Apple said it will stage its annual product launch on Sept. 9 at the Steve Jobs Theater in Cupertino, livestreamed globally at 10 a.m. Pacific Time. The invitation, emblazoned with the tagline “Awe Dropping,” confirms the company’s customary early-September slot for unveiling its latest hardware. The centerpiece of the event is expected to be the iPhone 17 family. Bloomberg reporting accompanying the invitation indicates the lineup will include a slimmer model — informally referred to as the iPhone 17 Air — alongside refreshed Pro and Pro Max versions. Apple’s iPhone launches remain its most important revenue driver, accounting for roughly half of annual sales. Industry watchers also anticipate new Apple Watch models, including the Series 11 and a third-generation Watch Ultra, as well as updated AirPods Pro. The company typically pairs hardware introductions with final versions of its latest operating systems, this year led by iOS 26. The launch comes as Apple navigates heightened U.S. tariffs on imports from China and India and intensifying competition in artificial-intelligence features. Investors will be watching for signs that the new devices can reinvigorate demand after smartphone shipments plateaued in mature markets.