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Apple’s highly anticipated September event brought a sweeping lineup of upgrades across its most popular devices, from iPhones to Apple Watches and AirPods. The new products, announced Tuesday, will be available for pre-order immediately and hit stores worldwide on September 19. This year’s launch focused on thinner and lighter designs, expanded storage options, and smarter features powered by AI and machine learning.

iPhone 17 series: lighter, faster, and more powerful

The biggest highlight of the event was the introduction of the iPhone 17 Air, Apple’s thinnest and lightest iPhone yet, built with a sleek titanium frame. Starting at $999, the device promises durability without sacrificing weight, catering to users looking for both performance and portability.

The standard iPhone 17, priced at $799, received a brighter and faster display with a higher refresh rate, along with significant camera improvements. Its display is slightly larger, but Apple has managed to keep the phone’s overall dimensions unchanged—offering more screen real estate without added bulk.

For power users, the iPhone 17 Pro starts at $1,099, now bundled with 256GB of storage by default (double the previous entry level). Apple justified the $100 price increase by pointing to its improved chip performance, enhanced graphics capabilities for gaming, and new professional-grade camera tools.

At the very top of the lineup, the iPhone 17 Pro Max maintains its $1,199 starting price but introduces a new 2TB storage option, the largest ever offered in an iPhone. This caters to professionals and content creators who rely heavily on mobile storage for 4K video, photography, and advanced applications.

AirPods Pro 3: real-time translation and better audio

Apple’s AirPods Pro 3, priced at $249, are packed with upgraded features while keeping the same price point as their predecessor. Beyond improved sound quality and enhanced noise cancellation, the standout addition is real-time foreign language translation, a groundbreaking feature for travelers and global professionals. This positions AirPods as not just audio accessories, but productivity and communication tools.

Apple Watch Series 11: health tech takes center stage

The Apple Watch lineup expanded with the Series 11, alongside refreshed SE and Ultra models. Prices remain unchanged across the range, but Apple emphasized new health-driven innovations. The Series 11 introduces a machine learning–powered feature designed to assess hypertension risks, pushing the company further into preventative healthcare. The Ultra model also received upgraded sensors for outdoor and extreme-sport enthusiasts, while the SE continues to serve as a budget-friendly entry point.

Software updates: iOS 26 and beyond

Alongside the hardware, Apple announced the rollout of iOS 26, which will be available as a free update starting Monday. The new operating system includes performance enhancements, improved privacy tools, and tighter integration across the new devices—making them more powerful when used together.

The bigger picture

Apple’s September launches often set the tone for its holiday sales, and with this year’s mix of hardware and software improvements, the company is betting on boosting consumer upgrades in a challenging global smartphone market. Analysts expect strong interest in the iPhone 17 Air and Pro Max, particularly in markets where premium devices dominate.

By combining design refinements, AI-driven features, and expanded health capabilities, Apple is positioning itself not only as a tech innovator but also as a long-term player in health and lifestyle technology. This year’s event underscored the company’s strategy: incremental hardware upgrades paired with breakthrough features that keep users locked into its ecosystem.