Apple's Event 2025 Live Updates: Apple Unveils iPhone 17 Lineup, New Watches, And AirPods At 'Awe Dropping' Event

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And with that, Tim Cook signs off, having speed-walked through the introduction of eight new products — four phones, three watches, and an AirPods update.

Apple may be done showing off its latest lineup, but we're not. Keep refreshing the live blog for the latest from our crew in Cupertino as they go hands-on with everything Apple just unveiled.

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There’s a bit of good news and bad news when it comes to iPhone 17 pricing. The base iPhone 17 still starts at $799 — a welcome surprise given the bump to 256GB of storage.

The iPhone 17 Pro now starts at $1,099, which is a $100 price increase over the iPhone 16 Pro. However, since it also comes with 256GB of storage, it technically matches the price of the 256GB version of last year’s model.

The iPhone 17 Pro Max holds steady at $1,199, unchanged from its predecessor.

The new iPhone Air debuts at $999, which is $100 more than the iPhone 16 Plus it replaces. Still, it manages to stay just under the $1,000 mark.

Preorders begin Friday, and the new phones officially go on sale September 19.

For the following models the price in India is as follows- 

iPhone 17: ₹82,900
iPhone 17 Air: ₹1,19,900
iPhone 17 Pro : ₹1,34,900
iPhone 17 Pro Max : ₹1,49,900

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Apple is rolling out a fresh selection of phone cases, along with a cross-body strap designed to work with both the iPhone Air and Pro models. The strap adds a new layer of convenience, giving users a hands-free way to carry their devices while keeping them close.

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ProRes RAW capture is now available on the iPhone 17 Pro, bringing an industry-leading codec that offers high levels of control and quality for video professionals. Genlock support is also included in the new Pro models, helping sync video frames in multi-camera setups.

Apple notes that the launch video being shown during the event was filmed entirely on an iPhone 17 Pro.

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The A19 Pro chipset—first seen in the iPhone Air—powers the iPhone 17 Pro as well, delivering top-tier performance. The Pro also gets a unibody design and Ceramic Shield on the back for added durability.

Camera upgrades are a major highlight. On the front, the iPhone 17 Pro now features the Center Stage camera, while the rear packs three 48MP Fusion sensors for sharper detail across all lenses. The telephoto lens supports both 4x and 8x optical zoom. Apple says the 4x is ideal for portrait and nature shots, while the 8x is made for extreme zooms with strong depth of field effects.

Thanks to the eSIM-only design, there's more space for the battery. Apple says the iPhone 17 Pro Max offers the longest battery life ever in an iPhone.

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The new iPhone 17 Pro’s design isn’t just about looks—Apple says the changes help manage the device’s temperature more effectively. A new vapor chamber improves heat dissipation, delivering top thermal performance.

Color options include silver, blue, and orange, confirming reports that there won’t be a black iPhone Pro this year.

Saying goodbye to titanium, which is now exclusive to the iPhone Air, the 17 Pro features an aluminum frame. Apple also confirmed the redesigned camera array seen in earlier leaks was accurate.

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The iPhone Air drops the physical SIM card entirely, relying solely on eSIM support across all countries—a smart space-saving move. Apple promises all-day battery life despite the phone’s slim design, thanks to advanced power management and efficient components. Accessories can extend battery life even further.

On the camera front, the Air features a single 48MP Fusion camera that can simulate a 2x telephoto at 12MP. Custom lenses offer four different framing options, while the front camera benefits from Apple’s Center Stage technology. Plus, with dual capture, users can record video using both the front and rear cameras at the same time.

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The iPhone Air features a new N1 chip to enhance connectivity, paired with an updated modem. Apple’s C1X modem is twice as fast as the C1 modem introduced with the iPhone 16e. Thanks to these upgrades, Apple says the iPhone Air is “the most power-efficient iPhone ever.”

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The iPhone Air is powered by the A19 Pro chipset, featuring a 6-core CPU and 5-core GPU that incorporates the second generation of Apple’s Dynamic Caching architecture. Apple calls it “the fastest mobile chip” available.

The chip also brings neural improvements, with built-in neural accelerators delivering “MacBook-levels of compute,” according to Apple.

Designed with sustainability in mind, the phone uses 80% recycled titanium and is available in four colors: black, white, gold, and sky blue. At just 5.6mm thin, the iPhone Air sports a 6.5-inch ProMotion display. Both the front and back feature Ceramic Shield, making the back 4x more resistant to cracks.

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Apple quietly upgraded the base storage on the iPhone 17 to 256GB, doubling last year’s 128GB starting point.

The camera setup also surprised with a 48MP ultrawide lens, complementing the 48MP main camera that offers a 2x optical-quality zoom — though not a true zoom. The front camera has been improved too, now called the Center Stage camera, featuring a wider field of view and a square sensor that lets you compose shots without rotating your iPhone, perfect for landscape selfies.

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The iPhone 17 supports Apple Intelligence, including iOS 26 features like improved Visual Intelligence and translation tools. Faster charging delivers 8 hours of video playback after 10 minutes of charging. The ProMotion display also helps with battery life.

The updated Ceramic Shield offers 3x scratch resistance and reduced glare. The iPhone 17 uses the new A19 chip, featuring a 6-core CPU and 5-core GPU — “a big step up for graphics-intensive tasks,” according to Apple.

Tim Cook confirmed there will be four new iPhone models, starting with the iPhone 17. The base model comes in five colors, including lavender and sage, with a 6.3-inch ProMotion display supporting up to 120Hz refresh rate and dropping to 1Hz in always-on mode.

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“Each year, we make Apple Watch even more essential,” said Tim Cook as Apple introduced its latest wearables.

The Apple Watch Series 11 now features a display that’s 2x more scratch resistant than Series 10. It also adds 5G connectivity, designed to be more power-efficient. Battery life improves to 24 hours, up from 18. Health updates include new sleep and heart health features.

The Apple Watch Ultra 3 comes with Apple’s largest watch display ever and a faster always-on refresh rate. It includes 5G and introduces satellite connectivity, a feature recently added to Google’s Pixel Watches.

The Apple Watch SE 3 gets an always-on display, a new S10 processor, and 5G support for the cellular model. It now supports temperature sensing, sleep score, and sleep apnea tracking. Battery life remains 18 hours, but now supports fast charging — 15 minutes adds 8 hours of use.

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Apple has officially introduced the Apple Watch Series 11, following its now-traditional opening video featuring real users sharing how the device has impacted their health and daily lives.

“Each year, we make Apple Watch even more essential,” said Tim Cook, speaking in front of Apple Park.

The new model brings several notable upgrades. Its display is now twice as scratch resistant as the Series 10, offering better durability for everyday use. Apple has also added built-in 5G connectivity, with improved power efficiency to help preserve battery life when connected to cellular networks.

On the health front, users can expect new sleep tracking tools and enhanced heart health monitoring, continuing Apple’s push to make the watch a more powerful wellness companion.

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Apple is turning up the health and fitness focus with AirPods Pro 3, now equipped with heart-rate sensors built directly into the earbuds.

When paired with your iPhone, the new AirPods can track your heart rate during workouts—no need for a watch or additional gear. They also integrate seamlessly with Workout Buddy, a new fitness feature arriving with Apple’s latest software update, making it easier to stay on top of your activity wherever you are.

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AirPods Pro 3 Get Redesigned Fit and Enhanced Durability

Apple hasn’t just improved the sound — it’s reworked the fit, too. The AirPods Pro 3 feature a newly optimized design that better contours to the ear canal for a more secure and comfortable fit.

Users now get five interchangeable ear tips to choose from, offering more flexibility than ever. And for those who wear their AirPods on the go or during workouts, durability has been boosted with an IP57 rating, meaning better protection against sweat and water.

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Apple kicked off the event with the reveal of AirPods Pro 3, and Tim Cook wasted no time setting expectations high, promising “breakthrough audio performance” and powerful new features.

The updated earbuds bring enhanced spatial audio with a noticeably wider soundstage. Noise cancellation gets a serious upgrade, too — thanks to new foam eartips, Apple says it’s now twice as effective compared to the last generation.

One of the most impressive additions: live translation, powered by Apple Intelligence. With a simple new gesture, users can activate real-time translation during conversations. The AirPods lower the voice of the person speaking, so you can clearly hear the translated audio, while your iPhone displays your response in their language.

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Apple opened today’s event by paying homage to its design roots, starting with a classic quote from Steve Jobs: “It just works.” The presentation leaned heavily into visual symbolism—circles, squares, rectangles, hearts, and ovals—all reinforcing the role of thoughtful design in every Apple product.

Tim Cook emphasized, setting the tone for what’s expected to be a product showcase shaped by elegance, simplicity, and intention.

The wait is finally over, the worlds biggest tech event has finally kicked off!

What started as whispers about a thinner "iPhone 17 Slim" quickly evolved into talk of an "iPhone 17 Air". But now, just an hour before Apple’s big event, new chatter on Weibo suggests something even bigger: the phone might launch without a number at all.

The idea of Apple moving away from numbered iPhone models has floated around for years. Could this be the moment it finally happens? If the rumours are true, we might be seeing the debut of the first simply named iPhone Air—ushering in a new era of iPhone branding.

Tim Cook took a moment to tweet about today’s Apple event, despite the ongoing preparations.

After two years of titanium builds, Apple may be preparing to bring aluminium back to the iPhone 17 Pro and Pro Max. The shift, if true, would be less about luxury and more about practicality. Aluminium is lighter and better at dispersing heat, which could help curb the overheating problems users have faced on recent Pro models during demanding tasks like gaming or 4K video capture.

Apple’s September keynote is shaping up to be more than just the stage for the iPhone 17 lineup and new Apple Watch models. Rumours point to a few surprise reveals as well, with products like updated AirPods Pro, a new Apple TV, a refreshed HomePod mini, and the next-generation AirTag possibly making an appearance. While not all of these devices may ship right away, Apple could use the event to set the tone for its wider 2025 hardware push. 

The upcoming iPhone 17 Pro Max is tipped to come with the biggest battery ever seen on an iPhone, paired with a massive 6.9-inch XDR OLED display. On the camera side, Apple may upgrade the telephoto sensor from 12 MP to 48 MP, joining the already powerful 48 MP main lens.

Adding to the intrigue, recent leaks suggest the Pro series might introduce an extra camera control button located near the top edge. Instead of a physical click, this new control is expected to be a capacitive touch surface with scrolling functionality.

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Just hours before Apple’s “Awe Dropping” event, the company’s online store has gone dark—a move that has become something of a ritual before big announcements. The shutdown builds anticipation as fans wait for the curtain to lift on the iPhone 17 lineup and other new hardware. It’s all part of Apple’s playbook: the store goes offline before the keynote, only to reappear afterward refreshed with the latest products ready for order.

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TechWoven might be Apple’s answer to last year’s FineWoven misstep, but it’s unlikely to be the only case making its debut at the iPhone 17 launch. Rumours suggest Apple has a few more designs in store.

One of the most talked-about is the return of the Bumper Case, reportedly tailored for the ultra-thin iPhone 17 Air. Much like the version released with the iPhone 4, this case is expected to protect the phone’s edges while leaving the back exposed — a simple way to safeguard against drops without bulking up the design.

Leaks also hint at a brand-new liquid silicone case. This one is said to feature a matte finish, a soft-touch feel, and a splash of bright colour choices. Rounding things out is a rumoured Smart Battery Case for the iPhone 17 Air, aimed at addressing the phone’s smaller battery by giving users a little extra juice on the go.

The iPhone 15 launch wasn’t just remembered for the phones — it also brought FineWoven cases, which quickly turned into a flop. Marketed as sustainable, the material couldn’t hold up to everyday use, scratching and wearing so easily that Apple pulled the line just a year later.

This time, Apple seems ready to make amends with the debut of TechWoven cases. Early reports claim they’ll deliver the same eco-friendly benefits but with far better durability, along with what Apple is calling “an elegant, minimalist look.”

The lineup is expected to come in black, brown, green, purple, and blue. Another change is the addition of two small holes, designed to work with Apple’s new crossbody strap — a magnetic lanyard that lets you carry your iPhone hands-free.

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It turns out Apple might have one more trick up its sleeve for the ‘Awe Dropping’ showcase. Despite earlier expectations that no new iPads would appear, fresh leaks suggest the M5 iPad Pro could share the stage with the iPhone 17, Apple Watch 11, and AirPods Pro 3.

The tip comes via an anonymous source cited by 9to5Mac, hinting that Apple’s already packed lineup may get even busier. Typically, iPads get their own spotlight, but there’s a special reason this timing makes sense.

The buzz around AirPods Pro 3 suggests the upgrade could be fairly modest, with whispers that a more advanced version might follow next year. Still, for Tom’s Guide audio editor Tammy Rogers, there’s only one thing that truly matters this time around: improved sound quality.

AirPods Pro 2 already deliver a solid listening experience, but they fall short when stacked against rivals like Sony and Bose. Both competitors offer richer, more refined audio at similar price points. And while Apple’s earbuds shine with extra features and seamless ecosystem perks, those bells and whistles don’t mean much if the sound doesn’t keep up.

Image Credits: X/ @theapplehub

Apple’s iPhone 17 Air is shaping up to be one of the highlights of the ‘Awe Dropping’ event, but its ultra-thin design may come with compromises that set it apart from the iPhone 17 Pro in ways you might not love.

The most pressing concern is battery life.Leaks suggest the 17 Air will carry a 3,036 mAh battery, noticeably smaller than the Pro’s 3,988 mAh cell.Even with Apple’s usual software optimizations, the difference is unlikely to go unnoticed.

Beyond that, the Air is expected to ship with a single rear camera, no anti-reflective display coating, and an A19 Pro chip that drops a GPU core compared to the Pro model.None of these changes are deal-breakers individually, but stacked together, they could give buyers reason to think twice before committing.

Image Credits: X/@theapplehub

Apple seems set to shake things up with the iPhone 17 Pro and Pro Max, if recent leaks are anything to go by.Instead of the familiar square camera island, the new models are expected to feature a sleek camera bar stretching across the entire width of the phone.

While the main cameras appear to be in their usual places, the flash and LiDAR sensor may shift toward the edge.Another detail still being pieced together is the finish.Early leaks hinted at a possible two-tone look, and newer images seem to confirm it.

The design could pair a metal camera bar that matches the phone’s frame with a glass panel underneath — a choice that not only changes the aesthetic but should also keep wireless charging and other features running smoothly.

Image Credits:x/ @theapplehub

Rumors around the iPhone 17 Pro and iPhone 17 Pro Max point to one of the biggest camera upgrades yet — a jump to a 48MP telephoto lens. That would be a major leap from the 12MP sensor on the current iPhone 16 Pro models.

What’s still up in the air, though, is how much zoom Apple plans to deliver. Some reports suggest the new telephoto may actually dial things back, offering just 3.5x optical zoom. That’s still a touch better than the Galaxy S25 and S25 Plus with their 3x zoom, but it would fall short of both the iPhone 16 Pro’s 5x zoom and the Galaxy S25 Ultra’s impressive 5x reach.

On the brighter side, other leaks hint at a much more exciting upgrade — up to 8x zoom. If that rumor pans out, Apple’s Pro models could easily reclaim the spotlight in mobile photography.

Image Credits: Future

Apple could introduce as many as three new smartwatches before the day is over, making this one of the biggest shake-ups to the lineup in years. To help make sense of it all, here’s a quick look at what’s expected for the Apple Watch 11, Apple Watch Ultra 3, and Apple Watch SE 3.

The Apple Watch 11 is shaping up to be the mainstream upgrade, with leaks pointing to a brighter display, along with potential new health and safety features like blood pressure monitoring and satellite messaging. Both of those additions are also rumoured for the Apple Watch Ultra 3, which may also see a slight bump in size and possibly a new microLED display for even sharper visuals.

Details on the Apple Watch SE 3 are thinner, but whispers suggest Apple might experiment with a plastic case. That move could open the door for brighter colour options — and maybe even a lower entry price.