Apple's much-anticipated September 2025 event saw the company unveil the iPhone Air, iPhone 17 line, and a handful of other gadgets. All of the newly announced Apple products will be released in the second half of September 2025.
Apple has held major September product showcases since 2005 and has not skipped a year since 2012. The 2024 edition of its annual event saw the Cupertino-based tech giant announce the iPhone 16 line and Apple Watch Series 10, along with the AirPods 4.
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On September 9, the 2025 iteration of the yearly event took place at Apple Park's Steve Jobs Theater. The keynote was framed around big leaps in consumer electronics spanning smartphones and wearables alike. One brand-new product line was announced at the event: the much-rumored iPhone Air. Price-wise, it sits above the iPhone 17 and the recently launched iPhone 16e, starting at $999 for the 256GB model. It's touted as the thinnest iPhone to date, boasting a titanium body that measures just 5.6mm in thickness, while weighing only 165 grams. Equipped with a 6.5-inch display, the iPhone Air is powered by the new A19 Pro chipset, which Apple claims brings "MacBook Pro levels" of computing power to a smartphone form factor.
Everything Announced at September 2025 Apple Event
|
Models |
Price |
Colors |
|
|---|---|---|---|
|
iPhone 17 |
256GB |
$799 |
White, Black, Lavender, Sage, Mist Blue |
|
512GB |
$999 |
||
|
iPhone Air |
256GB |
$999 |
Cloud White, Space Black, Light Gold, Sky Blue |
|
512GB |
$1,199 |
||
|
1TB |
$1,399 |
||
|
iPhone 17 Pro |
256GB |
$1,099 |
Silver, Cosmic Orange, Deep Blue |
|
512GB |
$1,299 |
||
|
1TB |
$1,499 |
||
|
iPhone 17 Pro Max |
256GB |
$1,199 |
|
|
512GB |
$1,399 |
||
|
1TB |
$1,599 |
||
|
2TB |
$1,999 |
||
|
AirPods Pro 3 |
Regular |
$249 |
White |
|
With custom-engraved case |
|||
|
Apple Watch SE 3 |
40mm |
$249 |
Midnight, Starlight |
|
40mm w/ cellular |
$299 |
||
|
44mm |
$279 |
||
|
44mm w/ cellular |
$329 |
||
|
Apple Watch Ultra 3 |
Alpine Loop |
$799 |
Black, Natural |
|
Trail Loop |
|||
|
Ocean Band |
|||
|
Titanium Milanese Loop |
$899 |
||
|
Apple Watch Series 11 |
42mm Aluminum, rubber or textile band |
$399 |
Silver, Space Gray, Jet Black, Rose Gold |
|
42mm Aluminum, stainless steel band |
$449 |
||
|
42mm Aluminum w/ cellular, rubber or textile band |
$499 |
||
|
42mm Aluminum w/ cellular, stainless steel band |
$549 |
||
|
46mm Aluminum, rubber or textile band |
$429 |
||
|
46mm Aluminum, stainless steel band |
$479 |
||
|
46mm Aluminum w/ cellular, rubber or textile band |
$529 |
||
|
46mm Aluminum w/ cellular, stainless steel band |
$579 |
||
|
42mm Titanium, rubber or textile band |
$699 |
Slate, Natural, Gold |
|
|
42mm Titanium, stainless steel band |
$749 |
||
|
46mm Titanium, rubber or textile band |
$749 |
||
|
46mm Titanium, stainless steel band |
$799 |
Pre-orders for the new iPhone line begin September 12. All of the newly announced products will be available for purchase beginning September 19, 2025.
The standard iPhone 17—also powered by the A19—adds an upgraded "Center Stage" front camera and comes in five colors. The Pro models boast the A19 Pro system-on-chip with a redesigned thermal system utilizing vapor chamber cooling, as well as a three-camera array on the back. Another novelty concerns storage, with the iPhone 17 Pro Max offering a 2TB option for the first time ever, positioning it above recent flagship smartphones in terms of capacity.
On the wearable side, the September 9 event saw the announcement of the Apple Watch Series 11, which adds hypertension notifications, a new Sleep Score, and many minor refinements, starting at $399. The newly unveiled Apple Watch Ultra 3 is positioned as the ultimate smartwatch to pair with an iPhone, but it can also function on its own, boasting two-way satellite messaging and up to 42 hours of battery life. Apple also revealed a refresh of its entry-level smartwatches in the form of the Watch SE 3, starting at $249.
The final announcement of the September 2025 event centered on the AirPods Pro 3, the first addition to Apple's high-end earbuds family in three years. The new wearable gains heart-rate tracking, stronger noise cancellation, and live translation capabilities. It will retail for $249, with Apple offering free custom engraving on the charging case. The newly announced iPhones will go up for pre-orders on Friday, September 12. All of the products unveiled during today's Apple keynote will hit the store shelves on September 19.
