Just a few hours ago, Apple pulled back the curtain on its latest creations. The keynote felt familiar, yet it showcased a powerful lineup designed to shape the tech world for the months ahead. It’s time to break down everything Apple unveiled at the iPhone 17 event.
Rumors about Apple’s September event were mostly under wraps. Still, everyone knew a new iPhone was coming. However, the company always keeps a few surprises in store. This year, Apple did not disappoint its fans, delivering a bundle of fresh new products.
A Smarter Sound: AirPods Pro 3
Apple introduced the new AirPods Pro 3. This is the first major update to the model in three years. These earbuds bring big improvements to how your music sounds. You’ll notice a wider soundstage and better noise cancellation. Apple even says the AirPods Pro 3 have the “best ANC in the world.”
This improved sound comes from new ear tips with built-in foam. They create a better seal for your ears. Apple states the new noise cancellation is twice as effective as the last version. The AirPods Pro 3 also feature a tiny heart rate sensor, the smallest Apple has ever made. This sensor works with an on-device AI model. It helps you track calories and daily activity using your iPhone. Plus, the Fitness app on iPhone now has new workout experiences.
Another cool feature is real-time translation. The Active Noise Cancellation (ANC) adjusts the volume of your voice. Then, it plays the translation in the listener’s language. This makes talking to people in different languages much easier. The AirPods Pro 3 also have an IP57 rating. This means they are more durable for daily wear and tough workouts.
The new Apple AirPods Pro 3 will cost €249. You can order them starting September 15. Deliveries are expected to begin on September 19.
Time to Upgrade Your Wrist: Apple Watch Series 11, SE 3, and Ultra 3
As many predicted, Apple also launched two new smartwatch models. Meet the new Apple Watch Series 11 and the updated Watch SE 3. Both watches offer fresh designs and new features.
The Apple Watch Series 11 focuses on better health features. It can now detect possible signs of high blood pressure. This works through continuous heart rate monitoring and machine learning. Another health addition is a new sleep score to check your rest quality. The screen gets a new ceramic compound for extra protection. For connectivity, it has a 5G modem. Apple also boosted battery life, promising 24 hours on a single charge for the Watch 11.
The Apple Watch SE 3 received some big changes. It is now larger and includes many features from the higher-end models. This marks a general hardware update, the first since 2022. It now supports an always-on display and can detect sleep apnea. Fast charging is available, and it has speakers for music. You can also control it with gestures.
The Apple Watch 11 starts at €459. The Apple Watch SE 3 begins at €279. Both models are available for pre-order now. They will hit the market on September 19.
Apple Watch Ultra 3: For the Adventurous
The new Apple Watch Ultra model was another expected reveal. Apple always makes sure to update this smartwatch with interesting features. This new model continues that trend, arriving with many fresh additions.
The Apple Watch Ultra 3 is Apple’s most advanced watch. It brings together advanced tech, health, fitness, and new safety features. It now has Emergency SOS via satellite. It also sports the biggest screen ever on an Apple Watch. With up to 42 hours of battery life, or 72 hours in Low Power Mode, it is perfect for explorers. For non-stop outdoor workouts, you can get 20 hours of GPS and heart monitoring in Low Power Mode.
The wide-angle LTPO3 OLED screen on the Ultra 3 is also the largest ever. Its bezels are 24% thinner. The watch has an efficient screen, a 5G modem, and a stronger battery. The Apple Watch Ultra 3 also sends hypertension notifications. It will warn users about consistent high blood pressure signs. Like the other models, this version also tracks your sleep.
The Apple Watch Ultra 3 will start at €909. You can reserve yours now. Deliveries for this new Apple model will start on September 19.
Meet the New iPhone 17
The new iPhone 17 was one of the most anticipated announcements. Many rumors had circulated, and now we can confirm them all. The iPhone 17 arrives with a larger 6.3-inch screen. For the first time, it has a 120Hz ProMotion refresh rate. This means much smoother scrolling and animations. Visually, it looks a lot like the iPhone 16, but with new color options.
This new screen is not only bigger but also brighter. The front glass is more resistant, with three times more scratch protection and less glare. Overall, Apple focused on making this model much tougher.
The cameras are among its main upgrades. The rear camera features a “dual fusion” 48-megapixel system. This combines the main camera and telephoto lens into one module. The Center Stage front camera got an update too. It’s now 12 megapixels, with a sensor twice the size of the previous model.
The iPhone 17 runs on the A19 processor, which is 20% faster than the last model. Apple says its battery will last up to 24 hours. Fast charging is also impressive, getting you to 50% charge in just 20 minutes.
The new iPhone 17 from Apple will have a price starting at [price not provided in original content]. You can reserve it starting at 1 PM on September 12. The devices will be available on September 19.
A Breath of Fresh Air: iPhone Air
While many kept an eye out for it, the iPhone Air was not a sure bet. Apple aimed to completely change its phone lineup. So, they created “the thinnest smartphone ever made by Apple.” It measures just 5.6 mm thick and weighs 165 grams.
This new model replaces the Plus line, which will no longer exist in 2025. The iPhone Air has a simple design philosophy. Lightness and minimalism are its main selling points. The titanium frame makes it feel even lighter. It weighs much less than current models.
The iPhone Air is thin, but it’s also powerful. It features a 6.6-inch OLED screen with 120 Hz ProMotion. Inside, the new A19 Pro processor ensures top performance. A key detail is that this model only uses eSIMs. It removes the physical SIM card slot, leading to a cleaner and safer design.
For photography, it debuts the 48 MP Fusion Camera system. This advanced sensor offers the versatility of many cameras in one. Apple promises a full day of battery life. The new Adaptive Power Mode in iOS 26 also uses Apple Intelligence. It helps manage power smartly.
The iPhone Air comes in four colors: Space Black, Cloud White, light gold, and sky blue. This model will start at €1249. You can begin reserving it at 1 PM on September 12. It will be available on September 19.
iPhone 17 Pro and Pro Max: The Powerhouses
Finally, as always, Apple unveiled its top-tier models. We’re talking about the new iPhone 17 Pro and iPhone 17 Pro Max. They stand out with fresh designs, better performance, and professional photo and video skills.
The iPhone 17 Pro has a 6.3-inch screen. The iPhone 17 Pro Max has a larger 6.9-inch display. Both use Ceramic Shield protection and aerospace-grade aluminum frames. They are both powered by the new A19 Pro chip. This chip provides great performance and uses power efficiently. Both phones also come with 12 GB of RAM.
Both devices have a 5000 mAh battery. Battery life differs slightly. The iPhone 17 Pro gets up to 14 hours of video playback. The iPhone 17 Pro Max offers up to 20 hours of video playback. They both support fast charging, reaching 50% in 20 minutes with a high-power USB-C adapter.
For photography, they pack three 48 MP Fusion rear cameras. These include a main lens, an ultra-wide lens, and a new telephoto lens. The front camera is the new 18 MP Center Stage. There are also professional video features like ProRes RAW, Apple Log 2, and genlock. These are perfect for filmmakers and content creators.
You can order these new models on September 12. Prices start at €1349 for the iPhone 17 Pro. The iPhone 17 Pro Max will start at €1499. Just like the rest of the new products, these devices will be available on September 19.
This event laid out Apple’s plans for the next several months. Under Tim Cook’s guidance, we got to see everything the company will bring to market. Apple certainly lived up to expectations, and these devices are sure to make a splash in the coming days.