Apple’s highly anticipated “Awe-Dropping” event on September 9 delivered a packed slate of new hardware and software innovations. The spotlight shone brightest on the iPhone 17 series, which includes the standard iPhone 17, a radical new thin-and-light model called iPhone 17 Air, and the Pro and Pro Max variants. The iPhone 17 Air, measuring just 5.5 mm thick and weighing around 145 grams, stands out as Apple’s slimmest ever flagship—melding portability with power. All models run on Apple’s advanced A19 chip, promising smoother performance and improved energy efficiency.

Equally notable was the debut of Apple Watch Series 11, which boasts upgraded health tracking features, and the much-anticipated AirPods Pro 3 featuring enhanced audio and assistive functionality. Together, these devices underscore Apple’s continued focus on seamless user experiences across its ecosystem.

On the software front, Apple also introduced iOS 26, macOS “Tahoe,” watchOS 26, and companion OS updates—complete with a revamped Liquid Glass interface and smart enhancements like live translation, streamlined journaling, and refined call management.

This launch comes amid growing pressures around tariffs affecting smartphone supply chains, prompting Apple to ramp up its production in India—a key step in protecting price stability and mitigating supply risks. The unveiling also signals a clear effort to reinvigorate the upgrade cycle as competitors push deeper into AI and smart assistant territories.

The event positions Apple as both technologically bold and strategically adaptable, reaffirming its reputation for innovation while navigating industry headwinds.