The tech world’s most anticipated seasonal event is officially on the calendar. Apple has sent out media invitations for a special event on September 9, playfully titled “Awe,” setting the stage for the unveiling of the next generation of iPhones and, almost certainly, a deep dive into the future of Apple Intelligence.
The invite, which landed in inboxes this morning, features a sleek, minimalist design with the Apple logo slowly transforming into the word “Awe.” The tagline “Awe dropping” is a clear pun hinting at the groundbreaking features expected to be showcased. The event is scheduled for 10:00 a.m. PT / 1:00 p.m. ET and will be streamed live on Apple’s official website.
What to Expect on September 9: The iPhone 16 Lineup Takes Center Stage
As is tradition, the star of the show will be the next flagship iPhone. Industry analysts and leakers, including the well-connected Bloomberg journalist Mark Gurman, have been piecing together the picture of the iPhone 16 family for months.
All signs point to four models: the iPhone 16, iPhone 16 Plus, iPhone 16 Pro, and iPhone 16 Pro Max. The standard models are expected to receive a significant camera upgrade, adopting the vertical camera alignment last seen on the iPhone 12. This design shift is strongly rumored to be for spatial video capture, bringing a key Apple Vision Pro feature to a broader audience.
The Pro models are anticipated to get larger displays, with the iPhone 16 Pro potentially growing to 6.3 inches and the Pro Max to 6.9 inches, all within a similar overall footprint thanks to slimmer bezels. Another major addition across the entire lineup is the new “Capture Button,” a dedicated hardware button designed to function as a camera shutter and potentially a shortcut for video recording.
As Gurman noted in a recent post on X, *“The iPhone 16’s Capture Button will be a game-changer for mobile creators. It’s not just a button; it’s a smart, pressure-sensitive touchpad for controlling focus and zoom.”* This insight, which you can see here, underscores Apple's continued focus on making the iPhone the ultimate portable video camera.
Beyond the Hardware: The Dawn of “Apple Intelligence”
While new hardware is always exciting, the true “awe” of this event may come from the software. This September event will be our first major look at “Apple Intelligence” in action on the newest devices. Apple’s ambitious AI platform, announced at WWDC in June, promises to deeply integrate generative AI and large language models into the core iOS 18 experience.
We expect to see live demos of features like:
- Writing Tools: Rewriting, proofreading, and summarizing text anywhere on the phone.
- Image Playground: Generating custom images, emojis, and animations through simple prompts.
- Siri 2.0: A vastly more powerful and conversational Siri powered by Apple’s own foundation models.
This deep software integration is likely a key reason for the event’s name. As Apple CEO Tim Cook hinted on his own social media feed, *“Get ready for a new era of technology. The potential to empower people is awe-inspiring. September 9th.”* You can feel the excitement in his official post here.
Other Potential Surprises: AirPods, Apple Watch, and One More Thing?
A September event typically focuses on iPhone and Apple Watch. We are almost certain to see the Apple Watch Series 10, boasting a potential new design for its milestone anniversary and updated health sensors.
There are also strong rumors of a new AirPods model, likely the 4th generation, which could feature a new design, improved fit, and enhanced sound quality with a focus on Accessibility features. For those looking to upgrade their audio experience ahead of the new iPhone, the current AirPods Pro on Amazon remain a top-tier choice and are often available on competitive sale prices.
While the iPhone and AI will dominate the day, Apple always has the potential for a “one more thing” surprise. Whether it’s a release date for macOS Sequoia or a sneak peek at upcoming Vision Pro software, the company knows how to keep the audience captivated until the very last second.
How to Watch and What It Means for You
The “Awe” event will be streamed live on September 9 at 10:00 a.m. PT / 1:00 p.m. ET. The best place to watch is on Apple’s official website, which will host a high-quality, accessible stream. It will also be available on Apple TV and via the company's YouTube channel.
For consumers, this event will set the product roadmap for the next year. Pre-orders for the new iPhones and Apple Watches will likely begin just days after the announcement, on Friday, September 13, with the first shipments and in-store availability expected the following week on September 20.
The name “Awe” sets a high bar, but with a revolutionary iPhone redesign, the full unveiling of a personal intelligence system, and the usual sleight-of-hand surprises, Apple is poised to meet the moment and, once again, define the year in tech.
Get ready for an awe dropping #AppleEvent on Tuesday, September 9! pic.twitter.com/uAcYp2RLMM
— Tim Cook (@tim_cook) August 26, 2025