Apple is holding an event on September 9, the company said in an invitation to the press Tuesday, where it will likely announce the iPhone 17 and new Apple Watches, among other potential new devices.
Apple rarely shares details about future products before announcing them, but the company has been introducing new iPhones in September since 2012. The invitation includes the tagline “Awe dropping.”
Apple’s September event, which will take place at the company’s Apple Park campus in Cupertino, California, is largely considered the tech giant’s most important moment of the year. There is anticipation for a new iPhone, Apple’s biggest revenue driver, but only time will tell if consumers decide it’s worth shelling out for the latest model at a time when purse strings are tight. Meanwhile, Wall Street will look to the announcements as a barometer for whether Apple is still an innovator, especially in the age of AI.
The stakes are especially high this year after Apple delayed a major upgrade to its Siri digital helper, one that would have helped bring it up to speed with OpenAI’s ChatGPT and Google’s Gemini. Investors cheered Apple’s July earnings results on strong iPhone sales despite its AI setbacks.
But Apple framed last year’s iPhone 16 as being “built for Apple Intelligence,” an approach it could continue in 2025 as rivals like Google ramp up their own AI efforts.
