Follow Apple’s “Awe Dropping” event live on September 9 at 10 AM Pacific / 1 PM Eastern, where the company will officially unveil the iPhone 17 series along with its anticipated innovations and new features.
Our article will be updated in real time so you won’t miss any of the announcements.
Prices in Canada
iPhone 17 Pro
Pre-orders from September 12
Starting at $1,599
iPhone Air
Pre-orders from September 12
Starting at $1,449
iPhone 17
Pre-orders from September 12
Starting at $1,129
Apple Watch SE 3
Available September 19
Starting at $329
Apple Watch Series 11
Available September 19
Starting at $549
AirPods 3
$329
iPhone 17 Pro
2:06 PM: The iPhone 17 Pro and 17 Pro Max aim to be the best iPhones for photography, featuring high-quality zoom, improved brightness handling with a larger main sensor, and great versatility whether using optical or digital zoom. Performance, heat management, and antenna design have all been improved to do everything better, all the time.
2:00 PM: Here’s the iPhone 17 Pro! It features the A19 Pro chip and a redesigned body that better dissipates heat thanks to a new vapor chamber, keeping it comfortable in all situations. The front remains more conventional.
iPhone Air
1:55 PM: The iPhone Air introduces multiple optimizations, both hardware, with an internal component layout that frees up more space for the battery, and software, with smart features that anticipate your habits to predict when you might run out of power.
1:52 PM: Globally, the iPhone Air relies exclusively on eSIM, with no support for physical SIM cards.
1:50 PM: The iPhone Air comes with a 48 MP rear camera and a feature that lets you record simultaneously with both the front and rear cameras, similar to Samsung’s Galaxy devices. It also includes the new Apple N1 chip for Wi-Fi, Bluetooth, and Threads connectivity, along with the C1X chip, successor to the C1 from the iPhone 16e. The latter enhances 4G/5G connections while improving energy efficiency, making the iPhone Air 30% more power-efficient than the iPhone 16 Pro.
1:43 PM: Apple unveils the iPhone Air, an ultra-thin smartphone with a 6.5-inch display. Marketed as the most durable iPhone ever, it features a single-camera setup and is powered by the A19 Pro chip, delivering Pro-level performance. Contrary to rumors, it’s not called the “iPhone 17 Air.”
iPhone 17
1:40 PM: Apple has introduced a new selfie feature on the iPhone 17, allowing users to switch easily between portrait and landscape mode without rotating the phone. Thanks to a redesigned sensor and AI, the subject always remains centered in photos or videos, a feature called Center Stage Front Camera.
1:39 PM: The iPhone 17 features a new 48 MP ultra-wide sensor, while its main sensor still offers a 2x digital zoom, which Apple claims is comparable to optical zoom.
1:37 PM: The iPhone 17, powered by the A19 chip, delivers enhanced CPU, GPU, and AI performance while offering increased battery life, with its adaptive refresh rate display providing up to 8 extra hours of video playback compared to the iPhone 16.
1:32 PM: Apple unveils the iPhone 17 with new colors, a 10-120 Hz display, and a reinforced Ceramic Shield 2!
Apple Watch SE 3 !
1:31 PM – Apple Watch Pricing
In the U.S., the Watch SE 3 is $249, the Series 11 is $399, and the Watch Ultra 3 is $799.
1:27 PM: There’s also a more affordable Apple Watch SE 3, featuring an Always-On display, 5G connectivity, improved battery, faster charging, enhanced durability, and several additional features.
Apple Watch Series 11
1:24 PM: Key points for the Series 11: up to 24 hours of battery life, available in aluminum and titanium with multiple color options.
1:22 PM: The Apple Watch Series 11 introduces enhanced tools for heart and sleep tracking. It can detect early signs of hypertension to alert users in time, with this feature available in 150 countries depending on local approvals.
For sleep, the watch provides a personalized score to help users better manage and improve their rest.
1:20 PM: The Apple Watch Series 11 features a glass that is twice as scratch-resistant as the Series 10.
1:18 PM: It’s time for the Apple Watch Series 11!
AirPods 3
1:15 PM: The AirPods Pro 3 are priced at $249 in the U.S. and will be available starting September 19.
1:12 PM: The AirPods Pro 3 offer up to 8 hours of listening on a single charge with ANC enabled, for extended use throughout the day.
1:10 PM – AirPods Pro 3: a mini heart rate monitor
Designed for sports and health tracking, the AirPods Pro 3 feature the smallest heart rate monitor ever offered by Apple.
1:09 PM – Real-time translation
With a simple gesture, you can enjoy live translation powered by your iPhone’s AI directly through your AirPods Pro 3.
1:04 PM: We start with the AirPods Pro 3, which retain the familiar look of previous models.
The AirPods Pro 3 have been redesigned to deliver richer sound and deeper bass, allowing you to hear every instrument clearly. Active Noise Cancellation (ANC) is twice as effective as the previous generation, and the new foam tips provide better passive isolation.
1:01 PM: “Good Morning”: Tim Cook kicks off as usual, congratulating himself.
The keynote starts with the classic recap of Apple’s achievements—a very corporate speech, just the way we like it.
