The arrival of September means it’s officially iPhone season. And tomorrow, Apple is finally going to showcase its latest iPhone 17 lineup, allowing us to separate fact from rumor once and for all. Apple has dubbed the upcoming event “Awe dropping,” so we’re hoping for several big announcements that’ll warrant the tagline. The debut begins on September 9 at 1PM ET/10AM PT.
If you want to tune in to hear what Tim Cook and crew have to say about the presumed iPhone 17, you can stream the show on Apple’s website or YouTube channel. We’ve also got the livestream embedded below so you can follow along with our liveblog if you’re unable to watch the event.
With just a few days to go until the “Awe dropping” event, it seems like we’ve already gotten a lot of advanced insights about what the iPhone 17 lineup has in store. Apple introduced the software side of the equation with the iOS 26 unveil at WWDC this summer, and since then we’ve gotten some pretty reliable insights on the hardware.
The big reveal is expected to be an ultralight smartphone, likely called the iPhone 17 Air. This would be Apple’s first application of its Air nomenclature for mobile, and when we had Bloomberg’s Mark Gurman on the Engadget Podcast at the end of August, he suggested that the first iteration of the smartphone might come with some compromises — specifically, a smaller battery and fewer cameras, to better accommodate its svelte frame. We also anticipate seeing a base iPhone 17, an iPhone 17 Pro, and an iPhone 17 Pro Max, all of which should offer more iterative upgrades to last year’s iPhone 16 line.
Beyond the smartphones, the “Awe dropping” event could also include three new Apple Watches and updated AirPods Pro earbuds. Gurman, again reporting for Bloomberg, notes that Apple has several other devices in the works as well, including a new AirTag, Apple TV and iPad Pro, but it’s not as certain if those will pop up at this specific event. Either way, you can tune in on September 9 to hear about all the new product launches.
