When Apple sent out that invite for September 9, 2025, with the punny tagline "Awe Dropping," everyone kinda knew what was coming, but honestly, nobody expected the iPhone to go on a crash diet. We’ve spent years watching phones get thicker and heavier to fit in massive cameras and giant batteries. Then, Tim Cook stands on stage at Apple Park and shows off a device that's basically a sliver of titanium.
It was a weird vibe.
The Apple Newsroom was buzzing. The invite itself featured this trippy, interactive logo on the website that changed colors like a 70s mood ring. People were speculating about thermochromic skins or some wild new finish. In reality, the "Awe Dropping" event on September 9, 2025, was Apple’s biggest hardware shakeup in years, mostly because it killed off the "Plus" model and replaced it with something called the iPhone Air.
The iPhone Air: Is it Too Thin?
The star of the show wasn't the Pro Max for once. It was the iPhone Air. At just 5.6mm thick, it makes the iPhone 16 Pro look like a brick. It’s so thin that Apple had to ditch the second camera on the back. Yeah, you read that right. You're paying a premium—about $999—for a phone with only one camera lens.
Apple claims it "works like multiple advanced cameras in one" using some AI wizardry, but let’s be real: people who love their zoom lenses are going to hate this. It’s a lifestyle phone. It’s for the person who wants their phone to disappear in their pocket.
Interestingly, despite the tiny frame, they managed to cram the A19 Pro chip inside. You’d think it would overheat instantly, but they’re using a new unibody design that acts as one big heat sink. The battery life is surprisingly okay, too. Apple says 27 hours of video playback, which is basically what the old 16 Plus did.
iPhone 17 and the Death of Titanium Pros
If you were hoping for more titanium, I have some bad news. Apple actually moved the iPhone 17 Pro and Pro Max back to an aluminum frame.
Why?
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Weight and heat. Titanium is cool, but it doesn't dissipate heat as well as aluminum when you're pushing a chip like the A19 Pro. Plus, it allowed them to introduce this wild new color called "Cosmic Orange." It’s bright. It’s loud. It’s definitely not the "Natural Titanium" grey we've been stuck with for two years.
The Screen Upgrades Everyone Wanted
The "base" iPhone 17 finally got the upgrade we've been begging for since 2021. ProMotion is now standard. You don't have to buy a Pro model anymore just to get that smooth 120Hz scrolling. The screen is also slightly larger at 6.3 inches.
- iPhone 17: 6.3-inch ProMotion display, A19 chip, 48MP ultra-wide camera.
- iPhone 17 Pro: 48MP telephoto lens with 8x optical zoom (up from 5x).
- All Models: New 24MP front-facing camera with "Center Stage" for better video calls.
AirPods Pro 3 and Your Heart Rate
The Apple Newsroom announcement also dropped the AirPods Pro 3. These look mostly the same, but they’re slightly smaller and come with five different sizes of foam tips. The big deal here is the heart rate sensor.
Why does your ear need to know your heart rate?
Mainly for people who don't want to wear an Apple Watch while working out. It feeds into the Health app just like the watch does. They also demoed a Live Translation feature powered by Apple Intelligence. You can basically have a conversation with someone speaking Spanish or French, and you’ll hear the translation in your ear in real-time. It’s very Star Trek.
Apple Watch Series 11: The Hypertension Hero
The Apple Watch Series 11 didn't get a new chip this year—it’s still using the S10—but it did get a battery boost to 24 hours. That’s the first time the standard watch has officially moved past the "18-hour" mark.
The headline feature is Hypertension Detection. It won't give you a specific blood pressure reading (like 120/80), but it will tell you if your trends are heading toward high blood pressure. It’s a "look at this" feature, not a medical diagnosis tool, but for a lot of people, that’s a literal lifesaver.
The Apple Watch Ultra 3 also showed up, mostly featuring a new 3D-printed case and a display that's even brighter—3,000 nits. You can basically use it as a flashlight. It also has two-way satellite messaging now, so you can text your friends "I'm lost" even if you're in the middle of a canyon with no bars.
iOS 26 and the "Liquid Glass" Look
Software-side, iOS 26 was the silent partner of the event. They called the new UI "Liquid Glass." It’s a lot of translucency and depth effects. Your home screen icons can now automatically match the color of your iPhone case. If you buy the Cosmic Orange Pro, your icons will glow with an orange tint. It’s a small thing, but it makes the whole experience feel way more cohesive.
One thing that didn't get much stage time but is actually huge: Siri is now powered by Google Gemini. Apple finally admitted they needed a bit of help with the heavy-lifting generative AI stuff. Siri is actually smart now. You can ask it to "find that photo of the dog from three summers ago and email it to my mom," and it just... does it.
What Most People Get Wrong About This Event
A lot of the post-event chatter was about how "boring" the upgrades were. I disagree. People are looking at the specs and missing the strategy.
Apple is moving toward a future where the hardware is almost invisible. The iPhone Air is the first step. They’re sacrificing the "best" camera to give you the "best" form factor. It’s a gamble. They’re betting that most people care more about how a phone feels in their hand than having a 100x zoom they never use.
Also, the transition to eSIM-only is expanding to more countries. If you’re a traveler who likes buying physical SIM cards at the airport, you’re gonna have a bad time with the iPhone 17.
Actionable Insights for Buyers
If you’re sitting on an iPhone 14 or 15 and wondering if you should upgrade, here is the move.
- Wait for the Air Reviews: Don't preorder the iPhone Air yet. The single-camera setup is a massive change, and we need to see if the AI can actually make up for the lack of a telephoto lens.
- The Base 17 is the Sweet Spot: For the first time in years, the regular iPhone 17 isn't a "nerfed" version of the Pro. With the 120Hz ProMotion screen and better battery, it’s the best value on the menu.
- Trade-in Values: Apple is being aggressive with trade-ins for the 16 series. If you have a 16 Pro, you can likely get the 17 Pro for almost nothing with a carrier deal.
- Check Your Ear Size: If the AirPods Pro 2 always fell out of your ears, the Pro 3’s new five-tip system and smaller body might actually fix that for you.
The apple 'awe dropping' event invite september 9 2025 apple newsroom set high expectations, and while we didn't get a folding phone, we got a glimpse of a much thinner, smarter future. Preorders started September 12, with the full launch on September 19, 2025. If you’re looking to buy, check your local carrier’s eSIM support first—the physical SIM tray is officially a relic of the past.