CEO Tim Cook posts 'customary' Apple event; says: Days like today are...

Apple is set to launch the iPhone 17 series at its ‘Awe Dropping’ event soon. Before the event started, Apple CEO

Tim Cook

had teased the same with a post shared on the social media platform X (formerly Twitter). In his X post, Cook shared an early morning photo from

Apple Park

and wrote: “Days like today are some of the most exciting moments at Apple. #AppleEvent”. The post has already received nearly 2 lakh views and almost 10,000 likes. Following the tradition, Cook’s post came a few hours before the start of the event.

Apple iPhone 17 launch event: Time, date and other expected details

Apple is expected to unveil the iPhone 17 series, which may include four new iPhone models: iPhone 17, 17 Air, 17 Pro, and 17 Pro Max at its annual event on September 9, 2025 (10 AM PT / 10:30 PM IST). The event will be streamed live from Cupertino via Apple’s website, YouTube, and Apple TV app.

The highlight is expected to be the

iPhone 17 Air

, set to replace the Plus models and become Apple’s thinnest phone yet. Other upgrades may include a redesigned iPhone 17 Pro, a bigger battery in Pro Max, and new TechWoven cases.Beyond iPhones, Apple is also expected to launch the

Apple Watch Ultra 3

, Series 11, Watch SE 3, and AirPods Pro 3 with redesigned earbuds and the new H3 chip.The launch is crucial for Apple’s festive and holiday sales, especially in markets like India, where pricing may start at Rs 79,900 (US: $799).The iPhone 17 lineup is expected to bring 48MP cameras across all models, improved Night Mode, AI-driven imaging, and a Pro Max-exclusive telephoto lens. Key upgrades include the new A18 Pro chip, slimmer bezels, and lighter aluminium builds.Apple Watch Series 11, refreshed AirPods, and AI features in

iOS 26

are also expected to be announced at the event.