Apple’s annual September showcase is just around the corner, and this year’s event—branded “Awe Dropping”—is widely expected to debut the iPhone 17 lineup, including a brand-new model called the iPhone 17 Air. The keynote takes place on Monday, September 9, at 9PM UAE, and will stream live on Apple’s website, its YouTube channel, and the Apple TV app.
As usual, CEO Tim Cook and the Apple leadership team will take the stage to present both hardware and software updates. With iOS 26 already introduced at WWDC earlier this year, the focus now shifts to Apple’s hardware refresh.
The iPhone 17 Air is rumored to be the headliner, marking the first time Apple applies its long-standing “Air” branding to a smartphone. The Air will reportedly emphasize ultra-lightweight design, though early reports suggest Apple may still be ironing out trade-offs with durability and battery life. Alongside it, Apple is expected to unveil the standard iPhone 17, plus the iPhone 17 Pro and Pro Max, continuing its multi-tier strategy.
The event is also tipped to bring new wearables. Bloomberg and other outlets report that Apple plans to announce three new Apple Watch models as well as refreshed AirPods Pro. Other products—like a second-generation AirTag, a new Apple TV, and updated iPad Pro—are in development, though it’s unclear whether they’ll appear at this showcase or be saved for later announcements.
Given Apple’s recent push into AI, observers are also watching to see how iOS 26 features and iPhone hardware intersect with new on-device intelligence and integration with services like Apple Intelligence, potentially shaping how the company positions itself against Google and Samsung this fall.
For anyone planning to tune in, the stream will be widely accessible, and liveblogs (including ours) will provide real-time updates and analysis as the announcements unfold.
