The countdown has officially begun: Tuesday 9 September 2025 at 19:00 PM Italian time, Apple will hold its long-awaited event's audience annual event in Cupertino, at the Steve Jobs Theater in Apple Park. As per tradition, September is the month in which the company led by Tim Cook unveils the new most important, and this year the spotlight is on iPhone 17, new Apple Watches And—who knows—some other surprises. The official invitation to the media was sent with the slogan "Awe Dropping," a play on words that evokes amazement and wonder.
Apple: Why the September event is so important
Since 2012, Apple has presented its new iPhones in September, making this event one of the highlights of the year for the tech giant, with the iPhone remaining the company's flagship product and main revenue driver. Since 2020, the presentations have no longer been held live with executives on stage, but via pre-recorded videos and streaming su apple.com e YouTube, in cinematic productions that millions of fans follow around the world.
This year, however, the stakes are even higher: consumers must decide whether it's worth upgrading their device at a time when household budgets are tight, while investors are looking to the event as a crucial test of whether Apple is still a leader in innovation, especially in the age of artificial intelligence.
And the news doesn't stop in 2025: according to the latest rumours from Bloomberg, on the occasion of the twentieth anniversary of theiPhone in 2027 Apple is already working on its first folding model.
Apple focuses on AI with iPhone 17
2025 comes with an added challenge: Apple has postponed a Siri major update, which was supposed to compete more closely with ChatGpt of OpenAI e Gemini: Google. Despite this, its July quarter results surprised Wall Street thanks to strong iPhone sales.
Cupertino, however, insists on its vision: last year it launched the iPhone 16 as “built for Apple Intelligence” and now, with iOS 26, it is preparing to further enhance AI integration, introducing a new interface Liquid glass e smart features that will be an integral part of the iPhone 17 experience.
Apple's highly anticipated new releases: a super-thin iPhone 17 and new Pro models.
The most anticipated announcements are obviously those related to the new iPhone family, expected in four variants. TheStandard iPhone 17 It will adopt a larger 6,3-inch 120Hz display with reduced bezels, maintaining the two rear cameras and a price in line with the iPhone 16 (starting around €979), accompanied by a richer color palette, from the classic black and silver to muted shades like green, purple and light blue.
- iPhone 17 Pro e Pro Max They will feature a revamped design with a lighter and more sustainable aluminum back, a larger, square camera module, and a new 6,3-inch and 6,9-inch Pro Display XDR with a nano-textured coating. The camera system will be the most advanced ever, with a triple camera including an 8x telephoto lens and a revamped Camera app with manual controls, powered by the 19nm A3 Pro chip, a larger battery, and fast charging. Available in the classic silver, black, and gold colors, they will also arrive in a new Dark Orange color and a possible Deep Blue, with prices in Italy starting from approximately €1.339 and €1.539.
The most anticipated news, however, is the iPhone 17 Air debut: the first completely new design in years, about 2 millimeters thinner than current models. Elegant and ultra-light, it continues the philosophy already seen in products like the iPad Air and MacBook Air. A radical approach that aims to win over those seeking aesthetics and lightness, but which will inevitably lead to some compromises: according to rumors, the 17 Air will have a battery with reduced autonomy and will be equipped with only one rear cameraIt will be available in black, silver, gold and a new light blue variant that is almost white in direct light, at a price that should be around 1.200 to 1.250 euros in Italy.
The entire new range will be fitted 48 megapixel cameras with improved low-light performance, confirming the centrality of photography to the iPhone experience.
Not just iPhone: Apple Watch, AirPods and Vision Pro
The keynote will not be limited to smartphones. Apple is expected to unveil the new Apple Watch Series 11 e Apple Watch Ultra 3, which will bring hardware improvements and new features designed for sports and health. There is also great anticipation for the AirPods Pro 3, which could introduce a renewed audio experience, and for the new custody TechWoven, made with more resistant and innovative materials. It is also possible that Apple will take this opportunity to announce Vision Pr updatesor, the mixed reality headset, with increased speed and performance.
The Mini and Plus Flops: Apple Changes Strategy
Giving the iPhone a new look could prove crucial to rekindling interest in a saturated market, where users change smartphones almost exclusively out of necessity. Yet, not all of Apple's bets have paid off.iPhone Mini It was withdrawn after just two generations, a sign that the compact format had not really won over the public. Similarly, the16 iPhone Plus It had a minimal impact on the market: according to analyst Ming-Chi Kuo of TF International Securities, as of July 2024 it represented just 5-10% of total shipments. The same analyst predicts that the line Plus will disappear completely in 2025, leaving room for models more targeted to market needs.
How will US tariffs affect Apple's new iPhones?
In addition to the technological innovations, the event will take place in a particularly delicate economic context. Apple must in fact face the trade duties imposed by the president Donald TrumpTim Cook said that in the September quarter alone, the company will sustain additional costs of approximately 1,1 billion of dollars. To reduce its dependence on China, Cupertino has already moved a large portion of its iPhone production destined for the United States to India, a step that has allowed it to avoid the direct impact of tariffs, since smartphones are among the few exempt categories, although most Indian goods will soon see tariffs double to 50%.
Trump also hinted that the upcoming 100% tariffs on semiconductors will not affect Apple, rewarding companies that invest in the US. Not surprisingly, at the beginning of August the company announced a 600 billion investment plan of dollars to expand business in the United States, including developing a domestic supply chain for its chips.
