Apple has announced its latest range of devices, including the iPhone 17, the new iPhone Air, AirPods Pro 3 and updated Apple Watch models, at its “Awe Dropping” event. The California-based company, the world’s second-largest by market value, unveiled the line-up to global audiences following months of speculation.
iPhone 17
The iPhone 17 introduces a series of improvements in design and performance. It is equipped with a 48MP Fusion Main camera, an Ultra Wide lens and a 2x Telephoto zoom, designed to enhance photography across different conditions.
The handset features a 6.3-inch Super Retina XDR display with ProMotion, offering smoother scrolling and brighter visuals. The front is protected by Ceramic Shield 2, which Apple states is three times more scratch resistant than before.
The iPhone 17 is available in five colours — black, lavender, mist blue, sage and white — and now starts with 256GB of storage as standard. Pre-orders open on 12 September, with availability beginning 19 September.
iPhone Air
Apple introduced the iPhone Air, described as its thinnest iPhone to date. The model is constructed with a titanium frame and reinforced with Ceramic Shield on both the front and back, with the new Ceramic Shield 2 providing improved scratch resistance.
The device features a 6.5-inch Super Retina XDR display with ProMotion and is powered by the A19 Pro, N1 and C1X chips, which Apple claims make it the most power-efficient iPhone produced so far.
The iPhone Air also includes a 48MP Fusion Main camera and an 18MP Centre Stage front camera, aimed at improving selfies and video calls. It will be offered in space black, cloud white, light gold and sky blue, with pre-orders beginning on 12 September and availability from 19 September.
iPhone 17 Pro and iPhone 17 Pro Max
The iPhone 17 Pro and iPhone 17 Pro Max sit at the top of the new line-up. Both models are powered by the A19 Pro chip and feature a redesigned aluminium unibody with a vapour chamber for improved thermal management.
They include a triple 48MP Fusion camera system with Main, Ultra Wide and Telephoto lenses, capable of up to 8x optical-quality zoom. The Pro line also introduces advanced video functions such as ProRes RAW and Apple Log 2, aimed at professional creators.
Durability has been improved with Ceramic Shield 2 protection on both the front and back. The Pro models are available in deep blue, cosmic orange and silver, with pre-orders opening on 12 September ahead of release on 19 September.
Apple Watch Series 11, SE 3 and Ultra 3
Apple also announced updates to its smartwatch range, with three new models focusing on health, fitness and connectivity.
Apple Watch Ultra 3: Positioned as Apple’s most advanced model, Ultra 3 includes satellite communication for off-grid messaging and location sharing, a larger always-on display, 5G connectivity, enhanced GPS accuracy, and up to 72 hours of battery life in Low Power Mode.
Apple Watch Series 11: Features include sleep score tracking and hypertension notifications, alongside up to 24 hours of battery life and improved durability with Ion-X glass. It is available in aluminium finishes (space grey, jet black, rose gold and silver) and titanium finishes (natural, gold and slate).
Apple Watch SE 3: The entry-level model now supports sleep apnoea notifications, retrospective ovulation estimates and wrist temperature sensing. It retains an Always-On display, benefits from faster charging, and is powered by the S10 chip.
All three models are available to pre-order now and will be released on 19 September.
AirPods Pro 3
The third generation of AirPods Pro was also introduced. The new earbuds feature improved Active Noise Cancellation, which Apple says blocks up to twice as much noise as the previous generation.
Design adjustments provide a more secure fit, and for the first time, the earphones support heart rate monitoring. This integrates with the Fitness app to track over 50 workout types. Live Translation has also been added, enabling face-to-face multilingual conversations in real time.
AirPods Pro 3 are available for pre-order immediately and will be released on 19 September.
A Broader Ecosystem
Apple’s announcements highlight the continued integration of hardware, software and artificial intelligence across its product range. New features such as Live Translation, Workout Buddy, and enhanced health tracking underline the company’s strategy to position its devices as both lifestyle tools and productivity companions.
