“Awe Dropping” Event to Showcase New Products and Reinvent Apple’s Ecosystem

Apple’s highly anticipated September 9 event, dubbed “Awe Dropping,” marks a critical moment for the tech giant as it seeks to maintain momentum following strong third-quarter earnings. The event is part of a reported three-year transformation strategy, designed to reinvent Apple’s hardware ecosystem and address mounting challenges in artificial intelligence.

According to Bloomberg’s Mark Gurman, Apple’s transformation roadmap represents the company’s most ambitious hardware strategy since the original iPhone launch. The goal is to position Apple for the next decade, addressing competitive pressures and maintaining its position as one of the world’s most valuable companies.

At the center of the September event will be the ultra-thin iPhone 17 “Air,” expected to be the thinnest iPhone ever made, measuring approximately 5.5mm at its thinnest point. The device will feature a 6.6-inch display with 120Hz ProMotion refresh rates, a hybrid titanium-aluminum frame, and a weight of approximately 145 grams. However, the ultra-thin design may come with some compromises, including a single 48-megapixel rear camera and a smaller battery.

The iPhone 17 and iPhone 17 Pro models will reportedly feature ProMotion 120Hz displays, extending this previously Pro-exclusive feature across the entire lineup. The Pro models will also showcase a new pill-shaped camera bump and transition to primarily aluminum backs, improving durability while reducing weight.

The new iPhone lineup is expected to address concerns about the company’s lagging AI capabilities, which have been a major area of focus for competitors like Google and Amazon. Apple’s AI-powered Siri upgrade was delayed until next year, and the company has faced an antitrust lawsuit from Elon Musk’s xAI over alleged AI monopolization.

The iPhone 17 “Air” is expected to start at $899, matching the current iPhone Plus price point. However, it’s unclear whether the device will be a direct replacement for the iPhone Plus or a new addition to the lineup.

In addition to the new iPhone lineup, Apple is expected to unveil the Apple Watch Series 11, which will emphasize health-monitoring improvements, potentially introducing blood-pressure trend tracking capabilities. The Series 11 will reportedly come with an updated S11 chip and 5G RedCap connectivity from MediaTek, providing faster data speeds than current LTE-only models.

The Apple Watch Ultra 3 will reportedly be the first Apple Watch with standalone satellite connectivity, enabling emergency SOS functionality and potentially text messaging in remote areas without cellular or Wi-Fi coverage. The Ultra 3 will also include improved 5G connectivity and a bigger display.

The AirPods Pro 3 will introduce heart-rate monitoring capabilities, using LED optical sensors that can track heart rate through blood flow in the ear canal. The new model will also feature design refinements, including a slimmer form factor and concealed status LED.

The September 9 event is expected to establish groundwork for Apple’s long-term vision, with 2026 expected to bring the company’s first foldable iPhone and 2027 potentially introducing an all-glass design for the iPhone’s 20th anniversary. This three-year transformation roadmap represents a significant shift in Apple’s hardware strategy, one that could have far-reaching implications for the tech industry as a whole.

Apple’s stock has been hit particularly hard this year, declining roughly 15-19% in 2025, making it one of the worst performers among the Magnificent Seven tech stocks. However, the company’s recent financial performance has shown resilience, with iPhone revenue surging 13.5% to $44.6 billion in the third quarter, partly driven by customers upgrading ahead of potential tariff increases.

The September event will be held at Apple’s Cupertino, Calif. headquarters, with a 1 p.m. Eastern start time. The event’s thermal-inspired logo appears to reference both the new colors and the rumored vapor chamber cooling system designed to prevent overheating during intensive tasks.

Overall, the “Awe Dropping” event promises to be a major milestone in Apple’s transformation journey, one that could have significant implications for the tech industry and the company’s future prospects.