Will Apple’s 'Awe Dropping' iPhone 17 Event Actually Awe Us?
Apple’s annual September event is always a moment
If you're looking for jaw-dropping innovation, say, foldable screens, holograms, or something straight out of Black Mirror — the answer is probably no.
Nonetheless, clear your calendars. Apple has officially announced its next big product event, scheduled for Tuesday, 9 September at 10.30 p.m. IST and yes, it’s going to be “Awe Dropping.”
Streaming live from Cupertino on Apple.com, the much-anticipated keynote is already sending waves across tech and fashion circles alike. While Apple has kept its cards close to the chest, the timing and the tone suggests we’re about to see the grand debut of the iPhone 17 lineup, alongside a fresh set of upgrades that go beyond utility and squarely into lifestyle territory.
If the rumours are true, the headliner will be the iPhone 17 series, with a possible debut of a brand-new design called the iPhone 17 Air. Rumoured to be the thinnest iPhone ever made — just 5.5mm — it’s poised to bring Apple’s obsession with minimalism to new heights. Think: the tech-world equivalent of a razor-sharp blazer or a perfectly tailored overcoat, all substance, zero excess.
Alongside the Air, the iPhone 17, 17 Pro, and 17 Pro Max are expected to get their spotlight. Expect upgrades in all the usual places - performance, battery, camera but also a clear push toward lifestyle luxury. The Pro models may arrive clad in titanium or brushed aluminium, while the new camera bar aesthetic gives the rear of the phone the kind of industrial-meets-architectural vibe that wouldn’t look out of place in a Tom Dixon showroom.
Moreover, iOS 26 , the next version of Apple’s mobile software is rumoured to arrive with a new interface called Liquid Glass, promising an even more fluid and personalised experience. Deeper AI integration via Apple Intelligence will likely take centre stage too , enabling smarter Siri interactions, on-device content creation, and productivity tools that quietly take care of your day before you’ve had your first espresso.
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Of course, the event likely won’t stop at phones. Updates to the Apple Watch Series 11 and AirPods Pro 3 are expected as well— with talk of new wellness features, a refreshed design language, and even biometric sensors built into your earbuds. It’s Apple doubling down on the idea that tech isn’t just carried, it’s worn, styled, lived with.
This year’s event follows the 2024 showcase, which saw the release of the iPhone 16, Apple Watch Series 10, and AirPods 4, along with new colours for the Watch Ultra 2 and AirPods Max. Those were thoughtful upgrades. But this year feels different like Apple is ready to make noise again. Not through flashy gimmicks, but through a return to its roots: quiet confidence, tactile elegance, and design that makes you feel something.
So, will it truly be awe-dropping? That depends on what you’re looking for. If you’re hoping for foldables, holograms, or sci-fi stunts, you might be underwhelmed. But if your idea of innovation is refinement, the kind that blends seamlessly into your life, complements your wardrobe, and enhances your daily rhythm, then yes, this might be the most considered and covetable drop Apple has offered in years.
Whatever the case, the world will be watching.