the ear canal.
Beyond health features, the AirPods Pro 3 will include improved Active Noise Cancellation, enhanced sound quality, and a faster H3 audio chip. Some reports suggest potential temperature monitoring capabilities and real-time translation features. The new model will feature design refinements including a slimmer form factor and concealed status LED.
What the ‘Awe Dropping’ event says about the big picture at Apple
The September 9 event establishes groundwork for Apple’s long-term vision, with 2026 expected to bring the company’s first foldable iPhone and 2027 potentially introducing an all-glass design for the iPhone’s 20th anniversary. This three-year transformation roadmap represents Apple’s most ambitious hardware strategy since the original iPhone launch, designed to address mounting competitive pressures and position the company for the next decade.
The foldable iPhone is reportedly scheduled for fall 2026 and is rumored to follow a book-style design similar to Samsung’s Galaxy Z Fold series, reportedly featuring a 7.8-inch inner display and 5.5-inch outer screen. The device will reportedly include four cameras, Touch ID instead of Face ID to save internal space, and Apple’s second-generation cellular modem. Analysts predict a starting price around $2,000, positioning it as Apple’s most expensive smartphone to date.
The 2027 “iPhone 20” represents an even more radical departure, featuring four-sided curved glass that eliminates bezels entirely and creates what Bloomberg describes as a “mostly glass, curved iPhone without any cutouts.” This design aligns directly with Apple’s Liquid Glass interface introduced in iOS 26, which emphasizes translucency, depth, and spatial-computing elements inspired by the Vision Pro. The curved-glass approach would fulfill former design chief Jony Ive’s long-held vision of creating a device that appears like “a single sheet of glass.”
These hardware advances directly support Apple’s spatial computing ambitions, with CEO Tim Cook reportedly “hell bent” on launching true AR glasses before Meta can achieve the same milestone. Cook has reportedly made AR glasses his “top priority,” with one Apple engineer stating “Tim cares about nothing else” from a product-development standpoint. The company’s roadmap reportedly includes lightweight AR glasses expected in 2027, along with multiple Vision Pro iterations through 2028.
Apple’s Vision Pro roadmap includes a small power refresh by the end of 2025, followed by a lighter “Vision Air” model in 2027 that may be up to 40% lighter than the current version. The company is also developing smart glasses similar to Meta’s Ray-Bans as an interim solution while perfecting true AR technology. These products collectively aim to achieve Apple’s goal of shipping over 10 million AR/VR products annually by 2027.
The strategic timing aligns with Apple’s broader effort to diversify beyond the iPhone while maintaining its premium market position. Features like iOS 26’s 3D photo effects and spatial interface elements serve as stepping stones toward mainstream AR adoption, gradually acclimating users to spatial-computing concepts before introducing dedicated AR hardware. This measured approach allows Apple to build ecosystem readiness while competitors like Meta and Google rush to market with potentially premature products.
Apple’s “Awe Dropping” event will livestream on the company’s website, YouTube, and Apple TV, on Tuesday, September 9. Based on past iPhone launch events, where Apple holds the event on a Tuesday, pre-orders typically begin that Friday with general availability launching on week later: In this case, that would mean pre-orders opening on September 12 and at least some of the new iPhones launching on September 19.
