Apple Unveils iPhone 17 Series

Even though Apple didn't introduce many AI upgrades during its unveiling event, its iPhone 17 family of smartphones includes the new Air model. The iPhone Air was the star of Apple’s self-titled “awe-dropping” unveiling at the company’s California headquarters. Apple also took the wraps off new smartwatches and an updated version of its high-end AirPods.

One of the pre-event rumours included possible price increases due to tariffs, but it is worth noting that Apple largely held the line on pricing for new iPhone 17 models. The iPhone 17 Pro now costs $1,099, which is a $100 price hike from the iPhone 16 Pro, but it has twice the amount of storage. The iPhone 17 Pro Max starts at $1,199, which is the same as last year’s model, while the iPhone Air debuts at $999, which is $100 more than the iPhone 16 Plus it replaced in the lineup. The iPhone 17 starts at $799. Pre-orders begin 12 September, with the phones shipping 19 September.

Apple’s most powerful Pro models to date arrive with a new design aimed at higher sustained performance and longer runtime. Both phones use the A19 Pro and a redesigned thermal system. Pro Max delivers Apple’s biggest battery-life jump yet, and both models support fast charging to 50% in 20 minutes with an optional 40 W USB-C adapter. Super Retina XDR displays measure 6.3 and 6.9 inches, support ProMotion up to 120 Hz and Always-On Display, and reach 3000 nits peak outdoor brightness.

Ceramic Shield 2 protects the front glass with triple the scratch resistance and reduced glare. Ceramic protection also covers the back to further reduce the risk of cracks. The camera system is completely reworked. Three 48 MP Fusion sensors (wide, ultra-wide, and a new telephoto) span the equivalent of eight focal lengths. The front Center Stage camera, now with an 18 MP square sensor, offers a wider field of view, stabilized 4K HDR, and Dual Capture from front and rear cameras at once without rotating the device.

At 5.6 millimetres, the iPhone Air is the thinnest phone Apple has ever made. It weighs 5.8 ounces and comes with a 6.5-inch ProMotion display along with a refresh rate of up to 120Hz. It features an A19 Pro chipset with a 6-core CPU and a 5-core GPU that has the second generation of Apple’s Dynamic Caching architecture. It also features a new Apple-built modem called the C1x, which is two times faster than the C1, and a new N1 chip design, which adds support for Wi-Fi 7, Bluetooth 6, and Thread.

Thanks to a redesigned interior and the new silicon, Apple stated the titanium-clad Air is capable of “all day” battery life despite its slim design. Company executives also touted a new, thin MagSafe battery, which boosts the device up to 40 hours of video playback. Another notable milestone for the Air is that it only comes equipped with eSIM support globally to maximise battery space.

The low-end Apple Watch SE 3 represents the most significant upgrade. It brings features such as an always-on display, improved health metrics, such as skin temperature tracking, longer battery life, and faster charging. The company also introduced its Apple Watch Series 11 watch, which features up to 24 hours of battery life, and its high-end Apple Watch Ultra equipped with built-in satellite communications for the first time. The new Apple Pro 3 earbuds feature a new design shaped to better fit in the ear canal, as well as live translation features using Apple Intelligence. AirPods Pro 3 and Apple Watch SE are already in stores, with shipping also starting on 19 September.