Apple’s annual fall display, called the “Awe-Dropping” event, is scheduled for Tuesday, September 9, 2025. It begins at 10:00 a.m. PT / 1:00 p.m. ET / 6:00 p.m. BST, while fans in India can watch at 10:30 p.m. IST. The live feed will be available through Apple’s website, Apple TV app, and the official YouTube channel.
The iPhone 17 Lineup: A Slim Surprise and Pro Power
iPhone 17 Air
The ultra-thin iPhone 17 Air is likely to be the breakout star, measuring only 5.5 mm thick and becoming the slimmest iPhone in history. It’s likely to have a large display—reportedly around 6.6 inches—and may do away with the conventional SIM tray, switching totally to eSIM.
Standard iPhone 17, Pro, and Pro Max
Apple plans to showcase four versions in total:
- iPhone 17 (standard)
- iPhone 17 Pro
- iPhone 17 Pro Max
- iPhone 17 Air
The Pro variants are likely to provide major enhancements.
- A new 48 MP telephoto lens offers up to 8x zoom.
- A19 Pro chip for improved performance.
- A vapor-chamber cooling device for effective heat dissipation.
- A new, ultra-hard anti-reflective display layer for improved scratch resistance (Pro versions only).
- Possible reverse charging capabilities.
- Subtle but noticeable design changes include a repositioned back Apple logo and an enlarged camera bar with a hybrid aluminum-glass finish.
Battery Boosts
According to leaked Chinese regulatory documents, the iPhone 17 Pro’s battery is expected to be 4,252 mAh, representing an 18.7% boost over the iPhone 16 Pro’s battery. There’s even talk of a 5,000 mAh battery in the Pro Max model.
Beyond iPhones: Wearables, Earbuds, and Smart Home
Several other Apple items are expected to launch alongside the iPhone 17 lineup:
- Apple Watch Series 11
- Apple Watch Ultra 3 (potentially with blood pressure monitoring and satellite connectivity)
- Apple Watch SE 3
- AirPods Pro 3 with health-focused features, likely including infrared sensors
- Apple TV 4K (2025 refresh) and HomePod with Display Hints
Rumors and Colour Buzz
- Leaked engineering photographs reveal new color variants such as deep blue and vivid orange, leading to speculation that the traditional black variant will be deleted (though alternate dark hues may remain).
- Apple’s event visuals, which included a color-shifting, thermal-style logo, fuelled fan ideas that the design was inspired by increased cooling, new materials, or brilliant color schemes.
Pricing and Availability Expectations
Pre-orders begin September 12, and retail availability begins September 19. Some regions may see early deliveries.
Leaked price projections for the US indicate:
- iPhone 17 costs $964.10.
- iPhone 17 Air costs $1248.00.
- iPhone 17 Pro costs $1418.34.
- iPhone 17 Pro Max costs $1872.57.
Furthermore, analysts believe Apple may raise costs by eliminating the 128 GB option on Pro models, making 256 GB the new baseline starting at about $1,099—a shift expected to fuel revenue growth despite stagnant sales patterns.
Why This Event Matters
This launch could influence the upgrade landscape in the coming year. While certain enhancements, such as improved optics and battery life, appear significant, others, such as vapor-chamber cooling and the ultra-thin “Air” model, represent a rare radical shift in iPhone design philosophy.
What to Watch for Tonight
The iPhone 17 Air’s ultra-thin design is visually stunning.
48 MP telephoto + 8x zoom Improves mobile photography—especially for professional models.
A19 Pro plus vapor cooling. Improved performance through better heat regulation.
Battery improvements provides tangible benefits in daily usability.
Price and RAM shifts. Key to understanding Apple’s strategy and posture.
Curious about which Apple Watch model is ideal for you, or need assistance comparing the normal iPhone 17 to the Air or Pro variants? I’d be happy to go deeper.