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Apple Event September 2025: Awe Dropping

By: Michelle

Content Writer

15 min read

A New Fitness Experience with AirPods Pro 3

The event opened with the new generation of AirPods Pro, now with the world's best in-ear ANC thanks to new foam-infused ear tips. Most notably, AirPods Pro 3 will now offer heart rate measuring, made possible by the on-device AI model. Described as an integration between hardware and software, there's a new workout experience on the Fitness app. Now, with AirPods Pro 3, the new Workout Buddy uses Apple intelligence to track your workout data and fitness history; for example, you can get information on your morning walk while listening to your favorite tunes. There's also a new feature coming to Live Translation, which uses ANC to lower the volume of the speaker and repeat the words back in your own language.

In addition, the AirPods Pro 3 will now offer up to 8 hours on a single charge while listening to music with Active Noise Cancellation. Plus, hearing aid users will get up to 10 hours on a charge with Transparency. Improved IP57 sweat and water-resistance adds durability. Despite these updates, they're remaining at the same $249 price; the AirPods Pro 3 are available for pre-order today, and will release on September 19.

Apple Watch: More Essential Than Ever

The focus then turned to Apple Watch. Tim Cook began by highlighting the ways that Apple Watch has helped people with their mental and physical health; Apple Watch users shared their stories of the time their Apple Watch saved their lives.

Apple Watch Series 11

The next generation of Apple Watch is designed to be even more essential. Meet Apple Watch Series 11, the thinnest and most comfortable watch from Apple yet. The tough glass watch face is incredibly durable, and the custom ceramic coating on the watch bonds with the screen glass, making Series 11 now 2x more scratch resistant than its predecessor. And now, Apple Watch has 5G for more coverage and more power efficiency on cellular. WatchOS 26 features Liquid Glass numerals that refract color and an Exactograph for more precise timekeeping; Apple has been really into their Liquid Glass design in the last year, so we're not surprised to see this element visually connect Apple Watch and iPhone.

The biggest new health feature on Apple Watch Series 11 is hypertension, or high blood pressure, detection. But that's not the only health feature coming to Series 11. A new feature will be able to look for chronic blood pressure via a data algorithm, and will notify you if it detects patterns that look like hypertension. While Apple Watch was already designed with sleep features, it will now offer Sleep Score, assessing the quality of your sleep. You'll be able to see details in the Sleep app, and get more insights via the Health app. Series 11 will get up to 24 hours of battery life and will come in four shades, all made of recycled aluminum. There are also new band options coming this fall, including new Nike sports bands and a new Hermes band with custom Hermes watch face. Apple Watch Series 11 will retail starting at $749.

Apple Watch SE 3

Apple Watch SE 3 is getting an upgrade with a new S10 chip and an Always On display. SE 3 will also support Gestures, like wrist flick, making it easier than ever to use your watch. 18-hour battery life and support for fast charging make it easy to enjoy your watch all day. It also charges twice as fast as the previous SE model. They're available in Starlight and Midnight colors in Apple's recycled aluminum design. SE 3 starts at $249.

Apple Watch Ultra 3

Apple's most rugged watch gets an upgrade with Apple Watch Ultra 3. The all-new OLED display is brighter when viewed at an angle, with thinner borders for the largest display ever, in any Apple Watch. Athletes will love the Workout app with Workout Buddy, a voice designed with Apple Intelligence for personalized feedback. 5G cellular offers better coverage, but the real connectivity upgrade here is Satellite connectivity, whether you need emergency help or want to share your location with your family. Emergency SOS via satellite is available for free for the first 2 years with Apple Watch Ultra 3. Users will enjoy up to 42 hours of battery life on a charge, making it great for weekend excursions like camping. All new bands are available as well. Apple Watch Ultra 3 will retail starting at $749.

All watch models can be pre-ordered starting today, and all models will be available starting September 19.

iPhone 17 is Here

Of course, the announcement we've been waiting for is the new generation of iPhones. The iPhone 17 family has four new models with incredible new features. It starts with the durable design, available in 5 colors: Lavender, Mist Blue, Black, White and Sage. The larger display is 6.3", with thinner borders, and features ProMotion with a max refresh rate of up to 120Hz. The Always On display dynamically adjusts to what you're doing on your phone, like adjusting down to 1Hz when not in use to ensure energy efficiency. The lock screen is also getting an upgrade, with live activities and widgets. 3,000 nits peak outdoor brightness is the brightest on iPhone yet.

iPhone 17 also introduces Ceramic Shield 2, with a new ceramic coating for 3x scratch resistance. Plus, a 7-layer anti-reflective coating reduces glare and makes iPhone 17 brighter and more readable, indoors and outdoors.

Powering this new gen is the A19 chip, which is faster and more efficient. Its new display engine to power the Always On display, and an improved neural engine improves performance and increases memory; this 16-core Neural Engine also powers Apple Intelligence. The 6-core CPU makes iPhone 17 more responsive while enabling greater battery life. The 5-core GPU marks a significant upgrade for graphics-intensive tasks like mobile gaming and a huge boost in speed (for example, the 17 is 20% faster than the iPhone 16). And with iOS 26, you'll get even more Apple Intelligence features: visual intelligence lets you search or ask questions about what's on your phone's screen. Live Translation works in-person and on-screen thanks to iOS 26, too. iPhone 17 boasts all-day battery life, and faster wired charging gives you up to 50% battery in 20 minutes.

iPhone 17 Camera

The 17 comes with an all-new 48MP dual Fusion camera system, which combines the functionality of two cameras in one. On iPhone 17, you'll get the 48MP fusion main camera and the 2x Telephoto camera. The 48MP main camera is great for capturing the fine details in breathtaking scenery, and the 24MP default resolution that's great for everyday photos. Altogether, this system offers better image quality with a smaller image file, making it easier to store and share all your photos.

The front camera is getting a major upgrade, too. The 18MP Center Stage front camera offers more pixels, more flexibility, better framing and amazing stabilization, with the widest field of view on an iPhone yet. It's all possible thanks to the largest front sensor camera yet on an iPhone. And for the first time, the front camera sensor is square. What does that mean? You can take high-resolution photos and videos in any orientation. Now, you don't have to rotate your iPhone to take a landscape selfie; instead, all it takes is a tap on the screen to change the field of view. For group shots, Center Stage for photos uses AI to expand the field of view for you to comfortably fit everyone in frame; it'll even rotate the frame for you. The square sensor elevates videos, too, as well as FaceTime.

iPhone Air: The Newest Member of the iPhone Family

The rumors are true: iPhone Air is here. The impossibly thin new iPhone is the brand's thinnest yet, but still packed with advanced features. It features a Super Retina XDR display with ProMotion and 3,000 nits of peak brightness. It also features Ceramic Shield 2 for 3x better scratch resistance; for the first time, there's also Ceramic Glass on the back, 4x better crack resistance. One of the biggest changes is the new plateau at the top of the phone, which houses mechanisms inside. For the first time, the plateau extends across the width of the phone, and is protected by that durable Ceramic Glass. Despite its incredibly thin design, iPhone Air is made to be more durable than any previous iPhone thanks to a recycled titanium frame. It comes in four colors; Space Black, Cloud White, Light Gold and Sky Blue.

iPhone Air also gets a brand new chip: A19 Pro. It features a 6-core CPU, the fastest in any smartphone, and a 5-core GPU with Neural Accelerators for MacBook Pro-level computing power in an iPhone. There's also a major upgrade with wireless connectivity thanks to the Apple N1 design chip; Wi-Fi 7, Bluetooth 6 and Thread connectivity are possible on iPhone Air. You'll notice this enhanced connectivity with improvements to features like AirDrop. The final piece of the puzzle that makes iPhone Air possible is the new C1X Apple design modem. An upgrade to the C1 modem Apple unveiled last year, the new version is 2x faster and uses less energy overall.

iPhone Air gets a brand new 48MP Fusion camera system that looks like a single lens, but works like multiple cameras in one. It can take beautiful landscape shots and lifelike portraits, and excels in large light thanks to a large sensor and fast aperture. An integrated 2x Telephoto lens produces stunning photography and 4K video capture, while a new Bright photographic style that brightens skin tones and adds vibrancy to the overall image. On the front is the Center Stage front camera, with the amazing upgrades we discussed above. There's also new Dual Capture Video, which uses the front and back cameras at the same time; it's perfect for concerts and sporting events. You even have the ability to zoom in and out on the back camera while in Dual Capture mode.

iPhone Air also has eSim coverage available globally, offering better security and maximizing internal space for battery size. With that, this phone has great battery life despite its thin size: iOS 26 has new features like Adaptive Battery Mode to help your phone stay on during the day, and the iPhone Air boasts all-day battery life. When paired with a new ultra-thin MagSafe battery, you'll be able to enjoy up to 40 hours of video playback. Apple has also designed custom cases for iPhone Air to add style and even more protection to your phone; they even come with a magnetic crossbody strap.

iPhone 17 Pro

Tim Cook describes this generation as the "most pro iPhone ever." iPhone 17 Pro is custom-extruded for a beautiful, thin, durable design that enables the biggest battery in any iPhone. It also gets an all-new thermal system to dissipate the heat generated by such powerful performance. This is made possible by an Apple-designed vapor chamber, which basically moves heat away from the working components, then released to keep your phone cool. And yeah, this sounds really cool. Three stunning colors compliment the exceptional design within: Silver, Deep Blue and Cosmic Orange.

The new A19 Pro chip has a larger cache and more memory, and can deliver up to a 40% better sustained performance for tasks like gaming, photo editing, using Apple Intelligence features and running LLMs. Ceramic Shield on the back delivers up to 4x better crack resistance and a thinner profile, and Ceramic Shield 2 on the front delivers 3x better scratch resistance. iPhone 17 Pro Max also has the best battery on an iPhone ever, with up to 39 hours of video playback on a single charge.

A new Pro camera system combines leading hardware and advanced computational models for stunning image capturing. The 18MP Center Stage front camera is coming to Pro, too. Plus, its ability to keep you in frame while talking at the camera makes iPhone 17 Pro great for content creators. All 3 of the 48MP rear cameras are Fusion cameras: a Fusion Ultra Wide camera, a Fusion Telephoto camera and a Fusion Main camera. Together, you'll get more detailed images at every zoom range. There's a new 8x zoom on the Telephoto camera, too. Everything from portraits to landscape photography to detail shots are better on iPhone 17 Pro.

iPhone 17 Pro also offers amazing pro features for capturing video, including Dolby Vision HDR, 4K120, ProRes Log and ACES. Added support for ProRes RAW capture provides more flexibility in post-production, combining control and quality. There will also be support for Genlock, helpful for content creators and streamers that use multiple cameras; Genlock enables features like time splicing for advanced filmmaking and content editing. iPhone 17 Pro is also getting new accessories like the TechWoven case, clear cases and colorful cases with a new button design. The new crossbody strap is also compatible with the iPhone 17 Pro cases.

All iPhone 17 models will start at 256GB storage options so you have more room than ever for photos, videos and more. iPhone 17 starts at $799, iPhone Air starts at $999, iPhone 17 Pro starts at $1,099 and iPhone 17 Pro Max starts at $1,199. There's also a new 2TB storage option on the Pro Max. Pre-orders start this Friday, and the new iPhones will be available starting September 19.

iPhone 17 & More: Coming Soon to Abt

The September 2025 Apple event has us buzzing with all the cool announcements. We're excited to announce that the iPhone 17 family and iPhone Air are coming to Abt with our iconic, award-winning service. We can't wait to see the new models in person, and we're excited to usher in the new generation of iPhones.