Apple will hold an event on September 9 at Apple Park in Cupertino, California, where the company will likely introduce the iPhone 17 and new Apple Watches. The invitation included the tagline "Awe dropping." Apple has released new iPhones in September since 2012, making this event the company's most important yearly moment. Anticipation centers on the iPhone, Apple's largest revenue driver, while investors will assess innovation and AI competitiveness. Apple delayed a major Siri upgrade, and the company positioned last year's iPhone 16 as "built for Apple Intelligence." Reports suggest a super-slim iPhone could trade battery life and camera performance for thinner design.
Apple is holding an event on September 9, the company said in an invitation to the press Tuesday, where it will likely announce the iPhone 17 and new Apple Watches, among other potential new devices. Apple rarely shares details about future products before announcing them, but the company has been introducing new iPhones in September since 2012. The invitation includes the tagline "Awe dropping."
Apple's September event, which will take place at the company's Apple Park campus in Cupertino, California, is largely considered the tech giant's most important moment of the year. There is anticipation for a new iPhone, Apple's biggest revenue driver, but only time will tell if consumers decide it's worth shelling out for the latest model at a time when purse strings are tight. Meanwhile, Wall Street will look to the announcements as a barometer for whether Apple is still an innovator.
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