Apple event is confirmed for September 9 at Apple Park in Cupertino, California. The company is expected to launch the iPhone 17 lineup, new Apple Watch models, and maybe more hardware. Apple called the event “Awe dropping” in the press invite, fueling high expectations.
The September event is Apple’s biggest every year, where iPhone launches usually happen since 2012. Investors and customers watch closely because iPhone is Apple’s main revenue driver. This year, the spotlight is also on Apple’s AI strategy after a delay in major Siri upgrades. Wall Street wants to see if Apple is still pushing innovation as rivals like Google and Samsung move fast in AI.
What to expect from the Apple Event 2025
Apple is rumored to introduce a super slim iPhone, compared by Bloomberg to the MacBook Air in smartphone form. This thinner iPhone could bring a sleek design, but reports say it may sacrifice some battery life and camera power. Apple hopes this big design change can boost interest in a slowing smartphone market, where people upgrade less often.
Besides the slim model, Apple is also expected to launch the regular iPhone 17 and iPhone 17 Pro models. Standard models usually get new processors, small camera and battery upgrades. The Pro versions are likely to include titanium design, bigger displays, advanced camera systems, and slightly stronger performance.
Analyst Ming-Chi Kuo predicts Apple may also retire the Plus version in 2025, after weak sales for iPhone 16 Plus, which made up only 5–10% of shipments last year. The iPhone Mini was already removed earlier.
Why this Apple Event matters more
This launch comes during a tricky time. Apple delayed a big AI update to Siri that was meant to compete with OpenAI’s ChatGPT and Google’s Gemini. Despite the delay, Apple is branding new iPhones as “built for Apple Intelligence,” suggesting deeper AI features will still be part of the long-term strategy.
Meanwhile, Apple faces tariff pressure. CEO Tim Cook said the company expects $1.1 billion in tariff costs for the September quarter under Trump’s trade rules. Apple moved much of its US iPhone production to India to cut reliance on China. Tariffs on most Indian goods are doubling, but smartphones are exempt. Trump also hinted that Apple won’t face the 100% tariffs on semiconductors because of its $600 billion plan to expand US operations and chip production.
Apple Watch and other announcements at the Apple Event
Alongside the iPhone 17 series, new Apple Watches are expected. Apple usually refreshes its Watch lineup with improved health sensors and faster chips. Some reports suggest a bigger focus on battery improvements and new watchOS features tied to fitness and AI.
Other products may include accessories like new AirPods or updates for the iPad, though iPhone remains the main highlight of every September event.
Final thoughts on the Apple Event
Apple event on September 9 is shaping up as one of the most important in years. A super slim iPhone could change the design path for the future, while updates to Pro models and Apple Watch aim to keep the lineup fresh. At the same time, Apple must prove its AI roadmap is competitive, even after setbacks with Siri.
For Apple, this event is not just about new products, but about showing customers and investors it can still deliver “Awe dropping” moments in a tough market.
