Apple’s “Awe Dropping” extravaganza brought an expansive update across its largest products, with the iPhone 17 lineup leading alongside a startling new iPhone Air. Oh, and the company also introduced Apple Watch Series 11, Apple Watch Ultra 3, a new spin on Apple Watch SE and AirPods Pro 3 — all with design philosophies that focus on thinning out size, streamlining performance and in-device smarts.
- iPhone Air: ultra-slim, eSIM-only and the people’s choice
- iPhone 17 lineup: ProMotion finally goes widescreen, new thermals for Pros
- Apple Watch Series 11, Ultra 3 and SE 3: health features and battery life
- AirPods Pro 3: more powerful ANC, smarter functionality, no cable in the box
- Preorders, price and carrier incentives
- Why this lineup matters
Here’s what stood out — from preorders and pricing to the features that meaningfully change how these devices fit into daily life.
iPhone Air: ultra-slim, eSIM-only and the people’s choice
The new iPhone Air got the loudest applause, and it’s clear why: an incredible thin and light design that includes a titanium frame and a ceramic-backed shell designed to withstand scratches and cracks. Apple billed it as the “most power-efficient iPhone” it has produced and, in matching the A19 Pro chip with a revamped internal layout (with thermals and weight during hot temps), you’d have to say that’s a fact.
To reach those dimensions, Apple made two fateful decisions. First, it went eSIM-only worldwide, a change in design that shaves internal components and liberates room for battery. Secondly, it is a 48MP Fusion rear camera that can mimic multiple focal lengths (you get 2x optical-quality crops) and the new Center Stage front camera does a “wide and reframing” automatically. Early impressions of hands-on time indicate the one-sensor solution doesn’t feel as much like a compromise, so much as a streamlined, creativity-focused solution.
iPhone 17 lineup: ProMotion finally goes widescreen, new thermals for Pros
The entry-level iPhone 17 at last gets a 120Hz ProMotion display, a feature gap that has long existed with comparably priced Android phones. Powered by Apple’s A19 chip, it offers an improved front camera with smarter framing. That alone should make the base model feel faster and appear smoother in daily use.
At the high end, the iPhone 17 Pro and Pro Max sport a new rear “visor” housing for cameras and a vapor-chamber cooling system. Apple says the new thermal architecture maintains peak performance for a longer period of time and increases efficiency. All 3 Pro cameras bump up to 48MP fusion sensors; the telephoto now has native 4x with “8x optical-quality” zoom, and even Apple shot parts of its keynote video on the 17 Pro to emphasize the video chops—even syncing playback across multiple units—to drive home features like ProRes RAW and genlock support.
Another subtle but consumer-friendly change: the Pro models now start at 256GB of storage. Pricing throughout the range is aggressive for the category, although Apple does leave room at the top — if you live in ProRes there’s a Pro Max configuration now with 2TB on offer.
Apple Watch Series 11, Ultra 3 and SE 3: health features and battery life
Apple Watch Series 11 brings a thinner and more comfortable case, 5G connectivity and new watch faces mirroring the fluid look of the latest iOS design language.
Sleep Scores are also available to give a deeper understanding of each night’s sleep, and Hypertension Detection utilizes the optical sensor to help users track blood pressure trends. Apple says the feature is now cleared by the FDA, adding to its list of approved health features alongside sleep apnea and hearing health tools from previous releases.
Apple Watch Ultra 3 aims at endurance and safety: a brighter wide-angle OLED with thinner bezels, the longest stated battery life in its lineup (42 hours), and emergency satellite messaging and GPS syncing. The SE 3 completes the lineup with an S10 chip, new always-on display and first-time fast charging — about eight hours of typical use from a 15-minute here-and-there top-up — while still claiming the same old 18-hour day rating.
AirPods Pro 3: more powerful ANC, smarter functionality, no cable in the box
AirPods Pro 3 unlock the door by introducing an updated acoustic design that helps regulate airflow within the buds for clearer mids and tighter bass. Apple claims that active noise cancellation is twice as effective as the previous generation and that battery life with ANC switched on is now up to eight hours (it’s 10 with Transparency).
On the intelligence side of things, Live Translation also comes through Apple’s on-device models. In use, volume is automatically lowered and translations play back contextually – which can be handy for fast back-and-forth between two users of Apple’s wireless earphones. Apple also includes heart rate sensing in the ear, a feature that makes more sense in fitness lab tests, where there can be accuracy omissions. Five sizes of ear tips enhance fit, and in a sustainability-minded move, Apple no longer packages a charging cable in the box.
Preorders, price and carrier incentives
Preorders for the iPhone 17 family, Apple Watch models and AirPods Pro 3 are live via Apple, carriers and big retailers. Base prices are $799 for the iPhone 17, $999 for the iPhone Air, $1,099 for the 17 Pro and $1,199 for the Pro Max; Apple Watch Series 11 starts at $399; Ultra 3 is from $799; SE 3 from $249 and AirPods Pro 3 are priced at a cool $249.
It’s already being offered by U.S. carriers in the form of aggressive trade-in credits—some that peak around the cost of a new Pro—bundled with unlimited plans and bill credits. Fine print: Credits are typically spread out over multi-year terms, require device condition checks and may have upgrade or line requirements.
Why this lineup matters
Apple’s phone range takes on a clearer identity this cycle. ProMotion is finally for everyone on the iPhone, the Pro line commits to sustained performance and pro-grade video, and iPhone Air reimagines big-screen portability fewer parts, eSIM-only activation, and a one-sensor camera that leans hard on computational photography.
For wearables, Apple is solidifying its lead with useful, validated health features—not gimmicky one-offs. Apple remains the leader in smartwatch revenue share, according to Counterpoint Research, and these additions – along with solid battery life on Ultra – are likely to help keep it that way.
If you're deciding between models, the most meaningful upgrades for most people are the iPhone 17's display (120Hz), Pro's thermal system and storage jump, Air’s weight and eSIM ease, Series 11’s health metrics and AirPods Pro 3’s ANC translate. Click here for more on the real-world impact of small changesThat kind of iteration, which always seems to be present every time you pick up the device.