Cupertino, California – September 2025 — Apple has officially lifted the curtain on its much-anticipated iPhone 17 lineup during its annual September showcase, delivering a slate of devices and features aimed at pushing durability, performance, and intelligence into the next era of mobile technology.
As tradition dictates, the fall season now means new iPhones but this year, Apple also introduced a new member of the family: the iPhone Air, its thinnest iPhone yet. Alongside the smartphones, the company rolled out AirPods Pro 3, packed with advanced health-tracking and live translation, and the Apple Watch Series 11, its most durable smartwatch to date.
iPhone 17: Faster, Stronger, Smarter
The iPhone 17 continues Apple’s focus on refinement and durability. The new devices feature 6.3-inch, 120Hz ProMotion displays with thinner borders, encased in Ceramic Shield 2 offering three times the scratch resistance of the previous generation.
Powering the phones is the A19 chipset, built with a six-core CPU, five-core GPU, and an upgraded Neural Engine. Apple promises up to eight extra hours of battery life, thanks to major efficiency improvements.
The camera system also gets a notable upgrade: a 48MP Fusion ultra-wide lens paired with a 12MP telephoto camera, plus a redesigned selfie system Apple calls the “center stage camera.” This front camera boasts a wider field of view, enhanced stabilization, and a square sensor that eliminates the need to rotate the phone for landscape shots.
iPhone Air: Apple’s Thinnest iPhone Ever
Making headlines at the event, the iPhone Air is Apple’s thinnest phone yet, measuring just 5.6mm thick and built from spacecraft-grade titanium. It features a 6.5-inch always-on ProMotion display with up to 3,000 nits brightness, making it Apple’s brightest iPhone display.
The Air is powered by the A19 Pro chip and comes with a brand-new N1 chip for next-gen wireless performance, including Wi-Fi 7 and Bluetooth 6. Its C1X modem doubles connection speeds compared to previous models.
The rear “single” camera cleverly combines a 48MP Fusion lens and 12MP 2x telephoto lens, while the front “center stage” selfie camera mirrors improvements seen in the iPhone 17. Battery life is described as “all-day,” with help from Adaptive Power Mode, which learns usage habits. Apple also unveiled a new ultra-slim MagSafe battery pack designed specifically for the Air.
AirPods Pro 3: Smarter Sound Meets Health Tracking
For the first time in three years, Apple updated its premium earbuds with the launch of AirPods Pro 3. The design remains familiar, but the internals bring major upgrades:
Built-in heart rate monitoring via biometric sensors.
New Fitness app experiences, allowing workouts to be tracked without an Apple Watch.
Enhanced noise cancellation (four times better than the original).
Live translation powered by Apple Intelligence, activated by gesture.Battery life clocks in at eight hours per charge, and pricing remains at $249, with wide availability starting September 19.
Apple Watch Series 11 and Ultra 3: Durability Meets Health
The Apple Watch Series 11 is Apple’s thinnest and most durable watch yet, boasting twice the scratch resistance of earlier models. For the first time, it also supports 5G connectivity. A standout new feature is hypertension monitoring, which alerts users when signs of high blood pressure appear in their health data. Battery life has been extended to 24 hours per charge.
Apple also announced the Apple Watch Ultra 3, featuring a brighter display with LTPO 3 technology and satellite connectivity making it a rugged companion for adventurers with built-in Emergency SOS.
Meanwhile, the entry-level Apple Watch SE now has an always-on display, optional 5G, sleep apnea detection, and the same Double Tap and wrist-flick gestures introduced in higher-end models.
Pricing begins at $399 for Series 11, $799 for Ultra 3, and $249 for the SE. All models are available for pre-order today and hit shelves September 19.
Looking Ahead
With iPhone 17, iPhone Air, AirPods Pro 3, and the Apple Watch Series 11 lineup, Apple is doubling down on durability, health integration, and seamless intelligence across its ecosystem. The event makes it clear: Cupertino is betting on thinner designs, stronger materials, and AI-powered features to define the future of personal tech.
