Apple’s latest keynote delivered a broad refresh: the iPhone 17 lineup, an ultrathin iPhone Air, AirPods Pro 3, and new Apple Watch models including Series 11 and Ultra 3. The theme was clear—thinner, brighter, more efficient hardware with a few well-placed AI assists—while keeping the familiar Apple playbook of tight integration and measured feature leaps.
iPhone 17 series: faster screens, smarter cameras
The standard iPhone 17 finally gets a 120Hz ProMotion display, closing a long-standing gap with Android rivals that have popularized high-refresh screens even in midrange devices, a shift tracked by Counterpoint Research over the past two cycles. Apple pairs the panel with the new A19 chipset and a reworked front camera that uses Center Stage-style framing to keep faces in view for creators and video callers.
On the Pro side, Apple moves to a redesigned back with a larger camera “visor” and aligns all three rear sensors at 48MP. Apple says the telephoto now achieves 4x optical and up to 8x “optical-quality” zoom via a tetraprism design and sensor fusion. A vapor chamber cooling system, long used in gaming phones, promises up to 40% better sustained performance versus the previous Pro—good news for console-grade titles and prolonged 4K capture.
Pro models also add an anti-reflective front coating for outdoor visibility and support advanced video workflows like ProRes RAW and Genlock. Apple even shot portions of the presentation on an iPhone 17 Pro, a familiar flex that underscores how the company wants pros to view this camera stack.
iPhone Air: ultrathin design, eSIM-only ambition
The surprise headliner was the iPhone Air—a 5.6mm-thin, large-display iPhone that prioritizes portability without ditching premium materials. A ceramic-coated back, a titanium frame, and a sculpted camera module aim to reduce bulk while improving durability. In hand, that blend of rigidity and lightness is the draw; on paper, it’s Apple’s boldest industrial design shift since the iPhone X era.
To make room, Apple trims to a single 48MP “fusion” rear camera that mimics multiple focal lengths in software, plus a new A19 Pro chip and a networking stack that includes an N1 chip supporting Wi‑Fi 7, Bluetooth 6, and Thread for smart home reliability. The Air is also Apple’s first iPhone to launch eSIM-only globally. GSMA Intelligence has documented rapid carrier readiness for eSIM in recent years; Apple’s move should free internal volume for battery and cooling while nudging the industry further toward digital provisioning.
Apple claims all‑day endurance and calls the Air its most power‑efficient iPhone yet. There are tradeoffs—single camera, aggressively thin frame—but the proposition is clear: the big‑screen iPhone for people who hate big phones.
AirPods Pro 3: stronger ANC, on-device translation
AirPods Pro 3 introduce a multi‑port acoustic design that better manages airflow inside each earbud, improving clarity and reducing distortion at higher volumes. Apple says active noise cancellation is now twice as effective as the previous generation, with battery life climbing to up to eight hours with ANC on and 10 hours in Transparency mode.
New health features include heart‑rate sensing through the ear canal—an area with promising signal quality for PPG measurements according to academic research—positioning the buds as a lightweight complement to the Watch during workouts. Five ear tip sizes aim to improve fit and passive isolation across more ears.
Live Translation arrives via Apple Intelligence, running on iPhone for low‑latency, on‑device processing. Notably, translations can be shared between multiple AirPods Pro users, with context-aware playback that lowers foreground voices as a translation is read. That’s a practical, real‑world implementation of AI that favors privacy and immediacy over cloud dependency.
Apple Watch Series 11, Ultra 3, and SE 3
Apple framed this Watch refresh around health and safety. Series 11 adds 5G connectivity, new watch faces, Sleep Scores, and a ceramic coating Apple says is significantly more scratch‑resistant, while keeping the case thinner and more comfortable. A 30‑day trend analysis can flag signs consistent with hypertension using the optical sensor; Apple says it is pursuing regulatory clearance. As ever, health claims will live or die by clinical validation and regional approvals.
Ultra 3 pushes durability and endurance with a brighter, wider‑angle OLED, thinner bezels, and Apple’s longest‑rated Watch battery at up to 42 hours. It adds satellite support for emergency messaging and location syncing—functionality that’s been steadily expanding across Apple’s portfolio. The SE 3 moves to an S10 chip, gains an always‑on display, and finally brings fast charging, delivering up to eight hours of use from a short top‑up.
Apple continues to lead smartwatch revenue share globally, according to Counterpoint Research, and this lineup leans into that advantage: mainstream comfort in Series 11, adventurous range in Ultra, and a more capable entry point with SE 3. Expect band collaborations—from sport to luxury—to remain a meaningful upsell.
Early take: incremental AI, material gains
Bloomberg’s Mark Gurman signaled limited new AI at this hardware event, and that proved true. Rather than splashy generative features, Apple emphasized on‑device intelligence that solves daily annoyances—auto‑framed selfies, context‑aware translations, smarter battery management. The bigger advances are physical: vapor chambers for sustained performance, a thinner yet stronger chassis, broader satellite coverage, and power efficiency up and down the stack.
Against competitors like Samsung’s Ultra and Google’s Pro flagships, the iPhone 17 Pro’s camera math will be tested in long‑zoom and low‑light scenarios. But the more consequential story may be the iPhone Air redefining “big but featherlight” for the mainstream, and AirPods Pro 3 turning translation into a feature you’ll actually use on a busy street.
Prices at a glance
Apple lists the iPhone 17 from $799, iPhone Air at $999, and the Pro and Pro Max from $1,099 and $1,199. AirPods Pro 3 are $249. Apple Watch pricing starts at $399 for Series 11, $799 for Ultra 3, and $249 for SE 3. Availability will vary by region and model.