Apple has officially confirmed that its major fall keynote, known as the Apple Event 2025, will take place on Tuesday, 9 September 2025. The event carries the title “Awe Dropping”, a phrase designed to signal breathtaking innovations. The presentation starts at 8:00 p.m. Kyiv time, corresponding to 7:00 p.m. in Berlin and Warsaw, 6:00 p.m. in London, 1:00 p.m. in New York, 10:00 a.m. in San Francisco, and 2:00 a.m. on 10 September in Tokyo. These timings ensure that the broadcast covers prime hours across Europe and the United States, while still allowing Asia to tune in live. Apple events have long been more than simple product launches; they are global cultural moments that attract millions of viewers and dominate technology headlines. For Apple, September sets the tone for the entire year in consumer electronics,covered by G.Business.

Livestream start times by city:

  • New York – 1:00 p.m. EST
  • San Francisco – 10:00 a.m. PST
  • London – 6:00 p.m. BST
  • Berlin / Warsaw – 7:00 p.m. CET
  • Kyiv – 8:00 p.m. EET
  • Tokyo – 2:00 a.m. JST (10 September)

Where to watch the livestream

Apple is making sure that fans worldwide can follow the keynote live, no matter their platform. The official Apple YouTube channel will broadcast the event in full HD and provide a replay immediately afterwards. For users of Apple hardware, the Apple TV app will feature the event prominently in the “Home” section, offering seamless integration across devices. Those preferring a browser can use the Apple Events website, which supports streaming on PCs, Macs and smartphones globally. In Ukraine, the event will also be streamed via the MEGOGO platform, ensuring local access. Importantly, there are no geo-restrictions, so fans from New York to Tokyo can tune in simultaneously.

Official streaming options:

  • Apple YouTube channel (HD + replay)
  • Apple TV app (Home section)
  • Apple Events website (browser access)
  • MEGOGO (Ukraine)
  • Global: no geo-restrictions

The iPhone 17 series: main attraction

The central focus of the keynote is the iPhone 17 lineup, which will consist of four models: iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. The iPhone 17 Air will be the thinnest iPhone Apple has ever produced, measuring just 5.5 mm and replacing the previous Plus line. The Pro and Pro Max models will receive a completely new design for the first time in six years, abandoning the square camera module in favor of a camera strip that spans the entire width of the back. The flash and LiDAR scanner are shifted to the side, a move expected to improve both design aesthetics and usability. With these updates, Apple is directly targeting customers in design-driven markets like Paris, Milan and Tokyo, while also aiming to boost global holiday season sales.

iPhone 17 lineup overview:

  • iPhone 17 – standard model
  • iPhone 17 Air – 5.5 mm, thinnest iPhone ever
  • iPhone 17 Pro – redesigned camera system
  • iPhone 17 Pro Max – first full redesign in 6 years

Apple Watch and AirPods: new wearables

Alongside the iPhones, Apple will update its wearables portfolio with the Apple Watch Series 11, the rugged Apple Watch Ultra 3, and the affordable Apple Watch SE 3. These watches will feature enhanced ECG readings, improved fitness tracking and longer battery life, appealing to both professional athletes and casual health users. The new AirPods Pro 3 will introduce stronger noise cancellation, upgraded audio fidelity and an extended battery, designed for commuters in cities like London, Berlin and New York. Apple’s wearables business has become a major revenue driver, and these models are expected to reinforce its market dominance. By combining health, fashion and convenience, Apple positions its devices not only as tools but as lifestyle essentials.

New wearables and audio products:

  • Apple Watch Series 11 – standard upgrade
  • Apple Watch Ultra 3 – rugged outdoor version
  • Apple Watch SE 3 – budget-friendly option
  • AirPods Pro 3 – improved ANC, sound, battery

New systems and possible surprises

Software is another key part of the event, with Apple set to announce iOS 26, watchOS 26, and likely updates to iPadOS and macOS. These updates will be released worldwide on 16 September 2025, one week after the keynote. The new operating systems are expected to bring redesigned widgets, advanced privacy features and improved integration across Apple’s ecosystem. Industry insiders also suggest possible surprise announcements, which Apple often saves for dramatic effect. The shortlist includes AirTag 2, offering stronger location tracking, a refreshed Apple TV 4K, and even the next-generation Apple Vision Pro with a new M5 chip. These additions would expand Apple’s ecosystem further, solidifying its control over both mobile and home tech.

Speculated surprise products:

  • AirTag 2 – stronger item tracking
  • Apple TV 4K – updated streaming hardware
  • Apple Vision Pro (M5) – next-gen headset

Livestream in Germany

In Germany, the Apple Event 2025 will begin at 7:00 p.m. local time (CET) on Tuesday, 9 September. Fans can follow the keynote live on the official Apple YouTube channel in Full-HD, as well as on the Apple TV app in the “Startseite” section on iPhones, iPads, Macs and Apple TV-Geräten. For those preferring a browser, the Apple Events website will stream the presentation directly and can be accessed on PCs and smartphones. Technology portals such as Heise.de and Golem.de are also expected to provide live tickers and commentary for German-speaking audiences. Apple has emphasized that there will be no regional restrictions, so viewers across Berlin, Hamburg, Munich, Frankfurt and smaller cities can join the livestream simultaneously. For many German Apple fans, the September keynote has become a fixed cultural moment, often accompanied by watch parties and tech meetups in major cities.

Why the Apple Event is more than technology

For millions of fans worldwide, the Apple Event has become more than a product presentation – it is a global cultural event. In cities like Berlin, Paris, London, New York and Tokyo, enthusiasts gather for watch parties and community events, treating the keynote like a premiere. Apple’s mix of storytelling, stage design and product reveals has elevated its launches into something akin to theatre. The brand has successfully blurred the line between technology and lifestyle, influencing fashion, culture and even daily habits. With the iPhone 17 Air, new Apple Watches and AirPods Pro 3, Apple is once again setting global trends. The September keynote is not only about gadgets; it is about shaping how people around the world connect, communicate and live.

Stay connected for news that works — timely, factual, and free from opinion — and insights that matter now: iPhone 17 Launches Worldwide: Prices, Features, iOS 26, and the Biggest Design Shift in a Decade