It’s official: Apple has confirmed the date of its next major event, where the spotlight will fall on the new iPhone 17 lineup. The keynote, titled “Awe Dropping”, is scheduled for Tuesday, September 9, at Apple Park in Cupertino, California. As usual, the presentation will start at 10 AM PT (7 PM CET).
Apple’s event teaser sets the tone for what’s to come. The poster features a glowing Apple logo against a black background, with thermal-map style colors and fluid glass-like effects reminiscent of the new iOS 26 design language. The upcoming operating system, which launches alongside the new iPhones, is expected to deliver a radical visual overhaul after years of minimalist UI updates.
What to expect: iPhone 17, Pro, Pro Max, and Air
The biggest headline is, of course, the debut of the iPhone 17 family. Alongside the standard model, Apple will introduce the iPhone 17 Pro and Pro Max, plus a brand-new entry: the iPhone 17 Air. This slim and lightweight device is set to replace the “Plus” variant, bringing a fresh option for users who want a large display without the bulk.
All models will be powered by the new A19 chip series—with the Pro models boasting the more advanced A19 Pro. But the real design shake-up is reserved for the high-end versions. For the first time, the rear triple-camera system will no longer sit in the familiar rounded-square bump. Instead, Apple is adopting a full-width “camera bar”, stretching across the back of the phone and hinting at a new design philosophy. This could be the first step toward Apple’s rumored 20th-anniversary iPhone in 2027, envisioned as an all-glass, wraparound-display device.
More Than Just iPhones
The September showcase won’t stop at smartphones. Apple is also expected to unveil:
- Apple Watch Series 11, Apple Watch Ultra 3, and Apple Watch SE (3rd gen) – with upgraded chips for better efficiency, though no dramatic design leaps.
- AirPods Pro 3, Apple’s next-generation true wireless earbuds, anticipated to feature improved audio quality and smarter noise cancellation.
- Updated HomePod mini and Apple TV 4K, offering refinements to the smart home ecosystem.
