Apple's "Awe Dropping" event kicks off today at 10:00 a.m. Pacific Time, where we're expecting to see the iPhone 17 lineup, several updated Apple Watch models, and the third-generation AirPods Pro unveiled, and perhaps some other announcements.
Apple is providing a live video stream on its website, on YouTube, and in the company's TV app across various platforms. We will also be updating this article with live blog coverage and issuing Twitter updates through our @MacRumorsLive account as the event unfolds. Highlights from the event and separate news stories regarding today's announcements will go out through our @MacRumors account.
As usual, Apple's online store is down for updates ahead of the event.
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Live blog transcript ahead...
7:14 am:
Days like today are some of the most exciting moments at Apple. #AppleEvent pic.twitter.com/NWdOtNQVYH
— Tim Cook (@tim_cook) September 9, 2025
8:55 am: Our very own Dan Barbera is on location and checked in, with attendees milling around ahead of the event.
9:42 am: Attendees are headed downstairs at Steve Jobs Theatre and taking their seats!
9:48 am: The live stream is up and running on Apple's website. Right now it's just showing a color-shifting version of the event logo with the typical chill playlist going, currently playing Big People Music by Reuben James.
9:58 am: We're just minutes away! Are you ready to have your awe dropped?
9:59 am: Tim Cook is briefly on stage to welcome the attendees.
9:59 am: Here we go!
10:01 am: We start with a quote: "Design is not just what it looks like and feels like. Design is how it works." — Steve Jobs
10:02 am: Now we're going through a video of Apple design elements like the Flashlight, the Finder icon, Find My, pinch and zoom, USB plugs, MagSafe... then Apple Retail Stores from around the world.
10:02 am: And ending at Apple Park, with Tim Cook walking out with a hearty "Good morning!"
10:02 am: "At Apple, design has always been fundamental to who we are and what we do."
10:03 am: Good design is more than how things look, but also how products work.
10:03 am: Tim is talking about the new Liquid Glass UI that will be debuting later this month across the Apple operating systems.
10:04 am: "Today, we have a huge day of announcements about AirPods and Apple Watch, and we're taking the biggest leap ever for iPhone."
10:04 am: We're starting with AirPods. "They raise the bar for what headphones should be." Effortless setup, amazing sound quality, and working seamlessly across your Apple products.
10:04 am: "It's extraordinary that the world's leading headphones can also make such a meaningful difference to those facing hearing challenges."
10:05 am: "The next-generation of AirPods Pro."
10:05 am: AirPods Pro 3! Tim says "they're truly incredible."
10:06 am: We've flown up from Apple Park to a nearby Apple Retail Store for Kate to give us a run-down of the new AirPods.
10:06 am: There's a new airflow system that helps improve audio quality and has twice the active noise cancellation compared to AirPods Pro 2.
10:07 am: Active Noise Cancellation is 4x better than AirPods Pro 1.
10:07 am: "No matter what headphones you've used before... you'll have the best noise cancellation of any in-ear wireless headphones."
10:07 am: "Your own voice, and people speaking to you, will sound more natural than ever."
10:07 am: Live translation, powered by Apple Intelligence, is included.
10:09 am: A gesture activates live translation, with the person speaking coming in quieter, with the translation coming in louder. Even the meaning of phrases are translated. Your own words can be translated in real time as well, and displayed on your iPhone or spoken aloud. For two people wearing AirPods Pro 3, the live translation goes back and forth in real time.
10:10 am: The AirPods are smaller and have been reshaped to fit the ear canal better. There are five sizes of eartips now, "engineered to stay in your ears even during the most intense workouts." IP57 sweat- and water-resistance, a first for AirPods.
10:11 am: Heart rate sensing during workouts has been added to the AirPods Pro 3.
10:11 am: There's also an on-device activity monitor for measuring calorie burn.
10:11 am: A new workout experience for AirPods Pro lets you track up to 50 different workout types, even without an Apple Watch.
10:12 am: Heart rate, calories and the burn bar will update in real time.
10:13 am: Eight hours of battery life with active noise cancellation turned on. Ten hours of transparency/hearing aid mode time, too.
10:13 am: Pre-orders begin today at $249. Available September 19.
10:14 am: Now moving on to Apple Watch.
10:14 am: Tim is touting the health benefits, including fall and crash detection, sleep tracking, heart rate monitoring and more. "Let's look at the remarkable ways Apple Watch has touched people's lives."
10:15 am: A number of letters are being shown from users who got health notifications and significant life changes via their Watch.
10:16 am: "It was about five in the morning, my Apple Watch started buzzing. My heart rate was at 172. My blood oxygen was at 88%. I had a completely collapsed lung and needed emergency surgery. That Apple Watch saved my life."
10:16 am: They showed a security camera video of someone falling during a home workout, and fall detection called 911 for them.
10:17 am: "The next thing I remember is hearing a faint voice through my watch saying 'help is on the way.'"
10:17 am: "Minutes save lives. Seconds save lives." "That was my second chance." "I felt like Apple Watch had my back."
10:18 am: Tim is back: "It's truly incredible to see how Apple Watch can help people in so many ways."
10:18 am: "Each year, we make Apple Watch even more essential."
10:18 am: Apple Watch Series 11, "our thinnest and most comfortable watch, and it's even more durable."
10:18 am: 2x more scratch resistant than Apple Watch Series 10.
10:19 am: Series 11 includes 5G cellular technology.
10:20 am: Adding new health features with heart and sleep.
10:20 am: Starting with high blood pressure or hypertension.
10:21 am: Will notify you if the watch detects signals of hypertension over time. "It won't detect all instances of hypertension, but we expect to notify more than 1 million people of unknown hypertension in the first year. We expect approval from the FDA and other regulators."
10:22 am: You can already track sleep and sleep apnea, but there's a new Sleep Score, affected by sleep duration, bedtime consistency, how often you wake up, and how long you spend in each sleep stage.
10:22 am: 5 million nights from the Apple Sleep Study were used to create the algorithms.
10:23 am: "We reengineered the battery, getting up to 24 hours of battery life." Jet Black, Silver, Rose Gold, Space Grey. Polished cases from titanium, in natural, gold and slate.
10:23 am: There are extensive new watch band options too.
10:24 am: Next up is a new version of Apple Watch SE.
10:24 am: Apple Watch SE 3 gets the most powerful Apple Watch chip, S10, an always-on display and gesture support like wrist flick.
10:25 am: Already includes fall detection and crash detection, adds wrist temperature sensing, sleep apnea notifications and sleep score.
10:25 am: 18 hour battery life with fast charging, charges 2x faster than previous SE 2. Adds 8 hours of use in 15 minutes. Comes in Starlight and Midnight made of aluminum.
10:26 am: New version of Apple Watch Ultra!
10:27 am: Apple Watch Ultra 3 gets an improved display, using "our most advanced technology" to be brighter, with thinner borders and growing the screen area, for the largest display ever in an Apple Watch. Refreshes more frequently in always-on mode, so you can see ticking seconds.
10:27 am: Adding 5G cellular support, as well as satellite connectivity.
10:28 am: Using SOS, sharing location with Find My, or sending messages.
10:28 am: Emergency SOS via Satellite is included for 3 years, and Messages and Find My are included with a cellular plan.
10:28 am: 42 hours of battery life.
10:29 am: Also includes hypertension notifications and Sleep Score, like Series 11 has.
10:30 am: SE 3 starts at $249, Series 11 starts at $399, Ultra 3 starts at $799. Preorder today, available September 19.
10:31 am: "We're raising the bar with an all new iPhone lineup that's unlike anything we've ever created."
10:31 am: Four new iPhone models
10:31 am: First is iPhone 17. "It's incredible!"
10:32 am: iPhone 17 "has a beautiful, more durable design, and comes in five colors: Lavender, Mist Blue, Black, White, and Sage."
10:33 am: 6.3-inch ProMotion display, with adaptive refresh rate up to 120Hz. Always-on display adjusts down to 1 Hz, with live activities and widgets on the lock screen.
10:33 am: 3000 nits of peak outdoor brightness, highest ever on iPhone.
10:33 am: Ceramic Shield 2, with 3x better scratch resistance, with a new Apple-designed coating, bonded to Ceramic Shield at the atomic level. "It adds hardness to protect from everyday scratches."
10:34 am: 7-layer antireflective coating, reducing glare and distractions, making it more readable in bright lighting conditions.
10:34 am: It's powered by the 3nm A19 Apple Silicon chip.
10:35 am: A19 has a 6-core CPU, 2 performance cores and 4 efficiency cores, plus a 5-core GPU. "If you're upgrading from an older iPhone, you'll experience a huge boost in speed."
10:36 am: iPhone 17 has "all-day battery life" and 8 more hours of video playback than iPhone 16. 10 minutes of charge gives you 8 hours of video playback.
10:37 am: 48MP dual-fusion camera system. 1x and 2x.
10:37 am: Uses 48MP, or 24MP everyday mode. In 2x, optical telephoto delivers 52 mm focal length.
10:38 am: Combines ultra-wide and main camera into one. 13mm and 26mm focal lengths.
10:38 am: iPhone users took 500 billion selfies last year.
10:38 am: There's a new Center Stage front camera, with "more pixels" and "more flexible ways to stage your shot" Widest field of view, enabled by largest front-camera sensor, "almost twice the size of our previous front camera." The sensor is square, too.
10:39 am: Four different composition sizes, so you don't need to rotate the phone to take a landscape selfie.
10:39 am: Center Stage for photos uses AI to automatically expand the field of view and rotate the frame for you based on how many people are on the screen.
10:39 am: 18MP front camera
10:40 am: Videos will be stabilized, using the same technology as action mode on the rear cameras. Center Stage is optimized for handheld video to keep you centered in the frame.
10:40 am: Storage starts at 256GB.
10:41 am: iPhone 17 "is just the beginning of what we're introducing today."
10:41 am: It seems that pricing and availability is being held until the end of the iPhone introductions.
10:42 am: The new iPhone is very thin.
10:42 am: Ceramic Shield "encloses the titanium frame on both sides" creating nanocrystals that improve toughness. "Our most durable design yet."
10:43 am: "We had to redesign our iconic plateau. Precisely machined from both sides, it's designed to fit our custom cameras, chips, and modules." The rest of the phone is battery.
10:43 am: "It's a paradox you need to hold to believe." iPhone Air
10:44 am: "We are thrilled to introduce the impossibly thin iPhone Air." The thinnest iPhone ever made at 5.6mm.
10:44 am: 6.5-inch display, with ProMotion, Always-On, and 3000 nits of peak brightness.
10:44 am: 3x better scratch resistance than the prior ceramic shield, and it's been added to the back as well.
10:45 am: The "plateau" holds the rear camera, front camera, speaker, and Apple Silicon.
10:45 am: "It exceeds our stringent bend-strength requirements." It's "more-durable" than any previous iPhone.
10:45 am: Colors: Space Black, Cloud White, Light Gold and Sky Blue
10:46 am: iPhone Air debuts the A19 Pro. 6-core CPU.
10:46 am: "Fastest CPU in any smartphone."
10:47 am: CPU is even faster and more efficient than A19. GPU updated with second generation of Dynamic Caching, doubled math rates, and new unified image compression.
10:47 am: Neural accelerators are built into each GPU core.
10:47 am: "MacBook Pro levels of compute in an iPhone."
10:48 am: "For years, we've been building wifi and bluetooth chip for Apple Watch and AirPods, and now it's coming to iPhone for the first time. N1." An Apple-designed wireless chip that includes Wi-Fi 7, Bluetooth and Threads.
10:48 am: An Apple-Designed modem, C1, was introduced in the Spring. Now C1X is 2x faster. Even faster than the modem in iPhone 16 Pro, and uses 30% less energy.
10:49 am: It's "the most power-efficient iPhone we've ever made."
10:49 am: Fusion camera, with 1x and 2x modes from one camera. 26mm and 52mm focal lengths.
10:50 am: "This incredible system enables the latest signature features of the iPhone camera."
10:50 am: Custom 28 and 35mm lenses give a total of four lens focal lengths. It also uses the same square Center Stage selfie camera as iPhone 17.
10:51 am: New features combines the front and rear cameras, with dual-capture video. Stabilization from the front camera keeps you in frame, while rear camera lets you zoom in.
10:51 am: iPhone Air uses eSim only.
10:52 am: "eSim coverage is available globally. Because of this, we've designed iPhone Air to be eSim only worldwide, maximizing internal space for battery size."
10:52 am: "We innovated in both hardware and software to deliver great battery life for iPhone Air."
10:53 am: iPhone Air has "all-day battery life."
10:53 am: A new, low-profile MagSafe battery is available, with up to 40 hours of video playback with the pack attached.
10:54 am: New translucent case that's less than 1mm thick, available in Frost and Shadow. Also a lightweight bumper in four matching colors.
10:54 am: A new cross-body strap, as well.
10:55 am: No pricing or availability shared on iPhone Air, yet.
10:55 am: "Our goal was simple: To build the most Pro iPhone yet... by a lot!"
10:55 am: "We set out to redefine the Pro."
10:55 am: "We started again, from solid aluminum with a custom extrusion that's heated and forged and then precision machined."
10:56 am: "Colorful and durable outside oxide layer. Our first iPhone unibody."
10:56 am: "Designed for the biggest battery in any iPhone."
10:56 am: Full-width camera plateau includes new pro camera system and antennas.
10:56 am: New thermal system to dissipate heat rapidly through the aluminum unibody. Ceramic Shield protects the back and front like the other phones.
10:57 am: A video showing the phone being tested against keys, rocks, and glass vases.
10:57 am: "The new definition of Pro: iPhone 17 Pro."
10:58 am: "The iPhone 17 Pro Design is more than just a fresh new look." It delivers improved performance, making it the most powerful iPhone by far.
10:59 am: iPhone 17 Pro and Pro Max will "remain comfortable to hold" while delivering exceptional performance. Water is sealed inside the vapor chamber, laser welded inside the chassis. Heat is dissipated and released by the aluminum unibody.
10:59 am: The aluminum has 20x greater thermal conductivity than titanium.
10:59 am: Colors: Silver, Deep Blue and Cosmic Orange
11:00 am: The antennas are around the perimeter of the plateau, with the "highest-performing antennas ever in an iPhone."
11:00 am: iPhone 17 Pro delivers up to 40% better sustained performance than 16 Pro.
11:01 am: The glass on the back of the iPhone is better protected by the aluminum unibody design. It's using Ceramic Shield for the back, not glass. It's 4x more resistant to cracks than the previous back glass, with a thinner profile to have more room for the battery.
11:02 am: iPhone 17 Pro Max has the best battery life ever in an iPhone. Battery is larger in eSim models. 39 hours of video playback.
11:03 am: The same 18MP Center Stage on the front, with three 48MP cameras on the back for the first time. All three are Fusion, too.
11:05 am: 1x, 2x, 4x Telephoto 8x Telephoto. Digital Zoom is up to 40x for photos.
11:05 am: Equivalent of 8 pro lenses in your pocket.
11:07 am: iPhone 17 Pro also supports Dolby Vision HDR, 4K120, ProRes Log, ACES support... as well as new pro video features like ProRes RAW.
11:08 am: Adding Genlock support. When using an array of cameras, can sync cameras frame by frame.
11:08 am: New TechWoven case, a woven textile using multiple yarn colors to "create a sophisticated look." Clear cases and silicone cases with a new button design that "feels better and more precise than before."
11:09 am: "This is a huge upgrade, featuring a stunning design... and our best performance ever."
11:10 am: Showing a video of filmmakers using the new Pro in a variety of "tricky' shooting conditions.
11:11 am: Starting at 256GB of storage. iPhone 17 starts at $799. iPhone Air starts at $999. iPhone 17 Pro starts at $1099, 17 Pro Max is $1199. 2TB configuration is available on iPhone 17 Pro Max.
11:11 am: iPhone 16e still starts at $599. Preorders start Friday. Available September 19.
11:12 am: Tim: "It reflects our commitment to designing industry-leading products and experiences."
11:12 am: "The result can impact our lives in powerful and profound ways and change the world for the better. Thank you very much for joining us. Have a great day!"
11:12 am: It ends with: "Shot on iPhone. Edited on Mac."
