Apple has lifted the curtain on its latest lineup of devices at its September “Awe-Dropping” event. The showpiece announcements were the iPhone 17 series and the all-new iPhone Air, but Apple also gave plenty of attention to its growing family of wearables. Three new Apple Watches — the Series 11, Ultra 3 and SE 3 — made their debut alongside the AirPods Pro 3.
The message from Apple was clear: watches and earbuds are no longer sidekicks to the iPhone. With more health features, AI-powered coaching, and even real-time translation, they are being positioned as everyday essentials in their own right.
iPhone 17 Lineup and the Slim New iPhone Air
The thinnest iPhone Apple has ever made stole the spotlight. The iPhone Air, measuring just 5.6 mm, is slimmer than any previous model but still built with titanium for durability. It has a 6.5-inch ProMotion screen and a 48-megapixel Fusion camera, aimed at users who want performance in a lighter, sleeker frame.
The Air joins the broader iPhone 17 lineup, which includes the base model, the 17 Pro and the 17 Pro Max. All feature brighter displays, longer battery life, and Apple’s new A19 chip for faster performance. The Pro Max leads the range with Apple’s most advanced mobile camera to date, keeping Apple in competition with the best camera phones on the market.
Prices in the U.S.
- iPhone 17 – $799
- iPhone Air – $999
- iPhone 17 Pro – $1,099
- iPhone 17 Pro Max – $1,199
Prices in the UK
- iPhone 17 – £799
- iPhone Air – £999
- iPhone 17 Pro – £1,099
- iPhone 17 Pro Max – £1,199
Pre-orders begin on September 12, with shipping and in-store availability set for September 19.
Apple Watch Series 11: Everyday Health Gets Smarter
Apple has added a long-rumored health feature to the Watch Series 11: blood-pressure monitoring. The new sensor is designed to detect early signs of hypertension, giving users a way to track their heart health more closely.
The watch is slightly thinner than before, making it more comfortable to wear, and battery life has been improved to support longer workouts and overnight use. With 5G support built in, the Series 11 also works more smoothly away from an iPhone.
At $399 in U.S. and at £399 in UK, it is positioned as the most balanced option for people who want a mix of advanced health tools and everyday convenience.
Apple Watch Ultra 3: Rugged and Refined
The Watch Ultra 3 continues Apple’s push into outdoor and endurance markets. Built with a rugged titanium case, the Ultra 3 is aimed at climbers, divers, and serious athletes. The new model refines comfort and durability while adding more advanced health and activity sensors.
The display is brighter for better visibility in direct sunlight, and battery performance has been improved, particularly for GPS-heavy activities. At $799 in U.S. and at £799 in UK it remains a premium device but one designed for people who want a watch that can handle extreme conditions.
Apple Watch SE 3: Affordable Entry Point
The Watch SE 3 is Apple’s entry-level smartwatch but gains some significant upgrades. It now features an always-on display, a feature missing from previous SE models, and faster charging for convenience. The front glass has been strengthened with the same Ion-X material used in Apple’s flagship watches, doubling its scratch resistance.
Starting at $249 in U.S. and at £249 in UK, the SE 3 is clearly aimed at students, families, and first-time smartwatch buyers who want Apple’s ecosystem without the higher price of the flagship models.
All three watches go up for preorder on September 12, and will be available from September 19.
AirPods Pro 3: More Than Just Earbuds
The AirPods Pro 3 received their biggest update in three years. The new earbuds promise stronger noise cancellation, with Apple claiming its best ANC performance yet.
A built-in heart-rate sensor adds a health element that has never been part of the AirPods line before. The earbuds can now track heart rate and feed that data into the iPhone’s Fitness app.
Another major addition is live translation. Users can hear real-time translations directly through the earbuds, while an iPhone can display text transcriptions for two-way conversations.
At $249 in U.S. and at £249 in UK, the AirPods Pro 3 go on sale on September 19, the same day as the new iPhones and Watches.
watchOS 26: Tying It All Together
Apple will release watchOS 26 on September 15. The update brings several AI-driven tools, including Workout Buddy, an audible fitness coach that adapts to a user’s progress. A new Liquid Glass interface gives the watch a fresh look, while wrist-flick gestures add more hands-free control.
Other updates include a built-in Notes app and live translation for messages, making the Apple Watch feel more like a personal assistant than a simple extension of the iPhone.
Apple’s Bigger Picture
Taken together, Apple’s new devices show how the company is redefining its ecosystem. The iPhone remains the central hub, but wearables are becoming more capable on their own. The Series 11 brings professional-grade health features, the Ultra 3 focuses on extreme sports, the SE 3 makes smartwatches more accessible, and the AirPods Pro 3 combine health and translation tools with audio.
By integrating health, fitness, AI and communication across its devices, Apple is betting that users will see watches and earbuds as just as essential as the iPhone.
With preorders opening September 12 and devices arriving in stores on September 19, Apple is timing its launch to ensure its new lineup is ready well before the holiday shopping season.
