Date, start time, and how to watch
Apple has circled Tuesday, September 9, 2025, for its “Awe Dropping” showcase. The keynote starts at 10:00 AM Pacific Time (1:00 PM Eastern, 6:00 PM BST). If you’re watching from Europe, that’s 7:00 PM CEST. India sees it at 10:30 PM IST. Australia’s east coast will be tuning in at 3:00 AM AEST on Wednesday.
The stream comes from the Steve Jobs Theater at Apple Park in Cupertino. Expect Apple’s usual slick production: a mix of on-stage moments and pre‑recorded demos, tight visuals, and lots of product shots.
Watching is simple. You can stream on Apple’s website, through the Apple TV app on iPhone, iPad, Mac, Apple TV, and many smart TVs, or via Apple’s official YouTube channel. No login or purchase needed—just open the stream when it goes live.
Apple typically keeps this show focused on the iPhone and wearables. Software updates drop around the same time, so look for the iOS 19 release candidate soon after the keynote and a public rollout the following week. Don’t expect Macs here—those usually get their own event later in the fall.
Pre-orders are expected to open Friday, September 12, at 5:00 AM Pacific. Retail availability is likely Friday, September 19. If history repeats, delivery windows for Pro models will slip within minutes, so set an alarm if you want day‑one.
What to expect: iPhone 17, Apple Watch, AirPods
The headline is the iPhone 17 family. Four models are widely expected: iPhone 17, iPhone 17 Plus, iPhone 17 Pro, and iPhone 17 Pro Max. One twist to watch: multiple reports say Apple is testing an ultra‑thin “iPhone 17 Air” that could replace the Plus. If it appears, think a lighter chassis, a slimmer profile, and a premium price.
Chips and performance are the big story. The Pro phones are tipped to run an A19 Pro processor built for on‑device AI. Expect faster neural processing, lower power draw, and better heat management under sustained tasks like video capture and gaming. Standard models may get a derivative of last year’s Pro silicon, which is typical for Apple’s lineup strategy.
On design, don’t expect a full overhaul, but watch for smaller display borders, brighter panels outdoors, and more durable front glass. Apple has been pushing titanium on Pro models; a lighter frame with improved scratch resistance would track with recent moves. Colors usually get a refresh too, with Pro finishes leaning muted and non‑Pro models getting brighter tones.
Cameras should see bigger gains. Look for better low‑light shots, faster autofocus, and cleaner 4K video in tough lighting. The Pro Max could continue to lead with a longer optical zoom using a folded lens system. Software will do more of the heavy lifting: better subject separation in Portrait mode, smarter HDR, and on‑device generative photo tools tied to iOS 19.
Battery life is expected to inch forward with efficiency tweaks and smarter power management. Charging will stay on USB‑C, with faster wired speeds likely on Pro phones and MagSafe getting slightly stronger magnets for more reliable alignment. If you care about storage, the base iPhone 17 is expected to start at 128GB, with Pro phones likely beginning at 256GB in some markets.
Pricing looks familiar but not cheap. Current estimates point to $799 for the iPhone 17, around $1,099 if the Air model appears, $1,199 for iPhone 17 Pro, and $1,299 for the Pro Max, with region‑by‑region swings due to taxes and exchange rates. Trade‑in promos will soften the blow, especially for Pro models.
iOS 19 will share the stage. Expect tighter integration with Apple’s AI stack—think smarter Siri, on‑device text tools, and better photo and video editing powered by the neural engine. Apple has been pushing privacy‑first AI, so many features should work without sending your data to the cloud. Devices with newer chips will get the most advanced tools; older phones will see a trimmed feature set.
Beyond phones, Apple Watch is next up. Two models are expected: Apple Watch Series 11 and Apple Watch Ultra 3. Both are rumored to use brighter LTPO3 displays for smoother animations and better efficiency. Apple is said to be boosting brightness at off‑angles, which should make the screen easier to read mid‑workout or while cycling.
Health features always draw attention. Blood oxygen tracking has been a regulatory headache, but industry chatter suggests Apple is working on updated sensors and software that could restore or enhance SpO2 in some regions. Expect deeper sleep insights, stress‑related metrics, and AI‑assisted coaching that adapts to your patterns over time. The Ultra 3 remains the rugged option, with a tougher case, improved battery stamina, and a display said to be about 40% brighter at a tilt compared to older models.
AirPods Pro 3 could also make the cut. The pitch: better audio quality, a new chip for more stable connections and lower latency, and health‑adjacent features using IR sensors for gesture control and possibly ear‑canal temperature checks. Noise cancelation has been Apple’s strong suit; expect smarter ANC that adapts to your surroundings faster, along with more reliable voice pickup for calls.
Here’s the at‑a‑glance rundown based on the current chatter:
- iPhone 17 lineup: Four models expected, with a possible ultra‑thin “Air” replacing the Plus.
- Chips: A19 Pro likely for Pro phones; improved neural processing for on‑device AI.
- Cameras: Better low‑light, faster autofocus, and longer optical zoom on Pro Max.
- Displays: Brighter panels, tighter bezels, and tougher front glass.
- Battery and charging: Efficiency gains, USB‑C across the board, stronger MagSafe.
- Prices (expected): iPhone 17 from $799; Pro from $1,199; Pro Max from $1,299; Air around $1,099 if it launches.
- Apple Watch: Series 11 and Ultra 3 with LTPO3 displays, brighter off‑angle viewing, and expanded health metrics.
- AirPods Pro 3: Improved audio, new chip, adaptive ANC, IR‑based gestures, and health‑leaning sensors.
- Software: iOS 19 with privacy‑first AI features; watchOS updates tailored to coaching and recovery.
The “Awe Dropping” name hints at a design moment. Apple loves to anchor its fall shows around a single visual idea—thinner materials, new finishes, or a display trick. If the iPhone 17 Air shows up, that might be the centerpiece: a premium, ultra‑thin take that nudges buyers toward a lighter, sleeker phone at a higher price.
As for availability, Apple tends to roll wide from day one. Expect the U.S., Canada, the U.K., most of Europe, Australia, Japan, and parts of the Middle East and Asia to get first‑wave delivery on September 19. A second wave typically follows a week or two later. Carriers will mirror Apple’s pre‑order timing and bundle trade‑in credits and installment plans.
One last note on watching: these streams draw huge crowds. If YouTube stalls at the top of the hour, switch to the Apple TV app or Apple’s site; both are usually rock solid. Subtitles and audio descriptions are typically available. After the keynote, Apple will post product videos and breakdowns so you can rewatch the highlights.
That’s the plan. A Tuesday morning start at Apple Park, a packed hour plus of phones, watches, and buds, and pre‑orders before sunrise on Friday. If you care about iPhone photography, battery life, or the next wave of on‑device AI, this is the Apple event 2025 you’ll want on your calendar.