Apple’s September keynote delivered one of its most significant line-ups in years, unveiling the long-rumoured iPhone Air alongside the iPhone 17 family, updated Apple Watches, and the latest AirPods Pro 3. The event, held yesterday evening on 9 September 2025, demonstrated the company’s drive to refine design, expand functionality, and push innovation across its product ecosystem. All the new devices will be released on 19 September.
iPhone Air and the iPhone 17 Line-up
The highlight of the showcase was the introduction of the iPhone Air, Apple’s thinnest iPhone ever at just 5.6mm. Equipped with a 6.5-inch ProMotion display, the A19 Pro chip, and a newly designed “camera plateau” that spans most of the device’s width, the Air sets a new design benchmark. Its single-lens Fusion camera works as both ultrawide and 2x telephoto, while the selfie camera features Center Stage for more dynamic framing. The iPhone Air starts at $999 for the 256GB model.
Accessories for the Air include a MagSafe battery offering up to 40 hours of power, translucent and bumper cases, and even a crossbody strap.
Alongside it, the standard iPhone 17 now supports ProMotion with a 120Hz OLED display and begins with 256GB of storage. Powered by the A19 chip, the device offers a dual-camera system with 48MP ultrawide and main lenses, and the same Center Stage selfie capability.
The iPhone 17 Pro and Pro Max models take performance further with the A19 Pro chip, three 48MP cameras including an 8x telephoto lens, and a new anodised aluminium design with a heat-dissipating vapour chamber. Apple claims the largest iPhone battery yet is included in the Pro range. Pricing starts at $1,099 for the Pro, with the Pro Max supporting up to 2TB of storage for $1,999.
Apple Watch Series 11, Ultra 3, and SE 3
Apple’s wearable line-up was also refreshed. The Apple Watch Series 11 is the company’s first 5G-enabled smartwatch, offering live translation and the long-anticipated hypertension notifications, pending FDA clearance. The new model can last 24 hours per charge and starts at $399.
The Apple Watch Ultra 3 boasts the largest display ever in an Apple Watch and supports a 1Hz refresh rate for precise always-on timekeeping. It also offers satellite texting, a 42-hour battery, and the same hypertension detection as the Series 11. Pricing begins at $799.
For those seeking a more affordable option, the Apple Watch SE 3 received its first hardware update since 2022. It now includes the S10 chip, 5G support, an always-on display, temperature sensors, and audio playback through its built-in speaker. The SE 3 will launch at $249.
AirPods Pro 3
Apple also introduced the third generation of its AirPods Pro, priced at $249. While visually similar to the previous model, they pack several key upgrades. These include Apple’s smallest heart rate sensor, an IP57 durability rating, and live translation functionality. Users can activate translation by holding both stems, receiving audio translations in-ear and text on their iPhone.
Active noise cancellation has been significantly enhanced, four times better than the original AirPods Pro and twice as effective as the previous generation. Improved bass performance, enabled by new air vents, rounds out the upgrades. The AirPods Pro 3 come with five ear tip sizes for a better fit and will be available from 19 September.
A Cohesive Product Strategy
Taken together, Apple’s 2025 line-up signals a cohesive strategy of merging premium design with functional upgrades. The iPhone Air represents a bold design leap, while the Pro models continue to cater to professionals and enthusiasts. The Watch range pushes deeper into health and connectivity, and the AirPods Pro 3 blend entertainment with productivity.
The breadth of the announcements demonstrates Apple’s ability to refine its core products while experimenting with new form factors and use cases. Whether it is the ultra-thin iPhone Air, health-focused Apple Watches, or AI-assisted AirPods, Apple continues to expand its ecosystem in ways designed to keep users engaged, and invested, across every aspect of their digital lives.
>> Watch the keynote in full on the Apple website
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