Apple event time has been confirmed: today, September 9, 2025, the highly anticipated “Awe Dropping” showcase begins at 10 a.m. Pacific Time (PT), which translates to 1 p.m. Eastern Time (ET). Fans across the United States are gearing up for the keynote that will unveil the iPhone 17 lineup, new Apple Watch models, and the latest generation of AirPods.
Table of Contents
What to Expect at This Year’s Showcase
At today’s Apple Event, Apple is expected to reveal several major product updates. Among the highlights:
- The iPhone 17 lineup, including the ultra-thin iPhone 17 Air.
- Updates to the Apple Watch family, with the Series 11, Watch Ultra 3, and a refreshed Watch SE.
- The AirPods Pro 3, rumored to feature upgraded audio performance and health-tracking sensors.
This year’s showcase is branded under the tagline “Awe Dropping,” signaling that Apple aims to surprise audiences with bold innovations.
U.S. Watch Times at a Glance
| Time Zone | Event Start Time |
|---|---|
| Pacific Time | 10 a.m. PT |
| Eastern Time | 1 p.m. ET |
| Central Time | Noon CT |
| Mountain Time | 11 a.m. MT |
No matter where you are in the U.S., you can tune in live as the event is streamed worldwide.
Why This Event Matters
Over the past few years, some Apple events have been criticized for incremental updates rather than groundbreaking announcements. This year, however, anticipation is building that Apple will deliver something big.
The iPhone 17 Air, expected to be Apple’s thinnest smartphone ever, could redefine what users expect from mobile design. Coupled with potential AI enhancements and improved battery technology, the device may bring Apple back into the spotlight for innovation.
For investors, the event also carries weight. Apple’s stock performance has faced ups and downs in 2025, and analysts are watching closely to see whether today’s announcements spark renewed enthusiasm in the market.
Additional Highlights and How to Watch
- Live Streaming: The keynote will be available on Apple’s official website, the Apple TV app, and Apple’s YouTube channel.
- Store Downtime: Apple’s online store went offline earlier today, a familiar sign that new products are about to be added.
- Rumored Specs:
- The iPhone 17 Air may measure just 5.5 mm thick, making it the slimmest iPhone yet.
- The iPhone 17 Pro Max could ship with a 5,000 mAh battery, a major boost for power users.
- Pricing for the new iPhones is expected to start around $799.
- The Apple Watch Series 11 may introduce blood pressure monitoring, while the Ultra 3 could feature satellite connectivity and 5G support.
Together, these updates signal Apple’s push to strengthen its health, design, and connectivity ecosystem.
Stay Tuned and Join the Conversation
As the keynote kicks off at 10 a.m. PT / 1 p.m. ET, all eyes will be on Cupertino to see what Apple has in store. Whether you’re most excited about the ultra-thin iPhone 17 Air, the health-focused Apple Watch upgrades, or the next generation of AirPods, today’s announcements promise to spark conversations among Apple fans everywhere.
What product are you most eager to see? Share your thoughts as the event unfolds and let’s see if Apple truly delivers on its “Awe Dropping” promise.