Apple once again made the entire technology world restless when it officially sent out invitations to its biggest event of the year, scheduled to take place this coming September. As usual, every time Apple revealed an event invitation, the tech-loving community rushed to "decode" the subtle hints that the company cleverly inserted in every image and message detail. This year is no exception. With the implicit slogan "Awe Dropping", the technology world was once again immersed in hypotheses about what Apple was about to announce, from hardware masterpieces to software and service breakthroughs.

1. Apple's “Awe Dropping” Event Promises a Big Shock

Ever since the first invitations from Apple appeared on the official website and were widely shared on social networks, the entire global technology world was immediately abuzz. This is no longer surprising, because Apple has long turned the "teasing" of the September event into a dramatic prelude, where every small detail on the invitation can become the focus of analysis. This makes the fan community and experts understand that behind that seemingly simple shell, there are always sophisticated codes, hinting at the products and technologies that are about to be announced.

The tagline “Awe Dropping” quickly became a buzzword. Not only was it a clever play on the phrase “jaw-dropping,” but it also served as a confident statement that this year’s event would be a true shock. The big question immediately arose: what could have motivated Apple to use such a bold message?

If you look back at history, Apple's September event always revolves around the launch of new iPhones, Apple Watch, AirPods, and upgraded versions of iOS and macOS. These products are already very familiar to users. But this year, all the attention is on the iPhone 17 , the generation that is expected to create a real turning point. Rumors about the super-thin iPhone 17 Air version, only about 5.5 mm thick, are making the public restless. If this is true, it is not just a simple improvement in appearance but can also become a historical milestone in smartphone design, opening a completely new standard for the mobile industry.

The “Awe Dropping” event is therefore no longer simply an annual product launch. It is expected to mark a new design philosophy and technology that Apple wants to shape for the next decade. Will it be the world’s thinnest iPhone, a breakthrough in cooling technology, or even a completely new direction that has never been revealed?

It was this deliberate ambiguity that made the pre-event atmosphere more heated than ever. For Apple, every invitation is a mind game, and this time, the slogan “Awe Dropping” succeeded in turning the September event into a global focus, where everyone eagerly awaited a true “awesome drop”.

2. Secrets Apple concealed in iPhone 17 event invitation

Digging into the specifics of the invitation, observers have pointed out many remarkable clues. Right from the name of the event, “Awe Dropping,” many sources believe that Apple is referring to a completely new product model: the ultra-thin iPhone 17 Air. Rumors about this iPhone have been scattered for many years, but there has never been convincing evidence like this time. According to leaked reports from the supply chain, Apple is testing a record-thin iPhone model, only about 5.5 mm, significantly thinner than any current high-end smartphone. If this is true, it certainly deserves the phrase “awesome” that Apple uses.

An ultra-thin iPhone is not only a technical achievement but also reflects the “minimal but sophisticated” design philosophy that Apple has always pursued. To achieve such impressive thinness, Apple may have to apply a series of new technologies: layered batteries or solid-state batteries with higher energy density, folding or 3D stacking circuit boards, and new materials for the chassis to ensure durability despite being thin. This opens up countless questions: Is Apple willing to give up some traditional connection ports to achieve this thinness? How will they solve the problem of heat when the heat dissipation space is limited? These are the questions that have been hotly discussed in the technology community for months.

But the ultra-thin iPhone 17 Air is just one of the mysteries Apple could reveal. The event logo also contains other important clues. In the alt-text attached by Apple, the bitten apple logo is described as using “warm colors,” shifting from cool blue to yellow and fiery red. This is no random color choice. Analysts quickly came up with two major theories surrounding this detail.

First, the hot color could be related to a brand new health sensor on the Apple Watch Series 11, specifically a blood pressure sensor. For many years, Apple has expressed its ambition to turn the Apple Watch into a personal medical device, supporting comprehensive health monitoring. Previous generations have had heart rate sensors, ECG electrocardiograms, SpO2 blood oxygen sensors, and recently temperature monitoring. The blood pressure sensor is considered the "final piece" to turn the Apple Watch into a truly powerful medical device. If this rumor is true, Apple will create a big push not only in the technology industry but also in the healthcare field.

Second, the hot color detail could also be related to a new cooling system on the iPhone 17 Pro. Over the past year, one of the biggest complaints from iPhone Pro users has been overheating when running heavy tasks like recording ProRes video, playing high-end games, or processing on-device AI. If Apple has found a more effective thermal management solution, this would certainly be a very worthwhile improvement. The logo changing from cool blue (cold) to bright red (hot) could be a metaphor for better temperature control, helping the device maintain peak performance without throttling.

Not only stopping at the image, Apple also added an interesting detail on the homepage. When accessing the event page, users can directly interact with the logo, rotate or change the viewing angle, creating a liquid effect like glass. This is considered a clear hint at the completely new "Liquid Glass" design language, which has been rumored to be the identifying feature of iOS 26 and macOS Tahoe. This design focuses on transparency, reflection and smooth motion like liquid, bringing a breakthrough visual experience. This shows that Apple not only upgrades the hardware but also focuses on refreshing the software experience, creating perfect synchronization between the device and the operating system.

Of course, a simpler possibility is that the hot colors in the logo could just be a “teaser” for new color versions of the iPhone 17. In recent years, Apple has often added eye-catching color options to attract younger users. Rumors suggest that the iPhone 17 Pro line may come in a metallic orange version, while the Air line will come in a bright Blue Sky. This color diversity not only helps users express their personality but also creates a competitive advantage in the market.

While all of this is speculation, there’s no denying that Apple has managed to create a huge wave of excitement. With just an invitation and a logo, the company has already made the global tech community buzz non-stop. The September event promises to not only revolve around the iPhone 17, but could also include other surprises such as new AirPods, upgraded iPads, or even AR/VR technologies related to Apple Vision Pro. With Apple’s habit of creating “one more thing” at the last minute, no one can be sure what will happen on stage.

Interestingly, in addition to hardware, Apple can also focus on software and services. iOS 26, macOS Tahoe, and the new watchOS can bring deeper AI integration, optimize performance, and bring smarter experiences to users. In the context of competitors such as Google, Samsung, and Microsoft all pushing AI, Apple certainly does not want to be left out of the game.

Therefore, this year's "Awe Dropping" event is expected to be one of Apple's most memorable events in recent years. Not only is it a place to introduce new iPhones, it can also mark the beginning of a new era in the company's product philosophy, where hardware, software and services blend together smoothly, supported by the most advanced technologies.

All the questions and hypotheses will soon be answered in September. But before the official event takes place, the atmosphere of discussion, analysis, and “decoding” of the invitation will certainly be even hotter. That is also Apple’s art, turning each product launch into a cultural event, attracting global attention, making everyone curious, waiting, and unable to sit still.