iPhone 17, AirPods Pro 3 and Apple Watch Ultra 3: All the biggest announcements from Apple’s 2025 event

Apple’s big September event is always one to watch — and this year was no exception. On 9 September, the tech giant pulled the covers off its iPhone 17 line-up, headlined by the ultra-slim iPhone Air, which Tim Cook called “a total game changer”. At just 5.6mm thin, it’s Apple’s thinnest iPhone yet, but the spotlight wasn’t only on looks: the Air runs on the brand-new A19 Pro chip, promising power, efficiency and up to 40 hours of video playback on a single charge.

Alongside the iPhones, Apple also revealed refreshed AirPods Pro 3 and the Apple Watch Series 11, each bringing notable updates. While all devices now carry Apple’s “Intelligence” AI suite, the company stopped short of announcing major leaps in generative AI.

That being said, if you’re curious to find out more about the new lineup, from design upgrades to new features, here’s a look at the biggest takeaways from Apple’s latest launch.

iPhone 17

As with every new release, Apple introduces features designed to make the iPhone easier to use and more seamlessly integrated into our daily lives. With the iPhone 17, one standout update is the Centre Stage feature. In short, you can switch between different zoom and rotation options effortlessly, record videos using both the front and back cameras at the same time, capture impressively stable footage, and rely on AI to automatically optimise video call framing so you look your best when chatting with loved ones.

The iPhone 17 is equipped with a 48MP Fusion Main camera with 2x optical-quality telephoto, along with a 48MP Fusion Ultra Wide camera that offers four times the resolution of the Ultra Wide on the iPhone 16. The result? Sharper, clearer, and more detailed images compared to its predecessors.

Another highlight is the new A19 chip, which delivers higher processing power to unlock Apple Intelligence features like Live Translation and Image Playground while ensuring all-day battery life. And when you do need a quick top-up, the iPhone 17 supports faster charging — up to 50% in just 20 minutes — so you won’t have to worry about dashing out the door with a dying battery.

Price: $799 for 256GB | $999 for 512GB

Colours: Lavender, Sage, Mist Blue, White and Black

iPhone Air

The iPhone Air is, personally, one of the most groundbreaking releases in Apple’s line-up. Not only is it the first time Apple has introduced this version of the phone, but it also replaces the former iPhone Plus models, which are missing from this year’s line-up.

Dubbed the thinnest iPhone ever, the Air measures just 5.6mm and weighs 165g — compared to the iPhone 17 at 177g and the iPhone 17 Pro at 206g. The difference might seem minor on paper, but you’ll definitely notice it when carrying the phone day to day.

Feature-wise, the iPhone Air comes with the same Centre Stage camera as the iPhone 17, which lets you customise, zoom, and rotate your shots with ease. It also boasts a 48MP Fusion Main Camera, giving you the benefits of two fusion cameras in one. Powered by the A19 chip, the Air offers improved processing power and enhanced battery life, so you can comfortably use it all day without worry.

Price: $999 for 256GB | $1,199 for 512GB | $1,399 for 1TB

Colours: Sky Blue, Light Gold, Cloud White, Space Black

iPhone 17 Pro and Pro Max

If camera quality tops your wishlist, then the iPhone 17 Pro is the model worth considering. Compared to the iPhone 16 Pro, it now comes with an upgraded Telephoto lens offering up to 8× optical zoom (a jump from 5× on the previous Pro models). On top of that, it packs a 48MP Fusion Main camera, a 48MP Fusion Ultra Wide camera, and a 48MP Fusion Telephoto camera. This gives you incredible versatility, whether you’re snapping wide landscapes or zooming in for close-ups.

Video lovers will also appreciate the Pro’s upgraded tools, including enhanced stabilisation, cinema-grade recording quality, and compatibility with industry-standard workflows. In other words, you can ditch the bulky DSLR and still get professional-quality footage, right from your pocket!

Under the hood, the A19 chip powers faster performance (up to 40% quicker), while Apple’s redesigned internals free up space for a bigger battery. The result? The iPhone 17 Pro Max now delivers the best battery life ever on an iPhone, and that’s up to four extra hours per charge compared to the iPhone 15 Pro Max.

Other standouts from the line-up include the fresh colourways. This year, Apple has swapped out its classic black for a bold Cosmic Orange — because let’s be real, orange is the new black. You’ll also find sleek new options in Deep Blue and Silver, adding a modern twist to the line-up.

iPhone 17 Pro

Price: $1,099 for 256GB | $1,299 for 512GB | $1,499 for 1TB | $1,999 for 2TB

Colours: Deep Blue, Silver and Cosmic Orange

iPhone 17 Pro Max

Price: $1,899 for 256GB | $2,199 for 512GB | $2,499 for 1TB | $3,099 for 2TB

Colours: Deep Blue, Silver and Cosmic Orange

AirPods Pro 3

Thinking of upgrading your AirPods Pro? Apple’s newest model comes with some fun updates you’ll actually use. The coolest one? Live translation. The next time you’re overseas, you can pop them in and have conversations with locals without fumbling for Google Translate. Your Duolingo streak can take a backseat. Right now, it works in English, French, German, Portuguese and Spanish, with Italian, Japanese, Korean and Simplified Chinese coming later this year.

The AirPods Pro 3 also gets ultra-low-noise microphones that block out more background chatter than ever, so you can focus (or zone out) whenever you need to. This is great if you’re trying to lock in while you’re working in a loud and noisy environment. Plus, Apple’s added five new ear tip sizes — including an XXS option — so there’s finally a fit that feels just right.

And here’s the kicker: the new AirPods now come with heart-rate sensing. And that means you can track your heart rate and calories burned during workouts straight from your earphones.

Price: $249

Apple Watch Series 11

If we had to describe the new Apple Watch Series 11 in three words, they’d be: tougher, smarter, sleeker.

Built to be twice as scratch-resistant as the previous model, this watch is more durable than ever and ready to keep up with every workout. It now also supports 5G connectivity, so staying connected feels faster and more seamless — even when you’re on the move.

On the health front, the Series 11 debuts hypertension detection, which tracks blood pressure patterns to give you a clearer picture of your heart health. Sleep tracking has also been upgraded with detailed sleep scores, so you’ll know exactly how well (or not) you’re resting.

And because style always counts, the watch comes in a sleek new Space Grey finish, along with refreshed Nike and Hermès bands so you can switch up your look with ease.

Price: $399 for 42mm | $429 for 46mm

Colours: Aluminium - Space Gray, Silver, Rose Gold, Jet Black | Titanium - Natural, Gold, Slate

Apple Watch Ultra 3

The latest Watch Ultra 3 takes “go big or go home” literally with the largest Apple Watch screen ever. This time, the models see slimmer bezels, and the new LTPO3 display tech makes everything sharper and more efficient.

Connectivity gets a serious boost, too. Alongside 5G support, the Ultra 3 now offers satellite connectivity for messaging, location sharing, and SOS alerts in supported regions — perfect for when you’re off the grid but still want peace of mind.

The battery life also deserves an honourable mention. This time, it delivers up to 42 hours of use on a single charge.

Price: $799

Colours: Natural, Black

Availabiltity

The new iPhone 17, AirPods Pro, and Apple Watches will be available for pre-order at 8 pm SGT on 12 September, while general availability and retail sales will begin on 19 September.

Visit Apple’s website here for more information.