Apple Event Recap: iPhone Air, 17 Pro, AirPods, and Watches Announced

As Tim Cook dinner bids folks farewell and the autumn occasion involves an in depth, Wall Avenue would not seem too proud of what was proven off.

Apple’s inventory worth was down round 1.44% in intraday buying and selling because the occasion wrapped up.

OK, this is the place the rubber meets the highway — iPhone pricing!

Spoiler alert: Apple has elevated the beginning worth of the iPhone 17 Professional, but it surely does include extra storage than the earlier iPhone 16 Professional.

This is the breakdown:

• The entry-level iPhone 17 begins at $799 — that is the identical worth that the iPhone 16 began at when it launched
• The brand new iPhone Air begins at $999
• The iPhone 17 Professional begins at $1099, with 256 GB (in comparison with the iPhone 16 Professional launching at $999 for 128 GB)

All 4 fashions can be obtainable to pre-order on Friday and launch in shops on September 19.

Apple has a brand new materials for its iPhone case that it is calling “TechWoven” — a departure from the poorly reviewed “FineWoven” circumstances it beforehand debuted after which quietly appeared to discontinue.

Apple says the brand new woven textile is crafted with a course of that makes use of a number of yarn colours to create “a complicated look, whereas a protecting coating offers resistance to scratches and stains.

All three rear cameras on the iPhone 17 Professional are 48 megapixels for the very first time, Apple says, and so they’re additionally all fusion cameras.

The brand new rear digital camera module features a sensor that’s 56% bigger than the earlier technology, which improves sharpness in vivid mild and offers higher element.

Apple says the iPhone 17 Professional is the equal of eight skilled lenses in your pocket.

Apple says it filmed its occasion utilizing the iPhone 17 Professional.

Apple says it has been in a position to “develop the battery considerably” on the Professional 17 mannequin, thanks partially to the brand new digital camera plateau.

The iPhone 17 Professional is able to as much as 39 hours of video playback, the corporate says.

Apple says that on the coronary heart of the brand new thermal administration system is an Apple-designed vapor chamber that carries deionized water to maneuver warmth away from the parts, permitting for larger sustained efficiency.

“It additionally delivers a dramatic leap in efficiency that makes this probably the most highly effective iPhone ever, by far, and it begins with a wholly new method to thermal administration,” Apple says.

Cook dinner says it is probably the most superior iPhone ever.

Whereas the iPhone Air is Apple’s thinnest iPhone, the Professional mannequin is its strongest, carrying its strongest cell chip.

The rear digital camera plateau provides it a brand new look that expands previous the earlier digital camera bump module.

Apple says it encompasses a new method to thermal administration.

There’s additionally a brand new colour: “Cosmic Orange.”

No bodily SIM playing cards within the iPhone Air — it appears like there is not room. It is solely eSIM.

With iOS 26, the iPhone Air will get new power-saving options like adaptive energy mode, which learns your utilization patterns and anticipates while you may run low on battery, to know when to preserve your battery.

Apple made a brand new, lower-profile MagSafe battery add-on for these trying to get additional battery life. Apple says the suitable MagSafe battery is slim sufficient to slot in your pocket whereas charging your iPhone Air.

The iPhone Air options the 48-megapixel fusion digital camera that Apple touts as a sophisticated system that places 4 lenses in your pocket.

A dual-camera function may also be obtainable, permitting customers to file video from each the back and front cameras concurrently.

The iPhone Air is launching in 4 colours: house black, cloud white, mild gold, and sky blue.

Apple says the brand new thinner iPhone Air matches on a fingertip and combines “power, lightness, and sturdiness.”

To introduce us to the iPhone Air, Apple exhibits the brand new telephone, coming in at 5.6 millimeters, surviving a fall.

Apple says each the back and front of the brand new telephone are coated within the protecting Ceramic Defend. It is also the primary system we have seen with the brand new “plateau” that homes the again digital camera and extra.

It is probably the most sturdy iPhone but, based on Apple.

Apple exhibits off the front-facing digital camera system on the iPhone 17, which it says has improved selfies.

Apple says the brand new expertise combines the capabilities of two cameras in a single with the primary digital camera.

The principle rear digital camera delivers 48 megapixels of decision for capturing positive particulars, Apple says.

The primary iPhone mannequin proven off is the base-level iPhone 17.

Apple says the iPhone 17 show is its “greatest but,” with a bigger 6.3-inch display screen. The outside additionally introduces the “Ceramic Defend 2,” which Apple says will shield the improved All the time-On show from scratching.

It comes with a sophisticated A19 Apple silicon that the corporate says is engineered to energy Apple Intelligence.

Apple says 10 minutes of cost will get you as much as 8 hours of video playback.

Right here we go, the primary occasion!

Apple says the brand new Extremely 3 has the “largest show” of an Apple Watch, with an always-on show that will not have an effect on battery life. It will get as much as 42 hours of battery life, and options satellite tv for pc connectivity.

The Apple Watch SE 3 begins at simply $249; Apple Watch Collection 11 begins at $399, and the Apple Watch Extremely 3 begins at $799. You’ll be able to pre-order all the brand new fashions at the moment, and they are going to be obtainable beginning September 19.

The brand new Apple Watch SE can have an always-on show, 18-hour battery life, and fast-charging (two instances sooner than the earlier mannequin). It would additionally embody well being options like sleep rating, temperature sensing, and sleep apnea detection.

Apple says it developed a “ground-breaking” function that may detect hypertension utilizing an algorithm to determine hypertension in customers.

For sleep, Apple introduces sleep scores to measure the “high quality” of relaxation for customers can monitor their sleep information extra intently.

The Collection 11 can have 24 hours of battery life.

Subsequent is the Apple Watch Collection 11.

Apple says the eleventh technology of the watch is 2 instances extra scratch-resistant than its predecessor and comes with 5G. It would run on WatchOS 26 and have the brand new “Liquid Glass” design aeshetic.

Apple is enjoying a video of individuals’s experiences with the Apple Watch, set to uplifting music. We’re seeing folks clarify how the Apple Watch helped them hit health objectives or in emergency well being or rescue occasions.

Apple says the brand new AirPods Professional 3 include a $249 price ticket, the identical worth level because the earlier mannequin, and have eight hours of battery life from a single cost.

That is up from six hours beforehand. In case you’re utilizing the hearing-aid options in transparency mode, that extends to 10 hours.

AirPods Professional 3 can have the power to observe your coronary heart price throughout a exercise, utilizing what Apple calls its “smallest coronary heart price sensor.” It will additionally grow to be extra built-in into Apple’s health options to trace exercises.

Apple says its new AirPods are engineered to widen the sound stage and provide twice the noise cancellation of the earlier technology. For these with the unique AirPods Professional, Apple says it is a evening and day distinction, with as much as 4x improved lively noise cancellation.

The brand new earphones may also support in Stay Translation utilizing Apple Intelligence when triggered by a gesture.

Two folks sporting the AirPods Professional 3 will be capable of talk in several languages whereas Stay Translation seamlessly interprets, Apple says.

Apple additionally says they’re the “best-fitting AirPods ever.”

Apple CEO Tim Cook dinner shouts out Liquid Glass instantly and hints at huge iPhone information.

Liquid Glass, the software program design that Apple confirmed off at WWDC earlier this yr, is a key a part of the upcoming iOS 26.

And as for iPhone, Cook dinner says Apple is taking the “largest leap ever.”

The occasion begins with a gap video of fast cuts displaying varied Apple merchandise and options.

We’re solely 5 minutes away from Tim Cook dinner’s keynote kicking off.

You may as well watch the occasion together with us.

Whereas Apple’s inventory worth has seen some latest beneficial properties (it is up 2.86% this month), shares are nonetheless buying and selling down 5.79% for the reason that begin of the yr.

As Apple continues to play catch-up within the AI race, a robust displaying from its iPhone 17 slate might present a much-needed raise, particularly if Wall Avenue analysts find yourself impressed by the anticipated thinner Air mannequin’s potential to drive upgrades.

Apple shares are buying and selling down rather less than 1% heading into Tim Cook dinner’s 1 p.m. ET keynote.

One huge query in regards to the rumored “Air” mannequin is how widespread it should show to be.

The anticipated slimmer iPhone mannequin is not anticipated to be as highly effective because the “Professional” variants, and it isn’t anticipated to have nearly as good a digital camera both. In order that begs the query: Who will select it over the cheaper entry-level iPhone 17 or the high-end Professional?

I think early adopters (like me) will lead the cost. I’ve bought an iPhone 13 Professional and have not seen a lot cause to personally improve to earlier fashions, however I am intrigued by the thought of getting a considerably thinner telephone in my pocket — even when the digital camera is not fairly as crisp because the Professional.

The Air will doubtless additionally attraction to those that merely wish to broadcast they’ve the most recent iPhone — one thing that visibly stands out once they use it at college, round pals, or on the subway to work.

The potential situation there may be that signaling turns into rather a lot tougher to do when you may have a protecting case in your telephone, which provides bulk. And when you select to danger it and go case-less, be ready to pay extra for Apple Care + so unintended drop injury repairs aren’t as expensive.

-Steven Tweedie

Apple’s invitees are arriving at Apple Park with their colourful badges in hand forward of the 1 p.m. ET keynote kickoff. They’re being served mild bites earlier than the primary occasion kicks off on campus.

The iPhone’s new working system was a significant speaking level at this yr’s WWDC, and at the moment’s occasion unveils the gadgets it was constructed to serve. In June, Apple confirmed off its new “Liquid Glass” design language inside iOS 26 that redesigns the iPhone’s software program aesthetic to a extra clear format for toolbars and apps on the Residence Display screen.

For iPhone customers, anticipate to leap from iOS 18 to iOS 26 as Apple brings collectively its working techniques and aligns them with the years to return.

Apps just like the Cellphone app are additionally getting overhauled. Within the new model, voicemails, recents, and favorites are mixed. There’s additionally a brand new Name Screening function that may enable Apple to silently reply unknown calls and offer you information to know if it is value answering.

In case you do not find yourself upgrading to the most recent iPhone 17, you will nonetheless be capable of replace to iOS 26 at some point — you simply won’t have entry to all of its AI options.

Analysts say they are not anticipating any main surprises at the moment.

With rumors in regards to the new options of the iPhone 17 swirling, analysts anticipate the bulletins to largely fall according to the experiences we have seen of latest digital camera options, the thinner iPhone 17 Air, and new equipment. They’re going to even be preserving an ear out for worth hikes between $50 and $100 on new iPhone fashions, as EMARKETER writes that tariffs might result in an iPhone that is “much more costly than earlier than.”

One subject that they do not anticipate to get a lot airtime is Apple Intelligence or the delayed AI-powered Siri overhaul. Analysts from Morgan Stanley predict that Apple will not give attention to AI as a lot on the occasion — which generally highlights new devices since Apple spotlighted its new software program earlier this yr at WWDC.

There’s at all times the possibility there can be some surprises, although. In spite of everything, Apple loves to focus on “yet another factor” on the tail-end of its occasions.

Some Wall Avenue analysts are predicting larger worth tags for the iPhone 17 family, estimating some fashions might price $50 to $100 greater than earlier variations.

The rumored iPhone 17 “Air” is anticipated to switch the “Plus” mannequin within the lineup and Financial institution of America analysts wrote in August that it might price about $100 extra — making the worth round $999.

As for the iPhone 17 Professional, Morgan Stanley analysts predicted the 128 GB storage mannequin could be eradicated, successfully making Professional fashions begin at $1,099 for the 256 GB model.

In fact, Apple might at all times select to eat any price will increase, but it surely sometimes likes to attempt to protect its famously excessive margins.

After a bruising begin to the yr that noticed Apple make the uncommon transfer to delay the AI-overhauled Siri, Tim Cook dinner has scored some latest wins.

Apple reported stronger-than-expected iPhone sales in its most up-to-date earnings report. Throughout the first week of August, Cook dinner visited the White Home, the place Apple obtained reward from President Donald Trump for being amongst firms which can be “constructing in america.” In consequence, the president signaled that Apple could be handled properly in future commerce agreements.

Within the courtroom, a US Customs ruling allowed the corporate to carry a blood-oxygen monitoring function again to some Apple Watches after a earlier ban. The US additionally backed the iPhone maker in its battle in opposition to a UK order that may make encrypted person information accessible to the British authorities.

And in September, a judge decided that Google’s search deals with tech giants like Apple might proceed — boosting Apple’s inventory worth.

Cook dinner posted his signature dawn image over the Apple campus to let followers know he is up and prepared for the occasion.

“Days like at the moment are a few of the most fun moments at Apple,” Cook dinner captioned the X put up.