CUPERTINO, Calif. — Apple has unveiled its latest lineup of devices at its biggest launch event of the year, introducing new iPhones, Apple Watches, and AirPods that will officially hit store shelves on September 19, 2025.
The iPhone 17 Lineup
Apple introduced four new iPhone 17 models, headlined by the iPhone 17 Air — a thinner, lighter version built with a titanium frame. Starting at $999, it’s Apple’s most portable flagship yet.
The entry-level iPhone 17 keeps its $799 starting price but gains a larger, higher-refresh-rate display and upgraded cameras, all while maintaining the same device size.
Meanwhile, the iPhone 17 Pro saw a $100 price increase, now starting at $1,099. However, Apple doubled base storage to 256GB. The Pro Max remains at $1,199, with a new top-tier 2TB option for power users.
Both Pro models are powered by the A19 Pro chip, paired with a redesigned vapor chamber cooling system for better sustained performance. They also feature three 48MP Fusion cameras, an 18MP Center Stage front camera, and industry-first tools like ProRes RAW and genlock for professional video creators.
Color options include deep blue, cosmic orange, and silver, with pre-orders starting September 12.
AirPods Pro 3: Real-Time Translation
Apple also announced the AirPods Pro 3, priced at $249. The latest earbuds bring enhanced audio quality, stronger noise cancellation, and a standout feature — real-time conversation translation, enabling seamless communication across languages.
Apple Watch Series 11 and Health Upgrades
On the wearables front, Apple launched three new Apple Watch models, including updates to the SE and Ultra lines. The Series 11 introduces an AI-powered health feature that uses machine learning to assess whether a user is at risk for high blood pressure.
Pricing for the Watch lineup remains unchanged.
iOS 26 and Apple Intelligence
Alongside hardware, Apple confirmed that iOS 26 will roll out as a free update on September 15. The software introduces Apple Intelligence, the company’s new AI system for translation, on-device smart tools, and enhanced privacy features.
Users will also see improvements in Apple Music, Maps, Wallet, and CarPlay, plus a new Apple Games hub.
Availability and Extras
- Pre-orders for iPhone 17 models begin Friday, September 12.
- Global release starts September 19, expanding to more regions on September 26.
- Apple continues its Apple 2030 plan, making iPhone 17 Pro models with recycled materials and renewable energy across the supply chain.
- New accessories include TechWoven cases, a Crossbody Strap, and a 40W Dynamic Power Adapter.
Apple is also extending free satellite service access for existing iPhone 14 and 15 users for another year.
