Apple has officially locked in September 9 as the date for its next major showcase, confirming weeks of speculation. The company began sending out press invites for the keynote, which will once again take place at the Steve Jobs Theater inside Apple Park, Cupertino. 
The event kicks off at 10 AM PT (1 PM New York, 6 PM London, 7 PM Central Europe, 10:30 PM India).
The spotlight will be on the entire new iPhone 17 lineup: the standard iPhone 17, the ultra-thin iPhone 17 Air, and the high-end iPhone 17 Pro and Pro Max models. Apple’s chosen tagline for the event is “awe dropping” – a playful mash-up of ‘awe-inspiring’ and ‘jaw-dropping.’
The iPhone 17 Air is expected to generate the most buzz. Positioned as the successor to the Plus model, it’s designed to be shockingly slim at less than 6mm. However, that slimness comes at a cost: Apple reportedly had to compromise on hardware, equipping the device with only a single rear camera and a much smaller battery. How consumers will respond to this trade-off remains one of the biggest questions of the launch.
With Apple’s tradition of blending bold design with headline-grabbing innovation, all eyes are on Cupertino to see whether the iPhone 17 family will live up to the hype.