Apple’s “Awe Droping” event, announced on September 9, arrives at a crucial time for one of the world’s most valuable companies, which seeks to keep the momentum after strong results in the third quarter, with a record revenue of $ 94 billion. It will also be the initial phase of a three -year transformation strategy, which aims to reinvent Apple’s hardware ecosystem.
The moment is especially significant, as Apple faces increasing challenges in the area of Artificial Intelligence, where it has been difficult to accompany competitors – recently faced an antitrust process of Xai, Elon Musk’s company, for alleged AI monopoly.
Apple’s shares have been particularly affected, falling between 15% and 19% so far in the year, becoming one of the worst among the seven largest technology actions-the so-called 7 magnificent. And Apple’s market value fell about $ 75 billion during the WWDC 2025 Keynote in June, when the company announced that the Siri with AI update would be postponed to the following year.
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Despite these obstacles, Apple’s recent financial performance showed resilience, with iPhone’s revenue growing 13.5%to $ 44.6 billion in the third quarter, driven in part by customers who made early upgrade in the face of increasing tariffs.
Apple’s “Awe Droping” event will be broadcast live on the company’s website, YouTube and Apple TV.
Based on previous iPhone launch events, when Apple holds the event on a Tuesday, pre-pereds usually start the following Friday, with general availability one week later: In this case, the pre-pedies would open on September 12 and some of the new iPhones would be released on September 19
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September event product line and Apple’s strategic priorities
The September event lineup directly addresses Apple’s strategic priorities, presenting hardware designed to integrate with the company’s Liquid Glass design language: a translucent and depth-focused interface, which represents Apple’s largest visual reformulation since iOS 7 in 2013.
This design system, inspired by the Vision Pro headset, establishes a unified aesthetic on Apple platforms and prepares users for expanded space computing capabilities.
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The first iPhone “Air”
The highlight of the event will be the iphone 17 “Air” ultra-fine, which would be the first time an iPhone has been named “Air”, so popular in the MacBook line two decades ago. The “Air” model should replace the iPhone Plus, which performs below expectations. The device will have about 5.5 mm at the thinnest point, significantly thinner than 7.8 mm from iPhone 16, and will probably be the thinnest iPhone ever made.
The iPhone 17 Air will have a 6.6 inch screen with 120Hz promotion update rate support, something unprecedented for non-pro iPhones, which makes the screen more fluid. The device must have a hybrid titanium and aluminum structure and weigh about 145 grams, much lighter than the 199 grams of iPhone 16 Pro.
However, the ultra-finish design brings some concessions: the phone will have only one 48 megapixel rear camera and smaller battery than last year’s top line models. The USB-C port will be moved from the center, and the speakers were simplified to accommodate the thin profile. The colors should include black, white, light gold and light blue, similar to MacBook Air. The price should be similar to the current iPhone Plus, $ 899.
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iPhone 17 e iPhone 17 Pro
The default iPhone 17 must have a better front camera of 24 megapixels, twice the current resolution. All iPhone 17 models will have 120Hz promotion screens, extending this feature once exclusive to pro models.
The iPhone 17 Pro models will have a new pill -shaped camera module, larger than the previous ones, including a 48 megapixel telephoto lens with up to 8x optical zoom (iPhone 16 Pro is 5x optical zoom). Pro models will also have rear aluminum rather than glass, improving durability and reducing weight.
Pro colors Pro should include two new colors suggested in Apple’s invitations: orange and blue, as well as traditional black, white and silver. The event logo, inspired by thermal themes, seems to refer to the new colors and the steam chamber cooling system, designed to avoid overheating in intense tasks.
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Apple Watch Series 11
The Apple Watch Series 11 should focus on improvements in health monitoring, possibly introducing the monitoring of blood pressure trends – although not complete readings of systolic and diastolic pressure. The feature would detect hypertension standards and alert users to consult health professionals.
Series 11 should come with the updated S11 chip, possibly smaller to accommodate larger batteries or additional sensors. The clock can also gain mediatek 5g Redcap connectivity, according to Macrumors, offering faster data speeds than current models with LTE only.
Apple Watch Ultra 3
The Apple Watch Ultra 3 will be the first Apple Watch with independent satellite connectivity, according to Mark Gurman of Bloomberg. This feature will allow emergency SOS features and possibly sending messages in remote areas without mobile or Wi-Fi.
Ultra 3 will also have an enhanced 5G connectivity and the largest display ever seen on an Apple Watch, brighter and better for side view. An improved loading coil can allow 80% load in 30 minutes, according to Macrumors.
AirPods Pro 3
Third generation Airpods Pro should introduce heart rate monitoring using LED optical sensors that accompany blood flow to the ear canal.
In addition to health resources, AirPods Pro 3 will have an active noise cancellation, improved sound quality and faster H3 audio chip. There are rumors of temperature monitoring and real -time translation. The new model will have design refinements, including thinner format and hidden status LED.
And what comes next?
The September 9 event establishes Apple’s long -term vision bases, with 2026 bringing the company’s first folding iPhone and 2027 potentially presenting a fully glass design for the 20th anniversary of the iPhone. This three -year transformation script has represented Apple’s most ambitious hardware strategy since the launch of the original iPhone, designed to face increasing competitive pressures and position the company for the next decade.
The folding iPhone is scheduled for the 2026 fall, with a book -like Samsung Galaxy Z Fold series design, with 7.8 -inch 5.5 -inch internal screen. The device will have four cameras, touch ID instead of face ID to save internal space, and Apple’s second generation mobile phone modem. Analysts foresee starting price around $ 2,000, making it the smartphone of Apple’s most expensive to this day.
“IPhone 20”, in 2027 it represents an even more radical change, with curved glass on four sides that completely eliminates the edges, creating what Bloomberg It describes as an “curved iPhone, almost all glass, without cutouts”.
This design is aligned with the IOS 26 Liquid Glass interface, which emphasizes translucency, depth and space computing elements inspired by the curved glass approach to the former design chief Jony Ive to create a device that seems “a single glass sheet”.
The company’s script includes expected lightweight air glasses for 2027, as well as multiple Vision Pro versions by 2028.
The Vision Pro script includes a small power update by the end of 2025, followed by a lighter “Vision Air” model in 2027, which can be up to 40% lighter than the current version. Apple is also developing intelligent goggles similar to goal ray-bans as an intermediate solution while improving true air technology.
These products aim to reach Apple’s goal of selling more than 10 million AR/VR products annually by 2027.
The strategic moment is aligned with Apple’s broader effort to diversify beyond the iPhone, maintaining its premium position on the market. Features such as iOS 26 3D photo effects and space interface elements serve as steps for air adoption air, gradually accustoming users to space computing concepts before launching dedicated air hardware.
This gradual approach allows Apple to build the readiness of the ecosystem as competitors such as goal and Google run to the market with potentially premature products.
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