Apple has sent invitations for its annual fall launch, confirming that the "Awe Dropping" event will take place on 9 September at 10 a.m. Pacific Time (1 p.m. Eastern) in the Steve Jobs Theater at the company’s Cupertino headquarters. While Apple did not disclose product details, the company is widely expected to unveil the iPhone 17 family, including a redesigned, ultra-thin model that trade publications have dubbed the iPhone 17 Air. Bloomberg and other outlets also anticipate refreshed iPhone 17 Pro models, Apple Watch Series 11 and Watch Ultra 3, as well as updates to iPad Pro and the Vision Pro headset. The showcase will be closely watched for evidence of how Apple plans to embed generative-AI capabilities across its hardware line-up, an area where rivals have moved quickly. The event also comes as the company pledges to invest $600 billion in U.S. operations over the next four years, a strategy aimed at easing tariff pressures on devices assembled in China and India.