Every September, there's a special date marked on the calendars of tech enthusiasts. Like a holiday, Apple's annual keynote always stirs anticipation and speculation. This year is no exception. The invitation, with the phrase "Awe Dropping" and Apple's subtle play with colours, has already fueled curiosity among fans and the market. For the past several years, September has essentially meant "iPhone Month." But this year's event is seen as more than just another product launch-it's being called a turning point: possibly the last time Apple follows its traditional September iPhone release cycle. In other words, the rhythm we've grown accustomed to may come to an end this year.

Decoding Apple's invitations has practically become a fan ritual. Simple design strokes and colour palettes often spark thousands of theories. This year's dominant hues are blue and orange. Many immediately connected this to rumours of an orange iPhone 17 Pro. That's surprising, orange isn't exactly a staple in Apple's colour history. Yet, Apple has long used rare colour choices to generate buzz. The deep blue, on the other hand, seems to align with the premium positioning of the Pro lineup, while the lighter blue could correspond to the rumoured slim new model. So perhaps the invitation isn't just art—it's a preview that this year's colours will be a headline feature.

Based on current leaks, the new lineup looks crowded. Alongside the standard iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max, there's also a brand-new slim model, widely referred to as the iPhone 17 Air. Apple hasn't confirmed the name, but the word Air sparks immediate associations. Across Apple's history, "Air" has always meant thin and light without compromising performance-from the MacBook Air to the iPad Air. If an iPhone Air truly arrives, it could be the breakout star of the year-especially for users who want a lighter device but refuse to settle for less power.

But there's a deeper layer of significance this time. Industry sources suggest that starting in 2026, Apple will no longer release its entire iPhone lineup in one September event. Instead, the fall showcase will focus on the Pro, Pro Max, Air, and a brand-new foldable iPhone, while the baseline iPhone will shift to a spring release. For users, it could upend the habit of "waiting for September." For Apple, it may be about supply chain efficiency, market pacing, and strategic repositioning. In other words, this year's keynote could be seen as a farewell to an era.

Of course, Apple's September stage has never been just about phones. This year, alongside the four iPhones, rumours point to two new Apple Watches: the Series 11 and the Ultra 3. On the surface, 2024's announcements may look like routine updates.

But the reality is different: Apple's shift in release cadence and its evolving product lineup reveal a larger strategic play. The era of the iPhone as a singular blockbuster product is giving way to a more diversified ecosystem. With the foldable device on the horizon, the differentiation of a slim Air model, and the staggered spring-fall cycle, Apple is carving the market into finer segments. It wants to win both the high-end spenders and the cost-conscious younger crowd. Paired with Apple Watch AirPods. And possibly new categories of smart devices, the company is building not just products, but an increasingly tight-knit lifestyle ecosystem. What you use isn't just an iPhone— it's the Apple way of life.

With just days left before the event, the internet is awash with renders, leaks, and speculations about the iPhone 17 lineup. But perhaps the bigger story lies not in pixels, chips, or new features. The real significance of this keynote may be symbolic: the last of Apple's traditional September showcases. From next year onward, the rhythm could change forever. Which makes this year's stage feel like a grand farewell-a tribute to more than a decade of tradition, and a gateway to the future. When the curtain rises and blue and orange lights intertwine, what surprises will Apple have in store? The answer will be revealed this September.

（Writer：Lorik）