Apple confirms September 9 event – iPhone 17 launch and more

Apple has officially confirmed the date of its next big event. On September 9, the company will host a presentation at its Apple Park campus in Cupertino, California. This is expected to be the stage where Apple introduces the iPhone 17 lineup, the latest Apple Watch models, and possibly other surprises.

The September event has been a tradition since 2012. Each year, millions tune in to watch. It is the company’s most important showcase, both for customers and for investors. This year’s invitation came with the tagline “Awe dropping”, a hint that design could take center stage.

Reports suggest that Apple is preparing a super-slim iPhone. Think of it as the “MacBook Air of smartphones.” It will be sleek, stylish, and lighter in hand. A new design like this could make the iPhone feel fresh again, after years of only small changes.

But a thinner body may come with limits. A smaller battery could reduce life between charges. The camera system might also be scaled back to fit the slimmer design. Even so, Apple is betting that a new look will spark excitement.

Alongside the slim version, Apple will introduce the rest of the iPhone 17 family. The standard model should get a faster chip, better battery, and an upgraded camera. The Pro versions are expected to continue with titanium builds, larger screens, and advanced camera tools.

Some changes in the lineup are likely. Analyst Ming-Chi Kuo believes Apple will retire the Plus model. The larger iPhone has struggled with sales, making up less than 10% of shipments in 2024. Cutting it would simplify the range and let Apple focus on the models that sell.

This launch is not only about hardware. Apple faces pressure to prove its strength in AI. The company delayed a major upgrade to Siri that would have helped it catch up with tools like ChatGPT and Google Gemini.

Last year’s iPhone 16 was marketed as “built for Apple Intelligence.” Many are now watching to see if Apple can expand that idea in 2025. Investors want signs that the company is still leading, not following, in the AI race.

The September launch also comes during a time of global trade stress. Apple expects to pay over $1.1 billion in tariff costs this quarter. To reduce risk, the company has shifted more iPhone production to India.

At the same time, Apple has promised $600 billion in U.S. investments to strengthen its domestic supply chain. That includes building new chip facilities in the United States. Luckily, smartphones remain exempt from the latest tariff hikes, giving Apple some breathing room.

The iPhone is Apple’s top revenue driver. But smartphone sales worldwide are slowing. Many people upgrade only when they have to. A new look, paired with smarter software, may give customers a reason to switch sooner.

For Apple, September 9 is not just another date on the calendar. It is a test. Can the iPhone 17 capture attention, boost sales, and show that Apple still defines the future of mobile tech?

The countdown has begun.