On Sept. 9, Apple held its «awe dropping» event, presenting new Apple Watches — Series 11, Ultra 3, and SE; new iPhones — 17 in regular, Pro, and Pro MAX versions, alongside the extremely slim iPhone Air; and a pair of enhanced AirPods Pro 3 earbuds.
According to Wired, the event centered on hardware rather than software, with a strong focus on the company’s work to integrate artificial intelligence into its devices.
Here are some highlights from the presentation:
Apple once again announced four iPhone models this year, but with one notable alteration: the Plus option has been replaced by the Air, a super-thin and lightweight iPhone measuring just 5.6 millimeters in thickness. The trade-off is the camera, as this model includes only one. Even so, Apple pledges it can deliver up to 27 hours of video playback — the same figure achieved by the iPhone 16 Plus. Prices start at $999 on the official website.
iPhone 17 Pro and Pro MAX. A distinctive feature of these models is the camera system, which includes a 48-megapixel telephoto camera with 4x optical zoom and up to 8x «optical-quality» zoom. The front camera has been upgraded to 18 megapixels and can automatically adjust the frame to keep the subject centered. The regular iPhone 17’s camera system offers fewer optical zoom options and lacks the Fusion telephoto feature.
The Pro and Pro MAX are also the first iPhones to feature liquid cooling, powered by the A19 Pro processor, while the base iPhone 17 runs on the A19 chip, Reuters noted. Prices start at $799 for the base iPhone 17, $1,099 for the iPhone 17 Pro and $1,199 for the Pro Max.
AirPods Pro 3. The new Apple earbuds feature enhanced active noise cancellation and a brand-new AI-powered live translation option. Another addition is heart-rate sensing. According to Reuters, the price is $249, with sales scheduled to begin on Sept. 19.
Apple Watches. The company revealed three new models: the lower-tier SE 3 priced at $249, the Series 11 at $399, and the high-end Ultra 3 at $799. Notable features include a hypertension alert for Series 11 and satellite connectivity for Ultra 3.
