September has arrived, and with it comes Apple’s biggest showcase of the year. The company has confirmed that its next major keynote, branded as the “Awe dropping” event, will take place on Tuesday, September 9, 2025, at 10 a.m. Pacific Time. The livestream from Apple Park in Cupertino is expected to unveil the iPhone 17 lineup along with new Apple Watches and AirPods.
The September event is traditionally one of Apple’s most anticipated moments, and this year the spotlight is on a refreshed family of devices. The iPhone 17 series is rumored to include an all-new iPhone 17 Air, a thinner and lighter model that could replace the Plus version. Alongside it, Apple is preparing the standard iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max, each expected to debut with iOS 26. The keynote is also expected to feature Apple Watch Series 11, Apple Watch Ultra 3, the third-generation Apple Watch SE, and new AirPods Pro 3.
What time is the Apple September event?
-
U.S.: 10 a.m. (PDT); 11 a.m. (MDT); noon (CDT); 1 p.m. (EDT)
-
Canada: 10 a.m. (PDT); 11 a.m. (MDT); noon (CDT); 1 p.m. (EDT); 2 p.m. (ADT)
-
U.K.: 6 p.m. (BST)
-
Europe: 7 p.m. (CEST)
-
India: 10.30 p.m. (IST)
-
Singapore and China: September 10 at 1 a.m. (CST)
-
Japan: September 10 at 2 a.m. (JST)
-
Australia: September 10 at 1 a.m. (AWST); 2.30 a.m. (ACST); 3 a.m. (AEST)
-
New Zealand: September 10 at 5 a.m. (NZST)
How to watch the Apple September event
-
YouTube (official Apple channel)
-
Apple TV app on supported devices
This year’s Apple September event carries plenty of intrigue. The iPhone 17 Air could mark the first time Apple applies its Air branding to a smartphone, while leaks suggest the Pro models may debut with a new horizontal camera bar. The standard model is also expected to receive meaningful upgrades, such as a larger 6.3-inch display, a smoother 120Hz refresh rate, and a sharper 24-megapixel front camera. Taken together, the “Awe dropping” showcase promises to be one of the most significant refreshes to the iPhone lineup in years.
Apple’s September event remains a global cultural moment, where hardware, design, and software converge to set the tone for the year ahead. Whether you are interested in the next-generation iPhone, the future of the Apple Watch, or the evolution of AirPods, tuning in on September 9 will provide the first look at Apple’s vision for 2025 and beyond.
