Apple Confirms “Awe Dropping” on Sept 9, iPhone 17 Launch Expected

Apple has started sending out invites to select media and creators for the upcoming “Awe Dropping” event. It’s set for September 9, just two weeks away. Apple will most likely launch the iPhone 17 series along with the Watch 11 series. The foldable iPhone probably won’t make its debut at this event.

iPhone 17 will launch in less than two weeks!

As has been the case with previous Apple launches, the iPhone 17 series will also be unveiled at the Steve Jobs Theater on Apple Park’s campus in Cupertino, California. The event kicks off at 8 AM PT, 11 AM ET, 4 PM BST, and 10:30 PM IST.

Adding some insights, Bloomberg journalist Mark Gurman notes that the event animation hints at a possible new “Orange” color for the iPhone 17 Pro. He also mentioned a light blue option for the iPhone 17 Air. And of course, the wordplay on “Awe Dropping” ties into that theme, according to him.

The most exciting part of the upcoming Apple event will obviously be the iPhone 17 Air, which is shaping up to be a direct rival to Samsung’s Galaxy S25 Edge. For context, the S25 Edge measures just 5.8 mm in thickness, so it’ll be interesting to see what tricks Apple has in store with the 17 Air.

The upcoming iPhones will compete against the Galaxy S26, actually

It’s also important to note that the Galaxy S26 series will be the real competitor to the iPhone 17 lineup, not the Galaxy S25 series. The reasoning is simple: Samsung releases its flagships earlier in the year, while Apple’s arrive much later. That means the iPhone 17 is actually a generational rival to the Galaxy S26, not the S25.

Either way, all eyes will be on the iPhone 17 launch. Moreover, Apple might be dropping the Plus variant in favor of the new Air branding. The difference, however, is that Samsung may stick to three flagships, while Apple could still keep four in the lineup.