Apple’s big September iPhone launch is in the books — and it landed pretty much exactly as expected. The company delivered exactly what fans were expecting: a new iPhone lineup, next-generation AirPods, and sweeping upgrades across the Apple Watch family.
The iPhone 17 has officially landed. Here’s how and when you can preorder all 4 phones.
For all the new devices, a few rumored products never materialized. The HomePod mini and AirTag 2 were absent from the presentation, despite reports suggesting updates were imminent. Apple also chose not to debut its long-awaited Siri overhaul, leaving its next big AI moment for sometime in the future. But there’s a chance for more Apple product announcements in the days ahead, especially if Apple has plans to do one more event in October.
To make life easier, though, here’s a quick roundup of everything Apple announced today.
AirPods Pro 3
Credit: Ian Moore / Mashable Composite; Apple
Apple refreshed its flagship earbuds with a major focus on sound quality and comfort. The new AirPods Pro 3 introduce foam-infused tips that mold more closely to the ear and help lock in the boosted active noise cancellation. Apple says cancellation is now twice as effective as last year’s model and four times stronger than the first generation.
In addition to the audio upgrades, there’s also more stamina: eight hours of playback on a charge or 10 hours when using transparency mode. A new layer of intelligence comes via Apple’s live translation feature, which works directly through the earbuds — making them as useful for traveling or meetings as they are for music.
Apple Watch Series 11
Credit: Ian Moore / Mashable Composite; Apple
The Series 11 continues Apple’s steady march into health tech. The standout addition is a hypertension tool designed to flag chronic high blood pressure. Apple was careful to note that it won’t replace a doctor or detect every issue, but it expects the feature alone to lead to more than a million diagnoses in its first year.
The hardware is sturdier this time, thanks to tougher glass that Apple says is twice as resistant to scratches. 5G is also built in for quicker connections, and new titanium finishes give the watch a more premium look. Battery life stretches to a full day, while watchOS 26 adds fresh watch faces and wellness-tracking features like a sleep score and expanded mental health metrics.
Apple Watch SE 3
Apple’s most affordable watch quietly got some useful new tricks. Gesture support makes it possible to control the SE 3 with a double tap or a quick wrist flick, while on-device Siri brings faster responses without relying on the cloud. Temperature sensing and expanded health tracking also make the SE 3 feel more capable than its predecessors.
Charging is faster now, too. Apple says the watch can charge twice as quickly as the last SE, which makes its unchanged 18-hour battery life feel less limiting. For anyone who wanted Apple’s smartwatch experience without shelling out for the higher-end models, this year’s SE feels less like a compromise.
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Apple Watch Ultra 3
Credit: Ian Moore / Mashable Composite; Apple
The rugged Apple Watch Ultra 3 now has the largest screen the company has ever put on a wrist. The Ultra 3’s wide-angle OLED expands usable area without increasing the case size and helps to conserve energy.
This model also takes connectivity to the next level with 5G and satellite support. Emergency SOS via satellite is now built directly into the watch, extending safety features for those who take it off the grid. Battery life has been pushed to 42 hours — six more than the last generation — and new black and natural titanium finishes add more choice for buyers who prefer a stealthier or classic look.
iPhone 17
Credit: Ian Moore / Mashable Composite; Apple
Apple’s standard iPhone got a serious display overhaul this year. The Super Retina XDR panel now peaks at 3,000 nits of brightness, includes ProMotion with 120Hz refresh rates, and comes with a seven-layer anti-reflective coating. Combined with Ceramic Shield 2 on the front, Apple claims it’s the most readable iPhone ever in direct sunlight.
The iPhone 17 has officially landed. Here’s how and when you can preorder all 4 phones.
Inside, the A19 chip is all about efficiency and speed, with faster neural processing and a more capable GPU. Apple says the new design translates into eight additional hours of video playback compared to last year’s phone, and it can still fast-charge to 50 percent in 20 minutes. This year’s colors include lavender, mist blue, black, white, and sage.
The camera array hasn’t been ignored either. The 17 features a 48-megapixel dual fusion main system, a 12-megapixel telephoto, and a 48-megapixel ultrawide. Up front, Center Stage arrives on iPhone for the first time, allowing high-resolution selfies in either portrait or landscape orientation, and stabilizing shots even if you’re moving.
iPhone Air
Credit: Ian Moore / Mashable Composite; Apple
The newcomer in the lineup is the iPhone Air, Apple’s thinnest phone yet. Despite measuring just 5.5mm thick, it still delivers a 6.5-inch ProMotion display at 120Hz and 3,000 nits. The design leans on a titanium frame and Ceramic Shield 2 on both sides to balance thinness with durability. Also, you didn’t miss it, but there will be no Plus model this year. Instead, the Air will take it place.
The A19 Pro chip handles performance, paired with the new N1 wireless chip for better connections. That means support for WiFi 7, Bluetooth 6, and a new C1X modem that Apple claims is twice as fast as its predecessor. The Air also uses a 48-megapixel Fusion camera system that blends multiple lenses into one.
Battery life, however, is where compromises show. Apple is relying on iOS 26’s Adaptive Power Mode to stretch what it calls “all-day” usage, though it hasn’t defined the exact number of hours. To offset that, Apple is launching a new MagSafe battery extender, alongside translucent and polycarbonate cases and a crossbody strap that snaps into place magnetically.
iPhone 17 Pro and Pro Max
Credit: Ian Moore / Mashable Composite; Apple
At the high end, Apple pushed the Pro line further with new thermal management powered by a vapor chamber. The A19 Pro chip inside is said to be 40 percent faster than last year’s Pro silicon, and eSIM-only versions of the devices will see improved battery performance.
The camera system has been leveled up significantly. For the first time, all three rear lenses are 48 megapixels. The telephoto camera now uses a larger sensor, while the front-facing Center Stage camera jumps to 18 megapixels. These upgrades are designed to make the Pro line the definitive tool for both photography and video.
Cosmic orange and deep blue are the headline colors, though reaction has already been mixed, especially with the new raised “plateau” that houses the cameras. Apple insists the look is a statement, but plenty of fans are skeptical. Regardless of design debates, the Pro and Pro Max remain the most advanced iPhones Apple has ever shipped.
Every model in the iPhone 17 family now starts at 256 GB of storage. Pricing begins at $799 for the iPhone 17, $999 for the Air, $1,099 for the Pro, and $1,199 for the Pro Max, which also adds a two-terabyte storage option for a whopping $1,999. The iPhone 16e will remain in the lineup as the budget option at $599. The new models will be available to preorder this Friday and will arrive in stores on Sept. 19.
