Apple Set to Unveil Up to Seven New Products at September 9 “Awe Dropping” Event

Cupertino, Calif. — September 2, 2025 — Apple is preparing to launch one of its most ambitious product lineups in years at its upcoming “Awe Dropping” event on September 9. The tech giant is expected to reveal as many as seven new devices, headlined by the ultra-thin iPhone 17 Air, which could replace the underperforming iPhone Plus line.

The event comes at a pivotal moment for Apple, which is navigating intensifying competition in artificial intelligence, a bruising antitrust lawsuit filed by Elon Musk’s xAI, and steep stock declines that have erased nearly $75 billion in market value since June. Despite these headwinds, Apple posted record third-quarter revenue of $94 billion, buoyed by a 13.5% surge in iPhone sales.

iPhone 17 Air: Ultra-Thin Redefinition

The centerpiece of the event is widely expected to be the iPhone 17 Air — Apple’s thinnest iPhone ever, measuring just 5.5mm at its slimmest point. With a 6.6-inch ProMotion display and a hybrid titanium-aluminum frame weighing only 145 grams, the device signals Apple’s shift toward lighter, sleeker hardware.

In exchange for its featherweight build, the Air will come with trade-offs: a single 48MP rear camera, a smaller battery, and simplified speaker grilles. Available in black, white, light gold, and light blue, the iPhone 17 Air is projected to start at $899 — the same price point as the outgoing Plus model.

iPhone 17 and 17 Pro: A Unified Lineup

All iPhone 17 models are set to include ProMotion 120Hz displays for the first time. The standard edition will feature a sharper 24MP selfie camera, while the Pro models are rumored to introduce a pill-shaped camera bump with an 8x telephoto zoom lens, upgraded durability via aluminum backs, and new vapor chamber cooling.

The Pro range will reportedly debut in new orange and blue finishes, alongside classic Apple colors.

Apple Watch Series 11 and Ultra 3

The Apple Watch Series 11 will emphasize health insights with blood pressure trend monitoring, powered by a redesigned S11 chip and potentially 5G RedCap connectivity for faster data.

Meanwhile, the Apple Watch Ultra 3 could mark a breakthrough in wearable independence, featuring satellite connectivity for SOS alerts and texting in remote areas. A brighter, larger display and faster charging — 80% in just 30 minutes — further distinguish the Ultra 3 as Apple’s most advanced smartwatch.

AirPods Pro 3: Health Meets Audio

The AirPods Pro 3 may blend wellness tracking with entertainment, introducing heart-rate monitoring and possibly temperature sensing. Enhanced noise cancellation, richer sound, and real-time translation features are also rumored. A slimmer design with a concealed LED indicator will highlight Apple’s latest refresh.

Apple’s Long-Term Roadmap

This year’s announcements are just the opening act in what analysts describe as Apple’s “three-year transformation.”

• 2026: Apple is expected to debut its first foldable iPhone, likely priced around $2,000.
• 2027: A radical “iPhone 20” design featuring four-sided curved glass and no bezels may arrive, alongside Apple’s long-awaited AR glasses.

These future products will build on Apple’s Liquid Glass design language in iOS 26, designed to prime users for a spatial computing future inspired by the Vision Pro.

Big Picture: Apple’s Fight for the Future

CEO Tim Cook is reportedly pushing AR glasses as Apple’s top priority, aiming to outpace Meta in defining the next computing platform. The company’s incremental integration of spatial features across iPhone, Watch, and AirPods highlights a cautious but deliberate march toward this goal.

Apple’s “Awe Dropping” event will stream live on September 9 at 1 p.m. ET via the company’s website, YouTube, and Apple TV. Pre-orders for new iPhones are expected to open on September 12, with general availability beginning September 19.