Apple unveiled iPhone 17 and other new products

On Tuesday, September 9, Apple introduced four new phone models: the baseline iPhone 17, the ultra-slim Air, the high-end 17 Pro, and 17 Pro Max. Along with the phones, the company also unveiled the third-generation AirPods Pro headphones and the new Apple Watch Series 11, SE 3, and Apple Watch Ultra 3.

After the presentation, Apple removed some previously popular devices from sale and production. Among them are the iPhone 16 Pro, iPhone 16 Pro Max, and iPhone 15 smartphones. The youngest smartphone in Apple's lineup remains the iPhone 16e, priced at $599. Apple also removed the Apple Watch Series 10, Watch Ultra 2, and Watch SE 2 from sale. The final device is the AirPods Pro 2. So let's discuss what new generation models bring to the table.

iPhone 17

The base iPhone 17 has received a lot of technical upgrades, starting with a better display, to the new A19 chip and a camera with better sensors. The model has a larger 6.3-inch Super Retina XDR ProMotion display compared to the 6.1-inch display on its predecessor, with a refresh rate up to 120Hz. The screen has become brighter - peak brightness reaches 3000 nits. For the first time in this line, the Always-On function has been offered, allowing to display the lock screen in a dark mode.

The device runs on the new A19 processor, which delivers advanced performance and all-day battery life. Apple claims a 20% increase in GPU compared to the A18 chip, which was used in iPhone 16. The chip has 6 CPU cores (2 productive and 4 energy-efficient) and 5 GPU cores. The chip also has a 16-core neural module for processing AI tasks. The iPhone 17 battery provides all-day operation and 8 hours more video playback compared to last year's iPhone 16. Video playback in the iPhone 17 is now up to 30 hours. The storage starts at 256 GB, not 128 GB as it used to be.

Noticeable changes have also affected the camera. The rear panel now has a dual camera system with a 48MP Fusion Main camera with a 2x optical-quality telephoto, and a 48MP Fusion Ultra Wide camera with 4x the resolution of the Ultra Wide camera on iPhone 16. Apple emphasizes that these two modules replace four, namely the main one, a telephoto with 2x zoom, an ultra-wide-angle one, and a macro one.

The front panel received 18 MP resolution vs 12 MP on the predecessor, and supports the Center Stage function, automatically composing the frame. It is equipped with a new square sensor that enables zoom and rotate options. Apple emphasizes that it is optimized for shooting in any orientation - users can take selfies in horizontal format without rotating the smartphone. If other people appear in the frame, the system automatically changes the aspect ratio using the Center Stage function. Users can also expand the field of view and switch between portrait and horizontal modes.

The iPhone 17 also received appearance upgrades: the display now has thinner frames like in pro models, and the screen is protected by a new generation of Ceramic Shield 2, which makes it 3x more resistant to falls and scratches.

iPhone 17 is available in five colors: Lavender, Mist Blue, Sage, Black, and White. Its prices in the US start at $799 for 256GB. Last year, the iPhone 16 also started at $799, but with half the storage at 128GB. Pre-orders will be available starting Friday, September 12, with shipments starting September 19.

iPhone 17 Air — the thinnest Apple smartphone

The most interesting news from Apple came from the iPhone Air, which has become the thinnest Apple smartphone. Its thickness is only 5.6 mm and it weighs less than 165 grams. Just like the baseline iPhone 17, the device has a 6.5-inch display with ProMotion support (120 Hz), Always-On Display, and peak brightness up to 3000 nits. It's more durable than any previous iPhone, with a 3x better scratch‑resistant Ceramic Shield 2 front, a 4x more crack‑resistant Ceramic Shield back, and a polished titanium frame that protects it on the sides.

In contrast, iPhone 17, Air model only has one rear camera, a new Fusion camera system, that is claimed to combine multiple advanced cameras into one. It features a 48MP resolution with four effective focal lengths: 13mm, 26mm, 28mm, and 35mm, and offers two shooting modes: 1x and 2x. As for the front end camera, just like iPhone 17, iPhone Air received an 18MP resolution with the Center Stage function.

The smartphone is equipped with A19 Pro processor, delivering the fastest CPU and Apple's most advanced GPU yet, along with a new version C1X modem, which works twice as fast and consumes 30% less energy. The device supports only eSIM, which enables the use of a larger battery and ensures operation throughout the day. Apple promises up to 27 hours of video playback.

Apple iPhone Air will be available in four colors: Space Black, Cloud White, Light Gold, and Sky Blue. Prices in the US for a 256GB start at $999. Pre-orders will be available starting Friday, September 12, with shipments starting September 19.

iPhone 17 Pro and Pro Max

The iPhone 17 Pro and Pro Max with 6.3-inch and and 6.9-inch Super Retina XDR displays respectively have received Heat‑forged aluminum unibody design from the 7000 series alloy with Ceramic Shield on both sides. Ceramic Shield makes it 4x more resistant to cracks on the back and 3x better scratch resistance on the front. Both models are equipped with a new display coating, which significantly reduces glare. The back panel of aluminum also copes better with fingerprints than titanium did on previous Pro models.

Like the new Air, the iPhone 17 Pro and iPhone 17 Pro Max are equipped with the new A19 Pro processor. In general tests, it is 40% more powerful than the previous generation. The Pro line also received 12 GB of RAM and has the largest battery of any model. It has a 4,252 mAh battery (version without a physical SIM card) - an increase of 18.7% compared to the iPhone 16 Pro. According to Apple, the iPhone 17 Pro will last 33 hours, while Max will last up to 39 hours of video playback. For video, support for Dolby Vision HDR, 4K120 fps, ProRes Log, and ACES is available, as well as new professional shooting features, including ProRes RAW and Genlock camera synchronization.

In addition, smartphones have a vapor chamber for more efficient cooling. Deionized water sealed inside moves heat away from the A19 Pro chip, allowing to increase productivity and at the same time maintain a comfortable temperature of the phone body even under long-term load.

The most noticeable change is the so-called "camera plate" on the back, which now takes up most of the case, not just the lens block. The main camera now consists of three modules, each of 48 MP: wide-angle, ultra-wide, and a new telephoto lens with eight times optical zoom. The selfie camera has also been updated. Like iPhone 17 and iPhone AIR, now it is an 18MP module with the Center Stage function.

Both iPhone 17 Pro and iPhone 17 Pro Max are available in three colors: Silver, Deep Blue, and Cosmic Orange, an unexpectedly new, fresh color in the palette. Black color has been removed from the line, with nobody even noticing it. The iPhone 17 Pro starts at $1,099, while the iPhone 17 Pro Max starts at $1,199. The minimum built-in memory is also 256 GB, but for the first time, the Pro Max offers up to 2 TB of available memory. The Pro Max with 2TB of storage will cost $1,999. Like with other models in the line, pre-orders will be available starting Friday, September 12, with shipments starting September 19.

Apple Watches

Apple also introduced a new generation of Apple Watch models: the updated budget SE, Series 11, and the high-end Apple Watch Ultra 3, targeting athletes and fans of an active lifestyle.

Apple Watch SE 3

SE, which has not been updated since 2022, received a faster S10 processor, durable front glass 4x more resistant to cracks, an always-on display and 5G connectivity. The declared battery life is up to 18 hours, and the charging speed has been doubled. The device also has a fall sensor and recognizes double tap and wrist flick gestures. It has received more health features, including wrist temperature monitoring and sleep monitoring, like apnea detection and sleep quality assessment.

The updated version of Apple Watch SE 3 will be available in aluminum cases in two colors, as well as in a larger 44-millimeter case. The starting price of the Apple Watch SE 3 with a 40-millimeter display is $ 249.

Apple Series 11

The Apple Watch Series 11 design is largely similar to the Series 10 model, but it has become 10% thinner and lighter. Its display is equipped with the toughest glass in the industry - 2x more scratch resistant than Series 10. The internal upgrades include up to 24 hours of operation without recharging, 5G support, and a new sleep rating function. This instrument collects data such as sleep duration, the frequency of awakening, and the hours spent at each stage of sleep.

In addition, Series 11 will be the first to receive functions for monitoring serious diseases, particularly hypertension, a chronic condition characterized by high blood pressure. This feature continues to receive praise from the US Food and Drug Administration and other regulatory agencies. At the same time, hypertension detection will be also available for Series 9 and Ultra 2.

Apple Watch Series 11 will be available in 7 different colors in cases made of recycled aluminum or polished titanium, starting at $399.

Apple Watch Ultra 3

Apple Watch Ultra 3 is the latest addition to the Ultra series in two years, and has received slightly thinner frames. It also received a larger LTPO3 screen, although the case dimensions remained the same as its predecessor. The new Apple Watch Ultra 3 model supports 5G and satellite connections to help users stay connected. The company claims the model has the best GPS in sports watches, allowing for more accurate workout tracking. Similar to Apple Watch Series 11, Ultra 3 can send notifications about signs of hypertension and evaluate sleep quality.

Like previous models, this watch is focused on long battery life: up to 42 hours in normal mode and up to 72 hours in low power mode. Just 15 minutes of charging are claimed to offer up to 12 hours of normal use.

The Apple Watch Ultra 3 is available in two colors in a titanium case, starting at $799.

AirPods Pro 3

In addition to phones and watches, the company has also introduced the AirPods Pro 3, which is the first major update to the flagship headphones in three years. The updated headphones have a slightly smaller design and now feature polyfoam ear pads for a reliable fit. Now Apple is adding more choices from five sizes to make the headphones fit more people. Apple promises up to 8 hours of battery life, compared to 5 hours in the older model, and up to 10 hours in hearing aid mode.

AirPods Pro 3 also features more active noise reduction. According to Apple, AirPods Pro 3 cancel out twice as much noise as the previous generation AirPods Pro, and four times more than the original AirPods Pro. It is made possible by powerful microphones and advanced audio processing technology, combined with new foam ear cushions for passive noise isolation. The new model also adds IP57 water protection, allowing users to use them during workouts or in the rain.

The new model additionally adds heart rate sensing during workouts, not available in the predecessor. At the same time, the declared real-time translation function will be supported not only on AirPods Pro 3, but also on the older AirPods Pro 2 and AirPods 4. To use the function, users need to have an iPhone 15 Pro or later with iOS 26. Currently, translation is available in English, French, German, Portuguese, French, Portuguese, and Spanish.

AirPods Pro 3 are priced at $249.

FAQ

What new devices were announced by Apple on September 9, 2025?

Apple unveiled the iPhone 17, iPhone 17 Air, iPhone 17 Pro, iPhone 17 Pro Max, Apple Watch Series 11, Apple Watch SE 3, Apple Watch Ultra 3, and AirPods Pro 3.

When will the iPhone 17 be available for pre-order?

Pre-orders for all iPhone 17 models open on Friday, September 12, with shipments starting September 19.

What is the starting price of the iPhone 17?

The iPhone 17 starts at $799 for the 256GB base model in the US. iPhone 17 Air starts at $999. The Pro line begins at $1,099 for the 17 Pro and $1,199 for the 17 Pro Max.

What are the key upgrades in the iPhone 17 compared to the iPhone 16?

The iPhone 17 features a 6.3-inch Super Retina XDR ProMotion display (120Hz), an A19 chip with 20% better GPU performance, a 48MP Dual camera system (Main and Ultra Wide), an 18MP front camera with Center Stage, and up to 30 hours of video playback. Storage starts at 256GB, and it includes Ceramic Shield 2 for better durability.

What makes the iPhone 17 Air special?

The iPhone 17 Air is Apple’s thinnest smartphone ever at just 5.6 mm, weighing under 165 grams. It supports eSIM only.

Which iPhones are being discontinued?

Apple has removed the iPhone 16 Pro, iPhone 16 Pro Max, and iPhone 15 from sale. The most affordable option in the lineup is now the iPhone 16e at $599.

What colors are available for the iPhone 17 models?

iPhone 17: Lavender, Mist Blue, Sage, Black, White

iPhone 17 Air: Space Black, Cloud White, Light Gold, Sky Blue

iPhone 17 Pro/Pro Max: Silver, Deep Blue, Cosmic Orange

What are the main upgrades in the Apple Watch Series 11?

Series 11 offers a thinner design, improved durability, 24-hour battery life, 5G support, sleep quality assessment and new health features like hypertension detection.

What’s new in the AirPods Pro 3?

The new AirPods Pro 3 features a smaller design, polyfoam ear pads in five sizes, improved active noise cancellation, heart rate monitoring, and real-time translation support.