Focus on the BIG picture.
Wednesday, Sep 10, 2025
Outside the box.
Apple Unveils iPhone 17 Series, iPhone Air, Apple Watch 11 and More at 'Awe Dropping' Event
At its annual September launch, Apple introduces four new iPhones including a ultra-thin iPhone Air, upgraded Apple Watches, and refreshed AirPods ahead of the holiday season.
Apple held its highly anticipated fall hardware event—branded “Awe Dropping”—delivering a slate of new devices designed to reinvigorate consumer interest amid supply constraints, global trade pressures, and intensifying competition.
The star of the show was the iPhone 17 lineup.
It includes the standard iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a new ultra-thin model called the iPhone 17 Air.
The Air model impresses with its slender five point five-millimetre profile and a six point six-inch display, while maintaining the core performance expected of the series.
The Pro models feature a horizontal camera bar with triple forty-eight-megapixel lenses, an enhanced telephoto module, eight-k video capture, an A19 Pro chip, and up to twelve gigabytes of RAM.
On the wearable front, Apple unveiled three new models.
The Apple Watch Series 11 includes health-centric advances such as blood pressure monitoring and improved battery performance, powered by the S11 chip.
The rugged Apple Watch Ultra 3 offers satellite messaging, five-G RedCap cellular support and significantly longer battery life.
A refreshed budget variant, the Apple Watch SE 3, received screen and processing upgrades.
Apple also introduced the AirPods Pro 3, which add live translation, improved noise cancellation, and optical heart-rate sensing within a more compact charging case.
While design changes were modest, health and convenience features were substantially enhanced.
All new iPhones run the latest iOS 26 software, boasting a refreshed Liquid Glass interface, enhanced call handling with live translation, and a dedicated Games app.
Worldwide streaming of the event commenced from Apple’s Cupertino headquarters, alongside availability announcements.
Pre-orders are set to open on September twelfth, with products shipping by September nineteenth.
Apple’s launch serves as a pivotal moment ahead of the holiday season, aiming to revitalise sales momentum with form-factor innovation, health enhancements and ecosystem integration across devices.
The star of the show was the iPhone 17 lineup.
It includes the standard iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a new ultra-thin model called the iPhone 17 Air.
The Air model impresses with its slender five point five-millimetre profile and a six point six-inch display, while maintaining the core performance expected of the series.
The Pro models feature a horizontal camera bar with triple forty-eight-megapixel lenses, an enhanced telephoto module, eight-k video capture, an A19 Pro chip, and up to twelve gigabytes of RAM.
On the wearable front, Apple unveiled three new models.
The Apple Watch Series 11 includes health-centric advances such as blood pressure monitoring and improved battery performance, powered by the S11 chip.
The rugged Apple Watch Ultra 3 offers satellite messaging, five-G RedCap cellular support and significantly longer battery life.
A refreshed budget variant, the Apple Watch SE 3, received screen and processing upgrades.
Apple also introduced the AirPods Pro 3, which add live translation, improved noise cancellation, and optical heart-rate sensing within a more compact charging case.
While design changes were modest, health and convenience features were substantially enhanced.
All new iPhones run the latest iOS 26 software, boasting a refreshed Liquid Glass interface, enhanced call handling with live translation, and a dedicated Games app.
Worldwide streaming of the event commenced from Apple’s Cupertino headquarters, alongside availability announcements.
Pre-orders are set to open on September twelfth, with products shipping by September nineteenth.
Apple’s launch serves as a pivotal moment ahead of the holiday season, aiming to revitalise sales momentum with form-factor innovation, health enhancements and ecosystem integration across devices.
