UK Marketing Apple 'Awe Dropping' Event 2025: Everything You Should Know About

Apple closed its September 9, 2025 “Awe Dropping” event with a broad hardware refresh and a major software release schedule. The headline devices were the new iPhone 17 family — including the ultra-slim iPhone Air — alongside AirPods Pro 3 and refreshed Apple Watch models, while iOS 26 (with Apple’s “Liquid Glass” redesign and expanded Apple Intelligence features) will begin rolling out in mid-September.

iPhone 17 lineup: what changed

New models and design

Apple introduced four iPhone 17 models: the standard iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and the new iPhone Air — a super-thin model that Apple bills as the slimmest iPhone yet (about 5.6mm).

The Air uses a grade-5 titanium frame and is positioned between standard and Pro models on features and price.

Performance, cameras and cooling

All iPhone 17 models run Apple’s A19 family chips (A19 Pro for higher-end models). Apple emphasized camera upgrades across the range — 48MP main sensors for improved detail, expanded telephoto capabilities on Pro models, and a stronger front-facing “Center Stage” camera for video.

The Pro models also feature an upgraded thermal design (vapor/liquid cooling) to sustain heavier workloads and on-device AI tasks.

Storage, pricing and availability

Apple set U.S. starting prices in the expected tiers (base iPhone 17 starting around $799, Pro around $1,099, Pro Max higher; iPhone Air starting near $999 for the 256GB base).

Preorders and regional rollout timing were announced with general availability timed for mid- to late-September (many products shipping September 19).

iOS 26 and Apple Intelligence

Liquid Glass and new features

iOS 26 brings a visible visual redesign called “Liquid Glass,” plus upgrades to Phone, Messages, CarPlay and a new Games app. Apple also spotlighted expanded Apple Intelligence capabilities — live translation across apps, improved call screening, and on-device visual intelligence that lets system AI interact with screen content. Apple set iOS 26’s public release for mid-September (release candidate and rollout dates were confirmed at the event).

>>> What's New in iOS 26?

App and developer implications

Apple framed iOS 26 as enabling richer on-device AI experiences while preserving privacy boundaries; third-party apps were shown integrating features such as live translation and new UI affordances. Developers should expect updated SDKs and design guidance tied to Liquid Glass and the new Apple Intelligence APIs.

Accessories and Apple Watch updates

AirPods Pro 3

AirPods Pro 3 were introduced with improved active noise cancellation, longer battery life (Apple quoted multi-hour gains), live translation functionality and additional earpiece sizes for fit. Apple also highlighted new sensors (including heart-rate sensing in some reports) and expanded audio features.

Apple Watch family

The Apple Watch lineup gained Series 11, an Ultra model update, and a refreshed SE. New health and safety capabilities (expanded heart and sleep tools, hypertension alerts and satellite connectivity options) were emphasized; some features will require regulatory approvals in specific markets.

Market context and risks

Apple presented the announcements as a holiday-season push, but observers noted wider pressures: rising tariffs and geopolitics could affect prices and margins, and Apple appears to be continuing efforts to diversify production outside China (including expanding India manufacturing). Meanwhile, critics pointed out that AI and Siri-related ambitions received limited new consumer-facing breakthroughs at the event.

Availability summary

Key releases (hardware and software) were scheduled for mid- to late-September: iOS 26 was set for an August/September release window with a formal date announced during the event, and new devices are expected to reach customers starting around September 19 in many markets.