Apple has officially confirmed that its annual fall event with the tagline “awe dropping” which will take place on September 9, 2025, at 10:00 a.m. Pacific Time. The keynote will be held at the Steve Jobs Theater at Apple Park in Cupertino, California, and streamed online. As usual, this September showcase is expected to focus on the next generation of iPhone models along with updates to other major product lines.
The announcement follows months of speculation about new devices, including the redesigned iPhone 17 series and refreshed Apple Watch models. With references already surfacing in leaks and Apple’s software code, the event is shaping up to be one of the company’s most hardware-packed presentations in years.
iPhone 17 lineup
The highlight of the event will be the debut of the iPhone 17 family. Apple is expected to unveil four models: iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a brand-new iPhone 17 Air. The iPhone 17 Air is positioned as an ultra-thin replacement for the Plus model, featuring a 6.6-inch display, Apple’s new C1 modem, and a single-lens rear camera to achieve a slimmer profile.
The entire lineup is rumored to adopt the latest A19 and A19 Pro chips, offering faster performance and improved efficiency. Camera redesigns are also on the way, with the Pro versions likely to feature stronger optics and titanium or aluminum frames.
Apple Watch refresh
For the first time in three years, all Apple Watch models are set to be refreshed together. Apple is expected to announce the Apple Watch Series 11, Apple Watch Ultra 3, and Apple Watch SE 3. These updates will continue Apple’s push into fitness and health tracking, with design and performance improvements across the board.
AirPods Pro 3 and accessories
Alongside the iPhone and Watch, Apple may introduce the long-awaited AirPods Pro 3. Rumors point to a more compact design, improved Active Noise Cancellation, and new health-related features like heart-rate monitoring. Reports have also suggested that live translation could eventually be part of the experience, positioning AirPods Pro as more than just audio accessories.
Other products may also get attention, with leaks hinting at updates to the Vision Pro, HomePod mini, Apple TV 4K, and iPad mini. However, these could arrive quietly through press releases rather than stage time.
Software release dates
Apple is also expected to confirm release dates for its upcoming software updates, including iOS 26, iPadOS 26, macOS Tahoe, and watchOS 26. Developer betas are already underway, but September will mark the public rollout ahead of new hardware shipments.
Apple’s September event traditionally sets the tone for its holiday lineup, and this year looks to be no exception. With a completely refreshed iPhone and Watch portfolio, plus AirPods Pro 3 and new operating systems, the company is preparing for a major hardware cycle.
