Apple’s September 2025 event delivered a bold wave of new hardware and software, redefining performance, design, and user experience across the iPhone, Apple Watch, AirPods, and accessories.
From impossibly thin iPhones to the most powerful Pro models ever, upgraded Apple Watches, and breakthrough chips, Apple packed the event with innovations that set a new standard for mobile devices and wearables.
iPhone Air
Apple introduced iPhone Air, its thinnest iPhone at 5.6mm. It has a grade 5 titanium frame, Ceramic Shield 2 front and back, and a 6.5-inch Super Retina XDR display with ProMotion up to 120Hz.
Performance is powered by A19 Pro, N1, and C1X chips, with optimized internal architecture and iOS 26 Adaptive Power Mode for all-day battery life. Camera highlights include a 48MP Fusion Main camera and 18MP Center Stage front camera, supporting stabilized 4K HDR video and Dual Capture.
Available in space black, cloud white, light gold, and sky blue, with storage options of 256GB, 512GB, and 1TB. Pre-orders start September 12, available September 19.
iPhone 17
The iPhone 17 delivers core iPhone features at a lower price point, using the new A19 chip for fast performance and energy efficiency. It includes the main 48MP Fusion camera, a wide front camera, and a Super Retina XDR display with ProMotion. Battery life is extended via optimized internal design.
The A19 chip enhances everyday performance, mobile gaming, and AI-powered tasks, delivering significant efficiency gains over the previous generation.
Available in cosmic orange, deep blue, and silver, starting at 256GB storage.
iPhone 17 Pro and iPhone 17 Pro Max
iPhone 17 Pro and 17 Pro Max feature a new aluminum unibody with vapor chamber cooling for sustained high performance. Displays are 6.3-inch and 6.9-inch Super Retina XDR with ProMotion 120Hz, Always-On display, 3000 nits peak brightness, and Ceramic Shield 2 front and back.
Powered by the A19 Pro chip, performance improves up to 40% over the previous generation, with a 6-core CPU, 6-core GPU, Neural Accelerators, and 16-core Neural Engine. The wireless N1 chip supports Wi-Fi 7, Bluetooth 6, and Thread.
The camera system includes three 48MP Fusion cameras (Main, Ultra Wide, Telephoto) with up to 8x optical zoom, advanced Photonic Engine, and Bright Photographic Style. The 18MP Center Stage front camera supports 4K HDR video, Dual Capture, and AI-enhanced group selfies. Pro-level video features include ProRes RAW, Apple Log 2, and genlock.
eSIM-only models extend battery life up to 39 hours of video playback. Storage ranges from 256GB–2TB, starting at $1,099 for 17 Pro and $1,199 for 17 Pro Max.
Apple Watch SE 3
The Apple Watch SE 3 delivers core Apple Watch features with enhanced performance and battery life. It includes a faster processor, improved fitness and health tracking, and watchOS 11 with Apple Intelligence features, integrating seamlessly with iOS 26.
The design remains lightweight and durable, with new finishes and band options for personalization.
Apple Watch Series 11
The Apple Watch Series 11 introduces a slimmer case, enhanced display brightness for outdoor use, and longer battery life. It features advanced health sensors for heart rate and sleep tracking, watchOS 11, and new Apple Intelligence capabilities.
Apple Watch Ultra 3
The Apple Watch Ultra 3 is designed for extreme conditions, with ruggedized casing, enhanced battery life, and advanced environmental sensors. It includes watchOS 11 features such as Live Translation, advanced workout tracking, and seamless integration with iPhone devices.
AirPods Pro (3rd generation)
AirPods Pro 3 feature improved Active Noise Cancellation, Adaptive Audio, longer battery life, and a USB-C case. They integrate Apple Intelligence for context-aware listening and support Lossless Audio when paired with Apple Vision Pro.
iOS 26 and Apple Intelligence
iOS 26 brings a Liquid Glass interface, Live Translation, improved visual intelligence, and on-device AI for privacy-safe features. Developers can integrate AI locally for offline tasks.
New tools in iOS 26 improve call/message management, CarPlay, Apple Music, Maps, Wallet, and introduce the Apple Games app.
Accessories
New accessories include:
- iPhone Air MagSafe Case and Bumper, ultra-thin and protective.
- Crossbody Strap, adjustable and magnetic, made from recycled yarn.
- MagSafe Battery, providing up to 40 hours video playback.
- iPhone 17 Pro TechWoven, Clear, and Silicone Cases with MagSafe, scratch-resistant and color options.
Environmental Initiatives
Apple reaffirmed Apple 2030, targeting carbon neutrality. iPhone Air uses 35% recycled materials, including 80% recycled titanium; iPhone 17 Pro uses 30% recycled content, including 100% recycled cobalt.
Devices are repairable, energy-efficient, and packaged in 100% fiber-based recyclable material.
