Every year, early September is when Apple fans gear up for the big announcements they know are coming. Like clockwork, Apple reveals all the latest products in its arsenal at a huge event in Cupertino, CA. And this year, there were new iPhones, including the ultra-sleek iPhone Air, new Apple Watches, from the most affordable SE model to the adventurer’s Ultra, and an upgraded pair of AirPods. Here’s a breakdown of the key things to know about the latest products in Apple’s mobile line-up.
Four New iPhones Add a New Center Stage Front Camera
iPhone 17 Colour lineup
The four new phones include the iPhone 17, 17 Pro, 17 Pro Max, and the ultra-slim Air. All four phones come loaded with the new A19 chip and include a new square Center Stage front camera. Affording a wider field of view, this unique camera design allows you to snap landscape images without having to physically rotate the phone. You can continue to hold it upright, maintaining a more comfortable grip, and still get the same expanded view in the shot. When taking Group Shots, the phones use AI to expand the field of view and rotate the image so no one is left out of the frame.
Also new to the phones is a ProMotion display, tougher Ceramic Shield 2 front and back, and an eSIM only design: there’s no more physical SIM, making it easier to swap numbers and more secure.
All four phones also come with the iOS 26 and support fast charging. The standout model is the ultra-sleek iPhone Air that measures just 5.6mm thin and boasts a high-gloss mirror finish, making it a thing of beauty. Here are the core specs of each phone.
iPhone 17: 6.3-inch Super Retina XDR display, 48MP Fusion ultra-wide camera, optical 2x telephoto, up to 30 hours of video playback per charge, 256 or 512GB storage. Lavender, Mist Blue, Sage, White, Black; starts at $1,129.
iPhone Air:
iPhone Air: 6.5-inch Super Retina XDR display, 5.6mm thin, 48MP Fusion main camera, 18MP Center Stage camera, 256GB, 512GB, 1TB storage. Space Black, Cloud White, Light Gold, Sky Blue; starts at $1,449.
iPhone Pro: 6.3-inch Super Retina XDR display, 48MP Fusion cameras with 8x optical telephoto zoom, 18MP Center Stage camera, ProRes RAW, aluminum unibody design, Apple-designed vapour chamber, 256GB, 512GB, 1TB storage. Cosmic Orange, Deep Blue, Silver; starts at $1,599.
iPhone Pro Max:
iPhone 17 Pro Camera
6.9-inch Super Retina XDR display, 48MP Fusion cameras with 8x optical telephoto zoom, 18MP Center Stage camera, ProRES RAW, aluminum unibody design, Apple-designed vapour chamber, 256GB, 512GB, 1TB, 2TB. Cosmic Orange, Deep Blue, Silver; starts at $1,749.
Apple Watch Gets New Good, Better, Best Options
There are three new Apple Watch models coming to market: the Apple Watch Series 11, Apple Watch Ultra 3, and Apple Watch SE 3. All three come with watchOS 26, which affords new features like Workout Buddy, Liquid Glass design, Smart Stack, new wrist flick gestures, Smart Stack hints, Live Translation, Notes on your wrist, and more. With each, you can also set up music and podcasts right in the Workout app so they automatically play as soon as you start a workout. Here’s how they differ and the key specs.
Apple Watch SE 3: Up to 18-hour battery life with fast charging, sleep score, redesigned cellular antenna, sleep apnea notifications and wrist temperature sensing (new for an SE model), safety features, Apple Watch For Your Kids (pair with your phone), more durable cover glass, 40mm and 44mm sizes. Midnight, Starlight Aluminum; starts at $329.
Apple Watch Series 11: Up to 24-hour battery life, sleep score, redesigned cellular antenna, 42mm and 46mm sizes. Jet Back, Rose Gold, Silver, Space Gray Aluminum or Polished Titanium Natural, Gold, or Slate; starts at $549.
Apple Watch Ultra 3:
Apple Watch Ultra 3
Up to 42-hour battery life (72 hours with Low Power Mode), sleep score, redesigned cellular antenna, Emergency SOS via satellite when off the grid, extra-large, always-on display, high blood pressure (hypertension) notifications (pending FDA and Health Canada clearance). Natural, Black Titanium; starts at $1,099.
Apple AirPods Pro 3 Add Heart Rate Sensing, Improved ANC
Complementing the experience for both iPhones and Apple Watches are the new Apple AirPods Pro 3 true wireless earbuds. They employ a new smaller design so they afford a better, more secure fit for all ear sizes. This is also thanks to the five included foam-infused eartips, which start with a new ultra-small XXS size. The foam-infused tips help with better passive noise isolation. But the ultra-low noise microphones and advanced computational audio improve active noise cancellation (ANC), too. In fact, Apple says these buds can remove up to twice as much noise as the previous generation ones.
Apple AirPods Pro 3
Setting these buds apart is the inclusion of a built-in PPG sensor so they can measure heart rate right from your ears via light absorption in blood flow. While there are other brands like Sennheiser that make earbuds with such a feature, this is a first for Apple. Combine this feature with ones like Workout Buddy, Apple Fitness+, and tracking of more than 50 workout types, and the buds can be one of your most essential training tools.
They’re useful for productivity, too, with features like Live Translation so you can have a natural chat with someone who might not speak the same language. Even if they don’t have the same technology, use your iPhone as a horizontal display to show a live transcription of your responses, translated to their language. Neat! They start at $329.
What Else to Know
Depending on the region and promotions, many of these products come with a three-month trial to services like Apple Music, Apple Fitness+, and in some cases, Apple Arcade, Apple News+, and Apple TV+. You can also find trade-in deals directly through Apple if you want to upgrade from an older device; or speak to your carrier for upgrade options.
All the new Apple products are available for pre-order starting Friday, September 12, 2025 and will be on store shelves starting Friday, September 19, 2025. The new OSs will be available for download starting Monday, September 15, 2025.
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