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On Tuesday, September 9, 2025, Apple unveiled the first significant redesign of the iPhone in years. The unveiling, followed by the launching of other new products. The high-profile event took place at the company’s most prominent hardware event held at its headquarters in Cupertino, California.
Apple CEO Tim Cook called it the “greatest advancement in iPhone history.” The event also featured upgrades to the Apple Watch and AirPods Pro. The iPhone maker had hinted at the event, acknowledging the heightened expectations for Apple to impress with its newest gadgets this year. iPhone sales have fluctuated for years, and Apple has lagged behind rivals in artificial intelligence. Also, the firm has found itself caught up in President Donald Trump’s trade wars.
Apple’s latest iPhone series features four models: the iPhone 17 standard version; the iPhone 17 Pro; the iPhone 17 Pro Max, which offers a larger screen and 2-terabyte storage; and the sleek iPhone Air.
Apple’s Stock Falls Despite Major Event and Series of Launches
Nonetheless, Apple stock fell approximately 1.5% after yesterday’s prominent event. Altogether, there has been a roughly 4% decline in the company’s stock value since the beginning of this year. This implies that merely launching new products and features might not be sufficient to impress shareholders. This may be because certain new features and releases Apple launched on Tuesday are comparable to features that competitors have launched earlier. For instance, the iPhone Air will rival Samsung’s sleek Galaxy S25 Edge model, which was launched in May.
Catalogue of Apple Items Launched and Features: iPhone 17 Pro, iPhone 17 Air, and iPhone 17 (standard model)
All the latest iPhone models are more damage-resistant, featuring new “ceramic shield” displays instead of glass screens. The iPhone 17 Pro has been redesigned for enhanced durability, a larger battery, and additional memory. The updated design should also allow it to dissipate heat generated by performance improvements more effectively. The iPhone Air features “spacecraft titanium” to ensure durability, even with its 5.6-millimetre edges.
Although the iPhone Air has just one rear camera and one front camera for its slim profile, Apple claims it will offer “all-day battery life,” though the number of hours is uncertain.
Apple’s Senior Vice President of Hardware Engineering, John Ternus, described the iPhone Air thus: “so slim and lightweight, it feels like it vanishes from your hands.”
The iPhone 17 standard model and iPhone 17 Pro have 6.3-inch screens, the iPhone Air has 6.5-inch screens, and the iPhone 17 Pro Max boasts a 6.9-inch screen. The gadgets are available in fresh hues such as “lavender” (iPhone 17), “sky blue” (iPhone Air), and “cosmic orange” (iPhone 17 Pro).
Image credit: The Verge
While highlighting the new camera features of the devices, Senior Vice President of Worldwide Marketing Company Inc. Greg Joswiak, stated that the launch event on Tuesday was recorded using an iPhone 17 Pro.
Apple Launches AirPods Pro 3 Featuring Live Translation Capability
Apple’s latest wireless earbuds, the AirPods Pro 3, can monitor a user’s heart rate and provide enhanced spatial audio and noise cancellation. Also, it has real-time language translation and a better fit with a broader selection of ear tip sizes.
Image credit: Marshable.com
Apple Intelligence will power the voice translation feature. For instance, if you’re an English speaker visiting Spain, the AirPods Pro 3 can directly translate Spanish speech into English in your ears. Simultaneously, it reduces the other person’s volume so you can concentrate on the translation. Subsequently, the user’s iPhone can convert the spoken words back into Spanish for the other person. Google and Samsung have introduced language translation capabilities for their earbuds.
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New Apple Watches
Apple unveiled three refreshed Apple Watch models: the Apple Watch Series 11, a new edition of its budget-friendly version named the Apple Watch SE 3. It also unveiled an upgraded version of its premium model known as the Apple Watch Ultra 3.
The firm described the Series 11 as its “slimmest and most comfortable timepiece.” It features stronger, more scratch-resistant glass, 5G capability, and 24 hours of battery life per charge.
The Apple Watch SE 3 features a more powerful processor, allowing for an always-on display. The Apple Watch Ultra 3 is set to feature a larger, more readable display along with a bigger battery, offering 42 hours of usage time. The Ultra 3 will feature satellite connectivity, a vital emergency function that has gained popularity in the iPhone. It allows users to access messaging and “Find My” even without cellular service.
Image credit: Applestore.ng
The upgraded watches will come with extra health features. Some of the expected features include alerts for high blood pressure and temperature monitoring.
Reinforcing Commitment to Health
Apple unveiled a range of new health-oriented features and features in its latest devices. This is a strategy to encourage more users to purchase wearables and subscribe to services like Apple Fitness+.
The Tuesday event featured videos of Apple Watch users sharing how their devices alerted them to health problems or assisted them in emergencies.
The Apple Watch Series 11 will feature a blood pressure monitor that can notify users of potential high blood pressure or hypertension. Also, it has a “sleep score” feature to help users assess their sleep quality. Apple is trying to catch up with competitors such as Oura, Google, and Samsung, which have provided sleep scores on their products for some time.
Also, the Apple Watch SE 3 has features that help users in forecasting their ovulation and several other features. The AirPods Pro 3 series are designed to enhance users’ workout experience. The Pro 3 will detect heart rate and calories expended during workouts and monitor up to 50 exercises via Apple’s fitness application.
Prices of the Recently Launched Product
The primary concern leading up to Tuesday’s event was whether Apple would increase product prices due to tariffs on the company’s imports in the US this year. Apple expects a $1.1 billion loss from tariffs this year. However, the starting prices for iPhones stayed the same as last year compared to previous models with equivalent storage capacity.
The iPhone 16, featuring 256 gigabytes of storage, is priced at $899.
For the iPhone 17, with 256 gigabytes, the price is set at $799.
The iPhone 16 Plus, featuring 256 gigabytes of storage, begins at $999.
For the iPhone Air, featuring 256 gigabytes of storage, the price is set at $999.
The iPhone 16 Pro, featuring 256 gigabytes of storage, launched at $1,099.
The iPhone 17 Pro with 256 gigabytes of storage will launch at $1,099.
Every device that Apple revealed on Tuesday will be available beginning September 19.
