While September will also see the launch of iPadOS 26 and iOS 26, both operating systems have been available for Beta testing since June 2025, with all features explained on the Apple website.
Precise details about new hardware, however, are strictly under wraps. Apple has continued its modus operandi of live product demonstration at a dedicated Apple event. The scale of Apple’s operations does mean that leaks and rumours (some more reliable than others) have abounded for months. Nothing is certain, however. The only way to find out for sure is by watching the next Apple Event live on September 9.
2025 has been a mixed year for Apple: two major releases, the Apple Intelligence AI assistant and AR headset Vision Pro, received underwhelming receptions. Nevertheless, the hype surrounding the latest Apple Event reaffirms the commanding position Apple still holds in the consumer tech market: iPhones still make up the majority of US smartphones, while Apple Watch sales continue to grow, a decade on from the first model.
What is the Apple Event?
The first live Apple product demonstration took place in 1984 to advertise the new Macintosh computer to shareholders. The company has continued to host increasingly lavish product demonstrations since then. For the last 20 years, Apple has maintained annual "Apple special event" showcases, where multiple new products and features are debuted to a packed auditorium in its Cupertino headquarters. Last year's event, nicknamed “Glowtime”, was livestreamed to over 3.5 million viewers.
Apple also regularly announces new developments at the annual Worldwide Developer Conference (WWDC). While not an Apple-only conference, the brand has established a tradition of showcasing new products at WWDC, dating back to the early 1990s.
What happened at the 2024 Apple Event?
This is the first Apple Event of this kind in nearly a year. The most notable aspect was the announcement of the iPhone 16 generation, encompassing four separate models. Other updates included the launch of the AirPod Pro and AirPod Max lines, as well as the new Apple Watch Series 10.
Related: Apple Event 2024 full recap
How to watch the 2025 Apple Event
The Apple Event will be broadcast live from Apple’s California headquarters, Apple Park. The show kicks off at 10am Pacific Time (5pm GMT). If you haven’t got tickets to be there in person, the event will be livestreamed for free on the Apple website or on the Apple TV app.
What to expect from the 2025 Apple Event
While there are some likely announcements, many questions still remain. The event comes amid a turbulent year for Apple: the company has continually shifted its production facilities to mitigate rolling tariffs on US imports from India and China, while the long-awaited AI assistant software, Apple Intelligence, has been continually re-tooled and re-released after a lukewarm public response and consistent performance issues. Whether Apple continues to invest in the new technology, particularly when rivals Google and Samsung have forged ahead with their own versions, is a key question to be answered at the showcase.
The public Betas of iPad OS 26 and iOS 26 have provided some clues on what to expect from the eventual hardware release. Apple has continued to offer greater eSIM service and support in iOS 26 with features like eSIM auto-switching, suggesting that eSIM functionality will continue to be a core feature of their new products. Whether this could mean an eSIM-only iPhone, similar to the 2022 iPhone 14, remains to be seen.
1. iPhone 17
New iPhone releases are expected to form the backbone of the event. While nothing has been officially confirmed, rumours have been circulating for months about a slimmed-down iPhone model, akin to the Air models from the iPad or MacBook lines.
Will we see a folding iPhone?
Apple’s position as one of the only major device manufacturers not to offer a folding smartphone (following the Samsung Galaxy Fold, Google Pixel Fold, and Motorola Razr, among others) has led to speculation that a folding iPhone must be around the corner (reports from Bloomberg indicate it may arrive in 2026). As yet, however, there have been no verified leaks to suggest this, and Apple has historically prided itself on designing hardware independent of market trends – shoppers will need to tune in on September 9 to find out for themselves.
Again, a focus on thinness lends support to the eSIM-only theory: removing a bulky SIM tray from a phone’s internal construction frees up manufacturers to create smaller bodies, or pack in other features like larger batteries and faster processors. This is further supported by the eSIM-friendly iOS 26, and a growing global market for eSIMs as both temporary and long-term connectivity sources.
The new eSIM “Auto-Switching” feature in iOS 26 is targeted at users who have two separate eSIM profiles, a regular domestic one for home use, and a short-term travel eSIM from a selected Apple partner like BetterRoaming.
With iOS 26 installed, the iPhone will automatically activate the travel eSIM whenever it detects that the owner has travelled outside their home country.
Most iPhone generations contain three or four separate models: the 2024 Apple Event announced the iPhone 16, 16 Plus, 16 Pro, and 16 Pro Max. Whether all these separate models will receive an equivalent in the iPhone 17 generation is a major talking point – the rumoured “iPhone Air” may well serve as a replacement to the Plus, Pro, or Pro Max line.
2. iPad M5
While the iPhone 17 may draw most of the headlines, Apple is expected to announce a significant new upgrade to its iPad line: the upcoming M5 chip, set to feature in new iPad Pro models, is Apple’s fastest-ever tablet processor. An M5-powered iPad Pro is a worthy alternative to a laptop, delivering professional-level performance. This is further augmented by the iPad line’s eSIM compatibility, which allows owners to download an iPad eSIM and use it to access mobile internet, anywhere.
3. Apple Watch (11th-generation)
Annual Apple Watch updates have been a fixture of the Apple release calendar since 2015. The 2024 Apple Event saw the release of the Apple Watch Series 10, with its successor due to arrive this month. The other models in the Apple Watch family – the entry-level SE and outdoor-focused Ultra 2 – are also likely to receive upgrades. All three models are available with eSIM connectivity, allowing users to get online anywhere, just like an iPhone, provided they add an Apple Watch mobile data plan from an official Apple partner like BetterRoaming.
What else to look out for at the 2025 Apple Event
- 1
A new Vision Pro: Despite low sales of the 2024 Vision Pro, Apple’s first new product category in years may be due for an upgrade. While the debut model failed to reshape the consumer tech landscape, Apple sees enough value in the AR space to continue to invest in Vision Pro development. It’s possible that a new headset could be unveiled as early as the September 9 Apple Event.
- 2
AirPods have been a resounding success for Apple, and the company has regularly released updated models. Expect a new generation of AirPods and AirPod Pro at this year’s Apple Event.
Travel eSIM plans
Take full advantage of the eSIM auto-switching feature found in the new iOS 26 and iPhone 17 by downloading a travel eSIM from BetterRoaming. These short-term, prepaid eSIM profiles allow users to browse the internet in over 160 countries, without paying roaming fees.
The new Auto-Switching function will then automatically deactivate the travel eSIM the second it detects the iPhone owner is back on home soil. Download a travel eSIM plan here.
