Apple has officially announced that its annual product launch event will take place on September 9, 2025, at Apple Park in Cupertino. The livestream will begin at 8:00 p.m. Moscow time and is expected to be a key moment for tech enthusiasts. The main highlights of the presentation will be the new iPhone 17 lineup, alongside other devices and software updates.

iPhone 17: New Design and Technology

The iPhone 17 lineup will include four models: iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. Significant changes are expected:

  • Redesigned body: all models will feature a refreshed look.
  • Next-generation processors: improved performance across all devices.
  • 120 Hz displays: ProMotion technology with a 120 Hz refresh rate will be available across the entire lineup, ensuring smoother visuals.

A special focus is on the iPhone 17 Air — the thinnest and lightest model in Apple’s history, replacing the Plus version. It promises to combine compactness with cutting-edge performance.

New Apple Watch Models and Other Devices

In addition to smartphones, Apple will unveil:

  • Apple Watch Series 11: the next generation of its popular smartwatch.
  • Apple Watch Ultra 3: an updated version designed for extreme conditions.
  • Apple Watch SE 3: a budget-friendly option with improved features.

Other possible announcements include:

  • AirPods Pro 3 with a new design and better sound quality.
  • An updated HomePod mini.
  • Apple TV 4K with a new processor and additional features.

Software Updates

The presentation will also cover release dates for Apple’s new operating systems:

  • iOS 26 and iPadOS 26: updates for iPhone and iPad with an improved interface and new features.
  • macOS Tahoe: the latest version for Mac computers.
  • Other updates across the Apple ecosystem.

Why It Matters

Apple’s September presentation is one of the most important annual events in the tech world. The iPhone 17 lineup is expected to set new benchmarks in design and performance, while the iPhone 17 Air could become a standout hit thanks to its thin and lightweight form. New watches, earbuds, and software updates will strengthen the Apple ecosystem, making it even more appealing to users.

The livestream will be open to everyone, and on September 9, Apple is once again set to define the direction of the industry.