Apple staged its annual hardware event on September 9, 2025, this time branded “Awe-Dropping.” CEO Tim Cook opened with Apple’s familiar design narrative—emphasising aesthetics as both functional and emotional—before rolling out updates to AirPods, Watches, and the full iPhone 17 lineup.
AirPods Pro 3: Subtle but useful upgrades
Apple’s third-generation AirPods Pro introduced features that lean heavily on travel and fitness use cases.
Noise cancellation has been doubled in effectiveness compared to Pro 2, and quadrupled compared to the original (MacRumors). The new buds also support real-time translation and include an in-ear heart rate monitor (Apple World Today).
Other updates: smaller fit, five ear-tip sizes, IP57 resistance, 8 hours ANC battery life (10 hours in transparency mode). Preorders are live at $249, shipping September 19 (Ars Technica).
Verdict: The Pro 3 does not reinvent, but its translation and fitness integrations could be transformative in practice.
Apple Watch updates: Series 11, SE 3, Ultra 3
The wearable lineup saw incremental but health-centric improvements.
Model
Key Features
Battery / Extras
Price*
Watch Series 11
Hypertension detection, Sleep Score, 5G, stronger crystal (2× scratch resistance) (MacRumors)
~24 hours battery life
From $399
Watch SE 3
Affordable entry, S10 chip, Sleep Score, scaled-down sensors (The Verge)
Shorter battery, GPS/cellular options (Macworld)
From $249
Watch Ultra 3
Largest display, satellite SOS, compass/workout tools, rugged design (Cinco Días)
Extended low-power modes
$799 (The Verge)
*Preorders open now, shipping September 19. All models run watchOS 26, with select health features also rolling out to older watches.
A screenshot from the Apple Event about the Apple Watch Ultra specs and features.
A screenshot from the Apple Event about the Apple Watch Series 11 specs and features.
iPhone 17 series: Power, cameras, and a new “Air”
Apple’s iPhone 17 family carried fewer surprises than leaks suggested, but performance gains were evident.
Model
What’s Confirmed
Still Unclear / Rumors Missed
iPhone 17
A19 chip, ProMotion 120 Hz LTPO display (~6.3″), 48 MP dual-fusion camera, iOS 26 (Lifewire)
Battery endurance vs Android still uncertain; durability changes incremental
iPhone Air
Ultra-thin 5.6 mm design, A19 Pro chip, positioned between base and Pro models (WIRED)
Materials (titanium vs mixed), battery compromises, camera parity with Pro not confirmed
Pro / Pro Max
Triple 48 MP fusion camera array, improved telephoto, vapor chamber cooling, up to 2 TB storage (Lifewire)
Rumours of major design and sustainability shifts overstated; aluminum still used in some models
The base iPhone 17 ships with the A19 chip, a ProMotion 120 Hz LTPO display (~6.3″), a 48 MP dual-fusion rear camera, and iOS 26 pre-installed. Battery endurance, however, remains uncertain compared with Android rivals.
The new iPhone Air is an ultra-thin 5.6 mm design positioned between the base and Pro models. Powered by the A19 Pro chip, leaks touted “MacBook Pro-level” performance. Questions remain over materials, battery compromises, and whether its cameras match the Pro tier.
The iPhone 17 Pro and Pro Max feature a triple 48 MP fusion camera array, enhanced telephoto capabilities, vapor chamber cooling, and up to 2 TB of storage on the Pro Max. Despite speculation, design changes and sustainability measures were more modest.
Preorders begin globally, including Pakistan, on September 12, with availability starting on September 19.
A screenshot from the Apple Event about iPhone 17 specs.
A screenshot from the Apple Event about iPhone 17 camera specs.
A screenshot from the Apple Event about the iPhone Air.cx
The bigger picture: Iteration over revolution
Apple’s September showcase highlighted health and AI integration, tying new features such as hypertension alerts, Sleep Score, and live translation into its expanding Apple Intelligence framework. Many of the hardware upgrades were evolutionary rather than radical.
The new Air model’s thinness raises questions about battery life, especially with power-hungry displays and chips. For Pakistan and similar markets, import taxes and delays will push prices well beyond US MSRPs.
Should you upgrade?
For fitness enthusiasts, travellers, and photographers, the new features offer meaningful gains. For others, Apple has sharpened its existing hardware rather than reinvented it.
Editor’s scorecard
Category
Grade
Take
Innovation
B+
Subtle shifts rather than breakthrough
Value vs cost
C+
Great for niche users, excessive for others
Execution
Solid
Hardware largely met promises; software gaps expected
Apple’s September 2025 showcase ultimately fortified its ecosystem—binding health, AI and performance closer together—without redrawing the hardware map.
