Apple held its annual product showcase on Tuesday, announcing updates across its iPhone, AirPods, and Apple Watch lines.
CEO Tim Cook, joined by senior Apple executives, introduced the iPhone 17 lineup, the third-generation AirPods Pro, and the Apple Watch Series 11. All products will be available starting 19 September.
iPhone 17 Lineup and New “Air” Variant
Apple introduced four new iPhone 17 models, starting at $799. The devices feature larger displays with thinner borders, ProMotion technology for adaptive refresh rates, and a slimmer overall design.
Cook framed the launch as a continuation of Apple’s legacy:
“From the moment the iPhone was introduced, it reinvented the phone and set a new standard for the entire industry. Today, we are raising the bar once again.”
Analysts expect Apple to phase out the “Plus” model in favour of a thinner variant, possibly branded as “iPhone Air.” Pricing adjustments are also anticipated, with JPMorgan noting the likely removal of the 128GB Pro model, pushing the entry-level Pro price to $1,099.
AirPods Pro 3: Audio and Health Upgrades
Apple’s new AirPods Pro 3 offer enhanced noise cancellation—twice that of the previous generation and four times that of the original model. Priced at $249, the earbuds are available for preorder.
Key features include:
- Heart-rate sensing
- Live language translation via Apple’s on-device system
- Audio enhancements powered by “computational audio”
- Redesigned fit based on 100,000 hours of ear-shape research
- Up to 8 hours of battery life (10 hours for hearing-aid users)
Apple Watch Series 11: Durability and Health Focus
Apple opened the smartwatch segment with user testimonials highlighting health-related use cases. The Series 11 model introduces a more scratch-resistant design and includes a 5G modem for cellular connectivity.
Health tracking updates include:
- Expanded heart health monitoring
- Sleep and cycle tracking
- New hypertension tools
Apple executives positioned the watch as part of the company’s broader health technology strategy.
