Apple has officially announced its next big event will take place on September 9 at its Apple Park campus in Cupertino, California. The company is expected to reveal the iPhone 17, new Apple Watches, and possibly other exciting gadgets.

The invitation to the event includes the tagline “Awe-dropping,” hinting that something major is coming. This September launch has become a tradition for Apple since 2012 and is considered the company’s biggest moment of the year.

This year, Apple is under pressure. While it had strong iPhone sales recently, the company delayed a big AI upgrade for Siri, falling behind tech rivals like ChatGPT and Google Gemini. But Apple may be bouncing back.

Reports say the new iPhone could be a super slim model like the MacBook Air of smartphones. It may look better, but could sacrifice battery life or camera quality.

Also Read: Samsung Galaxy S25 FE vs iPhone 17 - which one will win the September battle?

Apple hopes the fresh design will get people excited again, especially since many now wait years before upgrading. Past experiments, like the iPhone Mini and 16 Plus, didn’t impress buyers and are expected to be dropped from future lineups.

Besides the sleek new model, Apple is also likely to launch a standard iPhone 17, along with Pro models that come with better cameras, bigger screens, and more powerful processors.

The event also comes at a time of global trade tensions. Apple continues to deal with costs from Trump-era tariffs, which could affect production and pricing. To handle this, Apple is moving more manufacturing to India and investing $600 billion in its U.S. operations to reduce dependency on China.

Whether all this will be enough to keep Apple ahead in the fast-moving tech race especially in AI is something both fans and investors will be watching closely.