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The iPhone 17 ‘Awe dropping’ event is on September 9: Here’s what to expect from Apple

The iPhone 17 'Awe dropping' event is on September 9: Here's what to expect from Apple

 Apple is holding an event on September 9, the company said in an invitation to the press Tuesday, where it will likely announce the iPhone 17 and new Apple Watches, among other potential new devices.

 Meanwhile, Wall Street will look to the announcements as a barometer for whether Apple is still an innovator, especially in the age of AI.

The stakes are especially high this year after Apple delayed a major upgrade to its Siri digital helper, one that would have helped bring it up to speed with OpenAI’s ChatGPT and Google’s Gemini. Investors cheered Apple’s July earnings results on strong iPhone sales despite its AI setbacks.

Media reports have said Apple will also unveil a slimmer version of its latest iPhone, possibly branded as the iPhone Air, echoing its iPad Air and MacBook Air lines.

The company is also expected to showcase new entry-level, high-end Apple Watches, upgraded iPad Pros and a faster version of the Vision Pro headset, Bloomberg News has reported recently.

Read more: Apple iPhone 17 Pro Max Launch Date and Features 2025

Under pressure from the Trump administration, Apple has boosted its already hefty investment in the U.S. to $600 billion over the next four years, creating jobs and shifting some work there in the hopes of sidestepping potential import duties.

Apple faces pressure from tariffs imposed on U.S. imports from countries including its production hubs, China and India. Meanwhile, Wall Street will look to the announcements as a barometer for whether Apple is still an innovator, especially in the age of AI.

The stakes are especially high this year after Apple delayed a major upgrade to its Siri digital helper, one that would have helped bring it up to speed with OpenAI’s ChatGPT and Google’s Gemini. Investors cheered Apple’s July earnings results on strong iPhone sales despite its AI setbacks.

But Apple framed last year’s iPhone 16 as being “built for Apple Intelligence,” an approach it could continue in 2025 as rivals like Google ramp up their own AI efforts.

This year, Apple is betting that it can woo consumers with a super slim iPhone, according to Bloomberg. The company is expected to release a new model that’s essentially the MacBook Air of iPhone: much sleeker, but potentially at the expense of battery life and the camera, the report says.

iPhone 17 Series: What to Expect?

Rumors also point to a redesigned rear camera setup that looks closer to Google’s Pixel bar than Apple’s traditional square bump. Beyond hardware tweaks, Apple is expected to highlight deeper integration of Apple Intelligence—its expanding suite of AI features that tie into Siri, photography, and on-device processing.

Apple iPhone 17, Apple Watch

The Apple Watch Refresh The iPhone may dominate headlines, but wearables will get their share of attention too. Apple is reportedly preparing updates across three tiers: Apple Watch Ultra 3, designed for outdoor enthusiasts and long-distance users. Apple Watch Series 11, the mainstream pick with iterative health and fitness upgrades. Apple Watch SE refresh, aimed at bringing Apple’s smartwatch experience to a more affordable audience. Shipments for the first wave of devices usually begin later in September. For Apple, this remains the most important season of the year—the iPhone still accounts for more than half of its total revenue.

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