Apple’s ‘Awe Dropping’ event on Tuesday, September 9, introduced four new iPhone 17 models, Apple Watch Series 11, Apple Watch Ultra 3, Apple Watch SE 3, AirPods Pro 3 earbuds, and more. The Cupertino-based tech giant also shone a light on the new iOS 26, which will reportedly land soon on all iPhones powered by the A13 or newer chip.
Among all the new features for Apple iPhones, watches, and earbuds, the debut of the slimmest-ever iPhone Air clearly stole the spotlight. However, the refreshed Apple Watch lineup also comes with significant health advances such as hypertension notifications and sleep score analysis.
From camera upgrades to battery life improvements, there’s a lot to unpack. Read on to catch up on all the biggest announcements from Apple’s autumn hardware launch event.
iPhone Air
The iPhone Air could be the biggest iPhone leap in recent years. The smartphone, at 5.6mm thick, is the thinnest iPhone ever. It is powered by the A19 Pro chip with Apple’s first custom modem and wireless chips, delivering all-day battery life despite its impossibly thin profile. It is priced at $999 and is set to go on sale from September 19.
iPhone 17
iPhone 17 features a 6.3-inch ProMotion display, A19 chip, 48MP dual fusion camera system, and revolutionary Center Stage front camera that eliminates the need to rotate for landscape selfies.
The new model introduces a tougher Ceramic Shield 2 with three times better scratch resistance, a fresh Apple-designed coating for hardness, and a seven-layer anti-reflective finish to cut glare. It is available in five colours – lavender, sage, mist, blue, and black – the phone now sports a slightly larger 6.3-inch ProMotion display, offering a 120Hz refresh rate that drops to 1Hz in always-on mode for efficiency.
Under the hood, the iPhone 17 runs on Apple’s new A19 chip, built on a 3nm process, with a 6-core CPU, 5-core GPU, and improved neural engine for on-device AI tasks. Memory bandwidth has increased, boosting multitasking and performance for graphics-intensive apps. On the camera front, it features a 48MP main sensor and a 12MP 2x telephoto lens for sharper detail and flexibility. With durability, speed, and display enhancements, the iPhone 17 sets a higher bar for Apple’s flagship.
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It is priced at $799 and is set to go on sale from September 19.
iPhone 17 Pro, Pro Max
The iPhone 17 Pro features a complete redesign with forged aluminium uni-body and Apple’s first vapour chamber thermal system delivering 40% better sustained performance than iPhone 16 Pro, while being lighter than previous titanium models.
The camera system achieves a major breakthrough with all cameras now 48MP including a new fusion telephoto offering 4x and 8x zoom (Apple’s longest optical reach), 18MP Center Stage front camera, and support for professional features like ProRes RAW capture and Genlock synchronisation.
Powered by the A19 Pro chip with neural accelerators in each GPU core for MacBook Pro-level AI compute, the iPhone 17 Pro Max delivers the best iPhone battery life ever at up to 39 hours video playback, enabled by an eSIM-only design worldwide that maximises internal space for larger battery capacity.
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The iPhone 17 Pro is priced at $1099 and the Pro Max is priced at $1199. They go on sale from September 19 onwards.
Apple Watch Series 11
The Apple Watch Series 11 marks a notable upgrade, with battery life extended to 24 hours compared to the previous 18. Apple has added a new sleep score feature, allowing users to view nightly data and track patterns over time in both the Sleep app and on the iPhone. Health monitoring gets smarter too: the watch uses its optical heart sensor to detect potential hypertension, an innovation awaiting FDA clearance but potentially game-changing as high blood pressure affects nearly half of US adults.
On the durability front, the Series 11 boasts a display that is twice as scratch resistant as the Series 10. Connectivity also takes a leap forward with built-in 5G, designed to be more power-efficient during cellular use. With its improved battery, enhanced health insights, and tougher design, the Apple Watch 11 positions itself as Apple’s most comprehensive wearable yet for fitness, wellness, and everyday use.
Apple Watch Series 11 starts at $399, with availability in stores beginning September 19.
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Apple Watch Ultra 3
The Apple Watch Ultra 3 builds on the premium Ultra 2 with several key upgrades. It features an OLED display with LTPO technology for improved battery efficiency and introduces a Waypoint feature that highlights nearby points of interest. The watch also comes with satellite connectivity and will be available in sleek Black and Silver finishes.
Apple Watch Ultra 3 starts at $799, with availability in stores beginning September 19.
Apple Watch SE 3
The Apple Watch SE 3 comes with a more advanced set of health features than its predecessor such as sleep score, retrospective ovulation estimates, sleep apnea notifications, and wrist temperature sensing for richer Vitals app data. It is powered by the S10 chip and offers 5G cellular capabilities. It comes with watchOS 26, which offers Workout Buddy powered by Apple Intelligence, new watch faces, and more.
Apple Watch SE 3 starts at $249, with availability in stores beginning September 19.
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AirPods Pro 3
The AirPods Pro 3 delivers breakthrough audio with twice the active noise cancellation of the previous generation, live translation powered by Apple Intelligence, improved fit with five ear tip sizes, and enhanced durability with IP57 rating.
New fitness capabilities include heart rate sensing during workouts and tracking for 50+ workout types. Battery life extends to 8 hours with ANC and 10 hours in transparency mode. CEO Tim Cook spoke about the new listening experience with AirPods Pro 3, showcasing a redesigned liquid glass UI and emphasising the care embedded in Apple’s technology. Cook explained how AirPods Pro brought end-to-end hearing functionality. He asserted that Apple has been consistently innovating to build the next generation of AirPods.
It is priced at $249 and is set to go on sale from September 19.
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