Apple unveils its new product lineup today, September 9, 2025, at the “Awe Dropping” event, broadcast live from Apple Park in Cupertino, California. Starting at 10 a.m. PT (2 p.m. ET), the company introduces the highly anticipated iPhone 17, new Apple Watch models, AirPods Pro 3, and potential surprises like the AirTag 2. The stream is available on official platforms, including YouTube, the Apple website, and the Apple TV app, ensuring global access. Known for its flawless production, the event promises technological innovations set to shape the mobile device market. The iPhone 17 Air, an ultra-thin model, is expected to redefine design standards.
The “Awe Dropping” event marks Apple’s flagship annual launch, solidifying its leadership in tech innovation. The live stream, starting at 2 p.m. ET, is accessible across multiple platforms, allowing consumers and enthusiasts to follow the reveals in real time.
- Confirmed platforms: YouTube, Apple Events, and Apple TV app.
- Global timings: 1 p.m. ET (USA), 6 p.m. BST (UK), 3 a.m. AET (Australia, 9/10).
- Expected reveals: iPhone 17, Apple Watch Series 11, AirPods Pro 3, and more.
What to expect from the iPhone 17
The iPhone 17 lineup is the event’s centerpiece, with four models expected: iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. The iPhone 17 Air, at just 5.5 mm thick, aims to be Apple’s thinnest smartphone ever, rivaling models like the Samsung Galaxy S25 Edge. The Pro models are set to feature a 48 MP camera with 8x optical zoom, pushing mobile photography to new heights.
Pricing is expected to start at $799 for the iPhone 17, with Pro and Pro Max models potentially seeing a $50-$100 increase, starting at 256 GB storage. Pre-orders begin September 12, with deliveries from September 19.
- Ultra-thin design: iPhone 17 Air at 5.5 mm thick.
- Advanced camera: 48 MP with 8x optical zoom on Pro models.
- Pricing: From $799 for the standard iPhone 17.
- Availability: Pre-orders on 9/12, deliveries on 9/19.
Updates to Apple Watch and AirPods
Beyond iPhones, the event will showcase the Apple Watch Series 11 and Ultra 3. The Ultra 3 may include a faster processor, satellite messaging, and possibly blood pressure monitoring. The Series 11 is expected to share some of these features, keeping Apple at the forefront of wearables.
The AirPods Pro 3 are also anticipated, with rumors of heart rate monitoring and enhanced noise cancellation. These launches strengthen Apple’s integrated ecosystem, ensuring seamless device connectivity.
Surprises may include the AirTag 2 or a new Apple TV 4K with an A17 Pro chip. An iPad Pro with an M5 chip is less likely but remains a possibility.
How to access the live stream
Apple makes the event accessible across multiple platforms. YouTube is the most convenient, available on smartphones, tablets, consoles, and smart TVs. The official Apple channel offers a placeholder with a reminder for the stream’s start. The Apple Events website (apple.com/apple-events) provides direct browser streaming, compatible with Safari, Chrome, and Firefox. The Apple TV app, available on iPhones, iPads, Macs, and smart TVs, features the event prominently on its homepage.
For real-time analysis, outlets like CNET and Mashable offer live YouTube coverage with expert commentary. Apple also allows calendar reminders via its events page to ensure viewers don’t miss the start.
- YouTube: Official stream on Apple’s channel with reminder.
- Apple Events: Browser streaming on the official site.
- Apple TV app: Available on Apple devices and smart TVs.
- Extra coverage: Live analysis from CNET and Mashable.
Software innovations with iOS 26
The event will highlight iOS 26 updates, featuring a redesigned camera interface, advanced spam detection, and an improved Siri with robust AI. iOS 26 promises deeper integration with new devices, optimizing performance and usability.
Apple may also announce the iOS 26 release date and Liquid Glass, a rumored display technology for enhanced durability. These updates underscore Apple’s focus on a cohesive hardware-software ecosystem.
- iOS 26: New camera UI and Siri enhancements.
- Liquid Glass: Tech for more durable displays.
- Integration: Optimized ecosystem for new devices.
Why the event is a must-watch
The September 9 Apple Event is more than a product launch; it’s about how Apple sets tech trends. The iPhone 17 Air’s ultra-thin design may appeal to those seeking cutting-edge portability. Health-focused features in AirPods and Apple Watch highlight Apple’s push into wellness and connectivity.
The live stream, starting at 2 p.m. ET, offers a chance for enthusiasts and consumers to witness innovations that will shape the market. Apple’s polished, pre-recorded video ensures an engaging visual experience.
Technical details of new devices
The iPhone 17 Pro and Pro Max will feature the A19 chip, offering superior performance and energy efficiency. The 48 MP camera with 8x optical zoom delivers sharper long-range shots. The iPhone 17 Air, despite its slim profile, retains the A19 chip’s power, balancing design and performance.
The Apple Watch Ultra 3 may introduce satellite connectivity for emergencies in low-signal areas. The AirPods Pro 3 promise enhanced spatial audio and longer battery life, maintaining leadership in wireless audio.
- A19 chip: Performance and efficiency in iPhone 17 Pro and Pro Max.
- Satellite: Emergency connectivity in Apple Watch Ultra 3.
- Spatial audio: AirPods Pro 3 with superior sound quality.
- Battery: Extended life in new AirPods.
Global market impact
Apple continues to set industry standards, and the September 9 event reinforces this dominance. The iPhone 17 Air’s design may push competitors like Samsung and Xiaomi toward thinner devices. Health-focused wearables raise the bar in a growing sector.
Pricing, though higher for Pro models, reflects increased storage and advanced tech. Keeping the iPhone 17 at $799 ensures accessibility, while premium models target those seeking innovation.
Event highlights
The “Awe Dropping” event has a history of surprising audiences. Apple often reveals unexpected features or products not mentioned in leaks. The event’s vibrant, pulsating logo hints at a focus on design and visual innovation.
- Animated logo: Vibrant colors on Apple’s site.
- Surprises: Potential unannounced reveals like AirTag 2.
- Production: Cinematic pre-recorded video.
- Tradition: September event as Apple’s annual milestone.