Apple on Tuesday sent invites to the media and analysts for a launch event at its campus. Apple on Tuesday sent invites to the media and analysts for a launch event at its campus on September 9 at 10 A.M pacific time. The tagline on the invite is: "Awe dropping."

Yet with Google unveiling its more powerful Pixel 10 series at the Made by Google event last week, and Samsung making a big bang with its Galaxy Z Fold7 and Flip7, the game is now high stakes for Apple, even though it knows it enjoys massive trust and consumer loyalty.

The highlight of the iPhone lineup this year is expected to be a new ultra-thin, ultra-light, most likely called the iPhone 17 Air. We've already heard rumors about everything from the frame material to the battery for this new offering,