Apple opened its “Awe Dropping” event with the iPhone 17 Pro, a device that blends high-end specs with a splash of Cosmic Orange flair. It features a 48MP triple-camera system, the new A19 Pro chip for faster performance and improved battery life, and Ceramic Shield 2 for added durability. The front-facing camera now supports Center Stage, making video calls more dynamic. Starting at $1,199, pre-orders begin September 15, with availability on September 22. Tim Cook called it “the most advanced iPhone we’ve ever created,” a phrase that’s starting to feel like tradition.
The real curveball was the iPhone Air, Apple’s thinnest phone to date. Designed for users who want pro-level performance without the bulk, it comes in a Sky Blue finish with chrome accents and runs on the standard A19 chip. It includes a 48MP Fusion camera system and Center Stage support, but skips the “Pro” designation despite Apple’s claim that it delivers “the power of pro inside.” It starts at $899 and hits shelves on September 22.
Next up: the AirPods Pro 3, which Apple touts as having “the world’s best in-ear Active Noise Cancellation.” They offer enhanced ANC and Transparency Mode, improved battery life, and adaptive EQ that tunes audio in real time. Priced at $299, they’ll be available starting September 29. While spatial audio didn’t get a major upgrade, Apple insists the sound is “more immersive than ever.”
Apple’s wearables also got a refresh. The Apple Watch Series 11 introduces new health insights like sleep score tracking, runs on watchOS 11 with dynamic widgets, and debuts a Rose Gold Aluminum finish. It starts at $499 and launches September 29. The Apple Watch SE 3 remains the budget-friendly option, offering core health features in multiple finishes, starting at $279. Meanwhile, the Apple Watch Ultra 3, built with a Natural Titanium body, is designed for rugged conditions and includes enhanced GPS and dive tracking. It’s priced at $899 and releases on October 6. Apple’s VP of Health Technologies claimed the new lineup “redefines what it means to wear your wellness on your wrist.”
Though not the headline act, Apple’s AI ambitions were woven throughout the event—just far more subtly than last year. The new A19 and A19 Pro chips enable on-device intelligence, and Apple briefly teased “Apple Intelligence” as a foundation for future updates across iOS 18, watchOS 11, and beyond. But compared to the 2024 keynote, where AI dominated the narrative, this year’s event felt conspicuously quiet on that front.
That absence may speak volumes. Industry watchers have speculated that Apple’s internal development of large language models (LLMs) has hit delays, leaving the company more reliant than it would like on partnerships with OpenAI, Google, and Anthropic. The muted AI messaging could reflect a strategic pivot, or a tactical retreat, while Apple works to catch up behind the scenes. For a company that prides itself on vertical integration, outsourcing core intelligence to third parties is a less-than-ideal look. And while the hardware is clearly ready for smarter features, the software story feels like it’s still buffering.
In classic Apple fashion, the event delivered sleek hardware, polished messaging, and premium pricing. The iPhone Air is a design flex, the Pro is a spec monster, and the AirPods Pro 3 might finally earn its name. But beneath the shimmer, it’s clear Apple is doubling down on ecosystem loyalty and AI-driven features. Whether that’s truly “awe-dropping” or just jaw-dropping depends on how deep you’re already in the Apple orbit.
