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Apple confirms 'Awe Dropping' keynote for September 9
Apple has officially invited the public to its 'Awe Dropping' keynote on September 9, confirming earlier German reports. The Cupertino company is expected to unveil four iPhone 17 models, introduce an ultra-slim new flagship that replaces the 'Plus' variant, and roll out multiple updates across wearables, audio devices and TV hardware.
Get ready for an awe dropping
Headline devices: iPhone 17 lineup and what’s new
Apple will likely showcase the standard iPhone 17 and iPhone 17 Air alongside the higher-end iPhone 17 Pro and iPhone 17 Pro Max. Expect a focus on design refinement — most notably the reported ultra-slim flagship — performance gains from next-generation silicon, improved camera systems, battery efficiencies and refined displays. For buyers comparing models, look for differences in materials, camera arrays, display tech, and RAM/processing configurations.
Features and comparisons
- Performance: Pro models typically include faster chips and advanced GPU capabilities, making them more suitable for professionals and mobile gamers.
- Design: The new ultra-slim model is positioned to replace the 'Plus' size, offering a lighter option without sacrificing screen real estate.
- Cameras: Expect sensor and computational photography upgrades on Pro models, while the base and Air variants will likely receive meaningful camera enhancements.
- Storage: Apple may rework default storage tiers, mirroring past shifts where higher base capacities became standard.
Wearables, audio and living-room upgrades
Apple is also expected to refresh its smartwatch line with the Apple Watch Series 11, Apple Watch Ultra 3, and an updated, affordable Apple Watch SE 3 — the first time in three years that all Apple Watch models would see updates at a single event. Audio and home products likely to appear include AirPods Pro 3, HomePod mini, and a refreshed Apple TV 4K powered by the A17 Pro chip.
Use cases and advantages
- Fitness and health tracking: New sensors and watchOS features will target athletes and health-conscious users.
- Home and entertainment: Apple TV 4K with A17 Pro aims to deliver improved streaming and gaming performance for living-room setups.
- Audio: AirPods Pro 3 should enhance spatial audio, noise cancellation and battery life for commuters and remote workers.
Software: iOS 26, iPadOS 26 and macOS Tahoe
Alongside hardware, Apple will likely announce launch dates for iOS 26, iPadOS 26, macOS Tahoe and related updates. Leaks around a new 'Liquid Glass' UI suggest a visible interface evolution — an important change for developers, enterprises and users planning upgrades across the Apple ecosystem.
Pricing, tariffs and storage strategy
Industry chatter warns of potential price hikes on some iPhone 17 models driven by ongoing tariffs. Apple has historically offset sticker shock by increasing base storage on new models (for example, phasing out 128GB in favor of 256GB on prior Pro models), while charging a premium for top configurations. Expect Apple to balance margins and consumer expectations with storage and configuration choices.
Market relevance and final thoughts
This event will be closely watched by investors, developers and global consumers: product updates affect supply chains, app ecosystems, and accessories markets. For professionals, Pro models will matter for mobile workflows and creative applications; for mainstream users, the Air and base iPhone 17 will focus on value and everyday performance.
We will monitor announcements live and provide hands-on analysis for features, pricing and availability as details emerge. Stay tuned for coverage of the full 'Awe Dropping' keynote on September 9.
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