Apple's Awe Dropping... For Real This Time?

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Benzinga Tech Trends
September 02, 2025

Apple’s “Awe Dropping” event is officially on the books for Sept. 9 at 1 p.m. ET—and yes, that name is as dramatic as what’s rumored to be coming.

The tech giant is reportedly ready to roll out seven new products (because why stop at one?), including an iPhone 17 Air so thin you’ll wonder if it’s even real.

This event isn’t just about shiny new toys. It’s Apple’s opening act in a three-year reinvention plan meant to get its swagger back after a brutal year that saw shares drop by 4.80% and rivals like Meta and Google strut around with AI bragging rights.

So, What’s Dropping (Besides Jaws)

  • iPhone 17 Air: The star of the show. At 5.5mm thin, it’s lighter than your patience for slow Wi-Fi. Expect a 6.6-inch 120Hz display, a single 48MP camera and a price tag starting around $899.

  • iPhone 17 & 17 Pro: All models get buttery-smooth ProMotion screens, while Pro models flex with 8x zoom cameras, aluminum backs and fiery new colors.

  • Apple Watch Series 11: Blood-pressure trend tracking could help you keep tabs on stress levels when your portfolio’s in the red.

  • Apple Watch Ultra 3: Satellite messaging, brighter screens and 80% charging in 30 minutes. Basically, a smartwatch with “survival mode.”

  • AirPods Pro 3: Heart-rate sensors, improved noise cancellation and maybe even temperature tracking—your ears are about to get smarter.

Have A Nice Day Apple GIF by Mashable

Source: Giphy

The Big Picture

This isn’t just about making your iPhone skinnier than a fashion week model. Apple might be laying the groundwork for foldable iPhones (2026), an all-glass “iPhone 20” and AR glasses that could finally make the Vision Pro feel less like a space helmet.

Apple’s CEO Tim Cook is reportedly “hell-bent” on winning the AR race before Meta. So yes, these gadgets are step one in a plan to sell 10M+ AR/VR devices annually by 2027.

Despite about $270 market cap wipeout year-to-date, Apple isn’t exactly broke. The company’s third-quarter revenue hit $94 billion, with iPhone revenue rising to $44.58 billion, up from $39.3 billion last year.

This event is Apple’s chance to prove it’s still got that “wow” factor, just in time for the holiday upgrade cycle.

Details Of The Livestream

The livestream drops Sept. 9 on Apple’s site, YouTube and Apple TV. Pre-orders are rumored to open Sept. 12, with devices shipping Sept. 19. Mark your calendars—and maybe your credit card limits.

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