Apple announces September 9 event to unveil iPhone 17 lineup

Apple has officially locked in the date for its next major showcase, set for Tuesday, September 9, at the company’s Cupertino headquarters. The September event, a tradition that often defines the year in consumer tech, will once again bring the spotlight to the iPhone, but this year, Apple is hinting at bigger changes than usual.

The centerpiece will be the iPhone 17 family, where the spotlight is expected to fall on a new model called the iPhone 17 Air. Apple is positioning it as the thinnest and lightest iPhone it has ever built, with a 6.6-inch screen, a single rear lens, and the company’s in-house C1 modem. In a move that shakes up the lineup, the Air replaces the “Plus” branding entirely.

At the higher end, the iPhone 17 Pro and Pro Max will introduce a rethought design with a more durable aluminum frame and a bar-shaped rear camera system that stands apart from Apple’s familiar square module. The Pro models, along with the standard iPhone 17, are expected to run on new A19 and A19 Pro chips, with ProMotion displays finally standard across the lineup.

The event won’t be limited to phones. Apple’s full watch lineup is getting refreshed simultaneously for the first time in years. Series 11, Watch Ultra 3, and Watch SE 3 will arrive together, underscoring Apple’s effort to update every tier of its wearable ecosystem. Rumors also point to AirPods Pro 3 adopting a new design, alongside a possible refresh for the HomePod mini and Apple TV 4K.

Software will have its moment too. Apple is expected to confirm release dates for iOS 26, iPadOS 26, and macOS Tahoe, ensuring users know exactly when to expect the new wave of operating system features.

The keynote will begin at 10 a.m. Pacific, streamed worldwide on Apple’s website, YouTube, and the Apple TV app. All eyes will be on Cupertino as Apple looks to set the tone for its next generation of devices heading into the holiday season.