Apple 'Awe dropping' event today: How, when and where to watch Apple iPhone 17 launch and everything that Apple is launching

iPhone 17 Representative image

Apple is preparing to host its most important product showcase of the year on Tuesday, September 9, 2025. The annual September keynote, this time branded as the “Awe Dropping” event, is expected to see the unveiling of the iPhone 17 series. The lineup is reported to feature four models — iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. The introduction of the iPhone 17 Air, said to replace the Plus variant, is one of the most talked-about changes in the company’s smartphone portfolio. Apart from the iPhone, Apple may also use the stage to announce the next-generation Apple Watch and the AirPods Pro 3.

The iPhone 17 launch will be held at Apple’s headquarters in Cupertino, California, on September 9, 2025. The event begins at 10 AM PT, which translates to 10:30 PM IST for viewers in India. Apple will stream the keynote live for global audiences. Interested viewers can watch the livestream through Apple’s official website (Apple.com), the Apple TV app, and Apple’s official YouTube channel. The recording is also expected to be available shortly after the event concludes for those who miss the live telecast.

The biggest announcement of the evening will be the iPhone 17 family. The standard iPhone 17 is tipped to feature a 6.3-inch 120Hz display for smoother visuals and a new 24MP front-facing camera. It may also arrive in new colors such as purple and green, adding more variety to the lineup.

The iPhone 17 Pro is expected to undergo a design change with a horizontal camera bar and a lighter aluminium build. Reports also suggest the Pro model will start with 256GB of storage, doubling the previous entry-level option. The iPhone 17 Pro Max, Apple’s top-tier model, is said to be slightly thicker than its predecessor to accommodate a bigger battery, offering extended power for heavy users.

The most anticipated device is the iPhone 17 Air. Replacing the Plus model, this smartphone is rumored to be Apple’s slimmest iPhone ever, measuring just 5.5mm thick. It could feature a 6.6-inch display and a single rear camera, making it distinct from the other models. To complement the new phones, Apple may also introduce “TechWoven” cases with detachable straps, which will replace the FineWoven line.

The “Awe Dropping” event is not limited to smartphones. Apple is also expected to refresh its wearable lineup. The Apple Watch Ultra 3 may debut with new features such as satellite connectivity, 5G support, faster charging, and a larger display. The Apple Watch Series 11 could see iterative refinements, while the Watch SE 3 is rumored to gain a larger screen while retaining its position as the most affordable option.

In the audio category, the AirPods Pro 3 may finally launch. The earbuds are tipped to feature a slimmer design, a more compact case, touch-sensitive controls, and the new H3 chip to enhance noise cancellation and adaptive audio capabilities.