Apple’s Biggest Announcement of the Year is Today. Here’s What to Expect

Apple’s annual September event, kicking off today, September 9, 2025, at 10 a.m. PT, is set to unveil groundbreaking products under the tagline "Awe Dropping." Held at Apple Park in Cupertino, the event will be streamed live on Apple’s website, YouTube, and the Apple TV app. Here’s what to expect from Apple’s biggest announcements of the year, based on credible leaks and reports.

iPhone 17 Lineup: A Slimmer, Smarter Future

The star of the show is the iPhone 17 series, featuring four models: iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and the much-anticipated iPhone 17 Air. The iPhone 17 Air, rumored to be Apple’s thinnest phone ever at 0.08 inches slimmer than current models, may sport a 6.6-inch display, a single-lens rear camera, and Apple’s in-house C1 modem for enhanced connectivity. The Pro models are expected to boast redesigned bar-shaped rear cameras, A19 or A19 Pro chips, and improved battery life, with ProMotion displays potentially standard across all models.

In addition to the hardware upgrades, Apple is likely to introduce new software features optimized for the iPhone 17 series, enhancing user experience and productivity. With iOS 18 set to launch alongside the new devices, users can expect a host of new features and improvements tailored to take advantage of the latest hardware capabilities.

iPhone 17 Pro and Pro Max may feature a smaller Dynamic Island, reduced to 1.5cm from 2cm, using metalens technology for a more compact Face ID system. This could increase screen space. However, rumors are mixed, with some sources suggesting no size change until iPhone 18. Full details expected at Apple's event today, September 9, 2025.

Apple Watch: A Full Refresh

Apple is set to update its entire Apple Watch lineup for the first time in three years. Expect the Apple Watch Series 11, Apple Watch Ultra 3 with satellite connectivity, and an updated Apple Watch SE 3 targeting budget-conscious fitness enthusiasts. These models promise enhanced durability, new health features, and seamless integration with iOS 26.

AirPods Pro 3: Fitness and Audio Upgrades

The AirPods Pro 3 are rumored to debut with heart-rate tracking, pushing them deeper into the fitness market. A 2026 successor may include an infrared camera for advanced features, but today’s launch will focus on immediate upgrades like improved audio and potential live translation capabilities.

Software Updates: iOS 26 and Beyond

Apple will likely announce release dates for iOS 26, iPadOS 18.4, macOS Tahoe, and other software updates. While the Siri overhaul is delayed until 2026, iOS 26 will bring default translation and navigation app support, enhancing global usability.

Other Possibilities: HomePod Mini 2 and More

Though not expected today, a refreshed HomePod Mini 2 with a new chip and improved audio is slated for later in 2025. An updated Apple TV device may also launch this year, but the focus today remains on iPhone, Apple Watch, and AirPods.

Tariffs could force iPhone price increases

Trump’s tariffs, including a 55% levy on Chinese goods, could raise iPhone 17 prices by 12-56%. An iPhone 16 Pro Max ($1,199) might cost $1,874-$2,150, while the iPhone 17 Pro could see a $50-$100 hike. Apple may absorb some costs or shift production to India (26% tariff), but price increases are likely by fall 2025.

Higher iPhone 17 prices due to tariffs could challenge Apple’s sales, especially with Google and Samsung intensifying AI feature competition. However, analysts suggest consumers may accept modest price hikes, particularly if the iPhone 17 Air delivers standout innovation, given Apple’s history of stable pricing.

Why It Matters

Apple’s 2025 event is poised to set the tone for the tech industry, with competitors likely to respond to the iPhone 17 Air’s sleek design and the Apple Watch’s health-focused upgrades. Stay tuned for live updates as Apple redefines innovation.

Follow the event live on Apple’s website or YouTube, and check back for detailed specs and surprises post-event!