Apple has officially lifted the curtain on its next generation of devices, introducing the ultra-thin iPhone Air, the iPhone 17 lineup, new Apple Watch models, and updated AirPods Pro during its September 9 keynote in Cupertino, California. The highly anticipated event, branded “Awe Dropping,” delivered a mix of bold new designs and incremental upgrades aimed at keeping Apple’s loyal base engaged.
iPhone Air: Thinner, Lighter, and Stronger
The standout of the showcase was the iPhone Air, measuring just 5.6mm thick. Despite its slim profile, the phone feels durable, thanks to a titanium build paired with Apple’s Ceramic Shield 2 front glass, which the company claims is three times more scratch-resistant than the previous generation.
Equipped with a 6.3-inch ProMotion display that refreshes up to 120Hz, the device promises smoother scrolling and better responsiveness than standard 60Hz screens. Apple says the iPhone Air can deliver up to 27 hours of video playback, an impressive feat given its design. Pricing starts at $999, with four color options available.
iPhone 17 Family: More Power, Same Price
Apple also introduced the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max. Prices remain unchanged from last year despite expectations of tariff-driven hikes, with the base iPhone 17 starting at $799. Notably, storage now begins at 256GB, double that of the iPhone 16.
Read More: Apple Unveils iPhone 17 Lineup and Ultra-Thin iPhone Air: Everything You Need to Know
The Pro models ($1,099 and up) stand out for their triple-lens 48MP rear cameras and a new 18MP front camera designed for sharper selfies and advanced AI features. Users can now shoot with front and rear cameras simultaneously, enabling picture-in-picture video capture.
Apple’s switch to eSIM-only continues with this generation, though the company promises an easy transition for users with physical SIM cards.
Apple Watch Series Expands
The new Apple Watch lineup includes the Series 11 ($399), the rugged Apple Watch Ultra 3 ($799), and the budget-friendly SE 3 ($249). Series 11 debuts a thinner frame, brighter screen, and all-day 24-hour battery life, while the Ultra 3 caters to outdoor adventurers with up to 72 hours of life in Low Power Mode and first-time satellite messaging capabilities. A new hypertension monitor and enhanced sleep tracking features are also on the horizon.
AirPods Pro 3: Smarter, Longer Lasting
Rounding out the announcements, Apple revealed the AirPods Pro 3 ($249). The earbuds feature redesigned foam tips for comfort, twice the Active Noise Cancellation of the previous model, and extended battery life—eight hours with ANC enabled. They now include heart rate monitoring and a Live Translation feature that provides near-instant language translations directly to users’ ears.
Apple’s Upgrade Strategy
Apple faces growing competition from Samsung and Google, both of which have leaned heavily into artificial intelligence and cutting-edge hardware. Samsung’s Galaxy S25 Edge, for example, is even thinner than the iPhone Air at 5.8mm. Still, Apple’s consistent design ethos, coupled with meaningful refinements, is likely to appeal to its base of devoted users.
While final verdicts will come once real-world testing confirms performance and battery claims, Apple’s latest lineup underscores its strategy: evolve without losing sight of what makes its products iconic.
