Apple’s ‘Awe Dropping’ iPhone 17 Event: Live Blog

Macworld

Apple’s highly anticipated “Awe Dropping” September iPhone event is today! We’re tracking every rumor leading up to the 10am PT keynote, and stay tuned for live coverage and analysis from Macworld experts during the event.

Apple September Event: Live News and Analysis6 mins ago, By Michael.SimonIT'S iPHONE TIME!!

1:31: Intro video starting with iPhone 17. Looks very similar as expected. Lavender, Mist Blue, Sage, Black, White.

1:32: ProMotion!!! Same features as Pro model.

Apple




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10 mins ago, By Michael.SimonApple Watch Ultra 3

1:27: Largest display ever. 5G cellular, satellite connectivity included. Larger battery—42 hours.

1:28: Black and natural titanium, new band colors. Same $799 price.

Apple




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12 mins ago, By Michael.SimonApple Watch SE 3

1:24: Always-on display! Also gestures, sleep score, 5G, fast charging! (But only 18 hours of battery life). No new sensors.

1:25: Same design, Starlight or Midnight. Same $249 price.




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16 mins ago, By Michael.SimonNext up, Apple Watch Series 11

1:14: After AirPods, we have one of Apple’s patented Apple Watch life-saving videos. Some incredible stories about how Apple Watch has saved people’s lives. I really should start wearing mine.

1:17: And the video is still going…

1:18: OK new features! Apple Watch Series 11, thinnest and most comfortable. Talking about the durability of the screen, 2X more scratch resistance. Series 11 has 5G, better antennae and more power efficient. C1 modem?

1:19: New watch face, Flow and Exactogram

Apple

1:20: High-blood pressure tracking alerts you to possible hypertension. Sleep Score will show the quality of your sleep, not just the stages.

1:21: 24 hour battery life! Finally! That’s 50-percent higher than any other Series Apple Watch. Same $399 price.




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23 mins ago, By Michael.SimonAirPods Pro 3 are here

1:05: AirPods Pro 3 have a “custom multiport acoustic architecture” for more bass, wide sound, stronger vocals. New foam-infused eartips help deliver 2X the noise cancellation. “Over-the-ear performance in a pocket design.”

1:07: Live Translation powered by Apple Intelligence. Gesture begins with a gesture and automatically translates words and the meaning of phrases. When you talk your iPhone can show what your saying in the other person’s language. If the other person is wearing AirPods, they will work together to translate in sync.

1:09: Each AirPods Pro are smaller with a new design and five tips. IP67 sweat and water resistance for sweat and running in a downpour.

1:10: Apple’s smallest heart-rate sensor built in with on-device AI model with activity and calorie tracking. Fitness app new workout experience to track hear-rate and calories burned.

1:12: 8 hours on a single charge! 10 hours when using as a hearing aid.

1:13: Same $249 price, available 9/19.

Apple




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Michael.SimonApple event

1:03: Tim Cook says the event will focus on three product lines: AirPods, Apple Watch, and iPhone. Just as we thought!




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36 mins ago, By Michael.SimonHere we go!

The event is starting, with the glowing Apple logo fading to black with a quite from Steve Jobs: “Design is not just what it looks like and feels like. Design is how it works.” A montage of Apple products and feaures is playing showcasing little things we don’t think about: toggles, magsafe store designs, and highlighting symmetry and connectivity. Now Tim Cook appears, talking about design.




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43 mins ago, By Michael.SimonApple event stream is live

The event stream is live on Apple.com. The first song we’ve heard is “A Team Spirit” by Touch Sensitive featuring Connie Mitchell.




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60 mins ago, By Michael.SimonK-pop star at Apple Park

K-pop star Lee Jun-ho and Indian singer Armaan Malik are at Apple Park this week for the event. Will they be part of the show or are they just excited for the iPhone 17 like we are?




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2 hours ago, By Michael.SimonAll the new iPhone colors

As spotted by X user DuanRui, a leaker on Weibo has posted an image depicting all of the new iPhone 17 colors. There’s nothing surprising here, but it’s the first time we’ve seen them all in one place. This year looks to be a particularly strong one for iPhone colors after several years of pedestrian options, particularly with the Pro line

X/DuanRui




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3 hours ago, By Michael.SimonNo number for iPhone 17 Air?

A new leak by Ice Universe on X claims that Apple will drop the numbering scheme for its new phone and simply call it the iPhone Air. The account has posted pics of warranty documentation inside the iPhone box that lists “iPhone Air” without a number.




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3 hours ago, By Michael.SimonTim Cook teases 'exciting moments'

Apple CEO Tim Cook has posted a picture of Apple Park at sunrise, with a whimsical caption: “Days like this are some of the most exciting moments at Apple.” Does the sky look suspiciously like the new iPhone 17 Pro’s orange color to anyone else?

Tim Cook/X




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4 hours ago, By Michael.SimoniPhone 17 Pro color names?

An unknown leaker on X by the name of Your Tech Guy has supposedly leaked the names of the iPhone 17 Pro colors: Sunset Orange, Jet Black, Midnight, Grey, and Silver. They also say there’s a “chance” that a sixth gold option may arrive.




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4 hours ago, By Michael.SimonBest Buy leaks AirPods Pro 3

As spotted by a Redditor, Best Buy has seemingly leaked the existence of AirPods Pro 3 with a $20 My Best Buy reward, as well as the on-sale date of today, September 9. While Apple is very secretive, it’s not uncommon for the company to ship devices or alert stores ahead of on-sale dates, so it’s entirely possible Best Buy just posted this offer earlier




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5 hours ago, By Michael.SimonApple Store down

Apple has taken its online store offline ahead of the keynote starting at 10am PT. For those new to Apple events, it’s a throwback to when Apple needed to take the store down in order to add new products. It fun that Apple is willing to forfeit however much in sales just to keep up with tradition.

Screenshot
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7 hours ago, By Michael.SimoniPhone 17 (and more) to launch today

We’re now just hours from the Awe Dropping keynote, which kicks off at 10am PT. Stay tuned for the latest news and analysis, or read on below for last-minute rumors.

You’ll find all our September event coverage here, but here are a few highlights to whet your appetite:

iPhone 17 – everything you need to know about the standard, Pro, Pro Max, and new Air models

Apple Watch 2025 – everything you need to know about the Apple Watch Series 11, Ultra 3, and SE (3rd-gen)

Our keynote preview has a minute-by-minute account of everything we think is coming

The Top 10 iPhone fall event moments of all time

Here’s every product we expect to see at today’s event

Take a trip through every Apple keynote that featured an iPhone launch

Here’s what we’re not getting at today’s Apple event




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‘Awe Dropping’ event: Last-minute rumors

Apple Store down. As always, Apple has taken its store offline ahead of the event. The text reads, “We’re making updates to the Apple Store. Check back soon.”

No ‘major’ audio enhancements for AirPods Pro 3. Bloomberg’s Mark Gurman reports that the AirPods Pro 3 will bring a heart-rate sensor and a “better fit,” but won’t have “major” audio or noise cancellation improvements.

Better-than-expected battery for iPhone 17 Air. A spec-sheet showing battery capacities for the entire iPhone 17 range reveals that the iPhone 17 Air will have a decent battery after all, while the Pro Max gets a 5,000mAh battery for the first time.

AirPods 3 coming soon; higher-end model next year? Ming-Chi Kuo reports that AirPods 3 will likely launch at the iPhone 17 event, but “a more significant hardware upgrade with the IR camera-equipped model” will arrive next year. Bloomberg’s Mark Gurman posted that he doesn’t “expect major audio/ANC improvements” with the AirPods Pro 3.

No price hikes? According to a “South Korean carrier iPhone 16 vs iPhone 17 spec comparison document” posted by Vadim Yuryev on X, the iPhone 17 Air will likely start at $950 while the 17 Pro stays the same at $999. Both still have 128GB of storage despite rumors of a bump to 256GB.

48MP 8X telephoto camera for both Pro phones. The same document lists a triple 48MP camera for the iPhone 17 Pro models with an 8X telephoto camera. The current iPhone 16 Pro phones have a 48MP Fusion and ultra-wide camera, but a 12MP 5X telephoto camera.

Bigger display for iPhone 17. Another tidbit seemingly confirmed in the South Korea carrier document is a 6.3-inch display for the iPhone 17, a slight increase over the 6.1-inch iPhone 16.