Apple iPhone 17 Series Launch Highlights: iPhone 17, iPhone 17 Air, iPhone 17 Pro, iPhone 17 Pro Max pricing revealed

- iPhone 17: $799

- iPhone 17 Pro: $1099

- iPhone 17 Pro Max: $1199

- iPhone 17 Air: $999

All new iPhone models are set to go on sale from September 19 onwards, with pre-orders starting from this Friday. Stay tuned for India pricing of the latest lineup of iPhones.

The ongoing Apple event has been shot with iPhone 17 Pro. It has support for ProRes RAW capture. It is ideal for high dynamic range video with precise video synchronisation via GenLock.

Apple has unveiled the iPhone 17 Pro, featuring a precision-milled aluminum unibody created through anodization for a seamless design. Apple says it will have the largest battery ever in an iPhone. The rear camera module includes three lenses alongside the antennas, and the front display is protected by Ceramic Shield for added durability.

While large 5,000mAh batteries are usually reserved for Android devices, the iPhone 17 Pro is reportedly set to feature the largest battery ever in an iPhone. This is notable because Apple has traditionally relied on software optimizations to extend battery life. But with this model, it seems the company is pairing those optimizations with a significant hardware upgrade.

Apple has introduced the iPhone 17 Air, its thinnest iPhone yet at just 5.6mm, crafted from 80 per cent recycled titanium. It features a 6.5-inch ProMotion display with Ceramic Shield on both sides, making the back four times more crack resistant. Despite its slim design, Apple claims efficiency gains through iOS 26’s Adaptive Power feature and the new N1 wireless chip, which reduces energy use by 30 per cent, making this the most power-efficient iPhone ever.

Powered by a 6-core CPU and 5-core GPU with second-gen dynamic caching, it delivers MacBook Pro-level performance and enhanced on-device AI capabilities. The camera system includes a 12MP 2x telephoto lens and a new 18MP Center Stage camera, offering advanced imaging in an ultra-thin form.

It is e-sim only. Powered by Apple's most advanced silicon with new power-saving features like adaptive power mode. iPhone Air gets all-day battery life, claims Apple. It is also introducing new accessories such as new MagSafe and custom cases.

Despite its “impossibly thin” design, the Air is larger in size than most other models in the lineup.

Its slim profile may suggest a smaller battery compared to other next-generation iPhones, but Apple’s iOS 26 Adaptive Power feature appears tailored to maximize efficiency on this model.

The Apple Watch Ultra 3 builds on the premium Ultra 2 with several key upgrades. It features an OLED display with LTPO technology for improved battery efficiency and introduces a Waypoint feature that highlights nearby points of interest. The watch also comes with satellite connectivity and will be available in sleek Black and Silver finishes.

Watch Series 11 brings notable upgrades in durability, connectivity, and efficiency. The new model features a ceramic coating and Ion-X glass for added toughness, while stepping up to 5G cellular support, a leap from the 4G LTE connectivity on its predecessor. Apple also touts improved power efficiency, claiming the Series 11 can deliver up to 24 hours of battery life, though real-world results will tell the full story.

The smartwatch debuts in multiple finishes, including Jet Black, Silver, Rose Gold, and a refreshed Space Gray. Apple also highlights its sustainability push, noting that all models use 100% recycled titanium in Natural Gold and Slate options.

It boasts of 24-hour battery life and is made of 100 per cent recycled aluminum.

Series 11 comes with Watch OS 26 with liquid glass. It also comes with a comprehensive set of health features, with new capabilities in heart health and sleep.

AirPods Pro 3 gets heart rate sensing with custom-built heart monitor to deliver precise measurements combined with on-device AI models trained for activity training. This incredible integration of hardware and software delivers a new workout experience, says Apple. It can track 50 different workout types.

It also comes with Apple's Workout Buddy powered by Apple Intelligence. You can also get metrics like heart rate, calorie count, and more.

AirPods Pro 3 has twice the active noise cancellation than its predecessor and four times more effective. Transparency enables you to hear your surroundings.

We're starting with the new AirPods Pro 3. AirPods deliver a truly magical experience, says Apple CEO Tim Cook.

Can you spot Craig Federighi, senior VP of software engineering?

Apple co-founder Steve Wozniak aka 'Woz' with The Indian Express' Nandagopal Rajan.

ICYMI: A few months ago, Apple shared a preview of iOS 26 with a new design language dubbed 'Liquid Glass' that introduces a “new translucent material that reflects and refracts its surroundings.” It was said to be Apple's biggest update to its operating system in years. Except, the reactions to it were intense.

Early iOS 26 beta testers were quick to point out the flaws within the updated look. Since then, Apple has gone back and forth with making adjustments to multiple beta versions of iOS 26.

Nevertheless, one of the big questions today is: Will any of the four new iPhone 17 models build on the liquid glass design? Rumour has it that the Pro Models may be equipped with a vapour chamber so that it can run the liquid glass design without overheating.

Its T-minus two hours for the launch of the next-generation of Apple iPhones, and all the buzz seems to be about the widely rumoured iPhone 17 Air which is expected to be just 5.5 mm thick. This would make it the thinnest iPhone ever made by Apple.

Yes, many smartphone makers have already launched their own compact models. But in the Apple world, a slim iPhone still feels like something big in the context of the company's ethos. The iPhone is such an important product to this trillion-dollar company that even such a relatively 'minor' design change is expected to be heavily analysed and could have implications on the rest of Apple's product lineup as well. A new addition to the iPhone lineup is also considered to be a statement from Apple on the future of smartphones.

In a first, Apple is reportedly set to produce all four models of the iPhone 17 in India. The production of the latest iPhone models will be spread out across five facilities in the country, some of which are newly inaugurated factories, as per Bloomberg.

One such facility is Tata Group’s plant in Hosur, Tamil Nadu. Foxconn’s production facility which is located close to the Bengaluru airport and became operational recently, will join existing units in producing the iPhone 17. Again, this is the first time that Apple will produce and ship all new variations of an iPhone from India from the very outset.

It comes as the company looks to navigate the Trump administration’s constantly changing tariffs landscape by shifting the vast majority of the smartphone’s production for the US market to India from China.

The iPhone is Apple’s most important product, both strategically and economically, making the annual fall hardware launch its most significant event of the year. Analysts will be closely watching the pricing of the new lineup to see if the company decides to raise prices for the iPhone 17 series amid supply chain and geopolitical uncertainties.

Historically, the Cupertino-based tech giant has received nearly a quarter of its total sales from the mid-price iPhone segment. However, iPhone sales are reportedly plateauing in mature markets like China where the company is facing stiff competition from local rivals such as the Xiaomi Group. Then, there is Apple's AI struggles, with improvements to Siri having been delayed to next year.

However, AI adoption globally is still in its early stages. And the widely rumoured iPhone 17 Air could be the big draw this year that could get customers to upgrade. Its wait and watch for now. Read more from our curtain-raiser here.

Over the past few months, there have been little nuggets of information coming in about the next-generation of Apple iPhone as well as other Apple products. While some of them seem plausible, none of them have been confirmed by the company. Here's everything we've heard so far.

- There may not be an iPhone 17 Plus model.

- Instead, Apple is likely to unveil an all-new, slimmed-down model called iPhone 17 Air with an ultra-thin design.

- There probably won’t be any groundbreaking features, with the base iPhone 17 likely to look virtually the same as last year’s model.

- But the iPhone 17 Pro and Pro Max may get a redesigned back, with a camera bump that more closely resembles the pill-shaped design of Google’s Pixel.

- Both Pro and Pro Max models are also expected to receive upgraded cameras.

- The new AirPods 3 might feature built-in heart rate monitoring and live translation capabilities.

- The Apple Watch Ultra 3 is rumoured to be powered by the new S11 chip and have a slightly larger screen.

- Rumours also indicate that Apple intends to launch a premium Health+ service with an AI health agent next year.