Apple unveiled its latest lineup Tuesday, introducing the iPhone 17 series, AirPods Pro 3 and three new Apple Watch models. The event took place at Apple Park in Cupertino, California, as it always does, and was marketed as “awe-dropping.”
While many speculated Apple would be raising prices due to tariffs impacting goods, prices are mostly level.
Here’s everything they covered:
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iPhone 17 Pro features bold redesign
Apple rolled out four new iPhones. The iPhone 17 Pro debuts a camera system that spans the entire back, what Apple calls its “best camera yet.” It also features sturdier construction for improved durability and longer battery life.
The 256GB model starts at $1,099, matching last year’s iPhone 16 Pro launch price. A fresh color also joins the lineup — orange.
iPhone 17 Pro Max delivers longest battery life
The iPhone 17 Pro Max uses Ceramic Shield 2 glass for enhanced toughness, matching the Pro model. It boasts the longest battery life ever in an iPhone, with up to 39 hours of video playback.
Standard iPhone 17 gets faster and efficient chip
The regular iPhone 17 looks familiar, with a 6.3-inch display. Powered by Apple’s A19 chip, it delivers faster performance and improved power efficiency — offering up to eight additional hours of battery life.
iPhone Air is Apple’s thinnest yet
Apple introduced the iPhone Air — its slimmest phone to date, measuring just 5.6 millimeters thick. It includes:
- Center Stage for selfies and video calls.
- Dual capture to film front and back simultaneously.
- Ultra-stabilized video for smoother movement.
The iPhone Air starts at $999 for the 256GB model.
Notably, these camera features are standard across all four new iPhone models.
AirPods Pro 3 introduce live translation
AirPods Pro 3 bring a standout feature: live translation. They also include hearing health tools such as a hearing test, hearing-aid support for mild to moderate loss, and “Media Assist” to sharpen clarity in music, video and calls.
Three new Apple Watch models
Three new Apple Watch models are now up for preorder. The new models introduce “Sleep Score” for tracking rest and include a sensor that detects hypertension risk.
iOS 26 ‘liquid glass’ interface
Apple confirmed that iOS 26 will be released Monday. The update features a new “liquid glass” interface that dynamically adapts to content and context, improving navigation and clarity.
Preorders for the new iPhones launch Sept. 12. They will begin shipping and arrive in stores Sept. 19.
Samsung seizes moment to troll Apple
After Apple’s big reveal, Samsung took playful jabs at its rival. In one post on X, they wrote, “🍎 just announced live translation at Zzz-note 🥱 All we can say is, welcome to the party 🥳 #iCant.”
Samsung’s Live Translate was introduced earlier this year. In addition to translating face-to-face conversations and text messages, the feature translates calls in real-time.
Apple’s rival also pointed out the new 48 megapixel cameras on all new iPhones, writing, “48MP x 3 still doesn’t equal 200MP 🙃 #iCant.”
Samsung’s cheeky timing and messaging aimed to underscore its innovation edge, particularly its head-start in foldable phones and Galaxy AI, even as Apple builds momentum with the iPhone 17 series.
