Apple’s “Awe Dropping” September 9, 2025 Event – Catching Up on iPhone 17, iPhone Air, Watches, and More
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Apple’s big fall show on September 9, 2025 packed a lot into about 75 minutes. It kicked off at 10:00am Pacific (1:00pm ET) and, true to form, CEO Tim Cook took the stage to hype it up with his trademark dramatic pauses (“biggest leap ever for iPhone,” he claimed). If you were scouring TheVerge, MacRumors or Engadget live blogs, you saw Apple unveil four new iPhones – the iPhone 17, iPhone Air, iPhone 17 Pro and iPhone 17 Pro Max – plus the latest Apple Watch models and AirPods. (Apple even live-streamed it on apple.com and YouTube.) Here’s the scoop on all the juicy details you missed.
The New iPhones: iPhone 17 Family (and the All-New iPhone Air)
Apple introduced an interesting lineup this year. The standard iPhone 17 is now a 6.3-inch device with a 120Hz ProMotion OLED display, all-day battery, and the new A19 chip under the hood. It gets a dual-48MP rear camera system (Main and Ultra Wide) with a built-in 2× telephoto, plus an 18MP “Center Stage” front camera for stabilized selfies and video chats. The front is covered in Apple’s latest Ceramic Shield 2 glass (3× tougher against scratches than before). Apple’s press release calls it “a big upgrade” over last year’s iPhone 16, with double the base storage (now 256GB at launch) and five new colors – black, lavender, mist blue, sage, and white – in a more durable frame.
Apple didn’t stop there. The iPhone 17 Pro and iPhone 17 Pro Max are in a fresh aluminum unibody design built for maximum performance and battery life. Both Pro models pack the beefiest A19 Pro chip yet, paired with an internal vapor chamber for heat dissipation (so sustained performance is up to 40% better than last year). The camera systems got a massive boost: three 48MP “Fusion” cameras on the back (Main, Ultra Wide, and a new Telephoto lens) which Apple says are like “eight lenses in one” – including an 8× optical zoom on the Pro Max model. The front camera is also an 18MP Center Stage sensor that stays centered on you, even as you move or switch from portrait to landscape. Both Pro models now have Ceramic Shield on the front and back (back glass is now also fortified) for top-notch durability. Importantly, both the Pro and Pro Max start with 256GB storage, and the Pro Max even adds a new 2TB tier for those who crave mega-storage.
Colors: The non-Pro iPhone 17 comes in black, lavender, mist blue, sage, and white. The Pro/Pro Max models debuted in three “stunning new finishes” – deep blue, cosmic orange, and silver. (Yes, cosmic orange is the real deal – it has everyone talking. One Verge writer joked that your next camping trip just got easier, since your bright orange 17 Pro Max will be impossible to lose!) On the SE side, people are already hunting for cases to match: Apple’s official silicone and clear cases (with MagSafe) are listed at $49–$59 each. With those bold new colors, cases are sure to fly off the shelves.
Meet the iPhone Air – Ultra-Thin, Ti Frame, $999
Apple also pulled a surprise: iPhone Air (sometimes called the iPhone 17 Air). This is literally Apple’s thinnest iPhone ever – just 5.6mm – and it has a striking polished titanium frame. It’s almost more like an iPhone-MacBook hybrid in engineering. Despite being super slim, it’s built tough: a new Ceramic Shield 2 front cover (3× scratch resistant) and Ceramic Shield back makes it “more durable than any previous iPhone”. The iPhone Air has a large 6.5-inch ProMotion OLED screen (120Hz) and still packs Apple’s A19 Pro chip (plus extra chips for connectivity). In fact, it’s so efficient Apple says the Air has “fantastic all-day battery life” despite the thin body.
Camera-wise, the iPhone Air keeps things simple: a single powerful 48MP Fusion main camera on back (same great quality as the iPhone 17’s main cam) and an 18MP Center Stage front camera. Because it only has one rear lens, it lacks the ultra-wide/macro of the non-Pro, but for most people it still captures stunning detail. And it has a new “Action” button like the Pros do, for quick shortcuts or camera controls.
Pricing and colors: iPhone Air starts at $999 (256GB). It comes in Space Black, Cloud White, Light Gold, and Sky Blue – basically a mini rainbow of polished titanium. Apple opened pre-orders for the Air on Sept 12, with delivery beginning Sept 19, same as the others.
So in sum: the iPhone 17 (6.3″) starts at $799, iPhone Air (6.5″) at $999, iPhone 17 Pro (6.3″) at $1099, and iPhone 17 Pro Max (6.9″) at $1199. (The Max can go up to $1999 if you load it with 2TB of storage – kaboom – which got plenty of “oooohs” in the crowd.) All of the new iPhones can be pre-ordered on Friday, Sept 12 (5am Pacific / 8am Eastern), with official launch/ship date Friday, Sept 19.
For context, last year’s iPhone 16 Pro/Pro Max still hold their ground if you skip this upgrade. Those had titanium bodies, a 48MP main camera, 5× telephoto, A18 Pro chips, and the new “Apple Intelligence” features introduced at WWDC. (Apple’s Newsroom from Sept 2024 boasts the 16 Pro as “most advanced iPhone ever” with larger screens and a 48MP quad-pixel camera.) But the 17 series ditches titanium for aluminum and bumps almost everything: larger screens on all models, fancier 48MP camera systems, and faster silicon. In fact, TS2 (a tech review site) summed it up nicely: iPhone 17 now starts with 256GB for $799 (up from 128GB base before), and it includes things like 120Hz on the base model and more battery life – features that used to be Pro-only. Compared to the old iPhone 15 Pro/Pro Max (2023) or iPhone 14 Pro Max (2022), the new phones have bigger screens, bigger batteries, and some new tricks (like the Center Stage front camera). Even iPhone 13 or 13 Pro Max owners will feel a world of difference – we’ve gone from 12MP selfie cams to 18MP, from 12MP back cams to 48MP, etc. And those having fun with an iPhone 11 (our old standby) are really in for a treat if they upgrade.
Prices, Pre-Orders, and Where to Watch
Okay, timeline and pricing in a nutshell:
- Pre-order: All iPhone 17 models and iPhone Air can be pre-ordered Friday, Sept 12 at 5:00am PT/8:00am ET. (Verizon’s site even prominently notes “Pre-order starts Friday 9/12 at 8:00AM EDT”)
- Release Date: Delivery begins Friday, Sept 19 in dozens of countries. Many others follow on Sept 26.
- Prices: iPhone 17 from $799, iPhone Air from $999, iPhone 17 Pro from $1,099, iPhone 17 Pro Max from $1,199 (all U.S. pricing for the 256GB versions). (Remember, you can double the storage at each step, e.g. 512GB or 1TB, and the 17 Pro Max adds a 2TB option.)
- Apple Watch & AirPods: Watch Series 11 starts at $399, Watch Ultra 3 at $799, Watch SE 3 at $249. AirPods Pro 3 launch at $249. These are available to pre-order right now (Sept 9) and ship Sept 19.
You can sign up for updates and place orders on the Apple Store website or app (apple.com) as soon as pre-orders open. By the way, we were refreshing all morning asking “what time is the Apple event?” and “where to watch the Apple event”. Answer: Apple’s livestream was at 10am PT on Apple’s site and YouTube, and that’s where they’ll put the replay. If you missed it, there’s an official video and a detailed Apple Newsroom press release (like the ones we cited) and tons of live blogs. MacRumors ran a live blog as it happened, and Engadget and The Verge had minute-by-minute updates. (Full disclosure: all the info above is drawn from those sources – the Apple Newsroom press releases and coverage by MacRumors, TheVerge, etc.)
Beyond iPhones: New Apple Watches and AirPods
Apple also unveiled its new wearable goodies. As The Verge and others noted, we got three new Apple Watches:
- Apple Watch Series 11 (the new “main” model) adds hypertension (high-blood-pressure) alerts and a sleep-score feature. It’s got up to 24-hour battery life with the same sleek design, and a tougher cover glass (2× scratch-resistant Ion-X for aluminum models). It also finally supports 5G cellular. It comes in aluminum colors (space gray, jet black, rose gold, silver) and polished titanium (natural, gold, slate). You can pre-order Series 11 today – it starts shipping Sept 19 – and it starts at $399.
- Apple Watch Ultra 3 (the latest adventure/sports model) gets all the Series 11 features (battery, glass, health), plus new satellite connectivity (like for emergency calls) and up to 42 hours of battery life on a charge, per Apple. It also supports the new blood-pressure and sleep tracking, and now has multi-band 5G radios. It’s priced at $799 and ships next week.
- Apple Watch SE (3rd gen) is the budget-friendly model. It now has 5G support, faster charging, and for the first time an always-on display. Its battery goes up to 18 hours of typical use. It also got new health tools (like sleep apnea detection) and uses scratch-resistant Ion-X glass now. Apple says SE 3 starts at $249.
We also got AirPods Pro 3. They stayed at $249 (same as AirPods Pro 2), but got the touted “world’s best ANC” (active noise cancellation) along with a slightly new design. The big surprise: they now include a built-in heart-rate sensor that can sense your pulse through the ear. So your AirPods will watch your workout or meditate with you, cardio-style. (Juli Clover’s MacRumors piece confirms the Pro 3 are $249 and have the new sensors.)
In short, Apple gave us a full suite of “new Apple products” – watches, headphones, and iPhones – all announced in one big keynote. And like clockwork, the Apple Store site went back up to let you pre-order all of them immediately.
Tim Cook, Dramatic Pauses, and the Event Vibe
If you’re into the show, Apple delivered the usual polished spectacle. Tim Cook opened and closed the keynote, delivering his trademark line-delivery style and pausing for applause and laughter. The crowd (and viewers at home) definitely heard lines like “This is the biggest leap we’ve ever taken for iPhone” (quoting Cook) and saw strategic pauses before each big reveal. One Verge author noted the presentation was even shorter than usual – only about 1 hour 15 minutes – so there was no endless icebreakers this time. If you asked “how long is the Apple event?” on social media – answer: around 75 minutes, brisk by Apple standards.
People on Twitter and Reddit were live-asking things like “what time is the Apple event today?” right before it started. For the record, it was at 10am PT/1pm ET. It was broadcast on Apple’s own site, YouTube, and the TV app, so anyone could tune in from anywhere. Afterward, everyone rushed to read the Apple Newsroom updates (like the press releases we drew info from) and live blogs from sites like MacRumors and The Verge.
Despite all the tech talk, the vibe was still gossip-y and playful. On the Verge news page you’ll find quips (one Verge commentator literally said “OMG it’s so orange” about the new color!). When Apple previewed the 2TB iPhone 17 Pro Max, you could almost hear the “oooooh” and “ahhhh” from the audience. In other words, it felt like watching a blockbuster – exactly what Apple events aim to be.
If you missed the live show, don’t worry: Apple posted a replay on apple.com and YouTube, and outlets have already posted summaries and highlight reels. The Verge has a full liveblog recap of the event, Engadget updated a minute-by-minute blog, and MacRumors packed in comments and analysis. Just remember: in the hours after the keynote, those sites were updating constantly with “Apple event live updates” and details, so you could just skim their takeaways (which is a great way to catch up).
Galaxy S25 Ultra vs iPhone 17 (and the Older iPhones)
Of course, every Apple announcement invites Samsung comparisons. Samsung’s latest Galaxy S25 Ultra (released in early 2025) is the obvious Android rival. It sports a gigantic 6.9-inch QHD+ AMOLED display and a monster camera array: a 200MP main sensor, a 50MP 5× periscope telephoto, a 50MP ultrawide, and even a 100× space-zoom featuret. It launched at $1,299 for the 256GB model. Early reviews (Tom’s Guide, etc.) rave about its performance and battery, especially its GPU-heavy gaming chops. TS2.space’s Apple-vs-Samsung roundup noted that the S25 Ultra has a Snapdragon 8 “Elite” chip and 12GB RAM, and even outperformed last year’s iPhone 16 Pro Max in some benchmark. The Pixel 10 Pro (Google’s 2025 flagship) is also on the scene with fancy AI features and a top-notch camera, but Apple’s event itself didn’t focus on Android rivals.
Bottom line: Apple and Samsung usually price similarly at the high end. The iPhone 17 Pro Max in its base config starts at $1,199, a bit below the Galaxy Ultra’s $1,299. Unlike some years, the cheapest Samsung isn’t dramatically cheaper this time. (For example, the base iPhone 17 is $799 versus $1299 for the Ultra.) If you line them up, Samsung owns the telephoto zoom game (5× vs Apple’s 3× or 8× depending on model) and offers the S-Pen stylus. Apple counters with its tightly integrated iOS ecosystem and arguably more natural color tuning in photos. As one TechRadar editor put it, “if you’re after a super-zoom camera, S25 Ultra’s the easy choice; but iPhones generally just ‘point and shoot’ really well with natural color”.
So if you’re shopping, the question is whether you want the biggest screen and the Android feature set (Samsung’s S Pen, etc.) or the iPhone’s iOS experience. In raw specs: iPhone 17 (6.3″, 120Hz, $799) vs. Pixel 10 Pro (6.3″, AI chips, $999) vs. S25 Ultra (6.9″, 200MP camera, $1299).
And of course, older iPhones are now cheaper in comparison. The iPhone 16 Pro/Max (2024) still have a 48MP cam and A18 Pro chip, so skip these upgrades only if budget is tight. If you’re on an iPhone 13 or 14, the jump to 17 is huge (bigger screen, A19, ProMotion, multiple 48MP cams). Even an iPhone 11 or 12 user – you’d feel like you got a spaceship upgrade.
Carrier Deals and Trade-Ins
Naturally, carriers like Verizon, AT&T, and T-Mobile jumped on the launch. Each has its own promotion (for example, Verizon’s site is already taking sign-ups for Friday’s pre-order). Xfinity Mobile (Comcast’s wireless service) is whetting appetites with big bundle deals: they’re advertising up to $500 back per line (up to $2,500 for 5 lines) when you trade in phones by Sept 30. Whether it’s “get one free with a new line” or multi-phone credits, you can bet big discounts will be out there if you switch networks or add a line.
On top of that, Apple’s own trade-in program offers $200–$700 credit on your old iPhone 13 or newer (even in not-perfect condition) toward the new iPhone 17. Apple says you could get up to $1,100 credit if you trade in, say, an iPhone 13 Pro toward an iPhone 17 Pro. So savvy shoppers will likely sell or swap their iPhone 13/14/15 in exchange for those credits. The Apple Store app also lists carrier financing options (e.g. 0% APR 24-month payment plans) and mentions freebies like free Apple TV+ or AppleCare+ deals. Bottom line: carriers and trade-ins can knock hundreds off the sticker price. If you don’t want to pay full retail, it’s worth exploring Verizon’s iPhone 17 deals, AT&T’s offers (they usually match Apple’s trade-in or toss in gift cards), T-Mobile’s promotions, or Xfinity Mobile’s bundling. And don’t forget – you can always buy unlocked from Apple at apple.com if you prefer.
The Verdict – Upgrade or Wait?
So, is the iPhone 17 lineup (or iPhone Air) worth it? As a friend-pitched, slightly playful take: it depends on your current phone and wallet.
- If you’re coming from a 4th-gen or older iPhone (11/12/13), this is a no-brainer upgrade. You’ll get a much bigger and smoother screen, far better low-light cameras, way longer battery life, and all the new iOS 26 features Apple showed off earlier in the year (think things like on-device AI tools for Siri and short-form video editing). At $799, the base iPhone 17 (256GB!) is an incredible leap from your old iPhone 13. And if you’re a power user, the new A19 chip means performance is through the roof – Apple claims up to 50% faster CPU and 2× faster GPU than an iPhone 13 (A15 chip), so your apps and games will zip.
- If you have an iPhone 15 Pro/Pro Max or iPhone 16 Pro/Max, the upgrade is more of a luxury. Your current phone already had a great screen and that premium titanium build (which the 17 Pro replaces with aluminum). The 17 series adds things like a slightly bigger base model screen, a new frosted glass plateau design on the back, and bigger batteries. You might only notice really big improvements in camera zoom (up to 8×) and maybe 120Hz on the non-Pro if you had a non-Pro before. If budget’s no issue, the 17 Pro Max is a total beast (and yes, it’s even heavier on battery and camera than the 15/16 Pro Max). But some diehard fans might skip this year if their 15/16 Pro feels plenty speedy already.
- iPhone Air ($999) is a wildcard. It’s cooler as a design piece than a pure spec-upgrade. You lose the second rear lens (no ultra-wide on Air), but you get the thinnest iPhone ever, an insane 6.5″ display in a tiny body, and one of the best cameras on a slim phone (48MP main). If you drool over design and hate heavy phones, the Air is tempting – and starting at $999 with 256GB it’s actually decent value. Just know it’s a different flavor of “Pro” (you still get A19 Pro chip inside), so for many people it could be the interesting middle-ground: sleeker than a Pro Max, more camera than a standard 17.
In practical terms, I’d say for most folks the iPhone 17 Pro Max is the one to dream about (big screen + best battery + max cameras). But it’s $1,199–$1,999 depending on storage, so not cheap. The regular iPhone 17 ($799) is a fantastic deal upgrade if your phone is even 2-3 years old. And iPhone Air ($999) is the showstopper design – cool to own, but make sure you really want that thin form factor before spending a grand.
As always, wait for reviews if you can. (Some quirks – like the fact that the new “MagSafe Battery Pack” only works on the iPhone Air – are things you might notice after unboxing.) Talk to friends who have pre-ordered; tech blogs like CNET and The Verge will soon post hands-on reviews. But honestly, in 2025 the hype cycle is so well-oiled that you can often tell after the keynote if Apple nailed it (and by most accounts, the consensus is “yep, it’s a solid upgrade,” especially in areas like camera and durability).
The Hype Machine Rolls On
Remember, this September event is just one piece of Apple’s annual hype puzzle. Earlier this year, WWDC in June teased lots of software – iOS 26 with new UI (for that bigger notchless display), new Photos and Shortcuts features, etc. Those promised new tools (like the mentioned Apple Intelligence AI features) that we’ll see on all these new devices. Then came the hardware: the spring Vision Pro headset in May, and now the fall lineup in September.
And yes, every step keeps the excitement bubbling. WWDC got people talking about AI and software, then this “Awe Dropping” keynote gave us the gadgets to talk about. In months to come, rumors will swirl about next year’s iPhones, iPads, or updates. Folks will say “what about WWDC 2026?”, “when is the next Apple event 2025?” (hey, Apple also usually holds an event in October for Macs/iPads). Each announcement, recap, live stream, and keynote (apple.event/live blog/tweet by TheVerge) keeps fans and press buzzing.
So, bottom line: Apple played to form with this event, mixing press-release style facts (we cited from Apple Newsroom releases) and fanboy-level excitement (thanks to the live blog commentary and photo of that orange iPhone). If you missed the show, you’re not behind – everything is documented. Between the “Apple Event live updates” on MacRumors and The Verge, the “apple event recap” videos on YouTube, and Apple’s own newsroom, it’s all out there. (Heck, even the weird word genlock got dropped in the PR – it’s an industry term for syncing video feed, showing Apple’s pitching these as serious filmmakers’ phones.)
So relax – next time your friend asks about “the new Apple iPhone launch event,” you can casually say you’ve already skimmed the live blog and caught up on the “Apple event summary.” And if you’re budgeting, we get it: skip a cycle if needed. But Apple’s announcement train keeps rolling, and for many of us, that iPhone 17 lineup (and the sleek iPhone Air!) will be a temptation too strong to pass up.
