Apple’s “Awe Dropping” Event Set for September 9: iPhone 17 Lineup, Apple Watch 11 Series, AirPods Pro 3, AI Upgrades Expected

TL;DR:

• Apple is holding its annual fall event on September 9th, titled "Awe Dropping."
• New hardware will be revealed, including a new ultra-thin iPhone 17 Air and the Apple Watch Series 11 and AirPods Pro 3 with health tracking.
• Software updates are expected to include iOS 26 and enhanced AI integration, possibly using Google's Gemini.
• The event will be livestreamed, with pre-orders for new products likely starting on September 12th.

Apple confirms its annual fall showcase on September 9, hosted at the Steve Jobs Theater in Cupertino. Titled “Awe Dropping,” the invitation signals a lineup that spans iPhone, wearables, AI and beyond.

Apple will unveil the iPhone 17 family, including a newly designed ultra-thin model likely branded “iPhone 17 Air.”

Industry sources indicate the Air replaces the Plus variant and features a sleeker form factor along with a horizontal rear camera bar.

All variants are expected to run on A19 or A19 Pro chips, and ProMotion displays may arrive across the range.

Hardware updates extend to wearables and accessories. The Apple Watch Series 11 and Watch Ultra 3 are anticipated; the AirPods Pro 3 are expected to introduce health-tracking features.

Broader rumors hint at potential updates to iPad, Apple TV 4K or HomePod, though confirmation remains absent.

Software advances could generate as much buzz. A preview of iOS 26, sporting a redesigned “Liquid Glass” interface, may debut alongside tighter AI integration under Apple Intelligence.

Analysts note the company faces pressure to elevate its AI performance compared to rival players. Notably, Apple may partner with Google to incorporate Gemini AI into Siri, perhaps setting the foundation for a more personalized virtual assistant.

Wall Street will track how the event impacts Apple’s stock. The reveal might trigger a short-term sell-off, typical of “sell-the-news” behavior, even as analysts like BofA’s Wamsi Mohan maintain a positive outlook with a $250 price target.

Streams of the keynote will begin at 10 a.m. PT / 1 p.m. ET and will be accessible via Apple’s website, Apple TV app and YouTube.

Preorders for new hardware are expected to open around September 12, with retail availability by the 19th.

Execution here matters. Apple’s emphasis on thinner design and AI enhancements suggests the company is aiming to reassert its innovation narrative, even as competition heats up. If the iPhone 17 Air, Watch Ultra 3, AirPods Pro 3 and software upgrades deliver, Apple may strengthen its ecosystem, tying hardware refinement and smarter software into a convincing product proposition.