After months of speculation, Apple has officially set September 9 as the date for its annual iPhone launch event. Invitations have gone out to media outlets, confirming that the unveiling will take place at the Steve Jobs Theater in Cupertino at 10 a.m. PT.
The announcement cements what’s expected to be one of the tech industry’s most closely watched events this year. For international audiences, that’s 1 p.m. in New York, 6 p.m. in London, 7 p.m. in Central Europe, and 10 p.m. in Pakistan.
Four iPhone Models Incoming
Apple is preparing to roll out an entire iPhone 17 lineup, which will include the standard iPhone 17, a new iPhone 17 Air, the iPhone 17 Pro, and the iPhone 17 Pro Max. The company’s teaser tagline for the event—“awe-dropping”—hints at dramatic design and feature updates.
iPhone 17 Air: Apple Bets on Thinness
The most talked-about model ahead of launch is the iPhone 17 Air, a successor to the now-discontinued Plus variant. At under 6 mm thick, it’s set to be Apple’s slimmest iPhone yet. The ultra-thin design, however, comes at a cost: a smaller battery and just a single rear camera.
Apple’s decision to prioritize portability over raw hardware power is already sparking debate among tech watchers. Whether consumers will embrace a lighter, sleeker device—or see it as a step backward—remains to be seen.
Apple’s September event is traditionally when it sets the tone for its next year of hardware strategy. If rumors about new camera systems and design overhauls hold true, the iPhone 17 lineup could mark one of the brand’s most significant shifts in recent years.
