It's happening right now in Cupertino. Apple just kicked off its 'Awe Dropping' September keynote, promising the iPhone 17, fresh Apple Watches, and potentially the long-rumored iPhone 17 Air. With The Verge's team on the ground, we're tracking every announcement as it unfolds at what could be one of Apple's biggest hardware refreshes in years.
Apple just fired up the spotlight in Cupertino, and the tech world is glued to screens as the company's 'Awe Dropping' September event unfolds. The stakes couldn't be higher - this isn't just another iPhone refresh, it's potentially the most significant hardware lineup Apple's revealed in years.
The Verge's ground team is reporting live from inside the Steve Jobs Theater, capturing every moment as Apple CEO Tim Cook takes the stage. The anticipation has been building since WWDC 2025 gave us a taste of the software - now it's all about the hardware that'll run it.
The iPhone 17 lineup is the obvious headliner, but the real buzz centers around the rumored iPhone 17 Air. If the leaks prove accurate, we're looking at Apple's thinnest iPhone ever - a design departure that could reshape the entire smartphone category. Industry analysts have been debating whether Apple can pull off the engineering feat without compromising battery life or camera capabilities.
Meanwhile, the Apple Watch segment gets its annual refresh with what sources suggest will be the Ultra 3 and a completely redesigned SE model. Based on Apple's typical upgrade cycles, we're overdue for significant Watch hardware updates. The Ultra line has become a serious competitor to dedicated fitness watches from Garmin and Suunto, so expectations are high for new health sensors and improved battery life.
But here's where things get interesting - Apple's ecosystem play is deeper than ever. The AirPods Pro 3, which industry insiders say have been in development for over 18 months, could introduce new health monitoring features that work seamlessly with both iPhone and Apple Watch data. Think hearing health integration and potentially even basic biometric tracking.
The competitive landscape couldn't be more intense. Samsung just launched its Galaxy S25 series with advanced AI features, while Google's Pixel 9 Pro continues pushing computational photography boundaries. Apple needs to deliver not just incremental improvements, but genuine innovation that justifies premium pricing in an increasingly saturated market.
