Apple's 'Awe-dropping' September 9 event signals a step in the right direction

Things are finally heating back up again.

Apple has just announced that their September 9 event is officially taking place and has the tagline 'Awe-dropping,' which means a number of things. First is the obvious, Apple is having an incredible event soon. But also, it means Apple is finally taking some risks and taking the job of impressing their customers seriously again.

First, let's attempt to decode the tagline, 'awe-dropping.' In the past, it's been common for people, including myself, to read into the tagline and try to glean some information from it. This time, it just seems to be that the event will contain some crazy products that we are not ready for.

What the 'awe' in this tagline could mean is that the new iPhone 17 Air is incredibly, even shockingly thin. I think that this invite in general does not offer a ton of information, so it is best to stick to the surface-level information.

Next, the animation is a cool, glowing blue-orange-greenish Apple logo that glows up and down in a loop. The Apple logo shown is a little bit 3-dimensional which could indicate a focus on Liquid Glass in iOS 26.

The colors is what I would pay attention to. The Pro models are expected to come in a few colors, including a new, orange-brown-bronzeish color that is shown in the animation here. The blue color is probably indicative of the slightly different shade of blue they change on the Pro models every year. Finally, the green is most likely to show the iPhone 17 Air, which is rumored to come in a cool shade of green.

Reading into this Apple Event invite is fun because it shows to us that Apple actually still cares. It has been years since a major iPhone redesign and, while this is not a crazy change of pace, it is still significantly different from the iPhone 16s that came out last year.

Apple, it appears, is taking more risks, finally. In the 2015 to 2019 era, Apple took so many risks – the 2015 MacBook, 2016 MacBook Pro, the iPhone X, the HomePod, the 2018 iPad Pro, the Apple TV with that awful remote, the Apple Watch, even. All of these are major shifts in the products that we use every day and while some of them were not up to par, it was still so cool to see Apple try things out for a bit, screw up and try again.

Seeing that same energy come back to the much more stable and grounded Apple we know and love is wonderful. It brings back that enthusiasm and electricity to Apple in a way we haven't seen in a long time.

Either way, the September 9 Apple Event will be crazy. We will have to see what Apple does soon.