Cupertino: Apple CEO Tim Cook on Tuesday unveiled the latest generation of iPhones and other devices at the company’s highly anticipated annual launch event, dubbed “Awe Dropping”. The headline announcements included the iPhone 17 series and the all-new iPhone Air, alongside upgrades to the Apple Watch and AirPods.
iPhone Air: Slimmest and most durable iPhone yet
The iPhone Air stole the show with its ultra-slim design, measuring just 5.6 mm — the thinnest iPhone ever. Available in black, white, gold and sky blue, the smartphone features Apple’s new A19 Pro chip with a 6-core CPU and 5-core GPU, making it the fastest processor on any smartphone.
The phone offers dual-capture video recording from both front and rear cameras, an adaptive battery mode that saves power based on usage, and support for an additional attachable battery pack, extending video playback to 40 hours. Accessories include translucent ultra-thin cases, a bumper case in all four colours, and a cross-body strap.
iPhone 17 and iPhone 17 Pro lineup
The iPhone 17 features a 6.3-inch display, three times more scratch resistance than earlier models, and an 18-megapixel front camera with “center stage” features. It also introduces a square sensor, eliminating the need to rotate the phone for landscape shots. Colours include lavender, mist blue, black, white and sage.
The iPhone 17 Pro and Pro Max take camera technology a step further. With three 48-megapixel rear cameras, an 18-megapixel front camera, and an 8x telephoto lens — the longest ever on an iPhone — Apple promises professional-grade photography. The Pro models will be available in silver, deep blue and cosmic orange.
Pricing and availability
- iPhone 17: $799
- iPhone 17 Pro: $1,099
- iPhone 17 Pro Max: $1,199
- iPhone Air: $999
Pre-orders began on September 9, with devices shipping on September 19.
Apple Watch Series 11 and SE3
Apple also introduced the Apple Watch Series 11 and SE3. The Series 11 comes in jet black, silver, rose gold and space gray, boasting two times better scratch resistance, a 5G modem, and expanded health tracking including menstrual cycles, mental health monitoring, and a new Sleep Score feature. Battery life extends up to 24 hours.
The SE3 offers a budget-friendly option in starlight and midnight shades.
AirPods Pro 3: Smarter and healthier
Apple’s AirPods Pro 3 now come with heart rate sensing, over 50 workout modes, and live translation services powered by AI. They offer up to 8 hours of battery life and feature ultra-low noise microphones, improved active noise cancellation, and foam-infused ear tips. The earbuds are priced at $249 and will also be available on September 19.
A showcase of Apple’s ecosystem
The event, streamed worldwide from Apple Park in Cupertino, highlighted Apple’s vision of an AI-powered, health-focused, and eco-conscious ecosystem. With slimmer designs, more durable materials, and smarter software integrations, the 2025 lineup is positioned to strengthen Apple’s dominance in the premium tech market.