For over a decade, September has belonged to Apple. From the first Plus model that stretched the definition of a big screen to the Pro series that pushed mobile photography into professional territory, each launch has carried its own moment of surprise and controversy. Some years it was the headphone jack, other years it was the notch, and more recently it has been Apple Intelligence and features that promised to change how people use their iPhones. This year the spotlight falls once again on Cupertino, where Apple has unveiled the iPhone 17 lineup at its "Awe-Inspiring" event. Tim Cook took the stage to reveal four models: the iPhone 17, the iPhone Air, the iPhone 17 Pro, and the iPhone 17 Pro Max. Missing from the roster is the Plus model, a change that battery-first users are likely to notice.
Start Big with Wearables
Before the iPhones came into focus, Apple warmed up the crowd with the newest generation of AirPods. On the surface Airpods Pro3 look familiar, but the pitch was clear: these earbuds are smarter, sharper, and tuned for a world that expects more from wireless audio. Apple claimed four times stronger noise cancellation compared to the outgoing model, a figure that drew the first real burst of applause inside the hall. Just as striking was the introduction of live translation. The idea is simple enough but carries enormous weight. Pop them in during a conversation or while traveling abroad, and the AirPods will translate in real time, effectively making them a communication tool as much as a music accessory. It is the kind of feature that might sound futuristic, yet Apple positioned it as something ready for everyday life. It will be available from September 19, starting $299 (roughly to Rs 26,500; India price for the same is awaited)
After the audio upgrade came the turn of the wrist. Stan Ng took the stage to introduce the next generation of Apple Watch, and the focus was on making it thinner, tougher, and more useful. The Apple Watch Series 11 arrives with a redesigned body that Apple says is the thinnest yet, now twice as scratch resistant, and finished with a new liquid glass that is meant to hold up better in daily use. It also brings health tracking to the forefront with hypertension notifications and a sleep score system that breaks down nightly rest in greater detail. A re-engineered battery promises up to 24 hours of life on a single charge, something Apple emphasized as a genuine step forward for users who rely on the Watch throughout the day and into the night.
It will be available in 42mm and 46mm sizes and the new narrow Grand H metal link band is designed for the 42mm case. The India price for the Apple Watch Series 11 starts at Rs. 46,900 and it will be available for purchase starting September 19, 2025.
There was also news on the affordable front. The new Watch SE 3 finally gets some of the features that have long been missing. It runs on the S10 chip, adds Always-On Display for the first time in an SE, and supports gesture controls that make quick interactions easier. Sleep score is part of the package here as well. Battery life remains at 18 hours, but Apple has added fast charging, now twice as fast as the 2nd generation SE, which means just 15 minutes on the charger gives you around 8 hours of use.
Apple saved its biggest wrist reveal for the end. The Apple Watch Ultra 3 now carries the largest display ever on an Apple Watch, made possible by slimmer bezels that give it a more immersive look. It runs on an OLED screen with LTPO technology, which allows the watch to stretch its already impressive endurance even further. Apple claims up to 42 hours of battery life, making it the clear choice for those who want a watch that lasts more than a single day of heavy use. Preorders for all the new Apple Watch models open today, with shipping starting on September 19.
Pricing was laid out in typical Apple fashion. The Watch SE 3 begins at $249, the Watch Series 11 is priced at $399, and the premium Watch Ultra 3 will retail at $799.
(We will be updating the India pricing for these as soon as it is annoucned)
The Good Old iPhone 17
With the wearables lineup settled, it was time to turn back to the devices that carry the show. The new iPhone 17 makes gaming smoother thanks to ProMotion's adaptive refresh rate of up to 120Hz, a feature that has finally made its way across the lineup. The display pushes brightness to an eye-searing 3000 nits, making it easier to view even in direct sunlight. Apple has kept the Action button, introduced tougher Ceramic Shield 2 glass, and bumped the base storage to 256GB. The screen measures 6.3 inches, and under the hood is the new A19 processor.
The camera system has been refreshed as well. Apple is calling it a Fusion Camera, headlined by a 48-megapixel sensor that delivers 24MP photos as the default resolution. There is also 2x optical zoom, while the A19 chip and its neural engine are tuned to handle advanced imaging and on-device tasks with greater speed and efficiency. So far, it seems that the rumours were in line.
For the pricing, in India, the 256GB will be available starting at Rs 82,900, while the 512GB will be available for Rs 1,02,900.
iPhone Air
The most awaited device, however, was the iPhone Air (the leaks had suggested the name as iPhone 17 Air, but then that was the only change!). After months of leaks and speculation, it finally stepped into the spotlight as the slimmest iPhone ever. During the launch presentation, it looked every bit the part, and we hope it feels just as good when it finally lands in our hands. The Air packs a 6.5-inch ProMotion display with 120Hz refresh, Always-On Display, and peak brightness that hits 3000 nits. Under the hood sits the A19 Pro chip and the new C1X modem. Since it is the most awaired of the four devices launched today, we will be diving into the iPhone Air in greater detail in a separate post, which you can read here.
The price for the 256GB iPhone Air starts from Rs 1,19,900.
iPhone 17 Pro and iPhone 17 Pro Max
At last came the heavyweights. The iPhone 17 Pro and Pro Max are Apple's statement pieces, the models that set the tone for the year ahead. Both arrive with a new aluminium unibody design, finished in Silver, Deep Blue, and Cosmic Orange, colours that looked sharp under the stage lights. The Pro carries a 6.3-inch display, while the Pro Max stretches to 6.9 inches, both running 120Hz ProMotion panels with a 7-layer anti-reflective coating for clearer viewing. Apple is once again talking durability, pairing the screens with Ceramic Shield 2 on both the front and back.
Under the hood is the A19 Pro processor, backed by a new vapour chamber cooling system that should help the phones sustain performance during heavy gaming or 4K video recording. Storage starts at 256GB and climbs all the way to a massive 2TB for those who need laptop-level space.
The camera system has been redesigned on what Apple now calls a camera plateau. It houses a 48MP triple camera setup that includes the main Fusion sensor, an ultra-wide lens, and a new 8x telephoto option. On the front is an 18MP Center Stage selfie camera, while video recording capabilities stretch to 4K at 120 frames per second, a spec that will likely appeal to creators.
In the US, the iPhone 17 Pro starts at $1099, while the Pro Max begins at $1199, both shipping from September 19. For India, the iPhone 17 Pro is priced at ₹1,34,900 for 256GB, ₹1,54,900 for 512GB, and ₹1,74,900 for 1TB. The iPhone 17 Pro Max will cost ₹1,49,900 for 256GB, ₹1,69,900 for 512GB, ₹1,89,900 for 1TB, and a wallet-busting ₹2,29,900 for the new 2TB option.
