Apple’s latest keynote doubled down on thin, efficient hardware and practical intelligence rather than splashy AI demos. The company unveiled the iPhone 17 family, a striking new iPhone Air, Apple Watch Series 11 and Ultra 3, plus AirPods Pro 3—each pushing familiar product lines forward with thoughtful, often overdue upgrades.
Prices hold steady in most places, but configurations shift: base storage moves to 256GB across iPhone 17 models, while high-end buyers can spec Pro Max to 2TB. The story of the day, however, was a razor-thin iPhone that stole the crowd—and set the tone for Apple’s priorities this cycle.
iPhone Air steals the show
The iPhone Air drew audible gasps, thanks to a 5.6mm profile, lightweight build, and a 6.5-inch always-on display. Apple paired a titanium frame with a ceramic-coated back for durability, then dropped in the A19 Pro chip for headroom that feels closer to a compact Mac than a mid-tier phone. The stage demo balancing the phone on a fingertip said the quiet part out loud: design leads here.
There are trade-offs by design. The Air goes eSIM-only worldwide, freeing space for a larger battery and trimming complexity, but travelers will want to confirm eSIM support with local carriers. Connectivity is modernized by Apple’s N1 wireless chip (Wi‑Fi 7, Bluetooth 6, Thread) and a more efficient C1X modem. Camera-wise, Apple opts for a single 48MP “fusion” sensor that simulates multiple focal lengths, a smart compromise that keeps the chassis impossibly thin while still serving creators who value portability.
iPhone 17 and Pro: faster screens, cooler cores
After years of waiting, the standard iPhone 17 finally gets a 120Hz ProMotion display. It’s powered by the new A19 with a 16‑core Neural Engine and 5‑core GPU, improving gaming smoothness and on-device AI tasks. The main camera moves to 48MP (binned to 24MP by default), and a wider-front camera with auto-framing makes selfie video and vlogging more natural without constant hand gymnastics.
Pro and Pro Max turn their attention to sustained performance and optics. An A19 Pro paired with a vapor-chamber cooling system is built to keep clocks high under load, while an anti-reflective front layer improves outdoor visibility. All three rear cameras are 48MP; Apple cites 4x optical zoom with up to 8x “optical‑quality” range. Notably, Apple filmed the launch video on iPhone 17 Pro, underscoring the ProRes RAW and Genlock additions. The Pro moves to a lighter aluminum build with the largest iPhone battery yet, and the lineup’s redesigned camera visor signals this is a new era of iPhone industrial design.
Apple Watch Series 11, Ultra 3, and SE 3
Apple Watch Series 11 zeroes in on health and comfort. The case is thinner, with a ceramic finish that’s tougher against scratches, and it adds 5G for faster connectivity. New faces, including Flow (inspired by the liquid-glass aesthetic across iOS) and the time-centric Exactograph, freshen the experience. Sleep Scores arrive for deeper nightly insights, and Apple says hypertension detection is planned pending regulatory clearance. Classic bands from Nike and Hermès return.
For endurance users, Apple Watch Ultra 3 upgrades the display to a brighter, wide‑angle OLED with slimmer bezels, then layers on satellite support for emergency messages and Find My syncing alongside 5G. Battery life stretches up to 42 hours—Apple’s longest-rated Watch yet—making it the obvious pick for multi-day adventures.
The surprise value play is Apple Watch SE 3. It adopts the S10 chip, gains an always‑on display at last, and introduces fast charging: Apple says about 15 minutes delivers roughly eight hours of typical use, while the overall 18‑hour rating remains. It’s a persuasive entry for first-time smartwatch buyers.
AirPods Pro 3 raise the audio bar
AirPods Pro 3 adopt a multi‑port acoustic architecture for cleaner airflow and fuller sound, while active noise cancellation is rated at double the previous generation. Battery life jumps to as much as eight hours with ANC active (10 with Transparency), and five ear tip sizes improve fit. Live Translation, powered by Apple’s on‑device models, can facilitate bilingual conversations between AirPods users, intelligently ducking audio so you hear both the speaker and the translation.
Apple adds heart‑rate sensing in the buds, expanding its health footprint. The earbuds ship without a charging cable—most users have USB‑C cables already—though those upgrading from early AirPods may need to purchase one. A rumored ear‑temperature sensor didn’t make the cut, which health enthusiasts may view as a missed opportunity.
Early reactions, deals, and the AI reality check
Inside the theater, the iPhone Air drew the loudest applause. The thinness is a conversation starter, and Apple’s argument for a single high‑quality sensor landed better in person than on spec sheets. The move to eSIM‑only across Air also signals a future without physical SIM trays; the GSMA has tracked steady global expansion of eSIM support, but frequent travelers should still verify regional compatibility.
Carrier incentives surfaced quickly, including trade‑in credits reaching the price of an iPhone 17 Pro for customers on premium plans. As always, the fine print matters—installment terms, plan locks, and eligibility caveats can erase headline savings. For many buyers, the new 256GB base storage and near‑flat pricing year over year will be the simple deciding factors.
On AI, expectations were deliberately tempered. Bloomberg’s Mark Gurman signaled ahead of the keynote that major new generative features were unlikely in this round, with a fuller Siri overhaul coming later. In the meantime, the iOS 26 “Apple Intelligence” features announced at WWDC provide meaningful upgrades across recent devices. In wearables, Counterpoint Research continues to credit Apple’s health-led approach for its momentum, and this event doubled down on that thesis.