"Apple may unveil as many as seven new products at its September 9 "Awe Dropping" event, including the ultra-thin iPhone 17 Air that could replace the iPhone Plus line. The company is also expected to introduce health-focused updates across its Apple Watch and AirPods lineups, marking a significant hardware refresh amid ongoing challenges in artificial intelligence competition."
"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."
"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."
Apple plans a September 9 event expected to introduce up to seven new products, including an ultra-thin iPhone 17 Air that could replace the iPhone Plus line. Health-focused updates to Apple Watch and AirPods are expected as part of a significant hardware refresh. The event marks the opening phase of a reported three-year transformation strategy to reinvent the hardware ecosystem and emphasize Liquid Glass design integration. Apple faces mounting AI competition and an antitrust suit from xAI, which has pressured the stock, yet iPhone revenue rose 13.5% to $44.6 billion in the third quarter.
Read at Fortune
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