Apple is preparing to lift the curtain on its latest products at the highly anticipated “Awe Dropping” event scheduled for tomorrow, September 9, at the Steve Jobs Theater in Cupertino. The launch will be streamed globally at 10 a.m. PT (9 p.m. Dubai time), with millions expected to tune in as the company unveils the next evolution of its iPhone, AirPods, and Apple Watch ranges.
At the center of attention is the new iPhone 17 series, expected to include four models – the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. The devices are tipped to bring slimmer designs, faster A19 processors, and brighter OLED displays, with the ultra-thin iPhone 17 Air projected to be the slimmest iPhone in Apple’s history and the first to rely entirely on eSIM. Industry watchers believe the redesign of the Pro models, including a lighter frame and horizontal camera array, could also become key selling points in this cycle.
Apple is also preparing to refresh its wearables, with the AirPods Pro 3 expected to feature health-tracking functions such as heart-rate monitoring, and possibly real-time AI-assisted translation. The company’s smartwatch portfolio is likely to expand with the introduction of the Apple Watch Series 11, Watch Ultra 3, and Watch SE 3, offering enhanced durability, display brightness, and wellness tools. Other potential announcements include upgraded AirTags, a new Apple TV 4K, and a second-generation HomePod mini, underscoring Apple’s continued emphasis on a tightly integrated ecosystem of devices.
While analysts view this year’s showcase as more evolutionary than revolutionary, the iPhone remains the core driver of Apple’s financial performance, accounting for nearly half of its revenue. Even incremental improvements, paired with design refinements and ecosystem updates, are expected to drive strong consumer interest and keep Apple firmly at the center of global technology trends.
