Key Facts

• Big Launch Event: Apple held its annual September event (“Awe Dropping”) today and revealed the new iPhone 17 series alongside other devices. The lineup includes the standard iPhone 17, the all-new ultra-thin iPhone 17 “Air”, and the flagship 17 Pro and Pro Max models, as well as updates to Apple Watch and AirPods livenowfox.com.
• iPhone Air – Thinnest Ever: The iPhone Air is Apple’s thinnest iPhone to date at just 5.6 mm thick – roughly 2 mm slimmer than recent models techcrunch.com. Despite its slim profile, it packs a 6.5‑inch 120 Hz OLED display, a sturdy titanium frame, Apple’s new A19 Pro chip, and a 48 MP camera system, all while delivering all-day battery life apple.com techcrunch.com. Apple calls it “the thinnest iPhone ever, with pro performance” and “more durable than any previous iPhone,” thanks to a Ceramic Shield glass on front and back apple.com.
• iPhone 17 Upgrades: The standard iPhone 17 features a larger 6.3‑inch “Super Retina XDR” display that is brighter and more scratch-resistant than before reuters.com. It runs on the new A19 chip (built on a 3 nm process) for faster performance and enhanced on-device AI capabilities reuters.com. The iPhone 17 also introduces an upgraded 18 MP Center Stage front camera with a wider field of view – the first with a differently shaped sensor – allowing users to take landscape-orientation selfies without rotating the phone reuters.com apple.com.
• Apple Watch Series 11: Apple announced Apple Watch Series 11 (and updates to Watch SE and Ultra). The Series 11 introduces a blood pressure monitoring feature – a first for Apple Watch – designed to alert users to potential hypertension reuters.com. (The feature is pending regulatory approval and won’t catch every case of high blood pressure, but Apple expects it to notify about 1 million people globally and plans to roll it out in 150 countries reuters.com.) Notably, Apple kept Watch prices the same as last year (Series 11 starts at $399, SE at $249, Ultra 3 at $799) reuters.com.
• AirPods Pro 3 with Live Translation: The new AirPods Pro 3 wireless earbuds were also unveiled, featuring improvements in sound and fit and a standout Live Translation mode. If two people each wear the earbuds, they can converse in different languages and hear real-time translated audio reuters.com. The AirPods Pro 3 also include built-in heart-rate sensing for workouts and boast the “world’s best in-ear Active Noise Cancellation” (up to 2× better than the previous generation) apple.com apple.com. They launch at the same price as the previous model ($249) with availability on September 19 reuters.com.
• Pricing & Availability: Apple largely held the line on pricing despite industry speculation about tariffs. The iPhone 17 starts at $799 (now with 256 GB base storage) apple.com, and the iPhone Air starts at $999 (256 GB) apple.com – similar price points to past models. Pre-orders for the new iPhones begin September 12, and they ship on September 19 in initial markets apple.com apple.com. Analysts had predicted possible $50–$100 price hikes due to higher component costs and tariffs livenowfox.com, but Apple’s base prices remain unchanged, opting instead to start higher-end models at larger storage tiers.

Apple’s “Awe Dropping” Unveiling – Overview

Apple’s September 9, 2025 event in Cupertino introduced a slate of new devices headlined by the iPhone 17 lineup and a surprise addition – the iPhone Air. CEO Tim Cook took the stage at the Steve Jobs Theater to unveil what Apple calls a “breakthrough design” for its phones, alongside incremental upgrades to its wearables and accessories. The iPhone Air stole the spotlight as the company’s boldest iPhone redesign in years, while Apple also rolled out the iPhone 17 (the latest mainline model and successor to the iPhone 16), new Apple Watch models, and next-generation AirPods Pro earbuds reuters.com reuters.com. The event comes at a pivotal moment for Apple, which is balancing innovative hardware leaps with external challenges like component tariffs and a race to integrate more AI features into its products reuters.com reuters.com.

Notably, this is Apple’s first iPhone launch since new U.S. trade tariffs on China manufacturing took effect, a factor that had many industry watchers bracing for potential price increases reuters.com. In the end, Apple chose not to significantly raise base prices on its devices, a decision likely aimed at keeping products attractive to consumers despite higher supply chain costs reuters.com livenowfox.com. Below, we break down all the key announcements – from the ultra-thin iPhone Air to the enhanced cameras and health features across Apple’s latest devices.

iPhone Air – A Razor-Thin “Pro” iPhone is Born

Apple’s new iPhone Air made a splash as a completely new model in the lineup – a 5.6 mm-thick handset that Apple touts as “the thinnest iPhone ever made, with pro performance” apple.com. For perspective, this makes the iPhone Air about 2 mm thinner than any current iPhone, even slimmer than Samsung’s slimmest Galaxy phone (the 5.8 mm S25 Edge) techcrunch.com. Visually, it lives up to its name – Apple even demonstrated that the device is so thin and light it can be held between two fingers. Yet it’s not just about looks: the iPhone Air’s svelte design is enabled by a strong grade 5 titanium chassis and an internal engineering overhaul to maximize battery and component density apple.com apple.com. Apple says this approach allowed them to include a “high density battery” for “remarkable all-day battery life” despite the slim profile apple.com apple.com.

Pro-Level Power & Display: Impressively, the iPhone Air doesn’t skimp on specs. It shares the same cutting-edge A19 Pro processor used in Apple’s top-tier iPhone 17 Pro models apple.com. This chip, combined with new coprocessors (an N1 neural engine and C1X imaging chip), means the Air delivers flagship-level performance in apps, graphics, and AI tasks. The screen is a large 6.5‑inch Super Retina XDR OLED display, nearly as big as Apple’s Pro Max phones. It supports ProMotion with up to 120 Hz refresh rate for fluid scrolling and animations apple.com. The display is also Apple’s brightest yet (peaking around 3000 nits outdoors) and features an Always-On mode, while adaptive refresh can drop to 1 Hz to save power apple.com.

Durability in a Thin Package: To ensure the slender phone is still tough, Apple used new materials and protective coatings. The iPhone Air’s front glass is Ceramic Shield 2, an improved glass-ceramic hybrid that offers 3× better scratch resistance and reduced glare versus previous models apple.com. Uniquely, for the first time Ceramic Shield also covers the back of an iPhone (including the camera “plateau”), which Apple says yields 4× better crack resistance compared to earlier glass backs apple.com. Coupled with the rigid titanium frame (with a polished mirrored finish), the Air is billed as Apple’s most durable iPhone ever reuters.com. It also exceeds Apple’s stricter bend tests – a clear response to concerns about whether an ultra-thin device would be fragile apple.com reuters.com.

Cameras and Features: In order to achieve its thinness, the iPhone Air appears to use a single rear camera rather than the dual or triple setups on other iPhones. However, that lone camera is a new 48 MP “Fusion” Main camera that Apple says “enables the equivalent of four lenses” through computational photography apple.com apple.com. In practice, this means the 48 MP sensor can crop and combine data to emulate multiple focal lengths: it offers a standard wide view (24 mm equivalent), a classic 35 mm-style crop, and a 2× telephoto zoom (by using the center of the high-resolution sensor) with optical quality apple.com. The large sensor (with 2.0 µm quad-pixel tech and sensor-shift stabilization) excels in low light, and a new image pipeline can even capture depth info for portraits with just this single lens apple.com. On the front, the iPhone Air gets the same 18 MP Center Stage selfie camera as the rest of the iPhone 17 series apple.com. This front camera is noteworthy – it’s the first iPhone camera with a square sensor and a wider field of view, enabling landscape selfies and AI-assisted auto-framing for group shots apple.com apple.com. It can also record ultra-stabilized 4K video and even supports simultaneous front-and-back recording (Apple’s “Dual Capture” mode) for creative videos apple.com.

The iPhone Air includes other touches carried over from Apple’s Pro line: it has the Action Button (a customizable button in place of the mute switch) for quick access to functions, and a new Camera Control feature to quickly launch the camera or visual search with a press apple.com. Notably, the Air is also an eSIM-only device – it lacks a physical SIM tray entirely, which helps save internal space and improve security against SIM theft techcrunch.com. Like recent models, it charges via USB-C and supports MagSafe accessories. The Air comes in four finishes (space black, cloud white, light gold, and sky blue) with a base configuration of 256 GB storage (options up to 1 TB) apple.com. It is priced starting at $999 in the US apple.com, slotting it roughly into the old “Plus” price tier. Apple clearly expects the iPhone Air to be popular – calling it “a brand-new member of the iPhone family” that “feels like you’re holding the future” apple.com – and pre-orders begin on September 12, with availability in stores on September 19 in the first wave of countries apple.com.

iPhone 17 – Bigger Screen, Smarter Camera, Same Price

The iPhone 17 (the direct successor to last year’s iPhone 16) also made its debut, bringing substantial upgrades to Apple’s mainstream handset. Physically, the iPhone 17 adopts a slightly larger 6.3‑inch display (versus the 6.1-inch on the iPhone 16) apple.com. This screen is a Super Retina XDR OLED with the addition of ProMotion (finally bringing 120 Hz high-refresh display tech to the base iPhone model) apple.com. Users will notice smoother scrolling and animations, as well as improved brightness and outdoor visibility – Apple says the display is brighter and has better contrast, and it’s now covered by Ceramic Shield 2 glass for much higher scratch resistance (3× better) and reduced glare apple.com apple.com. Despite the bigger screen and more advanced features, the iPhone 17’s battery life still achieves “all-day” longevity, aided by efficiency gains.

Under the hood, the iPhone 17 is powered by Apple’s latest A19 chip, a new 3 nm silicon that delivers faster performance and improved power efficiency reuters.com. This is the standard A19 (as opposed to the “Pro” variant in the iPhone Air and Pro models), but it still packs plenty of muscle for gaming and multitasking. Importantly, Apple highlighted the A19’s enhanced on-device AI capabilities reuters.com. This likely refers to a faster Neural Engine and machine learning accelerators, which can improve features like photo processing, Siri responsiveness (to the extent Siri is updated), and new Apple Intelligence features in iOS (Apple’s branding for its AI/ML features). While the event focused on hardware, these chips lay the groundwork for more advanced AI-driven functions – something Apple watchers note is increasingly vital as competitors tout AI in phones reuters.com.

One of the most eye-catching additions is the iPhone 17’s camera system. The phone now has a dual 48 MP rear camera setup (a big jump from the iPhone 16’s 12 MP sensors). It includes a 48 MP Main camera and a 48 MP Ultra-Wide camera apple.com apple.com, meaning both rear lenses are high-resolution. The Main camera can also perform an optical-quality 2× zoom by cropping into its 48 MP sensor, effectively giving a telephoto option without a third lens apple.com apple.com. Apple calls this a “Dual Fusion” camera system – likely indicating improved image fusion between lenses for better HDR and detail apple.com.

On the front, the iPhone 17 gets the same next-generation Center Stage front camera (18 MP) as the Air, fundamentally changing how selfies work. Its unique square-shaped sensor captures a wider field of view and higher resolution, so users can take landscape selfies (or group photos) while holding the phone vertically reuters.com apple.com. Essentially, you no longer have to rotate the phone sideways for a wide shot; the camera can capture more of the scene and intelligently frame everyone. In fact, the Center Stage tech (borrowed from iPad) will automatically rotate and widen the front camera’s view to keep subjects centered in frame, both for stills and video calls apple.com. This makes video calls more engaging and selfies more convenient. The iPhone 17’s front camera also supports simultaneous front/back recording and advanced stabilization, similar to the Air’s capabilities.

Despite these upgrades, Apple is keeping the iPhone 17’s starting price at $799 – the same price point as the prior model apple.com. Notably, that base $799 now gets you 256 GB of storage (double the previous 128 GB base), which softens the fact that there’s no lower-cost 128 GB option. Colors for the iPhone 17 include a palette of five “gorgeous” hues: black, white, lavender, mist blue, and sage green apple.com. Like the Air, pre-orders open September 12 and it ships September 19 apple.com.

iPhone 17 Pro and Pro Max: While Apple’s press releases provided details on the Air and base 17, the event also introduced the higher-end iPhone 17 Pro (6.3-inch) and 17 Pro Max (6.9-inch) models. These continue Apple’s tradition of pushing the envelope on camera technology and materials. The Pro phones reportedly use the same A19 Pro chip as the Air and likely feature triple-lens camera arrays (including an improved telephoto lens). One expected change this year was the switch to a periscope-style zoom lens on the Pro Max for greater optical zoom, though official details were not highlighted in the initial news reports. Apple did confirm that the Pro models start with higher storage (256 GB base) and come in premium finishes (possibly including polished titanium like the Air). Pricing was not explicitly announced on stage, but based on hints and past trends, analysts anticipated a possible price bump for the Pro tier (e.g. if a 17 Pro starts around $999+). Any price changes will become clear once Apple’s store listings go live, but Apple tends to hold launch prices steady year-over-year for base configurations livenowfox.com. Indeed, keeping the entry iPhone prices unchanged (while perhaps eliminating the lowest storage option on Pros) might be Apple’s strategy to offset costs without visibly “raising” sticker prices livenowfox.com economictimes.indiatimes.com. This way, most customers see familiar price points, and only those opting for higher storage or Pro Max models might effectively pay more.

New Apple Watch Brings Blood Pressure Tracking

In addition to phones, Apple’s event showcased the latest in its smartwatch line – Apple Watch Series 11 – and a refreshed Apple Watch Ultra 3 and Watch SE 3. The headline feature for Apple Watch this year is blood pressure monitoring on the Series 11 reuters.com. Apple has developed an optical sensor and algorithm that can detect pulse wave velocity to estimate blood pressure trends (this is similar in concept to what Samsung introduced in its Galaxy watches). Apple’s implementation will issue hypertension notifications if it detects signs of high blood pressure over time reuters.com. However, the company cautions that it’s not a medical diagnostic – it won’t catch every instance or give exact systolic/diastolic readings like a cuff. The feature is pending FDA and other regulatory approvals and is expected to roll out globally (Apple aims to cover 150 countries) once greenlit reuters.com. Apple anticipates that this proactive alert could help “notify 1 million people” about potential blood pressure issues they might not have been aware of reuters.com.

The Series 11 watch likely also includes the usual yearly upgrades: a faster S9 chip (or S10, if renamed), a brighter display, and new color casings. But Apple did not introduce any new health sensors beyond the blood-pressure feature. Instead, the company is leveraging existing sensors (like the optical heart sensor) in new ways via software. One example is that hypertension alerts will be available not just on the new Series 11 but also back-ported to Series 9 and later via watchOS 26 apple.com, indicating it’s largely software-driven. Apple’s commitment to health was underscored, but it’s taking a measured approach: the Watch will not claim to diagnose hypertension, and Apple stresses it’s an assistive feature, not a medical device.

For outdoor enthusiasts, the Apple Watch Ultra 3 was introduced as well. While details were scant in the initial news, the Ultra 3 likely gains the same internal improvements and perhaps new sensors or materials. The Ultra line (introduced in 2022) is Apple’s rugged, premium watch, and this year’s model may offer improved altitude tracking or dive features. No major changes were reported at the event beyond new band options. The Apple Watch SE 3 (Apple’s budget watch) also got a mention; it presumably inherits some Series 9/10 features while keeping a lower price.

Crucially, Apple did not raise prices on its watches reuters.com. The Series 11 starts at $399 (for the GPS aluminum model), the SE 3 remains $249, and the Ultra 3 stays $799 – identical to last year’s pricing reuters.com. This was somewhat surprising given inflation and tariff pressures, but it aligns with Apple’s strategy to maintain broad appeal. All new watches will launch with watchOS 26, and Apple noted that watchOS 26 (and iOS 26 for iPhones) will be released on Sept 15. Features like the new hypertension notification will require that software update, and will work on Watch Series 9, 10, 11 and Ultra models once approved apple.com.

AirPods Pro 3 – Real-Time Translation & Fitness Features

Apple rounded out the event by revealing the AirPods Pro 3, its latest pro-grade wireless earbuds. At first glance, the AirPods Pro 3 look familiar, but they bring a host of improvements under the hood – some of which venture into health and language translation, expanding what we expect earbuds to do.

The most talked-about feature is undoubtedly Live Translation. Apple demonstrated that two people wearing AirPods Pro 3 can speak different languages and hear each other in their preferred language almost instantly reuters.com. Essentially, the earbuds use Apple’s speech recognition and translation engine to interpret what Person A says and then play an audio translation into Person B’s ear (and vice-versa). This works for supported language pairs and requires both participants to have the new AirPods. It’s a clear competitive move against Google’s Pixel Buds, which have had a translate mode for a few years theguardian.com. By integrating it natively, Apple is turning AirPods into a real-time communication tool – a powerful demo of device-based AI (and a clever way to sell pairs of AirPods). As Apple’s SVP John Ternus put it, these kinds of features “take personal audio to the next level” apple.com.

Audio quality and noise cancellation also see a big leap. Apple claims the Active Noise Cancellation (ANC) in AirPods Pro 3 is the “world’s best” among in-ear headphones apple.com. Thanks to new “multiport acoustic architecture” and advanced algorithms, the AirPods Pro 3 can cancel up to 2× more noise than the second-gen AirPods Pro (and 4× more than the original) apple.com apple.com. Early press info suggests they achieved this with improved microphones and foam-infused ear tips that passively block noise better apple.com. The result is more silence on a plane or in a busy office, and conversely a more transparent Transparency mode when you need to hear your surroundings. Sound quality has been enhanced too – a wider audio driver range promises richer bass and clearer highs, and Adaptive EQ adjusts sound in real time to your ear shape apple.com.

A notable new capability is the built-in heart rate sensor in each earbud apple.com apple.com. Using optical sensors against the ear skin, AirPods Pro 3 can capture your heart rate during workouts. Apple has tied this into the Fitness app: you can now track pulse and calorie burn with just AirPods and an iPhone, even without an Apple Watch apple.com apple.com. This feature will appeal to casual exercisers who don’t wear a watch but always bring their earbuds. The heart-rate sensing is also used to power a new “Workout Buddy” feature – an AI-based coaching system that gives you spoken feedback and motivation during workouts, based on your heart rate and past fitness history apple.com.

The design of AirPods Pro 3 has been refined for comfort. Apple conducted thousands of ear scans and redesigned the earbuds to be smaller and more stable in the ear apple.com. They now come with five sizes of ear tips (including a new XXS size) for a better fit across different ears apple.com. The stem and bud shape are slightly tweaked to sit more securely, addressing a common complaint of earbuds falling out during runs. They’re also more durable, now rated IP57 for sweat and water resistance, meaning they can handle intense workouts and even rain without issue apple.com.

Battery life gets a boost as well – AirPods Pro 3 can last up to 8 hours on a single charge with ANC on, a 33% increase from the 2nd-gen’s ~6 hours apple.com. The charging case likely holds around 24–30 hours total charge. Apple has kept the price unchanged at $249 in the US reuters.com, and you can order the new AirPods Pro 3 immediately, with retail availability on September 19 (same day as the new iPhones). With these additions, Apple is solidifying AirPods Pro as not just earbuds, but a platform for personal audio and health – combining music, communication, and wellness features in one product.

Expert Reactions and Market Impact

Industry experts and analysts reacted to Apple’s announcements with a mix of excitement for the new hardware and scrutiny of Apple’s broader strategy. Many praised the iPhone Air as the standout of the event. Reuters reporters noted it was “the star of the annual product launch” reuters.com, representing Apple’s willingness to shake up its iPhone design formula. Tech analysts pointed out that by delivering a high-performance, ultra-thin phone, Apple is directly targeting competitors’ niche offerings. In fact, analysts told Reuters that the iPhone Air could be a “stepping stone” toward Apple eventually releasing a foldable iPhone, since it shows Apple can dramatically re-engineer the iPhone’s form factor reuters.com. Foldable phones from Samsung and others are already on their 7th generation and especially popular in China, where Apple has been losing some market share reuters.com. The iPhone Air – while not foldable – positions Apple to compete on cutting-edge design and could attract consumers who want a lighter, sleeker device without moving to Android. “It’s Apple’s answer to the ultra-thin trend,” one might say, and possibly a bridge to more radical designs in the future.

On the pricing front, experts were somewhat relieved that Apple didn’t simply jack up iPhone prices. Prior to the event, market watchers (including analysts at Morgan Stanley and Loop Capital) had warned that U.S. tariffs on China-made components might force Apple to raise iPhone 17 prices by $50–$100 livenowfox.com economictimes.indiatimes.com. Some even predicted Apple could compensate by dropping lower-cost options – for example, eliminating the 128 GB model on Pro phones to push consumers to higher tiers economictimes.indiatimes.com. Indeed, Apple did remove the 128 GB tier on the iPhone 17 (and likely on the Pros), effectively nudging the average selling price up without advertising a price hike. “Normally, it’s not a good sign for a launch event when the price is the big focus, because then the product itself might not be as much of a highlight,” observed Runar Bjørhovde, a research analyst at Canalys, before the launch economictimes.indiatimes.com. He noted that this year was unusual due to the tariff cloud hanging over Apple. However, Bjørhovde added that Apple rarely changes iPhone pricing strategy mid-cycle: “Apple doesn’t like to change the prices over time, so whatever is set from Day 1 is a key indicator … for the next year” economictimes.indiatimes.com. With the iPhone 17 and Air price points set as they are, it appears Apple is absorbing some costs (or finding savings elsewhere) to keep its flagship phones accessible and maintain stability in the market. This move likely reassured investors worried about a potential drop in demand if prices spiked.

Another talking point among experts is Apple’s approach to AI and software features in this launch. The new devices bring hardware advancements, but some felt Apple was playing catch-up on AI-powered experiences. Notably, Apple’s voice assistant Siri did not receive any major upgrade at this event, despite Apple having teased a forthcoming “more personalized Siri” last year. According to reports, Apple has “pushed off” significant Siri improvements until 2026 – an unusually public delay for the company reuters.com. In the meantime, Apple is said to be working behind the scenes with partners like OpenAI (creator of ChatGPT) to enhance certain AI features in iOS/macOS reuters.com. For example, iOS 26’s new Apple Intelligence features (like Live Translation and Workout Buddy mentioned above) hint at Apple leveraging AI in specific, controlled ways. Analysts are watching to see if Apple strikes more AI partnerships (there are even rumors of talks with Google about its Gemini AI for Siri) to bolster its capabilities before the revamped Siri launches reuters.com theguardian.com. From a consumer standpoint, the lack of flashy new AI features in the iPhones was not a deal-breaker – the devices still impress on hardware – but it’s an area where Apple’s competition (Google, Samsung) is moving fast. As one Wall Street analyst noted, Apple is perceived as “lagging… on artificial intelligence” in smartphones compared to rivals who already embed generative AI features into their flagships theguardian.com theguardian.com. This context sets the stage for Apple to possibly make 2026 “the year of AI” once its software is ready.

Overall, the public reaction to Apple’s 2025 product launch has been positive, especially toward the iPhone Air’s striking design and the practical new features in AirPods and Apple Watch. Apple is demonstrating that even 16 years after the first iPhone, it can still deliver surprises (a thinner-than-ever iPhone) and meaningful innovations that integrate into everyday life. By keeping prices steady and focusing on durability, battery life, and user-centric enhancements, Apple appears to be doubling down on user experience at a time when smartphone sales globally have been leveling off. As one tech commentator quipped, this year’s Apple event wasn’t about wild gimmicks but “making the iPhone exciting again by making it disappear in your hand”. The iPhone Air encapsulates that philosophy – it’s literally lighter and almost invisible in profile, yet packed with high-end tech. Whether this will spur a super cycle of upgrades remains to be seen, but Apple has clearly given its fans – and the broader market – plenty to talk about with this new lineup of devices.

Sources: Apple Newsroom apple.com apple.com; Reuters reuters.com reuters.com; CNN/LiveNOW livenowfox.com livenowfox.com; TechCrunch techcrunch.com; Apple Newsroom (AirPods) apple.com apple.com; Apple Newsroom (Watch) apple.com; Economic Times/CNN economictimes.indiatimes.com.