Apple has kept pricing unchanged this year, with the iPhone 17 starting at $799, the iPhone 17 Air at $999, and the Pro models from $1,099 onwards. Alongside the new devices, Apple introduced the TechWoven Case — a protective accessory and Clear Case that combines durable silicone with a clear finish. It comes with a cross-body strap, adding both style and convenience to everyday use.

The pre-orders begin from today and general sale starts from September 19.

The iPhone 17 Pro is powered by the new A19 Pro chip, delivering 40% better performance than its predecessor — enabling console-level gaming and the ability to run local large language models (LLMs). Additional 2 hours of gaming and 39 hours of video playback is what you get with the latest iPhone 17 Pro series.

The iPhone 17 Pro and Pro Max deliver dramatic performance gains, powered by a new thermal management system that enhances overall efficiency and regulates surface temperature. Apple has introduced an improved vapor chamber that offers 20 times better performance compared to titanium, while also keeping the devices lighter. The device comes in three finishes including silver, cosmic orange and elegant blue.

The iPhone Air is powered by advanced silicon and features a completely rethought internal design to boost battery performance. It introduces an Adaptive Power Mode with intelligent management to last through the day, delivering true all-day battery life. Thanks to eSIM support and a low-profile MagSafe system, users can enjoy up to 40 hours of usage with an enhanced battery pack. Apple has also introduced custom translucent cases that are just 1 mm thin and ultra-light, along with a bundled lightweight case and a cross-body strap for added convenience.

Fusion camera systemwith multi-camera fit into one with 48MP capabilities, and 2x telephoto, that comes with machine learning. This excels in low-light with new sensors. The camera comes with 24MP default photos. The front camera meanwhile is the same as the base model with Centre Stage Camera. Additionally, you can now record rear and front camera together as the video will be shot like a video call. The eSim is coming with iPhone 17 Air.

Apple design chip to come with Wifi 7 and Bluetooth 6 while improving overall performance for Apple iPhone 17 Air

The iPhone Air measures just 5.6 mm thin and is exceptionally lightweight, featuring a 6.5-inch ProMotion display with a 120 Hz refresh rate and peak brightness of 3,000 nits. It comes with a ceramic shield on both the front and back — three times stronger in front and four times more durable than previous iPhones. Built with Apple silicon and titanium, the iPhone Air is not only more durable but also eco-friendly, made with 80% recycled titanium. Available in four finishes inclduing Space Black, Cloud White, Sky Blue, and Gold.

The chip is A19 Pro, the fastest CPU ever and most efficient. Second gen of 5th core dynamic architecture, with macbook like performance

The base model comes with dual rear camera capabilities with a 48MP fusion main camera with a 12MP 2x Telephoto rear Camera. Over 500 billion pictures were clicked last year using the front camera, Apple reported today. The front camera is a Centre Stage camera, which allows users to never change from portrait to landscape when clicking selfies. The camera gets AI to it, however, not many details given on the same. The front camera can go up to 18MP camera quality.

Apple iPhone 17 will be powered by Apple Intelligence with iOS 26 including Visual Intelligence by asking questions on what is shown on the screen and live translation while protecting privacy. This comes with all-day battery life, with Pro Motion, the phone gets 8 hours of more video playback than iPhone 16.

When you're not using the Apple iPhone 17, the display drops to 1 Hz, and comes with highest outdoor brightness. The base model is set to come in 5 colours. The ceramic shield 2 that makes it thrice scratch resistant, protecting it from everyday scratches, and makes the display more readable. The display is 6.3 inch, larger than iPhone 16. Finally Apple has heard the biggest criticism levelled against 16 with its ceramic shield. The iPhone 17 comes with A19, with 5-core GPU, providing big step-up from graphic-intensive tasks.

Stan Ng, a part of Apple hardware engineering team announced the pricing of all the Apple Watch launches.

Watch SE 3 - $249

Watch 11 - $399

Watch Ultra 3 - $799

This comes with the larger display ever in an Apple Watch. This watch to be more customised for athletes, with personalised feedback for players during their workout. The watch to come with satelite connectivity across regions and countries, give emergency help by sending urgent messages to your loved ones.

The watch is expected to come in black and titanium green colours, and will come with 42 hours of battery life.

Apple Watch SE 3 to comes with S10 chip, supporting gestures including double tap and wrist play. Additionally SE 3 to get all-day 18 hour battery life, and supports fast charging. In just 30 minutes of charging, it can get up to 18 hours of charge.

The Watch Series 11 is focussed on helping users with better health tracking, comes with 2X more scratch resistant glass, and a more power efficient battery.

You can get insights on the quality of your sleep with something called the Sleep Score. This is calculated using number of hours you sleep, and how many times during the night you wake up. This is also built using Apple Heart and Movement Study and is built using the extensive data Apple has collected from the study.

Series 11 comes with 11 hours of battery and comes in space grey, jet black, and two other colours with 100% recyclable material. Apple Watch Series 11 has integration of advanced machine learning to check undiagnosed blood pressure or hypertension.

Apple Watch Series 11 to come with 5G technology, and with WatchOS 26.

Hearing aid users are expected to get 10 hours of battery life with transparency, while with Active Noise Cancellation, these AirPods Pro 3 will come with 8 hours of battery life. These will be available at $249, priced same as the previous Pods.

Apple's AirPod Pro 3 to come with breakthrough audio quality and added hearing-aid capabilities. These are set to come with 2x Audio Noise Cancellation, and 4 times more effective than other TWS.

Apple AirPods to come with Live Translation, powered by Apple Intelligence. You can begin the translation with a simple gesture on the Pods. Communication becomes easier when both individuals are wearing airpods, as live translation can work simultaneously. Else, users with iPhones can show their conversations translated to the user they are speaking to. These are smaller and more accustomed to human ears.

"Effort is to take AirPod technology to the next level," said Tim Cook.

The pods are set to focus on elevating user fitness experience, using which you can track 50 different workout types, track heart rate and calories, including access to Workout Buddy, powered by Apple Intelligence

It is confirmed Apple Watch, AirPods, and iPhones are the launches for today's Apple event. Apple CEO Tim Cook confirms that today the company will launching the Watch, AirPods and the 'biggest leap' in iPhones.

Apple iPhone 17 launch has started. The company is live streaming the event across social media platforms including YouTube, Apple TV, and Apple.com, to be able to engage with its international viewers.

With only minutes left before the Apple launch event, here is what else you can expect to be announced this year.

This includes upgrades to the Apple Watch series including the Watch SE 3, Series 11, Ultra 3. These are expected to be largely incremental upgrades with new health monitoring features, faster charging, satellite support, 5G connectivity, and larger screen features to its existing watch lineup.

Additionally, AirPods Pro 3 might also be the talk of the Apple town today. The redesigned earbuds are expected to debut with smaller size, slimmer case, touch-sensitive controls and will be powered by new H3 chip for improved Active Noise Cancellation (ANC), adaptive audio, and better battery life.

iPhone 17 Air is expected to debut with just single rear camera and a weaker battery pack, aside from other notable trade offs to keep the phone slimmer than its other models. Thus, while thinness will set the devices apart, for now the consumers are expected to prioritise battery capacity and camera technology, thus making the iPhone 17 Air model less likely to become a hit.

One reason why Apple has remained relevant for more than two decades now, is that it has given trends that created and shaped the market. From the touchscreen shift leading to the end of Blackberry era to a connected experiences of the iOS that brought consistency to smartphone experience, Apple has not just created products, it has created the needs that keep its products.

So, while this year Apple adds a new model to its iPhone lineup with its iPhone 17 Air, it also paves way for giving the market a new trend to adopt, that of slim phones. This is already visible with Samsung launching its S25 Edge, Tecno with its Pova Slim 5G series, and Vivo with its V60 series.

However, this comes with its own perils. Want to know what?

From latest iPhone 17 series to upgraded watch and airpods, Apple will be debuting with its latest operating system upgrades that include updates such as the Liquid Glass today.

The models under the latest series include the base model of iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max.

Apple is reportedly retiring its Plus model to give way for the new Air model for iPhone 17.

Alongside the iPhone 17 models, Apple is also expected to announce new Apple Watches, AirPods, and more.

Apple will be unveiling its latest lineup of devices just in a short while at its 'Awe-dropping' event in Apple Park, Cupertino.

This is the tech giant’s big follow-up event to ‘Dub-Dub’ day, as the world will today witness the launch of Apple’s latest iPhone lineup, the iPhone 17 series.

This year, at the WWDC 2025, Apple unveiled its biggest overhaul of Apple OS.

Stay tuned as live updates follow!