Our live coverage has ended. For more from today’s Apple’s announcement, read here.
A look at the color options for the iPhones announced today
If you’re in the market for an iPhone or an upgrade, choosing colors can often be a big decision.
Here’s the list of options that will be available to you across all models:
- iPhone 17 pro: Cosmic orange, deep blue and silver.
- iPhone 17: Lavender, sage, mist blue, white and black
- iPhone Air: Sky blue, light gold, cloud white and space black.
Apple and Samsung compete on thin phones
Apple isn’t the only one betting that consumers want slimmer smartphones. Samsung in May launched the Galaxy S25 Edge, a thinner version of its latest iPhone rival.
At 5.8 millimeters, the Galaxy S25 Edge is just slightly thicker than the iPhone Air’s 5.6 millimeters. Samsung’s latest foldable phone, the Galaxy Z Fold 7, is also notably thinner than the previous model.
Samsung and Apple are the world’s two largest smartphone makers; Samsung accounts for 19.7% of the global smartphone market, while Apple makes up 15.7%. That’s as of the second quarter of 2025 according to the International Data Corporation.
The two tech giants have been battling for dominance of the mobile phone industry for years; the Galaxy S3, launched in 2012, is largely considered to be the first Android phone that posed a meaningful threat to the iPhone.
What are the camera changes across the iPhone Air, iPhone 17 and iPhone 17 Pro?
The iPhone cameras are among the most highly regarded feature of the phones.
Apple highlighted four features for its iPhone camera upgrades:
- Center stage for photos: The phone’s sensor will provide flexiblity in framing selfies and videos automatically.
- Dual capture video: You can capture the scene in front of you and a selfie video at the same time.
- Ultra-stabilized video: Even if you’re moving, the iPhone will deliver stabilized videos and photos.
- Center stage for video calls: AI will automatically adjust the frame so your face remains front and center for video calls.
All the iPhones announced today — iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max and iPhone Air — will have these features.
Apple's device prices stay mostly the same, despite tariffs
A big question heading into Tuesday’s event was whether Apple would raise prices for its devices because of tariffs on the company’s US imports this year. Apple has said it expects to take a $1.1 billion hit from tariffs this quarter alone.
But the base prices for iPhones have remained mostly consistent with last year, when compared to prior-year models with the same amount of storage. In the case of the iPhone 17, users will get even more storage for their buck.
iPhone 16, 256 GB: $899 vs. iPhone 17, 256 GB: $799
iPhone 16 Plus, 256 GB: $999 vs. iPhone Air, 256 GB: $999
iPhone 16 Pro, 256 GB: $1,099 vs. iPhone 17 Pro, 256 GB: $1,099
“The new and much-improved iPhone line-up looks impressive, which puts it in a strong position to cater for different segments,” tech analyst and PP Foresight founder Paolo Pescatore said in emailed commentary following the event. “Significantly, there is an iPhone for everybody at a reasonable price.”
Check out what Apple says the latest watch can do
Apple’s new watch can now detect high blood pressure, also known as hypertension. Apple says it uses machine learning to detect the health condition that affects over a billion people worldwide.
Watch below:
Analysis: Will the iPhone Air be enough to excite consumers?
Apple’s answer to a world in which most phones look the same is the iPhone Air: a sleeker new version of its flagship iPhone that the company claims is so subtle it “seems to disappear in your hands.”
But it’s unclear whether this will be enough to excite consumers at a time when people tend to upgrade out of necessity rather than just for new features. The iPhone Air, while thinner, doesn’t do anything fundamentally different than a standard smartphone.
Foldable phones, while niche, allow consumers to use phones in new ways: as a tablet, as a miniature phone that fits in the palm of your hand or even as an accessory you can wear – an approach Apple seems to be embracing with its new cross body strap for the Air. The iPhone Air, with its revamped design, is the closest answer Apple has to a foldable right now.
It remains to be seen how the iPhone Air will sell. The larger question is whether it sets up a strong vision for where the iPhone – Apple’s most important product – will go in the future.
Apple shares (AAPL) were down nearly 1.5% following the event.
Here's the price of Apple products announced so far today
AirPods Pro 3: $249. Available starting September 19.
Apple Watches: The Apple Watch SE 3 starts at $249. The Apple Watch Series 11 starts at $399. The Apple Watch Ultra 3 starts at $799. Available starting September 19.
iPhones: The iPhone 17 starts at $799. The iPhone Air starts at $999. The iPhone 17 Pro starts at $1,099. Available starting September 19.
This post has been updated with more product details.
A quick recap of the products Apple has announced today
If you’re just tuning in, here’s a quick look at the products Apple announced today:
- iPhone Air: Apple’s thinnest iPhone yet, it will come in four colors and have the computation levels of a MacBook. For those worried about dropping it, Apple is selling new cases that can be paired with a cross body strap.
- iPhone 17: The new iPhone camera “has four times the resolution compared to iPhone 16,” iPhone product manager Megan Nash said.
- iPhone 17 Pro: It’s constructed for more durability, a bigger battery and increased memory.
- AirPods Pro 3: The new AirPods will be able to sense your heart rate and calories burned during work outs and translate languages live and will sound better.
- Apple Watch Series 11: It will include new features like a blood pressure monitor that could alert users to possible high blood pressure, or hypertension.
- Apple Watch Ultra 3: This watch will have a larger screen and satellite connectivity that lets people use messaging and “Find My” even if they don’t have cell connectivity. It also has 42 hours of battery life.
- Apple Watch SE 3: It comes with a more powerful chip, meaning it will now have always-on display.
Look at how Apple's new AirPods Pro 3 live language translation will work
Apple introduces a new live language translation feature for its AirPods Pro 3 headphones.
See how it works here:
The super-thin iPhone Air has its own crossbody strap
For buyers afraid of dropping their super-thin iPhone Air, Apple is selling new cases that can be paired with a cross body strap.
The lightweight bumper made from a reinforced polycarbonate is “lined with thin, flexible magnets designed to hold the straps together and allow you to easily adjust the length,” an Apple executive said.
The four bumper case covers appear to be black, white, beige and a light blue.
The other case is translucent “with a back panel that is less than one millimeter thin, designed to provide great drop protection, available in frost and shadow.”
Apple rebuilds the iPhone with 17 Pro
Apple’s new iPhone 17 Pro features a new “iPhone unibody” construction for more durability, a bigger battery and increased memory. Apple also created a thermal management system to handle the heat of a new, more powerful chip.
Those features will make the iPhone 17 Pro better for things like gaming, using AI tools and editing photos and videos, Senior Vice President of Worldwide Marketing Greg Joswiak said.
The iPhone 17 Pro will come in three colors: silver, dark blue and bright orange.
It has three rear, 48-megapixel cameras with improved zoom and low-light capabilities and one front camera. And in teasing the iPhone 17 Pro’s new video features, Joswiak said Tuesday’s launch event was filmed on an iPhone 17 Pro.
New CPU will power AirDrop and personal hotspot
Apple said it is introducing new silicon that will better power its features and devices.
The A19 Pro: The iPhone Air will include this CPU to push performance and efficiency. It is the “fastest CPU in any smartphone,” Tim Millet, VP of Platform Architecture, said. It will also be more energy efficient.
AI acceleration: The graphics processing unit’s new features will mean that the iPhone’s computational power will match a MacBook Pro, which is helpful for GPU-intensive AI workloads, Miller said.
The AI feature is key as analysts say Apple is lagging competitors in artificial intelligence.
N1 chip: Apple is introducing a new chip to improve wireless connections like WiFi and Bluetooth, which should improve performance for features like personal hotspot and AirDrop. Such a chip could be critical should Apple ever develop an iPhone with no ports, as rumors have previously indicated.
C1X modem: It will be two times faster than its predecessor, making it the most power-efficient modem in an iPhone.
The iPhone Air will be the most power-efficient device from Apple, Miller noted.
What to know about the new iPhone Air
Apple’s new iPhone Air, its thinnest iPhone model ever, features a 6.5-inch, always-on display and 5.6-millimeter edges. And it’s made of 80% recycled titanium, which Apple said is the highest-ever rate of recycled materials for the iPhone.
It will come in four colors: space black, cloud white, light gold and sky blue. The iPhone Air will have one rear camera and one front camera.
The iPhone Air includes Apple-made silicon that will bring more computing power for AI capabilities — one executive described it as “MacBook Pro-levels of compute in an iPhone” — and improve wireless connectivity.
The iPhone Air will use only e-sim cards worldwide, to enable the thin design. And it will have “all-day battery life,” Apple said, although it’s not clear how many hours that will be.
Apple announces new, thinner iPhone Air
Apple announced its new, thinner version of the iPhone, which it described as “so thin and light, it seems to disappear in your hands,” John Ternus, SVP hardware engineering, said.
Called the iPhone Air, it’s made of “spacecraft titanium” with a ceramic shield display that Apple called its most durable ever.
Apple introduces improved iPhone 17 camera
The new iPhone camera “has four times the resolution compared to iPhone 16,” iPhone product manager Megan Nash said.
“The main camera delivers an impressive 48 megapixels of resolution… and for everyday photos, the 24-megapixel default resolution provides the perfect balance,” Nash said.
Selfie-takers also won’t have to reorient their phones to take a landscape photos on the front camera, with a new square-shaped sensor that provides four different compositions.
The widest field of view yet is “enabled by our largest front camera sensor, almost twice the size of our previous front camera,” Nash continued.
Users can also tap to expand the field of view and rotate from portrait to landscape.
“The all new center stage for photos uses AI to automatically expand the field of view and can even rotate the frame for you,” Nash said.
Apple reveals iPhone 17
Apple has unveiled its highly anticipated latest iPhone model, which will come in five colors, including lavender, mist blue, black, white and sage.
It has a high refresh rate screen for smoother scrolling, a new A19 processor, a ceramic shield to better protect it from scratches and a seven layer anti-reflective coating that reduces glare.
The screen is 6.3 inches, which is slightly bigger than the 6.1 inches of the previous model.
Apple Watch getting new lower-priced and high-end versions
In addition to the Apple Watch Series 11, the company also announced a version of its lower-priced model, the Apple Watch SE 3, and its pro model, the Apple Watch Ultra 3.
The Apple Watch SE 3 comes with a more powerful chip, meaning it will now have always-on display. It will also include additional health features, including temperature detection that could help people predict when they’re ovulating, among other uses.
The Apple Watch Ultra 3 will have a larger and easier-to-read screen. It will have satellite connectivity, an important emergency feature that has become popular in the iPhone that lets people use messaging and “Find My” even if they don’t have cell connectivity. And it has a larger battery. which provides 42 hours of battery life.
Apple Watch Series 11 to include new health features
Apple’s latest update to the Apple Watch, the Series 11, is getting new health features. It will include a blood pressure monitor that could alert users to possible high blood pressure, or hypertension.
“We expect to notify over 1 million people with undiagnosed hypertension in the first year alone, empowering them to make life saving behavioral changes or start treatment,” an executive said, adding that Apple expects to get FDA clearance for the feature in the coming weeks.
The Series 11 will also include a new “sleep score” feature to help users understand the quality of their sleep.
Apple called the Series 11 its “thinnest and most comfortable watch.” The Series 11 will be more durable with stronger, more scratch resistant glass, Apple announced. It’s also getting a new screen design based on Apple’s “liquid glass” interface, as well as 5G connectivity. And the Series 11 will have 24 hours of battery life on a single charge.
AirPods Pro 3 will have a new fitness experience and can sense your heart rate
AirPods 3 users will be able to incorporate the earphones into their workouts.
The new AirPods will be able to sense heart rate and calories burned during work outs.
“To do this, we custom built Apple’s smallest heart rate sensor,” said Julz Arney, senior director of fitness technologies.
AirPods Pro 3 users will be able to track up to 50 different kinds of workout on the fitness app.
The AirPods will also have improved fit after Apple analyzed more than 10,000 3D ear scans.
“We shaped the design to match the natural geometry of the ear canal with entirely new ear tips now in five sizes all together. These are the most stable and best-fitting air pods ever engineered to stay in your ears even during the most intense workouts,” said Kate Bergeron, VP of hardware engineering.