Apple unveiled its latest devices on Tuesday, Sept. 9, 2025, introducing four new iPhone 17 models, updated Apple Watch smartwatches, and third-generation AirPods Pro. Pre-orders for the AirPods Pro 3 and Apple Watch began on Sept. 9, with availability on Sept. 19. The iPhone 17 models will also be available, launching on Sept. 19.

The iPhone 17 Lineup

Apple's iPhone 17 family includes the iPhone 17, ultra-thin iPhone Air, iPhone 17 Pro, and iPhone 17 Pro Max, and comes with iOS 26.

iPhone 17 The iPhone 17 features a 6.3-inch display, upped from the previous 6.1-inch from last year, also with ProMotion 120Hz for smoother scrolling and an Always-On display for quick access to information. This is a first for the base model iPhones, as ProMotion originally debuted on the 2021 iPhone 13 Pro models. It boasts a peak brightness of 3,000 nits and is protected by three times the scratch resistance of the previous model.

Powered by the A19 chip, the iPhone 17 includes a 5-core GPU compared to last year's A18 4-core chip and is reportedly 17% faster.

The camera system upgrades include an 18-megapixel front-facing camera, capable of both portrait and landscape orientations due to its square 1:1 shape. This is a first for iPhone and the smartphone market, as a 1:1 sensor is practically unheard of compared to the traditionally used 3:4 ratio for selfie sensors. The rear camera has a 48-megapixel sensor and an upgraded 48-megapixel ultrawide sensor compared to the previous 12-megapixel ultrawide sensor.

Battery life extends to 30 hours of video playback, eight more hours than last year's model. In some regions, including the U.S., it uses eSIM technology only with no physical nano-SIM for all of this year's lineup.

The iPhone 17 starts with 256GB of storage for the first time, available in five colors, with a starting price of $799.

iPhone Air The iPhone Air is the thinnest iPhone yet, at just 5.6 millimeters, featuring a titanium frame and the same Ceramic Shield 2 for better scratch resistance. Replacing last year's 6.7-inch 16 Plus model, it has a 6.5-inch screen and a peak brightness of 3,000 nits.

Powered by the A19 Pro chip, it has a 5-core GPU that is reported to be ~11% faster than the A19 found in the iPhone 17, according to early benchmarks.

Its camera system houses a singular 48-megapixel rear camera with no ultrawide or telephoto option, and the same novel 18-megapixel 1:1 front camera. The absence of a secondary rear camera may be caused by its thin form factor.

The battery offers the same video playback performance of 27 hours to last year's 16 Plus model, with an optional $99 MagSafe battery pack for 40 hours of video playback.

Available in Space Black, Cloud White, Light Gold, and Sky Blue, the iPhone Air is priced at $999 for 256GB, with 512GB and 1TB options also offered. The Air is a new model series and sits between the standard iPhone 17 and the iPhone 17 Pro in Apple's lineup.

In May, Samsung released an ultra-slim Samsung S25 Edge at 5.8mm of thickness, an industry trend that may continue in the future.

iPhone 17 Pro & iPhone 17 Pro Max The iPhone 17 Pro and iPhone 17 Pro Max feature an aluminum design from the previously used titanium frames for "maximum performance" and are protected by Ceramic Shield 2 for improved durability. The switch back to aluminum is odd considering the Air uses a titanium frame. They come with improved heat management systems and have 6.3-inch (Pro) and 6.9-inch (Pro Max) displays, offering ProMotion technology and peak brightness of 3,000 nits. This is the first time an entire iPhone lineup has ProMotion displays, previously reserved for only the Pro series.

Powered by the A19 Pro chip with a 6-core GPU, these models provide up to 40% better sustained performance than the A18 Pro. The Pro series has one more GPU core than the Air.

The rear camera system includes triple 48MP cameras, including primary, ultrawide, and telephoto, while the front camera features the new 18-megapixel Center Stage sensor. Although the telephoto sensor is slightly shorter than the previous generation, it is 56% larger in size and is upgraded to 48 megapixels compared to 12 megapixels, allowing for higher fidelity captures.

The iPhone 17 Pro Max offers the longest battery life, with up to 39 hours of video playback.

Storage options range from 256GB to 2TB for the Pro Max. New colors include Silver, Deep Blue, and Cosmic Orange, starting at $1,099 for the Pro and $1,199 for the Pro Max.

AirPods Pro 3 Apple announced the third-generation AirPods Pro, priced at $249. These earbuds boast enhanced Active Noise Cancellation, providing twice the effectiveness of AirPods Pro 2 and four times that of the original. They also feature improved audio quality and a more natural Transparency mode.

A key addition is a built-in heart rate sensor, allowing users to track heart rate and calories burned during over 50 workouts when paired with an iPhone. The new "Workout Buddy" feature offers verbal motivational feedback during exercise. The design is slightly smaller, with new foam-infused ear tips available in five sizes and IP57 water and sweat resistance.

Live translation is another highlight, automatically translating languages in real time. Currently supported languages include English, French, German, Portuguese, and Spanish, with more expected. Battery life has also improved, offering up to eight hours of playback with Active Noise Cancellation and up to ten hours in Transparency mode.

Apple Watch Lineup

Apple introduced three new Apple Watch models: the Series 11, SE 3, and Ultra 3, all running watchOS 26. Two health functionalities, hypertension detection and Sleep Score, are also included, with hypertension detection analyzing heart sensor data over 30 days to notify users of high blood pressure patterns. The Sleep Score evaluates sleep quality based on various factors, offering a score and improvement tips. Apple expects the hypertension feature to identify over one million undiagnosed cases in its first year, pending regulatory approvals.

Apple Watch Series 11 The Apple Watch Series 11 is thinner and more comfortable, featuring improved scratch resistance. It comes in aluminum colors: Jet Black, Silver, Rose Gold, and Space Gray, as well as polished titanium in Natural, Gold, and Slate. Cellular models now support 5G for faster connectivity, and the battery lasts up to 24 hours with fast charging, providing eight hours of use in just 15 minutes. Available in 42mm and 46mm sizes, prices start at $399.

Apple Watch SE 3 The budget-friendly Apple Watch SE 3 features the S10 chip and an Always-On display for easy viewing. New controls like double tap and wrist flick gestures enable single-hand operation. It offers wrist temperature sensing, enhanced insights in the Vitals app, and sleep apnea detection. The watch can play music directly through its speaker without needing AirPods. Battery life reaches up to 18 hours, with fast charging that adds eight hours of use in 15 minutes. Available in Starlight and Midnight colors, it's made from 100% recycled aluminum, starting at $249.

Apple Watch Ultra 3 The Apple Watch Ultra 3 is designed for sports and adventure, featuring the largest display on an Apple Watch with thinner borders. Key new features include 5G and satellite connectivity for emergency texts and location sharing, with two years of free satellite services. Battery life extends to 42 hours and up to 72 hours in Low Power Mode, which supports 20 hours of continuous GPS workouts. Available in natural or black recycled titanium, it maintains water resistance up to 100 meters. Pricing starts at $799.

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