Apple will hold its annual September event on September 9, where it is expected to announce the iPhone 17 lineup, new Apple Watches, and other devices. The launch will take place at the company’s Apple Park campus in Cupertino, California. Invitations sent to the press carried the tagline “Awe dropping.”

Apple has introduced new iPhones every September since 2012, making the event its most important of the year. Investors and consumers will be watching closely as Apple faces growing pressure to prove its innovation in the era of artificial intelligence.

This year’s launch comes after Apple delayed a major upgrade to Siri that would have put it closer to AI rivals such as OpenAI’s ChatGPT and Google’s Gemini. Despite that, strong iPhone sales boosted Apple’s July earnings. 

Last year’s iPhone 16 was promoted as “built for Apple Intelligence,” and analysts expect the company to continue emphasising AI integration.

Reports suggest Apple will unveil a super-slim model, described as the “MacBook Air of iPhones,” which may sacrifice battery life and camera quality for design. 

Alongside this new variant, Apple is expected to release a standard iPhone 17 and upgraded Pro models featuring more powerful processors, enhanced cameras, larger screens, and titanium construction.

The launch comes as Apple navigates U.S. tariffs under President Donald Trump. The company expects $1.1 billion in tariff-related costs this quarter but has shifted much of its iPhone production for the US market to India. 

Smartphones remain exempt from a tariff hike that will see duties on most Indian imports double to 50%. Trump has also suggested Apple could avoid upcoming 100% semiconductor tariffs due to its $600 billion commitment to expanding U.S. operations, including building a domestic chip supply chain.

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