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All 7 new products we're expecting Apple to announce at its 'Awe Dropping' September event
Dave Smith is a writer and editor who previously has been published in Business Insider, Newsweek, ABC News, and USA TODAY.
Apple’s September 9 “Awe Dropping” event, announced earlier this week, arrives at a critical moment for one of the world’s most valuable companies as it seeks to maintain momentum following strong third-quarter earnings that delivered record revenue of $94 billion. The event, scheduled for 1 p.m. Eastern at Apple’s Cupertino, Calif. headquarters, represents the opening phase of a reported three-year transformation strategy, according to Bloomberg‘s Mark Gurman, that’s designed to reinvent Apple’s hardware ecosystem.
The timing carries particular significance as Apple faces mounting challenges in artificial intelligence, where the company has struggled to keep pace with competitors and recently faced an antitrust lawsuit from Elon Musk’s xAI over alleged AI monopolization. Apple’s stock has been hit particularly hard, declining roughly 15-19% so far in 2025, making it the one of the worst performers among the Magnificent Seven tech stocks. The stock lost roughly $75 billion in market value during Apple’s WWDC 2025 keynote in June when the company acknowledged its AI-powered Siri upgrade would be delayed until the following year. Despite these headwinds, Apple’s recent financial performance has shown resilience, with iPhone revenue surging 13.5% to $44.6 billion in the third quarter, partly driven by customers upgrading ahead of potential tariff increases.
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iPhone 17 vs iPhone 17 Air vs iPhone 17 Pro: Here's all the new rumored features
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The iPhone 17 launch is just around the corner, with Apple preparing to debut four new handsets to replace the iPhone 16 range. Three of these are straight swaps for the regular, Pro, and Pro Max versions of the iPhone 16, but there’s also an ultra-thin model on the way that's been dubbed the iPhone 17 Air until we get the official name from Apple. This is set to replace the iPhone 16 Plus after the Plus line failed to set the world alight, sales-wise.
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