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Apple’s latest keynote is here, and while the theme of “Awe Dropping” is a little clunky (do we want our awe to be dropped?), there were nonetheless some major announcements from the Cupertino company. As expected, Apple announced the latest iPhone 17, which includes the standard, Pro, and Pro Max models. And the long-rumored iPhone Air is a reality. Here’s everything else announced at Apple’s marquee September event.
Apple Unveils the iPhone Air and a New Look for the Pro Models
Apple may be the smartphone market leader in the U.S., but it has been playing catch-up with Samsung and Google as of late in integrating AI in its software (although treading carefully with AI might not be such a bad thing). At Apple’s keynote, the presenters largely steered clear of the subject, focusing instead on hardware advancements such as battery life and camera quality (unless I miscounted, I heard the word “AI” just once).
The biggest release is the iPhone Air, an ultra-slim iPhone. At just 5.6mm thick, it’s even slimmer than Samsung’s 5.8mm S25 Edge. Apple added a camera bar plateau, similar to the style favored by Google for its Pixel line of smartphones. Apple says the Air is more durable than any previous iPhone, thanks to Ceramic Shield on the front and back.
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The standard iPhone 17 has a 6.3” display, with an adaptive refresh rate of up to 120Hz. The dual camera system includes a 48 megapixel main fusion camera, plus a 2x telephoto. Apple also redesigned the field of view on the front camera, letting you resize the aspect ratio.The feature, called Center Stage, makes it easier to take landscape or portrait selfies without rotating the phone.
The Pro and Pro Max models feature a completely redesigned back, with a full-width camera “plateau.” The updated camera system features three 48 megapixel fusion cameras and 8x optical zoom. The phones have a new thermal management system for better performance, and are powered by a new processor, called A19 Pro.
While Apple was expected to raise prices due to tariffs, the company instead eliminated the 128 GB iPhone and the more budget-friendly “e” line, rolled out last year. Preorders start on Friday, with the new phones shipping on Sept. 19. The iPhone 17, Air, Pro, and Pro Max models cost $799, $999, $1099, and $1199, respectively.
The Apple Watch Adds Hypertension Tracking
Apple is adding more health tracking features to the latest Apple Watch models. There are three new Apple Watch models: the Series 11, the SE, and the Ultra 3. The Series 11 is adding a new feature that notifies you of possible Hypertension (Apple claims it expects FDA approval soon), while the Sleep Score feature offers more detailed sleep tracking. Apple says you can expect up to 24 hours of battery life, and the Series 11 is available with Nike’s sport bands or a Hermes knit band.
The Watch SE, Apple’s budget-friendly model, adds some features found on the higher-priced models, including an always-on display and gestures. Apple says you should get an 18-hour battery life with the new SE, plus fast charging that’s two times faster. The Apple Watch Ultra 3 has a larger screen and brighter viewing at an angle. Apple is also adding 5G cellular, plus satellite connectivity with an Emergency SOS feature.
The AirPods Pro 3 Feature a Heartrate Monitor
Apple kicked off the event by announcing the latest AirPods Pro with a new live translation feature rivaling a feature found on Samsung’s Galaxy Buds. The feature lets you automatically translate conversations in real time.
The new model is smaller, and the eartips now come in five sizes. Apple also updated the durability, rolling out IP57 sweat and water resistance (an update from the previous iteration’s IP54 resistance). Apple also says it doubled the noise-canceling capabilities.
The biggest new feature is the heart rate sensor, which Apple previously implemented on theBeats Fit Pro 2 from last year. The earbuds also have a longer battery life, with 8 hours on a single charge. They’re up for preorder for $249 and drop on Sept. 19.
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