A participant examines the latest Apple iPhone Air displayed during a special Apple event at their headquarters on September 9, 2025. (Getty Images)
On Tuesday, Apple introduced a new series of iPhones, unveiling a sleek model called the iPhone 17 Air, among various other devices, as it aims to enhance upgrades and elevate sales in anticipation of the holiday shopping rush.
The tech giant based in Cupertino, California, has largely maintained prices from the previous year but has eliminated the 128GB storage variant from its iPhone offerings.
iPhone Air
The iPhone 17 Air, now Apple’s thinnest device at just 5.6 millimeters, starts at $999 and will be available starting from September 19. This model is positioned between the standard iPhone 17 and Pro models, creating a new premium category within Apple’s lineup.
It is powered by the same A19 Pro processor found in the iPhone 17 Pro, along with Apple’s N1 networking chip and C1X modem. Exclusively supporting eSIM, the iPhone Air is offered in four colors: Space Black, Cloud White, Light Gold, and Sky Blue.
Apple executives claim that the iPhone Air delivers “MacBook Pro levels of computing in an iPhone.”
iPhone 17
The iPhone 17 is available in five colors and features a larger 6.3-inch display. For the first time, it incorporates a ProMotion display with a 120-hertz refresh rate in a non-Pro model.
Equipped with the latest A19 processor built on 3-nanometer technology, the iPhone 17 is tailored to perform more on-device AI tasks. The base model now starts at 256GB of storage.
This device includes a new 48-megapixel rear camera and an enhanced front camera with a wider field of view. Its “Center Stage” functionality employs AI to automatically adjust photo orientation.
iPhone 17 Pro
The iPhone 17 Pro launched at $1,099, with the Pro Max version now offering up to 2 terabytes of storage for the first time.
This model features a new aluminum unibody and a distinctive back design that features its camera system.
It is powered by the A19 Pro chip and incorporates a vapor chamber with de-ionized water, marking it as the first liquid-cooled iPhone, built to maintain performance during demanding tasks.
The Pro also boasts a ceramic shield back, increased battery life, and an upgraded camera system, which includes a 48-megapixel sensor across all three rear lenses, coupled with an AI-enhanced “Center Stage” front camera.
AirPods Pro 3
The new AirPods Pro 3 feature improved active noise cancellation and introduce live translation powered by Apple Intelligence, which can be activated with a simple gesture.
These earbuds sport a more compact design and come equipped with new foam ear tips for enhanced fit and sound isolation. Additionally, they now include a heart-rate monitoring feature during workouts, utilizing Apple’s smallest heart-rate sensor, thus providing fitness data without any extra devices.
The battery life is rated at up to eight hours per charge with noise cancellation active.
The latest wireless earbuds are priced at $249, with sales set to begin on September 19.
Apple Watch
Apple introduced its new smartwatch series, which includes the Series 11 priced at $399, the more affordable SE 3 at $249, and the premium Ultra 3 at $799.
The company showcased advancements in health and safety features, such as a hypertension alert in the Series 11 and satellite connectivity in the Ultra 3.
Apple confirmed that the hypertension detection feature has yet to receive approval from the U.S. Food and Drug Administration.