Apple’s Big iPhone 17 and Smartwatch Event: Six Things to Watch

Apple 'Awe Dropping' iPhone 17 Event: What to Watch

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September 9, 2025 at 9:00 AM UTC

Apple Inc. will hold its biggest product launch event of the year Tuesday, when the company is set to unveil the new iPhone 17 lineup, smartwatches and AirPods ahead of the holiday season.

The video presentation — carrying the tagline “awe dropping” — will kick off from the company’s headquarters in Cupertino, California, at 10 a.m. local time. Bloomberg News will have full coverage, including a live blog with play-by-play reporting and analysis.