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Tim Cook has been at the center of Apple’s latest headlines this week as the company ramps up excitement for its annual September event. Today, Cook announced on X that Apple’s “Awe Dropping” event is official, streaming live globally from Apple Park on September 9th at 1 p.m. Eastern. In the post, he teased something big and, as many have already guessed, all eyes are on the iPhone 17 lineup—including the much-hyped iPhone 17 Air. This is expected to be Apple’s slimmest model ever and will replace the Plus, according to sources like TechRadar and MacRumors. The Pro line is getting a significant redesign with a new camera system and a stronger, lighter frame. There’s buzz about an updated Apple Watch Series 11, AirPods Pro 3, and new software launches including iOS 26, all of which should be unveiled at the event.

Cook’s social media presence hasn’t just been promotion—it’s also strategic reassurance, as Apple’s stock has wobbled in 2025, losing up to 19 percent after delays on its Siri AI upgrade and amid new legal wrangling, including an antitrust lawsuit from Elon Musk’s xAI. Despite these headwinds, Apple’s latest financial performance under Cook’s watch shines: third quarter iPhone sales hit nearly $45 billion, up 13 percent year over year, keeping the tech giant firmly profitable and investors breathing a bit easier.

This coming event is about more than just gadgets. According to Fortune, it represents the kickoff of a bold three-year roadmap to reinvent Apple’s ecosystem with a focus on spatial computing, AR glasses, and Vision Pro advances. Insiders whisper that Cook has made true augmented reality glasses his personal moonshot, hoping Apple beats Meta to defining next-generation wearable tech. That means the September event’s incremental upgrades mask a larger transformation just starting to unfold.

And in case you missed the show online, you might have caught Cook trending on X, with his event teaser racking up massive engagement and fueling round-the-clock speculation across every major technology outlet. Some rumors continue to swirl, like a shorter battery life for the thinnest iPhone ever or a single-lens camera on the Air, but as always, Apple is mum until the livestream rolls.

As Cook surpasses Steve Jobs in tenure and steers Apple through both innovation lulls and industry shakeups, September 9 may well mark the start of the next major chapter in his biography. Thank you for listening to Tim Cook Biography Flash. Make sure you subscribe so you never miss an update on Tim Cook, and search Biography Flash for more great biographies.

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