Apple has officially sent out invitations for its September 9, 2025 keynote, set to take place at 7 PM CET from the Steve Jobs Theater in Cupertino. As always, the event will be streamed live worldwide. This year’s slogan, “Awe Dropping”, translated as “Wow in sight”, promises big surprises—though Apple will need to deliver more than incremental updates to live up to the hype.
The spotlight will naturally be on the iPhone 17 lineup, but fans can also expect new Apple Watch models, the long-awaited AirPods Pro 3, and potentially a few unexpected announcements. Let’s dive into what we know so far.
iPhone 17: Four Models, Including the New “Air”
Apple is set to unveil four iPhone 17 models:
- iPhone 17
- iPhone 17 Pro
- iPhone 17 Pro Max
- iPhone 17 Air, replacing the “Plus” version
The iPhone 17 Air could become the thinnest iPhone ever, boasting an ultra-slim 5.5 mm chassis. However, this radical design may come with trade-offs: reports suggest it may only feature a single rear camera lens and exclusively support eSIM, eliminating the physical SIM card tray entirely. This would mark a first in Europe and could spark debates among both carriers and consumers.
iPhone 17 Pro and Pro Max: More Power, More Cameras
The Pro models are expected to bring the most visible changes. Rumors point to a massive horizontal camera module, housed in a redesigned glass-and-aluminum body. This bold design choice will likely divide opinions, but it highlights Apple’s efforts to stand out visually.
A19 Pro Chip and AI Integration
Both models will be powered by the A19 Pro chip, built on a 3 nm process. This upgrade should deliver faster performance, particularly for AI-powered features in iOS 26, Apple’s next major software release.
Photography Upgrades
Camera improvements are also on the way, with optical zoom up to 8x, and as high as 10x on the Pro Max thanks to a periscope telephoto lens.
Display Enhancements
Perhaps most importantly, 120 Hz ProMotion displays will finally be standard across the entire iPhone 17 lineup, ending the long-standing inconsistency between base and Pro models.
Apple Watch Series 11, Ultra 3, and SE 3
Apple’s smartwatch lineup is also due for a refresh:
- Apple Watch Series 11
- Apple Watch SE 3
- Apple Watch Ultra 3
While the design is expected to remain similar, upgrades include new health sensors, brighter displays, and improved battery life—especially for the Ultra model. The addition of satellite connectivity on premium versions could be a game-changer for outdoor enthusiasts and frequent travelers.
AirPods Pro 3: Smarter and More Powerful
Three years after the release of the previous generation, Apple will finally introduce the AirPods Pro 3. The upgrades could include:
- Built-in heart rate monitoring
- Enhanced active noise cancellation
- Longer battery life
- A redesigned charging case and earbuds
This would position AirPods not just as premium audio accessories, but as part of Apple’s growing health and wellness ecosystem.
Other Possible Announcements
Beyond the headliners, Apple may also announce:
- New cases and accessories
- An updated Apple TV with a faster chip
- A refreshed HomePod mini, reportedly featuring in-house networking components
These updates would further reinforce Apple’s push toward a tightly integrated ecosystem—loved by some for its seamless experience, criticized by others for being too closed.
iOS 26, macOS Tahoe, and Apple Intelligence
Software will also take center stage. Apple is expected to confirm official release dates for iOS 26, macOS Tahoe, watchOS 26, and visionOS 26.
We may also see more of the Liquid Glass interface, first teased at WWDC 2025, along with deeper integration of Apple Intelligence, the company’s AI framework designed to compete with rivals like Google Gemini and Microsoft Copilot.
Conclusion
The September 9, 2025 keynote has the potential to be Apple’s biggest event in years. From the ultra-slim iPhone 17 Air and powerful Pro models, to next-generation Apple Watches and AirPods with health tracking, Apple is positioning itself at the intersection of design, performance, and wellness.
Still, the question remains: will this event truly deliver the “Wow” factor promised by its slogan? Apple has the pieces in place, but to impress fans and critics alike, it will need to offer more than iterative upgrades. All eyes are on Cupertino to see whether this will be a historic keynote—or just another year of refinements.
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