CUPERTINO, California. – Apple’s highly anticipated event today delivered a wave of new hardware and software, highlighted by the debut of the iPhone 17 lineup and a completely new model, the iPhone Air. The tech giant also rolled out significant updates to the Apple Watch family and AirPods Pro, signaling a push for greater performance, enhanced health features, and a stronger focus on artificial intelligence.
A New iPhone for Every User
The star of the show was undoubtedly the iPhone 17 series, which now features four models: the base iPhone 17, the ultra-thin iPhone Air, and the premium iPhone 17 Pro and Pro Max.
- iPhone 17: The new standard model gets a major refresh, adopting a larger 6.3-inch Super Retina XDR display with ProMotion, an adaptive refresh rate that can go up to 120Hz for incredibly smooth visuals. The camera system sees a significant upgrade with a new 48MP Dual Fusion camera, and for the first time on a base iPhone, a new “Center Stage” front camera that offers a wider field of view and higher resolution. It’s powered by the new A19 chip and will be available starting at $799.
- iPhone Air: Replacing the “Plus” model, the iPhone Air is a new category for Apple, featuring a groundbreakingly thin design at just 5.6mm. The phone is built with a titanium frame and protected by Ceramic Shield 2 on both the front and back. Despite its slim profile, it packs the powerful A19 Pro chip and a new 48MP Fusion camera system. The iPhone Air starts at $999.
- iPhone 17 Pro and Pro Max: Apple’s top-of-the-line models received a complete internal redesign and are powered by the A19 Pro chip. Both phones now feature a new unibody aluminum shell and a re-engineered camera “plateau” that houses three 48MP Fusion cameras, offering up to 8x optical zoom on the Pro Max model. The iPhone 17 Pro starts at $1,099, while the Pro Max starts at $1,199, with a new 2TB storage option available for the first time. The Pro models also come in new finishes, including a striking Cosmic Orange.
A welcome change across the entire iPhone 17 lineup is the doubling of base storage, with all models now starting at 256GB. Pre-orders for the new iPhones begin this Friday, September 12, with availability starting September 19.
Apple Watch Doubles Down on Health
The Apple Watch family also received a full overhaul, with the introduction of the Apple Watch Series 11, Apple Watch SE 3, and Apple Watch Ultra 3.
- Apple Watch Series 11: Focused on health, the Series 11 now features a “sleep score” to help users understand their sleep quality. It also introduces new health alerts, including hypertension alerts and the ability to monitor for signs of sleep apnea. The new watch has a 24-hour battery life and a more scratch-resistant display. It starts at $399.
- Apple Watch Ultra 3: The rugged Ultra model gets its most significant update yet. It now features satellite connectivity, allowing users to send texts and make calls for help even without a cellular connection. It has a larger, brighter OLED display and an extended 42-hour battery life.
- Apple Watch SE 3: The entry-level model gains fast charging, an Always-On display, and the new S10 chip, making it a more powerful and feature-rich option for its accessible price point.
New AirPods and Accessories
Apple also unveiled the third generation of its premium earbuds, the AirPods Pro 3. The new earbuds feature upgraded audio performance, heart rate tracking for fitness, and a standout new feature: real-time live translation powered by Apple Intelligence. The company also announced a new line of “TechWoven” cases and accessories, including a MagSafe-compatible crossbody strap for the new iPhones.
The event, which showcased a clear focus on refining existing product lines and introducing compelling new form factors, sets the stage for Apple’s holiday sales season and its continued emphasis on integrating powerful performance and health-focused features across its ecosystem.