Apple has officially locked in September 9, 2025, at 10:00 a.m. Pacific Time (that’s September 10, 2025, at 1:00 a.m. Philippine Time) as the date for its next big product showcase, teasing the event with the tagline “Awe-Dropping.” The keynote will take place at Apple Park in Cupertino, California, and will also be streamed online.
What’s on the horizon
While Apple is keeping its cards close to its chest, industry watchers are expecting the spotlight to fall on the iPhone 17 series. Leaks and analyst predictions suggest the lineup will include the regular models plus an all-new iPhone 17 Air, rumored to be Apple’s thinnest iPhone yet at just around 5.5 mm.
Other announcements may include:
- iOS 26 updates, showcasing Apple’s new “Liquid Glass” design language across the operating system.
- Refreshes to the Apple Watch Series 11, Apple Watch Ultra, and Apple Watch SE.
- Possible new versions of AirPods Pro and even a smart-home accessory currently being whispered about as “HomeHub.”
Why it matters
Apple’s September event has long been the company’s marquee stage for its most important hardware reveals. With the dramatic “Awe-Dropping” tagline, expectations are that Apple won’t just iterate. It may introduce at least one surprise that could shift the conversation in the smartphone space.
