An attendee inspects a new Apple iPhone Air displayed during an Apple special event at Apple headquarters on September 9, 2025. (Getty Images)
Apple unveiled a new generation of the iPhone on Tuesday, including a sleek model dubbed iPhone 17 Air, along with several other devices, as it looks to drive upgrades and boost sales ahead of the holiday shopping season.
The Cupertino, California-based company kept device prices largely unchanged from last year but has dropped the 128GB storage option from its iPhone line-up.
iPhone Air
The iPhone 17 Air, Apple’s thinnest model yet at 5.6 millimetres, starts at $999 and will be available from 19 September. Positioned between the standard iPhone 17 and the Pro models, the Air introduces a new premium tier to the company’s product range.
It runs on the same A19 Pro processor as the iPhone 17 Pro, paired with Apple’s N1 networking chip and C1X modem. The model, which supports only eSIM, will be available in Space Black, Cloud White, Light Gold and Sky Blue.
Apple executives described the iPhone Air as offering “MacBook Pro levels of compute in an iPhone”.
iPhone 17
The iPhone 17 comes in five colours and features a larger 6.3-inch screen. It brings the ProMotion display, with a 120-hertz refresh rate, to a non-Pro iPhone for the first time.
Powered by the latest A19 processor built on 3-nanometre technology, the iPhone 17 is designed to handle more on-device AI tasks. The base configuration now starts at 256GB of storage.
The device also includes a new 48-megapixel rear camera and an upgraded front camera with a wider field of view. Its “Center Stage” feature uses AI to automatically adjust photo orientation.
iPhone 17 Pro
Apple launched the iPhone 17 Pro, starting at $1,099, with the Pro Max version offering up to 2 terabytes of storage for the first time.
The device features a new aluminium unibody, along with a plateau design on the back housing its camera system.
It is powered by the A19 Pro chip and uses a vapour chamber with de-ionised water, making it the first liquid-cooled iPhone designed to sustain performance under heavy workloads.
The Pro also adds a ceramic shield back, longer battery life and an upgraded camera system with a 48-megapixel sensor on all three rear lenses, plus an AI-powered “Center Stage” front camera.
AirPods Pro 3
The new AirPods Pro 3 offer stronger active noise cancellation than previous generations and introduce Apple Intelligence-powered live translation, which can be triggered with a gesture.
The earbuds feature a smaller design and come with new foam ear tips for improved fit and isolation. They also add heart-rate sensing during workouts via Apple’s smallest heart-rate sensor, giving users fitness data without the need for additional accessories.
Battery life is rated at up to eight hours on a single charge with noise cancellation enabled.
Apple has priced its latest wireless earbuds at $249, with sales beginning on 19 September.
Apple Watch
Apple unveiled its new smartwatch line-up, including the Series 11 priced at $399, the lower-cost SE 3 at $249, and the high-end Ultra 3 at $799.
The company showcased new health and safety features, including a hypertension alert on the Series 11 and satellite connectivity on the Ultra 3.
Apple said the hypertension detection feature has not yet received clearance from the US Food and Drug Administration.
