Apple’s ‘Awe Dropping’ Event: iPhone 17, Slimmer iPhone Air, New Watch & AirPods Incoming
Apple’s biggest showcase of the year is here, an event that tech enthusiasts often compare to the Super Bowl. On Tuesday, September 9, 2025, the company will unveil its latest products from its headquarters in Cupertino, California.
The keynote begins at 1 p.m. ET (10:30 p.m. IST) and Apple has teased it with the tagline “awe-dropping,” raising expectations that more than just routine upgrades are on the way.
The highlight of the evening is expected to be the introduction of the iPhone 17 family, with a brand-new, slimmer model called the iPhone Air. According to reports, Apple will announce four versions: the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and the iPhone 17 Air.
Among these, the Air is tipped to be the star attraction. It will reportedly feature a larger screen than the standard iPhone 17 but in a slimmer and lighter design.
However, Bloomberg suggests this thinner build could come with compromises, such as slightly shorter battery life or scaled-back camera capabilities.
The iPhone Air would be Apple’s first major attempt at creating a slimline iPhone, echoing the successful branding of the MacBook Air and iPad Air.
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It also represents a strategic response to rivals like Samsung, which launched its Galaxy S25 Edge earlier this year, and Tecno, which recently unveiled the ultra-thin Tecno Slim at a European tech expo. With consumer preferences shifting toward sleeker devices, Apple is betting big on the Air to capture attention and sales.
Another major talking point is pricing. For years, Apple has resisted raising iPhone prices significantly, but that may change in 2025. Analysts expect the iPhone Pro models could cost $100 more than before, while the iPhone Air may be priced $100 above last year’s iPhone 16 Plus.
Some forecasts even suggest increases of up to 10% across the lineup. The driving force behind these hikes is the impact of tariffs, which are expected to cost Apple over $1 billion this quarter.
While higher costs could be a hard sell in competitive markets, analysts believe Apple’s loyal fan base may accept modest increases, especially if the iPhone Air delivers a fresh experience.
The event will not be limited to iPhones. Apple is also preparing to launch the Apple Watch Series 11, the Apple Watch Ultra 3, and the Apple Watch SE 3.
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The new Ultra model could feature satellite connectivity, building on Apple’s push for emergency-use technology that already exists in the iPhone.
Meanwhile, both the Series 11 and SE 3 are expected to sport larger displays and faster processors, reinforcing Apple’s focus on health and fitness features. Reports also suggest Apple is exploring a paid Health+ subscription service that could arrive as early as next year.
AirPods, another pillar of Apple’s ecosystem, are also getting attention. The company is rumoured to be preparing the AirPods Pro 3, its first significant update in three years.
Possible new features include a smaller charging case, live translation capabilities, and even heart rate monitoring. Some analysts, including Ming-Chi Kuo, have hinted at an even bigger surprise: AirPods equipped with tiny built-in cameras for advanced gesture controls. If true, this would push AirPods closer to becoming part of Apple’s long-term strategy in the growing market for AI-powered wearables.
