Apple has sent out invitations for its annual fall product launch, confirming an “Awe dropping” event on 9 September at 10 a.m. Pacific Time (1 p.m. Eastern) in the Steve Jobs Theater at Apple Park, Cupertino. The company typically live-streams the presentation, which remains its most closely watched showcase of the year. People familiar with the matter say the centrepiece will be the iPhone 17 family. The range is expected to feature a redesigned, slimmer model—widely referred to as the iPhone 17 Air—alongside standard and Pro versions. Bloomberg and other outlets report that the Air will be Apple’s thinnest handset yet, while the Pro models are tipped to gain upgraded 48-megapixel camera arrays and Apple’s A19 Pro processor. The company is also anticipated to refresh its wearables and audio line-up, including Apple Watch Series 11, a rugged Watch Ultra 3 and AirPods Pro 3, which could add heart-rate monitoring and a new H-series chip. Software release dates for iOS 26 and other operating-system updates are likely to be announced during the show. Looking beyond 2025, multiple supply-chain reports indicate Apple is targeting 2026 for its first foldable iPhone featuring four cameras, the return of Touch ID and an in-house C2 modem. The September keynote will be closely watched by investors for clues on pricing strategy as the company navigates higher U.S. tariffs on Chinese imports and accelerates production shifts to India.