Follow our iPhone 17 event live blog for all the big news as it's announced!
Apple is set to pull the curtain back on the iPhone 17 family of devices at its "Awe Dropping" event today, September 9. As with previous years, Tim Cook and other company executives are expected to reveal four new iPhone models as well as the Apple Watch 11 and Apple Watch Ultra 3.
The big news for 2025 is expected to be the loss of the iPhone 17 Plus in favor of a new, ultra-thin device called the iPhone 17 Air. Believed to be just 5.65mm at its thinnest point, it will significantly undercut the 7.8mm thickness of the iPhone 16. Providing battery life doesn't take too much of a hit, and the device hits a rumored $899 price point, this could be the standout product of today's show.
Alongside the iPhone 17 Air, we're also expecting to see reveals of the iPhone 17, iPhone 17 Pro and iPhone 17 Pro Max. Over on the wearable side, Apple is poised to unveil the Apple Watch Series 11, Apple Watch Ultra 3 and possibly the Apple Watch SE 3. Finally, we could see the AirPods Pro 3 revealed as well.
As with previous years, Apple's launch will be available to watch through the company's live stream on various platforms. So, regardless of which device you have on hand, chances are you'll be able to follow along. And make sure you stay locked to our own iPhone 17 live blog for the biggest announcements and up-to-the-minute reaction.
How to watch Apple's 'Awe Dropping' iPhone 17 event
Apple is hosting the "Awe Dropping" event on its website and on its YouTube channel, which I've embedded above to make things even easier. YouTube lets you set reminders if you need to be notified directly when the event is about to start.
If you're an Apple TV owner or already have one of the best iPhones with the Apple TV app installed, you can watch it there, too.
What time is the Apple 'Awe Dropping' event?
Apple's event will start at 10 a.m. PT/ 1 p.m. ET / 6 p.m. BST / 3 a.m. AEST today — Tuesday, September 9.
It's exactly a year to the day since Apple unveiled the iPhone 16 series.
Expect an introduction from Tim Cook with a brief recap of 2025 so far before we meet several other execs to give us a tour of the new products.
What could Apple announce during the 'Awe Dropping' event?
While the iPhone and Apple Watch upgrades seem like a lock, there could be a couple of extra announcements sprinkled in as well. There have been some rumors of the HomePod 3, possibly featuring a display, as well as talk of the AirTag 2 finally making an appearance.
If there's a surprise in store, it could come in the form of a new Apple TV 4K or possibly an update to Vision Pro — although that might just be a new color. There are a number of devices we're not expecting to see, like new MacBooks and iPads, as Apple typically updates those at a separate event in October or the spring.
Here's what we definitely expect to see:
- iPhone 17
- iPhone 17 Air
- iPhone 17 Pro
- iPhone 17 Pro Max
- Apple Watch Series 11
- Apple Watch Ultra 3
- Apple AirPods Pro 3
Want to know about the very latest leaks and rumors leading up to the event? Check out our dedicated iPhone 17 live blog for all the news as it happens.
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