The annual autumn ritual for tech enthusiasts is now officially on the calendar. Apple today sent out invitations to a special event scheduled for Tuesday, September 9, where the company is set to unveil its highly anticipated iPhone 17 lineup. As expected, the announcement also confirms that new Apple Watch hardware will share the spotlight.

The event will be broadcast live from Apple Park, continuing the company's polished, pre-recorded keynote format. The invitation itself is already sparking conversation, featuring a striking, heat-map-like infrared view of the Apple logo set against a dark background. Accompanying the visual is the characteristically punny tagline: “Awe dropping.”

This confirmation puts an end to months of speculation regarding the exact date of Apple's biggest product launch of the year. While a September event was a near certainty, locking in the September 9 date now sets the clock ticking for consumers and competitors alike.

Apple's event invitations are notorious for containing subtle hints about the products to be announced, and this year's is no different. The tagline, "Awe dropping," is a classic piece of Apple wordplay, suggesting significant, "jaw-dropping" advancements that will inspire awe. It's a bold claim, but one Apple makes with confidence before every major iPhone launch.

More intriguing, however, is the visual. The infrared thermal imaging style of the Apple logo is a very specific choice. What could it possibly mean? Speculation within the industry is already running wild.

• Camera Technology: The most direct interpretation points to a new camera feature. Could Apple be introducing a thermal imaging sensor to the iPhone 17 Pro models? This could have applications in everything from home improvement and professional trades to unique photography effects.
• Performance and Thermals: A more abstract interpretation could relate to the performance of the new A-series chip expected to power the iPhone 17. The infrared visual might be a nod to superior thermal management, allowing the new processor to sustain peak performance for longer without overheating—a critical factor for mobile gaming and intensive applications.
• New Display Technology: It's a long shot, but the visual could hint at advancements in display technology, perhaps related to energy efficiency and heat reduction.

While these are just educated guesses, the infrared theme is the most concrete clue we have. It's a deliberate and visually distinct choice that almost certainly points to a key feature Apple is excited to demonstrate.

The invitation explicitly confirms what the September event is always truly about: the new iPhone. The iPhone 17 lineup will be the star of the show. While Apple, of course, revealed no specific details, we can expect to see multiple models, likely continuing the standard and Pro-tier differentiations. This official confirmation moves the conversation from "if" to "what," as the world now waits to see which long-standing rumors about design changes, camera upgrades, and AI features come to fruition.

Sharing the stage will be new Apple Watch hardware. This has become a staple of the September event, with the iPhone's companion device getting its own moment to shine. Typically, this includes a new flagship model—perhaps the Series 11—and potentially an update to the rugged Apple Watch Ultra or the more budget-friendly Apple Watch SE. The synergy between the iPhone and Apple Watch is a core part of Apple's ecosystem, making their joint launch a powerful statement each year.

With the date now set in stone, the well-oiled Apple launch machine will kick into high gear. Based on the company's established pattern, the timeline following the September 9 keynote is fairly predictable.

The event itself will take place on a Tuesday. If Apple sticks to its usual schedule, we can anticipate the following:

1. Pre-orders: Pre-orders for the new iPhone 17 and Apple Watch models will likely go live on the following Friday, September 12.
2. Official Launch: The devices would then officially hit store shelves and begin arriving for customers one week later, on Friday, September 19.

This cadence gives Apple time to build hype following the announcement and allows the global supply chain to position inventory for a massive launch weekend. For now, all eyes are on Cupertino as we wait to see just how "Awe dropping" the next generation of Apple products will be.