Apple Event 2025: iPhone 17 & iPhone Air Highlights

Apple's latest product launch event (dubbed "Awe Dropping") took place on September 9, 2025, and introduced a slew of new devices and updates across the iPhone, Apple Watch, and AirPods lineups. The company unveiled four new iPhones, three new Apple Watch models, and updated AirPods Pro, alongside announcing the release date for iOS 26. All the new hardware will hit store shelves on September 19, 2025 (with pre-orders starting earlier).

Below is a comprehensive rundown of all the major announcements, including a comparison of the new iPhone models, details on the Apple Watch upgrades, AirPods Pro 3 features, and key highlights of iOS 26.

The iPhone 17 Lineup: Four New iPhones

Apple debuted four new iPhone models this year: the iPhone 17, a brand-new iPhone 17 Air, the iPhone 17 Pro, and the iPhone 17 Pro Max. This marks the first time Apple has introduced an "Air" version of the iPhone, expanding the lineup beyond the traditional base and Pro models.

The pricing for the lineup is as follows: iPhone 17 starts at $799; iPhone 17 Air at $999; iPhone 17 Pro at $1,099; and iPhone 17 Pro Max at $1,199. All four models will be available for pre-order starting September 12 and officially launch on September 19.

iPhone 17 and the New iPhone 17 Air (Standard & Air Models)

iPhone 17 Pro and Pro Max (High-End Models)

As expected, Apple also launched the iPhone 17 Pro and iPhone 17 Pro Max, which are the successors to the previous Pro models. These phones bring more substantial design changes and camera upgrades this year. The iPhone 17 Pro has a 6.3-inch display and the Pro Max features a huge 6.9-inch display.

One of the first things you'll notice is a redesigned rear camera layout on the Pro models. Apple has widened the camera "bump" to stretch across the entire width of the phone on the back. In other words, the three camera lenses and flash are now arranged in a horizontal bar/ledge that spans the phone's rear (somewhat like a visor). Apple says this new layout created extra internal space to accommodate a larger battery.

The camera system on the 17 Pro/Pro Max sees a big upgrade. They still have three rear cameras – a Main wide camera, an Ultra-Wide, and a Telephoto – but now all three cameras use 48-megapixel sensors. In prior generations, only the main camera was 48 MP while the others were lower resolution; now the ultra-wide and telephoto get 48 MP sensors as well, which means more detail and light capture across all lenses.

The telephoto lens in particular is a highlight: it features a new optic that achieves up to 8× zoom range. The tele lens offers 4× optical zoom, but Apple says their advanced processing lets it deliver an 8× "optical-like" zoom quality. In practice, you can now zoom up to 40× digitally with usable results, which is the highest ever on an iPhone.

Internally, the iPhone 17 Pro and Pro Max are powered by the A19 Pro chip – Apple's latest high-end mobile processor. The A19 Pro in the 17 Pro/Max has 6 GPU cores enabled and delivers roughly 40% faster performance than last year's A18 Pro chip. This means better gaming and computational photography performance.

In terms of storage, all iPhone 17 models now start at 256 GB. The Pro and Pro Max can be configured with higher capacities up to 2 TB (a new highest tier, which drew applause at the event). The iPhone 17 Pro's base price is $1,099, which is $100 more than last year's base Pro, but last year's base was 128 GB – Apple points out that the 256 GB iPhone 16 Pro was also $1,099, so they've essentially eliminated the 128 GB model and kept the same price for equivalent storage.

iPhone 17 Lineup Comparison

Apple Watch Series 11 – Better Battery & Blood Pressure Monitoring

The Apple Watch Series 11 is this year's flagship watch and brings some long-requested improvements. Physically, the Series 11 looks similar to the Series 10, but it's Apple's thinnest watch to date and includes the expansive always-on display that was introduced last year (with thin bezels and a wide viewing area). The most welcome upgrade is in battery life: Series 11 now achieves a full 24 hours of battery life on a charge under typical use.

This is a jump from the roughly 18-hour battery on prior standard models, meaning many users can get through a whole day and night without needing to recharge. The improved battery duration is especially helpful for those who want to take advantage of the Watch's enhanced sleep-tracking features (as you can wear it overnight). Fast charging is still supported (as on Series 10) to quickly top-up when needed.

On the health and sensors front, the marquee feature is a new Hypertension monitoring function. Apple Watch Series 11 can help detect signs of high blood pressure (hypertension) using data from its optical heart rate sensor and machine learning. Rather than providing on-the-spot blood pressure readings (the Watch still doesn't have a traditional BP cuff), it passively collects trends in your heart rate variability and other metrics.

After collecting data for about 30 days, the Watch can notify the user if the patterns suggest possible hypertension, prompting them to consult a doctor and get a proper blood pressure measurement. Apple said this hypertension notification feature was developed from studies with over 100,000 participants, and they expect to obtain FDA clearance for it soon. This could be a valuable preventive health tool, given that an estimated 1 in 3 adults globally has undiagnosed high blood pressure.

In addition to hypertension alerts, Series 11 also adds a new Sleep Score metric in the Health app. Using the Watch's sleep tracking sensors, it will provide a score gauging your sleep quality (similar to what Fitbit and other wearables have offered). This builds on last year's introduction of sleep apnea notifications in Series 10. Sleep Score gives users more insight into how well they're sleeping and tips to improve rest.

The Series 11 is powered by an upgraded processor (Apple didn't publicize the chip name, but it's likely the S11 chip), delivering faster performance and enabling new gestures. Notably, Series 11 supports the new "Double Tap" gesture, which lets you control the watch (answer calls, scroll widgets, etc.) by double-tapping your thumb and forefinger without touching the screen – a feature Apple first previewed in 2023.

Connectivity also gets a boost: for the first time, the cellular versions of Apple Watch support 5G networks, so you'll get faster data and more future-proof connectivity when untethered from your phone. All versions of Series 11 (even GPS-only) also now include satellite connectivity for emergencies. Apple is including two years of free satellite SOS messaging with every new Watch, Series 11 included. This means if you're outside of cell range, your watch can contact emergency services via satellite (similar to the Emergency SOS via satellite feature on recent iPhones).

Another new addition: the Series 11 (and the other new watches) support a Live Translation feature when messaging – presumably leveraging the Apple Intelligence engine in iOS 26, you can get real-time translations of incoming messages or use voice translation via the watch, which is helpful when traveling.

In terms of finishes, the Apple Watch Series 11 comes in a variety of materials and colors. The standard case is Aluminum (lightweight, matte finish) available in Rose Gold, Silver, Space Gray, and a new Jet Black option. Apple is also offering a Titanium case option for Series 11 (replacing the prior stainless steel high-end edition). The Titanium Series 11 comes in Gold, Natural (titanium silver), and Slate (dark gray/black) finishes. These higher-end titanium models are pricier, but they are extremely durable and lighter than steel.

All Series 11 watches have the new watchOS 26 software out of the box, which brings UI improvements (like the Smart Stack widgets) and new apps. The Series 11 starts at $399 for the GPS aluminum model (40mm size; $429 for 44mm) and more for cellular and titanium versions, and it launches on Sept. 19.

Apple Watch Ultra 3 – Bigger, Better for Outdoors

The Apple Watch Ultra 3 is the third iteration of Apple's rugged, premium watch designed for outdoor enthusiasts and extreme conditions. The Ultra 3 retains the same general look and size (49mm case) as the previous Ultra, but it packs some notable improvements. The biggest upgrade is battery life: the Watch Ultra 3 now offers up to 42 hours of battery life on a single charge under normal use, which is a solid increase from the roughly 36 hours of the Ultra 2.

In low-power mode, the Ultra 3 can last up to 72 hours (three days) before needing a charge. This extended battery life makes the Ultra 3 much more practical for multi-day adventures like camping weekends or long hikes where charging might not be readily available. Along with this, Apple is including two years of satellite SOS service free with the Ultra 3 as well, so adventurers have an emergency lifeline even off-grid.

The Ultra 3 also gets the larger wide-angle display that first debuted on last year's Series 10. In fact, Apple says the Ultra 3 has the largest display ever on an Apple Watch. The screen can show more information (useful for maps, fitness metrics, etc.) and can get very bright for outdoor visibility (the previous Ultra already hit 2000 nits; this one likely matches or exceeds that). The Ultra's sapphire front crystal and titanium body remain for toughness, and it's water resistant to 100m and certified for diving (EN13319).

New software features target outdoorsy users: there's a new dynamic Wayfinder/Waypoint watch face that continuously updates your compass direction and coordinates, helping keep you oriented during navigation. The Ultra 3 with watchOS 26 also introduces additional sport-specific metrics – for example, Swimmers can now track a SWOLF score (a measure of swimming efficiency) for lap swimming, and runners get a track running auto-detection feature (the watch knows when you're at a standard 400m track and can log laps accurately).

Of course, the Ultra 3 also benefits from all the Series 11 improvements like the hypertension monitoring, Sleep Score, 5G connectivity, etc. (The Ultra 3 uses the same new chipset and sensors). It also has the Depth Gauge and water temperature sensor for diving, the dual-frequency GPS for precise location, and the extra Action Button and siren from previous Ultras. The Apple Watch Ultra 3 starts at $799 (49mm GPS + Cellular, titanium case) and remains in the natural titanium color (with various new band options available). It launches on Sept. 19 alongside the other watches.

Apple Watch SE (3rd Generation) – More Features for the Budget Watch

Apple also updated its budget-friendly Apple Watch SE to a third generation. The Watch SE (2025) gets several trickle-down features that make it an even better value while keeping the same $249 starting price. The new SE 3 now comes with the S10 chip – the same processor that powered last year's Series 10 – which gives it a big performance boost and enables newer features.

For instance, the SE 3 supports the handy Double Tap gesture (thanks to the neural engine in the S10) that lets you control the watch with hand gestures. It also gains Fast Charging capability and, importantly, an Always-On Display – a feature that was previously missing in the SE line. This means the SE's screen can now dimly show the time and info continuously, just like the pricier models, instead of going completely dark when inactive.

Another big update: the cellular version of Watch SE 3 supports 5G (previous SE models were LTE-only), so it's more future-proof if you opt for cellular connectivity. Health and fitness features have been bolstered as well. The SE 3 gets the same improved sleep tracking with Sleep Score, and it now includes the wrist temperature sensor for cycle tracking (useful for ovulation predictions) which was previously only on the high-end watches.

It continues to support core health features like high/low heart rate alerts, fall detection, Emergency SOS, etc., though it still lacks the advanced sensors like ECG or blood oxygen (those remain exclusive to the main series). However, the gap is closing: the SE 3 even supports the new Live Translation feature in messages and the satellite emergency messaging like its bigger siblings. Essentially, the new SE covers all the fundamental smart watch and health functions most users need, at a much lower price.

The Apple Watch SE (3rd gen) keeps the same case design and comes in 40mm or 44mm sizes. It's available in the standard Midnight (black) or Starlight (silver/gold tint) aluminum finishes with various band options. Starting at $249 (40mm GPS), it's likely to be the go-to choice for those who want an Apple Watch experience (or want to get one for a family member, kid, etc.) without breaking the bank. The SE 3 hits stores on Sept. 19 along with the other models.

AirPods Pro 3 – Better Sound, Smart Features, and More

Apple also announced the AirPods Pro 3, the latest iteration of its popular noise-cancelling earbuds. The AirPods Pro 3 maintain the same $249 price point as the previous generation, but pack a number of improvements in audio quality, intelligence, and even health tracking. They are available to pre-order now (as of the event date) and will officially launch on September 19 alongside the new iPhones.

Visually, AirPods Pro 3 look similar to the Pro 2, but Apple says the earbuds have a slightly smaller design for a more subtle fit. To further improve comfort and fit, Apple now includes five pairs of ear tips (up from four) and the tips are foam-infused for better sealing in the ear. This range of tip sizes, including an extra-small and extra-large option, aims to ensure almost everyone can get a secure fit. The external geometry of the earbud is now aligned with the ear tip for greater stability in your ear, making them less likely to fall out during workouts.

In terms of audio, sound quality is improved thanks to new drivers and a next-gen Adaptive EQ. Most notably, Apple has dramatically enhanced the Active Noise Cancellation (ANC) capabilities: AirPods Pro 3 deliver 2× better noise cancellation than AirPods Pro 2, and 4× better ANC than the original AirPods Pro. This is achieved with updated noise-canceling algorithms and perhaps a new Apple H3 audio chip (Apple didn't explicitly name the chip in press materials, but an H3 chip is likely inside).

In practice, this means the AirPods Pro 3 can cancel out even more background din – whether it's busy traffic or airplane engine roar – allowing for quieter listening. When you do want to hear your surroundings, the Transparency mode is also improved and more adaptive, so it lets in important sounds in a natural way while minimizing harsh noises. Apple even added an interesting use-case: with Adaptive Audio modes, the AirPods can function like hearing assistance devices, and they boast up to 10 hours of use in a special Hearing Aid mode (amplifying voices, etc.).

Battery life has gotten a nice boost. The AirPods Pro 3 now provide up to 8 hours of listening time per charge with ANC active, which is about a 33% increase over the ~6 hours on AirPods Pro 2. With Transparency mode (or no ANC) they can last up to 10 hours on a charge. Including the charges in the MagSafe case, you'll get many more hours in total. The charging case itself retains MagSafe wireless charging and Lightning/USB-C (it's likely USB-C now, given the transition).

One major new feature is the inclusion of a Heart Rate Sensor in the AirPods Pro 3. These are Apple's first earbuds to incorporate biometric sensors. Inside each earbud, there's an optical heart-rate monitor that can measure your pulse from your ear skin. This allows AirPods Pro 3 to track your heart rate and calories burned during workouts when paired with an iPhone. In fact, Apple says you can close your Activity rings in the Fitness app using just AirPods and an iPhone, even if you don't wear an Apple Watch.

The heart data from the AirPods can contribute to your Health app metrics, giving you another convenient way to monitor fitness. It's quite innovative – imagine going on a run with only your AirPods and phone, and still getting heart rate readings for your workout summary.

Another standout feature of AirPods Pro 3 is Live Translation. Leveraging the on-device AI in iOS 26 (Apple's "Apple Intelligence" engine), the AirPods can perform real-time language translation of conversations. For example, if someone nearby speaks to you in a different language, you can tap a AirPods stem or use a prompt to have their speech translated in your ear into your preferred language – all in real time. If only one person has AirPods, your iPhone can display translated text for the other person.

If both people have compatible AirPods, the system will lower the ambient noise and play translated audio so each can hear the other's speech in their own language. At launch, Live Translation via AirPods supports English (US/UK), French, German, Spanish, and Brazilian Portuguese. Apple says more languages – such as Italian, Japanese, Korean, and Chinese – will be added by the end of the year. This feature essentially turns AirPods into Babel Fish-like translators for travelers or multi-lingual meetings.

It's important to note that Live Translation requires an iPhone running iOS 26 paired with the AirPods (the heavy language processing is done on the iPhone using on-device AI models). Apple is even extending this feature to some older models (AirPods Pro 2 and the new AirPods 4) via firmware update, but it was announced as part of the AirPods Pro 3 launch and of course works best on the new hardware.

The AirPods Pro 3 also come with improvements in durability and usability. They are now rated IP57 for sweat and water resistance, making them a bit more water-resistant than their predecessors (previous gen was IPX4). This higher rating means they can survive submersion in 1 meter of water for 30 minutes, so they'll handle heavy sweat, rain, and even accidental drops in water without issues. Despite all the new tech, the AirPods Pro 3 still manage to offer up to 30 hours of total listening time with the case. The case itself likely includes a U1 chip for Precision Find My (like last gen) and a speaker for alerts.

In summary, AirPods Pro 3 deliver better noise cancellation, longer battery, an innovative heart-rate sensor, and futuristic features like on-the-fly translation, all at the same price point as before. Apple's audio engineering paired with its AI software is aiming to keep AirPods Pro at the top of the true wireless earbuds market. As Apple's SVP of Hardware, John Ternus, put it during the event: "AirPods Pro 3 take personal audio to the next level," combining the world's best in-ear ANC, improved fit, heart-rate sensing, extended battery life, and Live Translation powered by Apple Intelligence.

iOS 26 – A Major Software Update Arriving Sept. 15

Rounding out Apple's announcements, the company confirmed that iOS 26, the latest version of the iPhone operating system, will be released as a free update on Monday, September 15, 2025. (Notably, Apple skipped numbers – this update is branded iOS 26 to align with the year, rather than iOS 19.) iOS 26 is a significant update that brings a fresh design and many new features, some of which power the experiences on the new hardware described above.

One of the first things users will notice is a "stunning new design" language across iOS, built around a concept Apple calls Liquid Glass. This introduces translucent, frosted-glass style elements in the UI that reflect and refract surroundings, giving the interface a dynamic, layered look. App windows, controls, and widgets adopt subtle transparency and blur effects that emphasize content while making the system feel more alive.

The Lock Screen and Home Screen are more personalized – for instance, the Lock Screen clock can fluidly resize and move to avoid covering your wallpaper subject, and new Spatial Scene wallpapers create a 3D parallax effect as you tilt the phone. App icons can even have clear and tinted variations now for a customized look. Overall, it's the biggest visual overhaul to iOS in years, aiming to keep the interface "delightful yet instantly familiar" in Apple's words.

Beyond aesthetics, iOS 26 is heavy on AI-driven "Apple Intelligence" features. Apple has baked in powerful on-device machine learning that enhances how you communicate and find information. For example, Live Translation is now deeply integrated into the OS: the Messages, FaceTime, and Phone apps can automatically translate text or speech in real time. If you receive a text in a foreign language, iOS 26 can instantly show it translated (and even allow you to reply in your language, sending a translated message to the recipient).

In FaceTime video calls, you can enable live translated captions so you see subtitles when someone speaks another language. And during regular phone calls, iOS can provide live audio translation of the other person's voice, even reading it out in your language while the call is on speaker. All of this is done on-device (thanks to new Apple-built translation models), preserving privacy while breaking down language barriers in real-time. When paired with the new AirPods Pro 3, this extends to the in-person Live Translate mode as well.

Another impressive feature is Visual Intelligence in iOS 26. The system can now recognize and let you interact with any content on your screen in a smart way. For example, you can press a new "Info" button (or use a gesture) to ask questions about whatever is currently on your screen. Apple has even integrated a connection to ChatGPT for this purpose: you can literally ask ChatGPT (or Siri with ChatGPT's brain, essentially) about the image or webpage you're viewing to get more info or context.

This is a novel feature that merges AI assistance with everyday iPhone use. Additionally, iOS 26 will detect objects or text in images systemwide (an evolution of Visual Look Up) – for instance, if there's an event mentioned in a text or a date on a flyer you're looking at, the system will prompt you to add it to your calendar automatically. The new Visual Intelligence can also perform actions like finding similar products or images online if you highlight an object on your screen. It's all about making the iPhone more context-aware and helpful without needing manual searches.

For creative expression, Apple introduced Genmoji and Image Playground features in iOS 26. These let users create fun visuals by mixing emojis or even generating images with simple descriptions, powered by generative AI (presumably using on-device models or efficient APIs). For example, you can merge two emoji into a custom "Genmoji" mashup, or type something like "a happy cat riding a bicycle – oil painting style" and the Image Playground can produce that image for you.

There are options to apply different art styles (including an Anime style or an Oil Painting style and more, even with ChatGPT's help to refine the style). These features make Messages and social sharing more fun, as you can generate stickers or images on the fly.

iOS 26 also brings updates to many apps: The Phone app now has a Call Screening feature that will ask unknown callers to state their name and purpose before your phone even rings, then transcribe that for you (so you can avoid spam calls). It even has a Hold Assist feature where your iPhone can wait on hold for you and alert you when a customer service rep comes on the line – a huge quality-of-life improvement.

Messages gains the ability to create polls in group chats (to help coordinate plans) and lets you set fun conversation backgrounds for each chat. There are also typing indicators that show exactly who is typing in a group chat now. Apple Maps is adding a Visited Places history and improved routing that learns your preferred routes over time. Apple Music is adding real-time lyrics translation for songs in foreign languages and an AutoMix feature for DJ-like transitions between songs.

A new built-in app called Apple Games provides a unified hub for all your games, game achievements, and social gaming features in one place. It appears as Apple's answer to a Game Center app, letting you jump back into games quickly and see what friends are playing.

Of course, iOS 26 will come pre-installed on the new iPhone 17 devices, leveraging features like the A19 chip's AI capabilities. Users of many previous iPhones will also be able to upgrade to iOS 26 for free on September 15 – typically Apple supports devices for 5+ years, so models back to iPhone XS / XR or later should get it (Apple's exact cutoff wasn't mentioned in the event, but expect broad support). The new watchOS 26, iPadOS 26, etc., are also releasing around the same time, bringing similar design overhauls and features to those platforms for a cohesive experience.

Apple's fall 2025 launch delivered a wide array of innovations – from sleeker hardware designs like the ultra-thin iPhone Air and all-day Watch battery, to feature-packed accessories like AirPods that can translate languages or measure your heart rate, all running on smarter software that infuses AI into everyday tasks. If you're in the market for a new iPhone or Apple gadget, there's plenty to be excited about. Mark your calendar for September 19, when the new devices hit stores and begin shipping to customers, and don't forget to update your current devices to iOS 26 on September 15 to enjoy many of these new features for free.

Apple is clearly doubling down on integration of hardware, software, and artificial intelligence – in their words, "making iPhone (and the Apple ecosystem) even more helpful and personal than ever." It's everything you need to know about this year's Apple launch in a nutshell – now the only thing left is to try these new products out and see how well they live up to the hype.

Summary

In summary, Apple's iPhone 17 lineup offers a device for every type of user this year: the iPhone 17 brings high-end display and camera tech to the mainstream model; the iPhone 17 Air offers a new option for those prioritizing a sleek, ultralight design; and the Pro/Pro Max cater to enthusiasts who want the best cameras, performance, and battery life.

The Apple Watch lineup also received significant updates, with the Series 11 introducing breakthrough health monitoring features like hypertension detection and improved battery life, while the Ultra 3 offers even more endurance for outdoor adventures with up to 72 hours of battery life in low-power mode. The budget-friendly Apple Watch SE (3rd generation) brings premium features like Always-On Display and Double Tap gesture to the $249 price point.

Apple's audio lineup was also refreshed with the AirPods Pro 3, featuring dramatically improved noise cancellation, heart rate monitoring, and revolutionary Live Translation capabilities powered by Apple Intelligence. These earbuds can now function as hearing assistance devices and provide real-time language translation for travelers and multilingual conversations.

The software side received a major overhaul with iOS 26, featuring the new "Liquid Glass" design language, comprehensive Apple Intelligence features, and breakthrough capabilities like Visual Intelligence with ChatGPT integration, Genmoji and Image Playground for creative expression, and enhanced apps with features like Call Screening and Hold Assist. iOS 26 will be available as a free update on September 15, 2025.

All the new iPhone models share core features like Face ID, MagSafe wireless charging (now using the newer Qi2 standard for up to 25 W fast wireless charging on most models), second-gen Ultra Wideband (for Precision Find My and improved device-to-device connectivity), and IP68 water/dust resistance. The entire iPhone 17 family will ship with iOS 26 out of the box, bringing new software capabilities like on-device AI translation and other enhancements.