Apple’s upcoming Awe Dropping event on September 9 isn’t just flashy branding; it’s a signal. With seven new products expected to launch, the company is laying down its biggest hardware shift in years.
Awe Dropping moment: iPhone 17 Air leads the charge
At the heart of the Awe Dropping reveal is the iPhone 17 Air, an ultra-thin device rumored to replace the fading iPhone Plus line. Measuring just 5.5mm at its slimmest point, it will likely become the thinnest iPhone ever. For the first time, Apple is using the “Air” branding on a phone, leaning into a lighter, sleeker identity.
This isn’t just a redesign, it’s a signal that Apple wants its flagship to feel futuristic, not just familiar.
Showrunner, from Oculus Story Studio cofounder Edward Saatchi, aims to be the “Netflix of AI,” letting users generate shows through prompts.
Awe Dropping lineup: all seven expected reveals
According to insiders, Apple plans to unveil the following hardware at the September 9 keynote:
- iPhone 17 Air – A complete rethink of the larger iPhone
- iPhone 17 Pro / Pro Max – Packed with the new Liquid Glass interface
- Apple Watch X – A health-first redesign for its 10-year milestone
- Apple Watch SE (3rd Gen) – Updated internals, same accessible price
- AirPods 4 – New shape, new sensors, more health tracking
- AirPods Pro 3 – Expected to include body temperature monitoring
- iPad mini 7 – Smaller, faster, and finally getting a refresh
All of these products are built with the Liquid Glass UI in mind. This new visual system ties Apple’s ecosystem together and hints at deeper spatial-computing features in the near future.
Awe Dropping timing meets Apple’s reality check
This event couldn’t come at a more critical moment. Apple’s stock has dropped nearly 20% this year, dragged down by AI delays and a lawsuit from Elon Musk’s xAI accusing the company of monopolizing the space. The Siri upgrade, teased at WWDC, was pushed to 2026, something investors didn’t take lightly.
Even so, Apple’s Q3 was surprisingly strong. iPhone sales jumped 13.5% year over year, raking in $44.6 billion. Many users upgraded early, fearing incoming tariffs. Despite setbacks, Apple’s grip on hardware hasn’t loosened.
Awe Dropping is more than hype, it’s a course correction
Rather than chasing AI headlines, Apple is betting on design unity and seamless integration. The Liquid Glass UI doesn’t just look good; it creates a visual link between the iPhone, Vision Pro, and everything in between. That’s not about hype. That’s infrastructure.
Awe Dropping could define the next era of Apple
This is Apple at a crossroads. Seven new devices. A fresh design language. Thinner, smarter, and more connected. The Awe Dropping event might not be about flashy AI tricks, but it’s about something Apple has always done well, making the future feel polished and possible.
