Apple announced in an invitation to the press on Tuesday that their next major event will take place on Tuesday, Sept 9 at 10 AM PT/1 PM ET. The Steve Jobs Theatre at Apple Park will host the event, which has the tagline “Awe dropping.”
Although Apple rarely divulges information about upcoming products prior to their announcement, the Cupertino-based technology giant has been releasing new iPhone models every September since 2012. Apple is likely to announce the iPhone 17 and new Apple Watches, among other potential new devices.
Apple’s major revenue driver, the iPhone, is expected to get a new model. However, it remains to be seen if consumers would find it worthwhile to spend money on the latest model during a period when money is tight. The announcements will be watched closely by Wall Street as an indicator to gauge whether Apple continues to be an innovator, particularly in the AI era.
This year, the stakes are particularly high because Apple postponed a significant upgrade to its Siri digital assistant that would have brought it up to speed with Google’s Gemini and OpenAI’s ChatGPT. Despite Apple’s AI stumbles, investors applauded the company’s July financial results, which showed robust iPhone sales.
What to expect at the Apple event?
Here, we anticipate learning more about the iPhone 17 lineup, which according to rumours and leaks will feature a rear camera bar resembling the Google Pixel. Additionally, it’s another chance for Apple to discuss the future of Apple Intelligence features like AI upgrades for Siri, as well as the redesign of Liquid Glass software included in iOS 26 and other software updates.
As part of Apple’s years-long strategy to revamp the design and feel of its iPhones before introducing a foldable model and, in 2027, a rumoured 20th Anniversary iPhone with curved glass edges and slimmer bezels, the main attraction may be a slim new 6.6-inch “iPhone 17 Air,” the thinnest iPhone yet that would have fewer camera lenses and reduced battery life.
In addition to new iPhone models, Apple is anticipated to release the updated Apple Watch Series 11. The S11 chip, which is expected to power the smartwatch, may add new functions like Sleep Score and hypertension detection, among others, to make it more intelligent and effective.
Meanwhile, to lessen its dependency on China, the hub of its smartphone manufacturing operations, Apple shifted most of its iPhones sold in the US to India. Even though tariffs on most Indian products are scheduled to increase to 50% on Wednesday, smartphones are an exception.
Additionally, US President Donald Trump has alluded to Apple being exempt from the impending 100% chip tariffs. According to the president, businesses that have pledged to construct in the US won’t be charged. Earlier this month, Apple announced that it would invest $600 billion to expand its operations in the US, including the establishment of a local chip supply chain.