Apple Event time has finally arrived, and fans across the United States are tuning in to watch one of the most anticipated technology showcases of the year. The company is hosting its annual September keynote today, September 9, 2025, starting at 10 a.m. Pacific Time (PT) / 1 p.m. Eastern Time (ET). Millions of viewers are expected to stream the live event as Apple reveals the iPhone 17 lineup, new wearables, and the latest innovations in software and hardware.
What to Know About Apple Event Time
The confirmed Apple Event time is the same as previous years: 10 a.m. PT. For U.S. viewers in different time zones, here is the breakdown:
- Pacific Time (PT): 10:00 a.m.
- Mountain Time (MT): 11:00 a.m.
- Central Time (CT): 12:00 p.m.
- Eastern Time (ET): 1:00 p.m.
This schedule ensures that everyone across the country can tune in at a convenient mid-day slot. The event is available for live streaming through Apple’s website and the Apple TV app, making it easy for fans to catch every announcement in real time.
Spotlight on the iPhone 17 Series
At the center of attention during this Apple Event is the iPhone 17 lineup. Apple is unveiling several models, including the standard iPhone 17, the iPhone 17 Pro, and the iPhone 17 Pro Max. A special highlight is the iPhone 17 Air, a thinner, lighter version designed for users who prioritize sleek design without compromising performance.
Key upgrades include:
- A17 Fusion chip for faster processing.
- Improved battery life with advanced power efficiency.
- New camera technology, offering better low-light performance and 8K video recording.
- Enhanced durability with stronger glass and titanium options.
The iPhone 17 lineup is expected to set a new standard for smartphones, further cementing Apple’s reputation for innovation.
Apple Watch Series 11 and Apple Watch Ultra 3
Beyond the iPhone, Apple is also rolling out the Apple Watch Series 11. This model builds on the success of previous generations, introducing improved health tracking, a brighter always-on display, and extended battery performance.
For fitness enthusiasts and adventurers, the Apple Watch Ultra 3 is also debuting. This rugged version offers longer battery life, specialized workout modes, and enhanced durability for outdoor activities.
AirPods Pro 3
Another exciting announcement during today’s Apple Event is the introduction of the AirPods Pro 3. These wireless earbuds bring new audio technology, improved noise cancellation, and longer listening time. With Apple’s push into spatial audio, the AirPods Pro 3 are expected to deliver a more immersive sound experience than ever before.
Software Updates: iOS 26 and Beyond
In addition to hardware, the event highlights the next wave of software upgrades. Apple is previewing iOS 26, packed with new features designed to enhance productivity, personalization, and security. Updates to iPadOS 26, watchOS, and macOS are also part of the showcase, ensuring that all Apple devices benefit from improved integration and performance.
A major focus is Apple Intelligence, the company’s artificial intelligence-powered tools that are being integrated across platforms. This includes smarter Siri capabilities, AI-driven photo editing, and advanced predictive features that make Apple’s ecosystem more seamless.
Why Apple Event Time Matters
For U.S. consumers, Apple Event time is not just about new products—it marks the beginning of the holiday shopping season. Apple’s September launches traditionally set the tone for the tech industry, influencing competitors and shaping consumer demand.
The event also carries weight for investors, as Apple product announcements often spark changes in stock performance. With the introduction of the iPhone 17 Air and other key devices, expectations are particularly high this year.
Apple Store Downtime
In line with tradition, the Apple Store went offline ahead of the keynote, signaling that major updates were coming. This brief downtime allows Apple to refresh its online catalog and prepare for pre-orders of the newly announced products. Shoppers can expect the updated store to go live shortly after the event concludes, with detailed pricing and availability.
Watching the Event Live
U.S. viewers have multiple options for watching the Apple Event. The livestream is being broadcast on:
- Apple’s official website
- The Apple TV app
- Apple’s official YouTube channel
With the event starting promptly at 10 a.m. PT / 1 p.m. ET, fans are encouraged to tune in early to secure a spot and avoid delays due to heavy online traffic.
Anticipated Impact
This year’s Apple Event carries significant anticipation. The combination of the iPhone 17 series, new wearables, and software enhancements demonstrates Apple’s commitment to innovation. Consumers looking to upgrade will have multiple options tailored to their needs, from cutting-edge flagship models to fitness-focused devices.
For businesses, developers, and creators, the new software tools in iOS 26 and macOS offer expanded possibilities. Enhanced AI features are expected to streamline workflows and unlock new creative opportunities.
Final Takeaway
Apple Event time has once again drawn the eyes of the tech world, with U.S. viewers eager to see what the company has in store. The iPhone 17 lineup, Apple Watch Series 11, AirPods Pro 3, and the debut of iOS 26 highlight Apple’s push toward innovation and seamless integration across devices.
As the livestream unfolds, the excitement is palpable. Whether you are upgrading your iPhone, exploring new wearables, or curious about Apple’s AI advancements, today’s announcements are shaping the future of technology.
So, what do you think about the latest Apple launches? Share your thoughts and let’s see which product captures the most buzz this year.