Apple sets September 9 event with “Awe Dropping” tagline

• Photo courtesy of Apple

By TechWatch PH Staff

Apple has officially announced its annual fall product showcase, scheduled on Tuesday, September 9, at the Steve Jobs Theater in Apple Park. The invitation, carrying the tagline “Awe Dropping”, features a glowing Apple logo and hints at major hardware and software announcements.

The event will begin at 10:00 am PT (1:00 am PHT) and will be streamed live on Apple’s website and Apple TV app.

Industry watchers expect the company to unveil the iPhone 17 lineup, which may include the standard iPhone 17, 17 Pro, 17 Pro Max, and an all-new iPhone 17 Air, described as Apple’s thinnest iPhone to date.

The Pro models are rumored to feature a titanium build, improved cameras, micro-lens OLED displays, and the powerful A19 Pro chip.

Apple is also expected to spotlight iOS 26, which introduces the “Liquid Glass” interface and new artificial intelligence features under its “Apple Intelligence” push.

Enhancements to Siri, call screening, live translation, and a new Games app are among the anticipated software upgrades.

Beyond smartphones, the company is likely to announce the Apple Watch Series 11, the rugged Apple Watch Ultra 3 with satellite emergency connectivity, and AirPods Pro 3 with upgraded noise cancellation and possible health tracking functions.

Pre-orders for new iPhones are expected to begin on September 12, with retail availability likely starting September 19.

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