On September 9, 2025, Apple held its annual fall event at the Steve Jobs Theater in Cupertino, California, themed "Awe Dropping", unveiling the iPhone 17 lineup, new Apple Watch models and the AirPods Pro 3. The event focused on AI enhancements, health monitoring and design innovations, showcasing Apple’s deep integration of hardware and software ecosystems. The roughly 90‑minute presentation featured CEO Tim Cook emphasizing that "these products will redefine everyday interactions" and announcing that iOS 26 is scheduled to be released on September 15. The following is a detailed report of product prices, feature upgrades and release details based on Apple’s official materials and authoritative sources including WIRED, The Verge and CNET.
iPhone 17 lineup: Thinner Design and an AI Photography Revolution
The highlight of the event was the iPhone 17 lineup, which includes four new models: the standard iPhone 17, the ultra‑thin iPhone Air, the iPhone 17 Pro and the iPhone 17 Pro Max. All models will be available for sale on September 19, with preorders starting today. Apple introduced the A19 and A19 Pro chips for the first time, integrating neural accelerators to boost AI performance for features such as real‑time image editing and voice translation. Wireless connectivity is upgraded with the N1 chip, supporting Wi‑Fi 7, Bluetooth 6 and Thread for faster connections.
- iPhone 17 (standard): Starting at $799 (approximately NZ$1,350), with storage options from 128GB. Upgrades include a 6.3‑inch high‑refresh‑rate display, an 18‑megapixel front camera (supporting Center Stage framing and Dual Capture mode), and a rear system with a 48‑megapixel main camera plus a 12‑megapixel ultra wide. Battery life is improved by about 15% and it supports MagSafe wireless charging. Color options: black, white, graphite, green, purple and light blue. Compared with the iPhone 16, this model shows significant AI photography optimizations such as automatic scene recognition and improved low‑light processing, aimed at everyday users.
- iPhone Air: Starting at $999 (approximately NZ$1,680), this is Apple’s first "Air" model, measuring just 5.6 mm thick and featuring a polished titanium body for an ultra‑thin, lightweight design. It uses a single‑camera system (48‑megapixel main), a high‑density silicon‑carbon battery delivering up to 27 hours of video playback, and a new C1X modem supporting sub‑6 5G (no mmWave). Durability enhancements and a lower‑profile MagSafe battery pack are included. Colors: four options including mirror silver and space gray. Apple bills it as "professional performance in a thin form factor," positioned to replace previous Plus models for users prioritizing portability.
- iPhone 17 Pro: Starting at $1,099 (approximately NZ$1,850, 256GB base). The 6.3‑inch display supports 1–120Hz ProMotion and gains a new scratch‑resistant coating. The camera system is a major upgrade: 48‑megapixel main + ultra wide + 24‑megapixel front + 48‑megapixel telephoto (4x optical zoom, 8x "optical‑grade" digital zoom). Apple introduced a "Camera Plateau" design that integrates the camera bump into a rectangular module and a vapor chamber cooling system to improve thermal performance and video stability. Equipped with the A19 Pro chip and 12GB of RAM, it supports advanced AI features such as real‑time 4K video editing. Colors: black, silver, deep blue and orange. Battery capacity is increased for about 20% longer endurance versus the previous generation.
- iPhone 17 Pro Max: Starting at $1,199 (approximately NZ$2,020, 256GB base). Featuring a 6.9‑inch display, it shares the Pro camera specs but offers the largest battery in iPhone history at 5000mAh, achieving up to 36 hours in low‑power mode. The chassis uses thicker aluminum (+0.5 mm) for enhanced durability. Upgrades emphasize professional photography and gaming capabilities, including 8K video recording and a ray‑tracing GPU.
The iPhone 17 family also benefits from Apple Intelligence integrations in iOS 26, such as improved contextual understanding for Siri and enhanced photo search. The keynote demonstrated AI‑assisted group selfies with expanded framing while emphasizing privacy protections. Compared with the iPhone 16 series, the most notable improvements are in cameras and battery life, while prices rose modestly by about 5–10%, reflecting inflation and component costs.
Apple Watch line: Major Advances in Health Monitoring and Battery Life
Apple also introduced three new Apple Watch models, available for preorder today and on sale September 19. All watches use the S10 chip, support satellite messaging and feature wider‑angle OLED displays. Health capabilities were significantly expanded, including hypertension notifications (expected to receive FDA clearance this month) and 30‑day optical heart rate monitoring.
- Apple Watch SE 3: Starting at $249 (approximately ¥1,770). The entry model gains the S10 chip, sleep tracking, satellite messaging and a wider‑angle display. Battery life is about 18 hours, targeting budget‑conscious buyers. Colors: midnight, starlight, silver and pink.
- Apple Watch Series 11: Starting at $399 (approximately ¥2,840). Thinner and more comfortable, it offers 24‑hour battery life (about a 50% improvement over the previous generation) and adds a rose gold color (Jet Black, silver, rose gold, space gray). Health upgrades include hypertension alerts (30‑day symptom monitoring), sleep scoring, 5G connectivity and emergency satellite messaging (automatically sending alerts after detecting a crash or impact). The display is more scratch‑resistant and new watch faces are available.
- Apple Watch Ultra 3: Starting at $799 (approximately ¥5,680). Aimed at extreme sports, it offers a 72‑hour low‑power mode, the S11 chip (Ultra exclusive), 5G support and standalone messaging. Health features match the Series 11 with hypertension notifications and satellite connectivity. The larger display and independent 5G communication target outdoor and professional users.
These watches run watchOS 12, which adds AI fitness coaching and improved fall detection. Compared with Series 10, battery life and health capabilities are the standout improvements, while pricing remains stable.
AirPods Pro 3: Translation and Heart‑Rate Monitoring Added
The AirPods Pro 3 start at $249 (approximately ¥1,770) and will be available September 19. They feature a smaller design with shortened stems for a better fit, five ear tip sizes to improve isolation, a new driver for enhanced bass and active noise cancellation (ANC) that Apple says is twice as effective as the second generation (and four times the first generation). IP57 water and sweat resistance is included. New features include heart‑rate monitoring, dedicated workout sessions triggered by the earbuds, and up to 8 hours of ANC playback (10 hours with accessibility features). A multi‑port acoustic architecture and real‑time language translation (triggered by twisting the stem, supporting two‑way translation with on‑screen text on iPhone) are powered by the H3 chip, which improves contextual AI translation.
Overall Impact and Market Reaction
The event emphasized sustainability, with Apple saying all products use 100% recycled cobalt in batteries. iOS 26 and watchOS 12 will be released on September 15 with support for older devices. Initial market reaction was muted: Apple’s stock closed down 1.48% (and fell further in after‑hours trading). Analysts noted the ultra‑thin iPhone Air as a highlight, while the Pro camera upgrades are likely to attract professional users. Apple’s pricing strategy keeps entry models accessible while positioning the Pro Max for the high end.