Awe-Dropping Apple Event 2025 Shocks with Ultra-Thin iPhone 17 Air, New Watches & More

by Marcin Frąckiewicz
in Uncategorized
on 8 September 2025

Key Facts

Four New iPhones: Apple unveiled the iPhone 17 lineup, including the standard iPhone 17, a larger iPhone 17 Pro and Pro Max, and an all-new ultra-thin iPhone 17 Air model – the thinnest iPhone ever at just 5.5mm economictimes.indiatimes.com news.futunn.com. All models feature new A19 chips and camera upgrades, with the Pro models boasting a powerful A19 Pro chip and advanced camera systems macrumors.com macrumors.com.
“iPhone Air” Debuts: The iPhone 17 Air is Apple’s first “Air” branded phone, prioritizing a sleek design over brute specs. It sports a 6.6-inch OLED screen and a single rear camera in a unique horizontal “camera bar,” trading off a smaller battery and no telephoto lens for its razor-thin profile macrumors.com economictimes.indiatimes.com. Analysts say this design echoes a strategy seen at rivals like Samsung, which launched an ultra-slim phone ahead of its foldable device economictimes.indiatimes.com.
Apple Watch Updates: Apple introduced Apple Watch Series 11 – a modest update with a faster S11 chip and 5G connectivity but no major design changes 9to5mac.com – alongside a new Apple Watch Ultra 3 featuring a slightly larger display, satellite emergency messaging capability, and the same S11 processor for improved performance 9to5mac.com 9to5mac.com. An updated Apple Watch SE (3rd Gen) also debuted, gaining a faster chip and bigger display similar to earlier flagship models 9to5mac.com.
AirPods Pro 3 Unveiled: The event saw the launch of AirPods Pro 3, which come with a next-gen H3 chip, improved noise cancellation, and a built-in heart-rate sensor for fitness tracking 9to5mac.com. They feature a smaller charging case (now with a touch-sensitive “button”) and introduce new software tricks – including real-time conversation translation capabilities – showcasing Apple’s push into AI-driven features pymnts.com.
Key Software Releases: Apple confirmed its latest software will roll out imminently. iOS 26 (the iPhone’s new OS) launches the week after the event, bringing a bold interface redesign with “Liquid Glass” translucent elements and on-device AI enhancements via Apple Intelligence apple.com. Similarly, watchOS 26, iPadOS 26, macOS 26 “Tahoe”, and visionOS 2 will all release in September, aligning with the new devices 9to5mac.com. These updates add features like Adaptive Power Mode on iPhone for better battery life management macrumors.com and other refinements introduced at WWDC.
Pricing & Availability: Apple is holding the line on entry pricing – the base iPhone 17 starts at $799 (same as last year’s iPhone 16) macrumors.com – but is raising prices on higher-end models by an estimated $50–$100, with the 17 Air and 17 Pro models seeing the bump (though they also now start at 256GB storage) macrumors.com. All four iPhone 17 models will be available for pre-order on September 12 and start shipping on September 19 macrumors.com, with iOS 26 arriving as a free update on September 15. Apple Watch Series 11, Ultra 3, and AirPods Pro 3 are similarly set to hit stores in mid-September.

Pre-Event Buzz: Rumors and Leaks

Tech enthusiasts had been eagerly speculating for months about what Apple might reveal on September 9, 2025 – and for the most part, the rumors were on point. Credible leaks from outlets like Bloomberg (via reporter Mark Gurman) and Apple watcher sites painted a picture of a significant iPhone refresh, incremental watch updates, and more:

iPhone 17 Lineup Rumors: Gurman and others reported that Apple would launch four new iPhones, including a completely new model dubbed the “iPhone 17 Air.” This device was rumored to be dramatically slim (5.5mm thin) with a 6.6-inch display – a design-first iPhone aimed at “wow” factor macrumors.com macrumors.com. To achieve its svelteness, leaks suggested the Air would forgo the dual/triple camera setups of other models in favor of a single rear camera and pack a smaller battery, potentially at the cost of some battery life macrumors.com macrumors.com. The standard iPhone 17 (successor to the iPhone 16) was expected to grow slightly to a 6.3-inch screen (up from 6.1″), finally adopt a fast 120Hz ProMotion display, and feature Apple’s new A19 chip and a sharper 24MP selfie camera macrumors.com. The iPhone 17 Pro and Pro Max were rumored to get a redesigned back with a horizontal camera bar (“runway-style” bump spanning the phone’s width) instead of separate camera lenses, plus major camera upgrades – notably a jump to a 48MP telephoto sensor with up to 8× optical zoom macrumors.com and even an advanced variable aperture system for the main lens macrumors.com. Early reports said the Pro models would run an enhanced A19 Pro chip and might switch to a new aluminum-and-glass chassis (moving away from the titanium used on iPhone 16 Pro) macrumors.com. Color leaks teased at least one bold new option (a bright orange finish) alongside the usual metallic tones macrumors.com macrumors.com. On the connectivity front, Apple’s first in-house Wi-Fi 7 modem was expected in the iPhone 17 Pro, promising faster wireless speeds macrumors.com. All iPhone 17 models were said to adopt Qi2 wireless charging at 25W for quicker cable-free charging macrumors.com. Pricing chatter suggested Apple would maintain the $799 starting price on the base iPhone 17, but likely raise prices by $100 or so on Pro models (while bumping their base storage to 256GB) macrumors.com. Indeed, market analysts like TrendForce and J.P. Morgan predicted a small price hike for the Pro line, estimating the iPhone 17 Pro could start around $1,199 macrumors.com. Pre-event leaks also pegged Friday, Sept. 12 for pre-orders and Sept. 19 for the official release if Apple followed its usual pattern macrumors.com.
Apple Watch & Wearables: Expectations for the Apple Watch were more subdued. After the major redesign of Apple Watch Series 10 last year (which introduced a larger display), rumor consensus was that Apple Watch Series 11 would be an incremental update 9to5mac.com. Leaks pointed to a new S11 chip for better performance and efficiency and possibly a new wireless modem enabling 5G support 9to5mac.com – making this the first Apple Watch to support 5G cellular speeds. However, no radical health sensor additions or design overhauls were expected for Series 11, and it would likely retain the same case sizes and look as the Series 10 9to5mac.com. More exciting was the Apple Watch Ultra 3, the first update to the rugged Ultra line since 2023. Gurman and others suggested the Ultra 3 would sport a slightly larger display (achieved via thinner bezels, bumping the screen resolution from 410×502 to ~422×514 pixels) 9to5mac.com, and possibly use a new microLED screen or just a brighter OLED – either way, a more legible screen for outdoor use. The Ultra 3 was also rumored to add satellite connectivity features 9to5mac.com (building on the emergency SOS via satellite introduced in iPhones) to send messages or alerts when off the grid, plus the upgraded S11 chip and even 5G “RedCap” support (a low-power 5G standard) for faster data when cellular is available macrumors.com 9to5mac.com. A refreshed Apple Watch SE 3 was anticipated as well, since the SE hadn’t been updated since 2022. Rumors pointed to a new SE with slightly larger screens (around 1.6″ and 1.8″, matching the older Series 7/8 display sizes) and an updated chip – potentially even a shift to a lower-cost plastic chassis instead of aluminum to differentiate it 9to5mac.com.
AirPods and Other Hardware: Apple’s audio lineup was rumored to get an upgrade in the form of AirPods Pro 3. Conflicting reports had suggested either late 2025 or 2026 for new AirPods Pro, but more recent leaks firmed up a September 2025 launch 9to5mac.com. The AirPods Pro 3 were expected to introduce a built-in heart-rate monitor in the earbuds for the first time 9to5mac.com – leveraging the fact that an in-ear sensor can detect pulse, similar to how some sport headphones (e.g., Beats PowerBeats Pro 2) already do 9to5mac.com. Additionally, a new H3 chip was on the way to improve audio processing and Active Noise Cancellation, along with a slightly smaller charging case design that uses a capacitive touch area instead of a physical pairing button 9to5mac.com. Another intriguing rumor was that AirPods Pro 3 would debut a live translation feature – allowing wearers to get real-time translation of conversations via their earbuds pymnts.com (a clear sign of Apple infusing more AI into wearables). Beyond those, insiders hinted Apple had a few wild cards in the wings. Some speculated about a new AirTag 2 tracker with better ultra-wideband range, a refreshed HomePod mini 2, or even a revamped Apple TV 4K with a faster chip 9to5mac.com – but most sources agreed these were less likely to appear on the September stage. Perhaps the most intriguing “maybe” was a so-called “HomeHub” device – essentially a smart home touchscreen gadget blending an iPad with a speaker – but reports suggested this product was delayed due to challenges with Siri integration macworld.com macworld.com. In all, the consensus was that the September event would focus on iPhones, Watches, and AirPods, with any other products either held back or released via press release later in the year 9to5mac.com.

In the days leading up to the keynote, Apple itself stoked excitement with the teaser tagline “Awe dropping.” While the invite graphics and AR easter eggs gave little away (just an Apple logo and that playful phrase), the tech press took “Awe dropping” as a hint that Apple aimed to deliver some jaw-dropping moments. Live event countdowns and “what to expect” articles dominated tech news in early September wired.com. By the morning of September 9, anticipation was sky-high that Apple’s announcements would match (or even exceed) the robust rumor mill – especially regarding the debut of the new iPhone 17 Air and the array of upgrades across the lineup.

Apple’s “Awe Dropping” Announcements: Event Highlights

At last, on September 9, Apple CEO Tim Cook took the stage at Apple Park’s Steve Jobs Theater and pulled back the curtain on a raft of new products. As expected, the event’s centerpiece was the iPhone 17 family, complemented by key additions to the Apple Watch and AirPods lineups. Apple also provided updates on its upcoming software releases and accessories. Here’s a breakdown of everything Apple officially announced:

iPhone 17 Lineup Steals the Show

Apple’s latest iPhones arrived as a four-model lineup: iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. This marked one of the biggest shake-ups to the iPhone roster in years, thanks largely to the introduction of the new Air variant. Each model targets a different segment, but they share some core improvements. All iPhone 17 devices are powered by Apple’s new A19 Bionic chip – fabricated on an advanced 3nm process – which delivers faster performance and improved efficiency over last year’s A18. They also all feature Apple’s second-generation Ultra Wideband chip for better Precision Finding (as demoed with AirTag tracking) and support Qi2 MagSafe wireless charging at 25W, allowing quicker wireless top-ups macrumors.com.

• iPhone 17 (Standard Model): The baseline iPhone 17 received substantial upgrades that many customers had been clamoring for. It now sports a 6.3-inch OLED display (slightly larger than the 6.1″ iPhone 16) and – at long last – features Apple’s silky-smooth 120Hz ProMotion technology with an always-on display feature 9to5mac.com. This means even the non-Pro iPhone displays can ramp up to 120Hz refresh rate for fluid scrolling and animations, a capability previously reserved for Pro models macrumors.com. The phone’s design is similar to the iPhone 16’s flat-edge aesthetic, but with refined ergonomics and new color options (Apple introduced a fresh palette including black, white, steel gray, light blue, green, and purple) macrumors.com. The camera system on iPhone 17 gets a boost: it keeps a dual-lens setup but with larger sensors, and notably the front-facing camera jumps to 24 megapixels with an improved six-element lens for sharper selfies and video calls macrumors.com. Under the hood, the A19 chip provides CPU and GPU gains to handle new computational photography tricks and the latest games. Apple highlighted that the A19’s efficiency, combined with iOS optimizations, gives the iPhone 17 a “big boost” in battery life – despite the screen size increase. As rumored, the standard model also gains the Action Button introduced on last year’s Pros, replacing the mute switch with a customizable button that can trigger shortcuts, camera, or other actions (bringing feature parity across the lineup). Base storage remains 128GB, and pricing stays $799 in the U.S. for the entry model, which Apple pointed out is the same starting price it’s held since iPhone 12 macrumors.com.

• iPhone 17 Air: The debut of the iPhone 17 Air was the headline moment. Apple’s SVP of Worldwide Marketing, Greg Joswiak, unveiled the Air as “the thinnest, lightest iPhone we’ve ever created”. Measuring just 5.5 mm thick and weighing around 145 grams, the iPhone 17 Air is ultra-thin – over 30% thinner than the regular iPhone 17 (which is ~7.8mm) economictimes.indiatimes.com. It earns the “Air” name by emphasizing portability and design elegance, featuring a sleek new chassis crafted from a titanium-aluminum alloy that is both sturdy and lightweight macrumors.com. The Air model has a slightly larger 6.6-inch OLED display (to accommodate the interface in a thinner body) with ProMotion 120Hz support and the same always-on and HDR capabilities as its siblings. To achieve its slim form, Apple made intentional compromises that were rumored beforehand: the iPhone 17 Air carries only a single rear camera. This 48MP main camera (with OIS) is housed in a runway-style horizontal camera bar bump – a distinctive design where a pill-shaped camera module stretches across the upper back of the phone macrumors.com. The module has a centered lens (for the wide-angle camera) and a unified glass strip, giving the Air a different look from the multi-lens clusters on other iPhones. There is no telephoto or ultra-wide lens on the Air; Apple is betting that some customers will accept one great camera in exchange for the thinness. The A19 chip and 12GB of RAM (more memory than the base model) keep the iPhone 17 Air snappy macrumors.com. However, its slim profile means a smaller battery (around ~3,000 mAh), which Apple candidly noted results in slightly shorter battery life than the regular iPhone 17 – a rare admission that the Air prioritizes form over endurance macrumors.com economictimes.indiatimes.com. The Air also goes eSIM-only (eliminating the physical SIM tray entirely) in all regions, a move Apple has been pushing after doing so in U.S. models previously macrumors.com. In terms of unique features, the iPhone 17 Air actually includes two new physical controls: an Action Button (like the Pros) and a dedicated Camera Control button on the side macrumors.com. The Camera button lets users quickly launch the camera or snap a photo, reinforcing the idea that the Air is a spontaneous on-the-go device – a modern take on the classic point-and-shoot camera, built into an iPhone. The Air comes in a curated range of colors: black, white, light gold, and light blue exclusive to this model macrumors.com. Apple set the iPhone 17 Air’s starting price at $1,099 for a 256GB model (there is no 128GB Air) macrumors.com. This pricing positions it between the regular 17 and the Pro, effectively replacing the “Plus” tier. During the keynote, Apple acknowledged that the previous Plus model had seen weaker sales and said the Air is designed to “give that segment of customers something truly different – a device that’s all about stunning design”. Industry analysts were quick to note the strategy here: IDC’s Nabila Popal pointed out that a similar ultra-thin phone launched by Samsung (the Galaxy S25 Edge) “failed to become a high-volume product” earlier this year, as many consumers still gravitate to battery capacity and multiple lenses news.futunn.com. However, Apple appears confident that the iPhone Air will find a niche. Notably, Mark Gurman has reported that this Air could foreshadow Apple’s foldable iPhone planned for 2026, acting as a stepping stone – much like Samsung used a slim design experiment before pivoting to foldables economictimes.indiatimes.com news.futunn.com.

• iPhone 17 Pro and Pro Max: Apple’s top-tier iPhones got their expected annual refresh – with some design twists. The iPhone 17 Pro (6.3″ display) and 17 Pro Max (6.9″ display) both feature a redesigned back: a two-tone chassis that is half matte glass and half metal, with a pronounced horizontal camera band across the upper back macrumors.com. This band encases the Pro series’ triple-lens camera system in one continuous module, echoing the design language of the iPhone Air and recent Android flagships. Apple says the new camera bar helps accommodate larger sensors and improved stabilization systems. Headlining those improvements is a 48MP Telephoto camera (up from 12MP in the 16 Pro) that enables up to 8× optical zoom – a huge leap for iPhone photography macrumors.com. The Telephoto lens also gets a new periscope design to fit into the chassis. The main Wide camera remains 48MP but gains a new variable aperture capability (automatically adjusting aperture for better low-light or depth of field). Additionally, a simultaneous front-and-back video capture mode was introduced, allowing users to record with both the selfie camera and rear cameras at once – great for vloggers macrumors.com. The Pros are powered by the new A19 Pro chip, which is a beefed-up version of the A19 with extra GPU cores and neural engine enhancements for AI tasks macrumors.com. In fact, Apple touted that A19 Pro is built for the next generation of Apple Intelligence features (more on those in the software section). Both Pro models also come with 12GB of RAM (matching the Air) to handle advanced photography and AR workloads macrumors.com. The display on the Pros gets a bump in peak brightness, making them easier to view in direct sunlight macrumors.com – Apple said the iPhone 17 Pro’s screen can hit up to 2,600 nits peak brightness (a new record for iPhone). The Pro Max, in particular, benefits from a slightly thicker body this year, which allowed Apple to put in a 5,088 mAh battery – the largest battery ever in an iPhone, targeting multi-day use on a single charge for light users macrumors.com. Despite the increased thickness, the Pro and Pro Max actually use a lighter aluminum frame (a switch from the heavier titanium of last year), so in hand they feel similar in weight. Connectivity-wise, the Pro models are first to support Wi-Fi 7, thanks to an Apple-designed modem, promising faster wireless networking macrumors.com. They also offer upgraded 5G with support for the new “5G Advanced” bands as carriers roll those out. Aesthetically, beyond the new camera bar, the Pro phones come in some fresh finishes: alongside classic black and silver, Apple introduced a striking Dark Blue and a vibrant Orange option for the Pro line macrumors.com. These colors were prominently featured in Apple’s marketing, underscoring the company’s willingness to be bolder with Pro model colors this cycle. Pricing for the Pro models did rise as expected: iPhone 17 Pro now starts at $1,199 (256GB), and Pro Max at $1,299 (256GB) – roughly $100 higher than last year’s equivalents macrumors.com. Apple justified the bump by noting the higher base storage and the advanced new camera tech. Both Pro and Pro Max will launch simultaneously with the other iPhones; pre-orders open September 12 and retail availability begins Friday, Sept. 19 in the first wave of countries macrumors.com.

All four iPhone 17 models ship with iOS 26 and support a range of new software features (e.g. the Liquid Glass redesigned UI and enhanced widgets). Notably, Apple is extending software update support even further – promising 7 years of iOS updates for the iPhone 17 series – underscoring its focus on longevity (an announcement that drew applause at the event). The iPhone launch segment concluded with impressive demo reels, including nighttime photography comparisons and an action video shot on iPhone 17 Pro’s new cameras, to show off the devices’ capabilities.

Apple Watch Series 11 and Ultra 3

As expected, Apple’s wearable announcements were evolutionary but still important for watch aficionados. Apple Watch Series 11 and Apple Watch Ultra 3 were both unveiled, along with a mention of a refreshed Apple Watch SE for budget-conscious users.

• Apple Watch Series 11: COO Jeff Williams introduced the Series 11 as “taking our best all-around smartwatch and making it even more powerful and capable.” Physically, Series 11 looks nearly identical to Series 10 – it comes in the same 41mm and 45mm case sizes with the Series 10’s larger edge-to-edge display. The big changes are under the hood. Series 11 runs on a new S9 SiP (System-in-Package) – actually branded as S11 – which Apple says delivers about 10% faster performance and improved energy efficiency for slightly longer battery life 9to5mac.com. This S11 chip enables some of the more advanced computational features of watchOS 26, like on-device Siri processing and faster dictation. Another notable upgrade is the wireless modem: Series 11 includes a new 5G modem (compatible with 5G “RedCap”), making it the first Apple Watch that can connect to 5G networks for cellular models 9to5mac.com. In practical terms, this can mean higher data speeds on the watch (for example, downloading songs or maps on the fly) and better future-proofing as networks evolve. The Series 11 screen is the same size and resolution as the 10, but Apple quietly improved its peak brightness – it can now reach up to 2000 nits, making it more readable in bright sunlight (matching the Series 10’s spec, but rumors had suggested possibly higher; Apple didn’t dwell on it, indicating only a marginal change if any). Feature-wise, Apple is continuing its focus on health. While no brand-new health sensor was added this year, Apple is working on things like blood pressure monitoring, which Bloomberg notes are in development but not ready yet 9to5mac.com. Series 11 does get some new colors and bands: a new Product Red aluminum case option and several fresh band styles were shown, including a redesigned FineWoven band that is more durable (see the accessories section). Prices remain the same as last year (starting around $399 for GPS aluminum). Overall, Series 11 is a modest step – essentially a speed boost and minor enhancements – which is in line with expectations since Series 10 was a major update.

• Apple Watch Ultra 3: Apple’s top-of-the-line adventure watch, the Ultra, saw a more noteworthy update. The Apple Watch Ultra 3 looks very similar to the Ultra 1/2 with the 49mm titanium case and rugged design, but it now features a larger display thanks to slimming down the borders 9to5mac.com. The screen size increase is a few millimeters (the resolution jumped from 410×502 to 422×514 pixels), providing roughly 10% more screen area – useful for maps and workout metrics. The display also gets even brighter: up to 3300 nits peak (an increase from 3000 nits on Ultra 2), for better visibility under harsh sun. Internally, Ultra 3 runs on the same S11 chip as Series 11, which gives it a nice performance bump and helps enable new features. One of the marquee additions is satellite connectivity: Ultra 3 can leverage satellite networks to send Emergency SOS texts or share your location when you have no cell signal 9to5mac.com. This capability mirrors what recent iPhones can do, but integrating it into the watch makes sense for hikers, climbers, boaters, and others who might venture beyond cellular coverage. Apple also mentioned a new feature called “Emergency Messages via Satellite” – presumably letting an Ultra 3 user send a short predefined message (like “I’m OK” or “Help needed”) through a satellite relay. This could be a lifesaver in remote wilderness scenarios. The Ultra 3, like Series 11, adds 5G cellular support as well 9to5mac.com, meaning if you have a cellular Ultra, it can tap into 5G networks when available for faster data. Battery life on Ultra 3 remains excellent – Apple still quotes 36 hours normal use, 72 hours in Low Power mode, and hinted the efficiency of S11 might eke out a bit more. There’s also a new modular Ultra watch face that can show even more real-time data around the edges, taking advantage of the bigger screen. The Ultra 3 is available in the same natural and black titanium finishes. Pricing stays at $799, and it ships starting Sept. 22 (one week after the others, as Ultra watches often have a slight shipping delay). For existing Ultra owners, Apple hopes features like satellite messaging and the bigger, brighter screen will entice upgrades after two years.

• Apple Watch SE (3rd Gen): Apple gave a brief nod to the updated Apple Watch SE. The SE 3 hasn’t changed externally from the SE 2 (it still uses the older Apple Watch case design without an always-on display), but it now inherits the S9 chip (last year’s chip, which is still a huge jump over the S7 in the 2022 SE) 9to5mac.com. This means the SE 3 is much snappier in performance and will support new watchOS 26 features like on-device Siri. Additionally, the SE’s display sizes have been tweaked – it now comes in 40mm and 44mm (up from 39mm/43mm), with slightly thinner bezels, so users get a bit more screen real estate 9to5mac.com. Despite earlier rumors, the SE continues to use an aluminum case (there was speculation about a switch to plastic, which did not happen). It remains the entry-level Apple Watch, starting at $249, making it appealing for first-time smartwatch buyers or as a kids’/elderly family member’s watch.

Apple emphasized the environmental aspects during the Watch segment as well – noting that several new watch bands are made from recycled materials and leather has been completely phased out of Apple’s accessories. In fact, they introduced a new textile called FineWoven Ultra for watch bands and iPhone cases, replacing last year’s much-criticized FineWoven material with something more durable and eco-friendly macrumors.com. (This addresses complaints about the fragility of the previous material.) The Nike and Hermès partnership bands also saw new styles unveiled on screen.

AirPods Pro 3 and Other Reveals

Moving beyond phones and watches, Apple’s event also covered updates to its audio and accessory lineup, albeit briefly:

• AirPods Pro 3: Apple’s popular noise-cancelling earbuds got a significant upgrade with the introduction of AirPods Pro (3rd generation). Bob Borchers, Apple’s VP of Product Marketing, detailed the new AirPods Pro 3 on stage. Visually, they look similar to the previous gen with the white stem design, but the charging case is a bit smaller and now has a USB-C port (finally aligning with the iPhone’s adoption of USB-C last year). Internally, the earbuds use a new Apple H3 chip, which delivers stronger Active Noise Cancellation and higher fidelity sound with improved dynamic range 9to5mac.com. The H3’s efficiency also extends the listening time by about 1 hour per charge. A much-rumored feature was confirmed: AirPods Pro 3 include built-in heart rate sensors in each earbud 9to5mac.com. During workouts or even casual use, the AirPods can monitor your heart rate and sync that data to the Health app, so you can, for example, go for a run without a watch and still track your pulse via your earbuds. Apple even demonstrated getting real-time heart rate readouts via Siri (“Hey Siri, what’s my heart rate?” while wearing the AirPods). Another innovative feature is Live Translation: leveraging Apple’s AI, AirPods Pro 3 can perform on-the-fly language translation during conversations pymnts.com. In a demo, two people speaking different languages had their AirPods transcribe and translate the conversation in near real time – each hearing the other’s speech in their preferred language. This is part of Apple’s broader push into AI services (and likely uses the on-device neural engine plus new cloud services). Additionally, AirPods Pro 3 introduce an “Adaptive Audio” mode that dynamically blends Transparency and Noise Cancellation based on your environment noise, and a new Personalized Volume feature that uses machine learning to adjust volume intelligently. The charging case for AirPods Pro 3 not only shrank a bit, but it now supports Precision Find (thanks to UWB) and has that new capacitive pairing button (a little touchpad you tap, rather than a physical clicky button) 9to5mac.com. Pricing remains $249, and they release on Sept. 22. Overall, the AirPods Pro 3 packed an impressive combo of better sound, health tracking, and smart features – reflecting how Apple is blending wearables with AI-powered capabilities.

• Other Announcements: In addition to the main hardware, Apple announced a few accessory and service updates:

New Cases and Bands: To complement the iPhone 17 lineup, Apple rolled out new MagSafe cases made from a custom woven material (no leather, in line with Apple’s sustainability goals). This “FineWoven” second-generation material is said to be more durable and scratch-resistant, addressing the criticisms of last year’s cases macrumors.com. There’s also a new iPhone 17 Air case that resembles the old iPhone 4 bumper – essentially a minimalist frame around the edges – to preserve the Air’s slim profile while offering protection macrumors.com. Perhaps the quirkiest accessory: Apple introduced a premium cross-body strap that attaches to an iPhone case, effectively letting you wear your iPhone like a small bag/purse macrumors.com. This strap, made of braided fabric and leather alternatives, is targeted at users who want to keep their phone accessible while on the move. It’s a niche (and pricey) accessory, but Apple’s design team prioritized it as a new way to carry iPhone conveniently.
Apple Vision Pro Update: Though not a full segment, Tim Cook briefly mentioned the Vision Pro AR headset (introduced in June 2023). He noted that visionOS 2 will ship next year and that developers are actively building apps. To contextualize the iPhone announcements, a demo showed how spatial photos taken on iPhone 17 (using the new spatial video feature via the ultra wide lens) can be experienced in 3D on Vision Pro. This cross-product tie-in suggests Apple is ensuring the iPhone remains integral to the Vision Pro ecosystem. No new hardware was announced for Vision (the product is still on track for an early 2024 launch in the US).
Services: Apple usually saves services for other events, and indeed there were no new subscription services introduced here. However, Apple did highlight some new content on Apple TV+ and Apple Arcade coming this fall, as well as the expansion of its Apple Fitness+ routines that leverage Apple Watch’s new metrics (like cycling power metrics that Series 11 can now broadcast to compatible gym equipment). Minor updates, but no one-more-thing service surprise this time.

Toward the end of the keynote, Apple showed a montage of all these new products and announced launch dates: iPhones and Apple Watch are shipping in the third week of September, with orders starting September 12. iOS 26, watchOS 26, etc., would all be released on Monday, Sept. 15 as free updates for existing devices apple.com. Apple’s online store, which had been taken down during the event, came back up with all the new products listed for customers to explore specs and pricing.

Expert Reactions and Market Implications

The reaction from industry experts, financial analysts, and longtime Apple observers to the September 9 event has been a mix of excitement for the new offerings and cautious analysis of Apple’s strategy. Here are some of the early takeaways:

Incremental Upgrades or Foundation for Bigger Things? Many noted that, apart from the flashy new iPhone 17 Air, this year’s improvements were largely iterative – a sentiment echoed by Bloomberg’s Mark Gurman, who commented that “2025 won’t be a revolutionary year for the iPhone. But it will lay the foundation for major shifts in 2026 and 2027, making it an exciting time for iPhone fans.” pymnts.com Gurman’s reference to future shifts alludes to Apple’s roadmap: next year is expected to bring Apple’s first foldable iPhone (slated for 2026, possibly named iPhone 18 Fold) and in 2027 the 20th-anniversary iPhone which rumors say could sport an all-glass curved design pymnts.com. The relatively modest changes in the iPhone 17 lineup – introducing the Air model and refining cameras – can thus be seen as Phase 1 of a three-year plan Apple is kicking off pymnts.com. Tech analysts suggest that by seeding features like eSIM-only devices and universal 120Hz displays now, Apple is preparing the user base and infrastructure for more radical devices (like foldables that might also be eSIM-only and require high refresh on larger screens).
Market Reception and Upgrade Demand: On Wall Street, the event did not drastically change the outlook on Apple’s stock, but it did raise some questions about consumer demand in a saturated smartphone market. A top analyst at Jefferies expressed that they remain “unexcited” about the iPhone 17 launch in terms of its growth catalyst, noting a “lack of technological innovations” this cycle relative to Apple’s past leaps benzinga.com. They pointed out that many of the new features (better cameras, faster chips) are expected and incremental, and that Apple’s core challenge will be convincing users to upgrade in an environment where global smartphone sales have been somewhat stagnant benzinga.com. Furthermore, Jefferies cautioned that Apple might face a tough compare in late 2025 – they observed that very strong early-year iPhone sales (possibly due to heavy promotions or the iPhone 16 exceeding expectations) could lead to a lull after the iPhone 17 initial rush benzinga.com. In other words, demand may have been “pulled in” earlier in the year, making the holiday quarter sales of the new models crucial to watch. On the flip side, some analysts are optimistic about the iPhone 17 Pro and Air enticing higher average selling prices. The consensus is that Apple raising Pro prices slightly won’t deter die-hard upgraders (since the value-added features like the powerful zoom and big battery are compelling), and the Air could capture a niche of style-conscious consumers willing to pay a premium news.futunn.com. Early surveys by investment firms indicated decent interest in the iPhone 17 family – with features like the base model’s 120Hz display and the novelty of the Air generating buzz on social media. How that translates into sales will only be seen after launch, but Apple’s decision to diversify the lineup (four distinct iPhones instead of three) is viewed as a move to squeeze out additional market share, covering both the ~$800 segment and the ~$1100 mid-premium segment with distinct products.
Competitive Landscape: Industry experts also contextualized Apple’s announcements against its competitors. The camera improvements and the periscope zoom on the iPhone 17 Pro Max drew direct comparisons to Samsung’s Galaxy S25 Ultra, which also offers long-range zoom. By reaching 8× optical (and up to 40× digital) zoom, Apple is closing the gap in a spec where it previously lagged. Some camera reviewers are eager to pit the iPhone 17 Pro Max against Google’s upcoming Pixel 9 Pro and Samsung’s S26 in photo quality tests. On the ultra-thin iPhone Air, analysts like IDC’s Nabila Popal have highlighted that Apple is experimenting in a territory where competitors have tried and stumbled – ultra-thin phones often compromise too much battery, which mainstream users don’t favor news.futunn.com. Samsung’s approach of using an ultra-thin model (the S25 Edge) as a precursor to its foldable launch was noted as a parallel to Apple’s Air-to-Foldable possible trajectory news.futunn.com. If Apple’s Air finds a market, it could validate a design-forward, spec-tradeoff device in a way Android OEMs hadn’t succeeded. Also of note, Apple’s continued focus on hardware over AI in this event stood in contrast to recent events from Google and others which heavily emphasize generative AI. PYMNTS.com pointed out that most changes Apple showed were hardware-centric (new chips, devices), whereas AI features like the Apple Intelligence updates took a backseat pymnts.com. Still, Apple did integrate AI subtly – from the translation in AirPods to on-device Siri improvements – but without making it the marquee topic. Some commentators view this as Apple playing to its strength (integrated hardware-software experiences) rather than hyping AI, which aligns with the company’s brand of practical innovation.
Consumer Sentiment: Among Apple enthusiasts and the general public, initial responses were largely positive regarding the iPhone 17 lineup. The fact that even the base iPhone 17 now has a Pro-grade display (120Hz) and the same main camera sensor as the Pros was very well received – tech forums lit up with comments like “Finally, a standard iPhone with a 120Hz screen!”, as this was a feature many felt was overdue macrumors.com macrumors.com. The orange and blue Pro colors were trending on Twitter immediately after the event, indicating Apple hit a note with those new finishes (some likening the orange to the iconic iBook G3 clamshell’s tangerine hue from 2000). The iPhone 17 Air garnered a mix of awe and skepticism: its design was widely praised – many called it the most beautiful iPhone in years – but some tech bloggers questioned the value proposition, dubbing it “an iPhone for the fashion-first crowd”. Battery life concerns on the Air were the most common worry cited, though we’ll have to await real-world tests to see how it holds up. Meanwhile, the Apple Watch Ultra 3’s satellite feature struck a chord with outdoor enthusiasts, who see it as a safety net addition that could genuinely save lives. And the AirPods Pro 3’s heart-rate capability interestingly sparked conversations about whether AirPods could one day replace basic health trackers for casual users.
Financial and Market Impact: In the hours after the keynote, Apple’s stock (NASDAQ: AAPL) saw a mild uptick, as investors digested the news that Apple is further entrenching its premium pricing strategy. The introduction of a $1,099 iPhone Air and price increases on Pros could boost Apple’s average selling price (ASP) and margins, which is generally a positive sign for revenue – assuming demand holds. Some financial analysts raised their price targets for Apple slightly, factoring in the potential for a richer product mix benzinga.com benzinga.com. However, others took a more guarded stance. For instance, HSBC reiterated a Hold rating, noting that while the product announcements were solid, much of the growth potential (like a foldable or major new category) lies in the future, not this quarter. There was also discussion about Apple’s manufacturing and supply chain: the A19 chip is Apple’s second 3nm chip, and reports from suppliers suggest Apple has secured the lion’s share of TSMC’s 3nm capacity. If iPhone 17 Pro/Pro Max demand skews very high, supply could be tight in the early weeks (similar to what happened with some past Pro launches). Apple did not mention any supply constraints on stage, but consumers will find out during pre-orders on the 12th.

In summary, Apple’s September 9, 2025 “Awe Dropping” event delivered a robust slate of new devices that largely confirm the rumors and meet expectations. The iPhone 17 lineup is being hailed as a well-calibrated upgrade – not revolutionary, but blending tried-and-true improvements (better cameras, screens, chips) with one bold experiment in the iPhone 17 Air. This dual approach of catering to both mainstream and niche-high-end users shows Apple’s strategy of expanding its premium dominance. The Apple Watch updates reinforce Apple’s wearables leadership, even without groundbreaking new sensors this year. And the AirPods Pro 3 underscore how Apple can infuse even accessories with features that augment its health and AI ecosystem. As Apple sets the stage for the holiday 2025 season, all eyes will now turn to how consumers respond – will the iPhone 17 family spur a super-cycle of upgrades, or will its more incremental nature lead buyers to hold off for next year’s promised big leaps? Early expert commentary suggests Apple has successfully set the foundation for the next era (foldables and beyond) pymnts.com, while delivering enough polish and one wow-factor device to keep the Apple faithful and new customers excited in the present. The true measure will come in the months ahead, but one thing is clear: Apple isn’t standing still, and even in a year of refinement, it found ways to make jaws drop – or as Apple would say, “awe drop.”

Sources:

Gurman, Mark. “Everything Apple Plans to Debut Next Week.” Bloomberg via MacRumors, 5 Sep 2025 macrumors.com macrumors.com.
Hardwick, Tim. “Apple Event Week: iPhone 17 Cheat Sheet.” MacRumors, 8 Sep 2025 macrumors.com macrumors.com.
Miller, Chance. “Apple launching 8+ new products on Tuesday, here’s what’s coming.” 9to5Mac, 5 Sep 2025 9to5mac.com 9to5mac.com.
Apple Newsroom Press Release – “Apple introduces iPhone 16 and iPhone 16 Plus,” 9 Sep 2024 (for reference on pricing, availability) macrumors.com macrumors.com.
Economic Times (Durva More). “Huge Apple event on September 9 – iPhone Air and latest watches poised to steal the show.” ET Tech, 8 Sep 2025 economictimes.indiatimes.com economictimes.indiatimes.com.
Zhitong Finance via Futunn. “iPhone Air is the Main Highlight – Apple Fall 2025 Preview.” 8 Sep 2025 news.futunn.com news.futunn.com.
Yahoo Finance (Bloomberg). “Apple’s iPhone 17 is coming, but headwinds abound,” 7 Sep 2025 benzinga.com benzinga.com.
PYMNTS.com. “Apple’s Sept. 9 Event to Stress New iPhone Models Over AI.” 5 Sep 2025 pymnts.com pymnts.com.
Wired (Boone Ashworth). “How to Watch Apple’s iPhone 17 Announcement—and What to Expect.” Wired.com, 6 Sep 2025 wired.com wired.com.
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Apple iPhone 17 Event Last-Minute LEAKS - 9 NEW Updates!

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