Tech giant sets September 9 for its most important product launch of the year, featuring ultra-thin iPhone 17 Air as the star attraction.
Apple has officially confirmed its highly anticipated iPhone 17 launch event, sending out media invitations for September 9, 2025, with a clever "Awe Dropping" tagline that plays on both "awe-inspiring" and "jaw-dropping" to build excitement for what's expected to be one of the company's most significant product redesigns in years.
The Event Details
The event will take place at 10:00 a.m. Pacific Time at the Steve Jobs Theater in Apple Park, Cupertino, California. The company just officially confirmed this and started sending out media invites, marking the continuation of Apple's traditional September iPhone unveiling schedule that has been in place since 2012.
The event will stream online, continuing a strategy of virtual launches that began in the Covid era, with Apple broadcasting the pre-recorded presentation on its website, YouTube channel, and Apple TV app. Select members of the media will attend in person at Apple Park, maintaining the hybrid approach the company has adopted in recent years.
For international audiences, the timing translates to 1:00 p.m. Eastern Time in New York, 6:00 p.m. in London, 7:00 p.m. in Central Europe, and 10:30 p.m. in India.
The Star of the Show: iPhone 17 Air
The headline product of the event is expected to be the iPhone 17 Air, marking Apple's boldest design departure in years. The iPhone 17 Air will undoubtedly be the star of the show - the replacement for the Plus model in the line will be incredibly thin at under 6mm, making it the thinnest iPhone ever produced.
This year, Apple is betting that it can woo consumers with a super slim iPhone, according to Bloomberg, positioning it as the "MacBook Air of iPhones." The ultra-thin design represents Apple's response to stagnant smartphone upgrade cycles, with data from Consumer Intelligence Research Partners showing most consumers only upgrade out of necessity rather than desire.
However, the revolutionary thinness comes with trade-offs. It does come with costs associated with only having one rear camera and a tiny battery. Industry analysts note that the device will feature a 6.6-inch display but will sacrifice some functionality for its sleek profile.
Complete iPhone 17 Lineup
Beyond the show-stopping Air model, Apple will unveil its complete iPhone 17 family. At the event, Apple will unveil the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. The standard iPhone 17 is expected to receive internal updates while maintaining the design introduced with the iPhone 16, while the Pro models will continue to offer premium features, including advanced cameras, larger screens, and titanium construction.
Interestingly, the iPhone 17 Pro models may actually increase in thickness this year, particularly the Pro Max variant, possibly to accommodate larger batteries for improved battery life – a stark contrast to the ultra-thin Air model's approach.
The 'Awe Dropping' Logo and Marketing
Apple's marketing team has crafted an intriguing visual identity for the event. The logo for the just-announced iPhone 17 event includes what looks like an infrared version of the Apple logo, featuring dynamic animations that have already generated buzz across social media platforms.
CEO Tim Cook personally shared the announcement on X (formerly Twitter), posting:
Beyond iPhones: Additional Product Announcements
The September 9 event won't focus solely on iPhones. Apple will also unveil the Apple Watch Series 11, Apple Watch Ultra 3, and Apple Watch SE 3, marking the first time in three years that all Apple Watch models have been updated at the same time.
The Apple Watch Ultra 3 is particularly noteworthy, as it's rumored to include satellite connectivity for emergency communications in remote areas – a potentially life-saving feature for outdoor enthusiasts and adventurers.
Other possibilities include AirPods Pro 3 with an updated design, expected to feature a more compact form factor, enhanced noise cancellation, and new touch-sensitive controls.
