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

Apple’s September event was all about design and redesign. The highlight was the all-new iPhone 17 Air, Apple’s thinnest phone yet at just 5.6mm, powered by the new A19 Pro chip and featuring a redesigned interior, ProMotion display, 3000 nits brightness, and a unique 18MP square front Center Stage camera.

The iPhone 17 Pro and Pro Max focus on durability and pro-grade imaging, offering up to 40x digital zoom, Apple’s longest optical reach yet (200mm), and advanced video tools including ProRes RAW. On the audio front, AirPods Pro 3 now include live translation, heart rate sensors, and improved ANC.

The Apple Watch Series 11 introduces 5G, blood pressure monitoring, and sleep score tracking, while the Watch Ultra 3 features satellite connectivity and a 42-hour battery life. In India, pricing starts at Rs 82,900 for iPhone 17, Rs 1,19,900 for iPhone 17 Air, and goes up to Rs 1,49,900 for iPhone 17 Pro Max. Watches start at Rs 25,900 for SE, while AirPods Pro 3 cost Rs 25,900.

At its Awe Dropping event, Apple unveiled the AirPods Pro 3, its first wireless earbuds with a heart rate sensor. The Cupertino-based tech giant claims AirPods 3 Pro feature the “world’s best in-ear Active Noise Cancellation (ANC)” and can block out two times more noise than the previous generation AirPods.

The AirPods Pro 3 come with a new design that helps them fit better and offers more stability when engaged in physical activities like HIIT, yoga, running and more. These wireless earbuds also come with IP57 dust and water resistance, along with a heart rate monitor sensor, which lets you track more than 50 workout types using the Fitness app on the iPhone.

AirPods 3 feature a custom photoplethysmography (PPG) sensor, which uses invisible infrared light to measure the light absorption in blood flow. Users will also be able to use Workout Buddy, an Apple Intelligence feature that uses a user’s workout data and their fitness history to give personalised recommendations. Read Full Report

The starting prices for Apple’s latest lineup are as follows: the iPhone 17 (256 GB) is priced at Rs 82,900, while the ultra-thin iPhone Air (256 GB) starts at Rs 1,19,900. The iPhone 17 Pro (256 GB) is available at Rs 1,34,900, and the iPhone 17 Pro Max (256 GB) tops the range at Rs 1,49,900. In the wearables category, the Apple Watch Series 11 (42mm) is priced at Rs 46,900, the Apple Watch Ultra (49mm) at Rs 89,900, and the Apple Watch SE (40mm) at Rs 25,900. For audio, the AirPods 3 are available at Rs 25,900.

Apple has officially launched the iPhone 17, its latest and most affordable smartphone in the iPhone 17 series. The latest from the Cupertino-based tech giant comes with a new ProMotion display and an upgraded 48MP primary camera.

Powered by the A19 chip, the iPhone 17 comes with a 6.3-inch Super Retina XDR display that offers up to 3,000 nits of brightness and Ceramic Shield 2, which it says offers 3x better scratch resistance. Apple also added support for ProMotion, which makes scrolling and viewing content smoother than before and Always-on Display.

It's a wrap on the presentation.

The live stream of the iPhone 17 launch has ended but stick around for our first impressions and hands-on of the devices launched today as well as our post-event analysis.

- 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.

All three rear cameras are 48 MP for first time. More detailed images and zoom range. The extended plateau features an all-new telephoto camera.

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.

The iPhone 17 Pro has an entirely new approach to thermal management. Pro and Pro Max will have an Apple-designed vapour chamber laser welded into the aluminum chassis.

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 iPhone 17 brings durability, design upgrades, and faster performance. The new model introduces a tougher Ceramic Shield 2 with three times better scratch resistance, a fresh Apple-designed coating for hardness, and a seven-layer anti-reflective finish to cut glare.

It is available in five colours - lavender, sage, mist, blue, and black - the phone now sports a slightly larger 6.3-inch ProMotion display, offering a 120Hz refresh rate that drops to 1Hz in always-on mode for efficiency.

Under the hood, the iPhone 17 runs on Apple’s new A19 chip, built on a 3nm process, with a 6-core CPU, 5-core GPU, and improved neural engine for on-device AI tasks. Memory bandwidth has increased, boosting multitasking and performance for graphics-intensive apps.

On the camera front, it features a 48MP main sensor and a 12MP 2x telephoto lens for sharper detail and flexibility. With durability, speed, and display enhancements, the iPhone 17 sets a higher bar for Apple’s flagship.

We're now moving onto the iPhone 17 announcements.

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.

Apple is gearing up to unveil the next Apple Watch, kicking things off with a short video highlighting how the device has impacted lives—from inspiring fitness journeys to detecting strokes and even helping people stranded in the wild.

The Apple AirPods Pro 3 is available for pre-order today and goes on sale from September 19 onwards. It is priced at $200. India pricing yet to be revealed.

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.

The latest AirPods Pro translates each phrase of different languages. The iPhone displays your words in their language and can even read them out loud if you want. It is more powerful when both speakers in a conversation are wearing them, says Apple. It is enabled by advanced computational audio models.

The AirPods Pro 3 design has been optimised after scanning the ears of hundreds of people to perfectly match the ear canal engineered to stay in your ears even during the most intense workouts.

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

Tim Cook spoke about the new listening experience with AirPods, showcasing a redesigned liquid glass UI and emphasising the care embedded in Apple’s technology. AirPods remain among the world’s most popular earphones. Cook explained how AirPods Pro brought end-to-end hearing functionality. The CEO asserted that Apple has been consistently innovating to build the next generation of AirPods.

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?

The Steve Jobs Theatre is getting packed slowly. The Apple leadership is up front waiting for the invitees to settle down. As has been the fashion over the past few years, there are a lot of influencers from around the world at the Apple event this time too.

There's 30 minutes left before Apple takes the wraps off the next-generation of iPhones, along with latest iterations of the Apple Watch and AirPods.

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

Apple typically releases new iOS versions a week or so after the latest iPhones go on sale, which means we can expect to see the tech giant roll out the iOS 26 update around September 16. The biggest change coming to iOS 26 is design. The upcoming operating system introduces a new design language called “Liquid Glass”, which is inspired by the translucent interface from visionOS.

But which iPhones are eligible for the liquid glass update? Check out the full list here.

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.

Generally, the months from September to November every year are said to be smartphone season because there are several launches of next-generation smartphones planned during this time. For instance, Samsung unveiled the much-awaited Galaxy S25 FE smartphone alongside the all-new Galaxy Tab S11 series last week. Google launched its new Pixel 10 series some days prior. Tecno had a fresh take on a slim, affordable smartphone recently.

And of course, the most anticipated launch event of smartphone season is the next-generation Apple iPhone.

(Image: X/ Apple Hub)

The iPhone 17 Pro Max is rumoured to feature the biggest battery ever on an iPhone. And it will offer a 6.9-inch XDR OLED screen with the 48 MP main camera lens, and according to tipsters, it will sport an improved telephoto lens that might switch from a 12 MP to a 48 MP sensor.

And a few sightings of the iPhone Pro series indicated that it might also feature another camera control button, which was positioned near the top edge of the device. It is believed to be a capacitive touch scroll surface.

(Image: X/ Anthony)

The iPhone 17 Pro will likely feature a new camera module – a rectangular island from one end to the other of the phone – and a flash at the other end. The Apple logo will be positioned slightly lower to facilitate MagSafe charging. 

The iPhone 17 Pro may also have a 6.3-inch XDR OLED screen. It reportedly includes a triple rear camera setup comprising a 48 MP primary lens capable of recording videos in up to 8K, while it is rumoured to have an upgraded telephoto lens that may go from a 12 MP sensor to a 48 MP one, and the CPU is likely to be the A19 Pro.

Hours before Apple’s "Awe-Dropping" event, a leak suggests the upcoming “iPhone 17 Air” may officially be called simply the iPhone Air. Reportedly, the name surfaced in a Chinese warranty leaflet. It suggests that the numerical naming convention may be dropped in favour of a sleeker, more streamlined name.

While such documents can be fabricated, the timing is notable, especially when the rumours about iPhone Fold are rife. With the official launch just moments away, we will have to wait to see if Apple takes a simpler branding.

As is tradition, the Apple Store has gone offline just hours before the company’s much-anticipated “Awe Dropping” event. Apple typically takes its online store down ahead of major launches, sparking excitement as fans await the reveal of the new iPhones and other products. The temporary shutdown is part of Apple’s long-standing practice of updating its storefront with the latest devices once the keynote wraps up.

Apple has crossed a major milestone. The tech giant's cumulative revenues from Apple Watches topped $100 billion in Q2 2025, according to Counterpoint Research’s Apple 360 Service. The growth story is fuelled by Apple’s steady expansion of health-focused features. From the FDA-approved ECG introduced with Series 4, to the UWB chip in Series 6, and the groundbreaking FDA-approved sleep apnea detection in Series 10, Apple has consistently positioned the Watch as more than just a wearable - it’s become a trusted health companion.

Looking ahead, Apple faces intensifying competition from rivals in the smartwatch space. However, the upcoming launches of the Series 11, Watch Ultra 3, and a potential SE 3 are expected to reignite shipment growth in the second half of 2025. With this $100-billion milestone, Apple has proven that the Watch is more than a niche accessory.

Apple Event 2025: The annual iPhone day is here! Apple’s much-awaited ‘Awe-dropping’ event kicks off at 10:30 PM IST, where the tech giant is expected to unveil the all-new iPhone 17 lineup, three new Apple Watch models, updated AirPods Pro, and maybe a surprise “one more thing.” The Indian Express’ Nandagopal Rajan breaks down what to expect from Apple’s biggest event of the year.

https://www.youtube.com/watch?v=QqfeHMeIj3A

Croma’s analysis of iPhone sales between September 2024 and August 2025 shows that Indian consumers overwhelmingly prefer non-Pro models, which accounted for 86 per cent of total sales, while Pro variants contributed only 14 per cent. A majority, 75 per cent, chose the 128 GB storage option, followed by 256 GB at 24.4 per cent, with 512 GB and 1 TB models making up less than 1 per cent.

(Image: Bijin Jose/The Indian Express)

When it comes to colours, classic shades dominated purchases, with black (26.2 per cent), blue (23.8 per cent), and white (20.2 per cent) leading the way. Upgrade culture is also strong: 20.5 per cent of buyers exchanged older iPhones, and 17 per cent opted for AppleCare protection during purchase.

Click here to read more.

(Image: Bluesky/ Sonny Dickson)

Reportedly, the vanilla iPhone 17 will have a slightly larger screen to match the 6.3-inch XDR OLED screen of the iPhone 16 Pro and 17 Pro, while the iPhone 17 Pro Max is expected to get the same 6.9-inch XDR OLED screen.

Additional changes that are anticipated include a ProMotion screen, which is the first for a non-Pro iPhone and is said to be powered by Apple’s in-house A19 chip.

The iPhone 17 is expected to have the same dual-camera setup with a 48MP primary sensor and 12MP ultrawide lens. It also features an upgraded 24MP selfie camera, a significant improvement from the iPhone 16's 12MP front shooter.

The iPhone 16 offers a nice balance between the iPhone 16 Pro and 16 Pro Max, without too many tradeoffs. The iPhone 16 represents a refined evolution of Apple’s mainstream offering. It features an Action Button inherited from Pro models and a Camera Control button that offers shutter-like functionality with pressure and touch sensitivity.

It has USB-C, comes with a braided cable, and retains a 60 Hz display, noticeably less smooth than competitors with higher refresh rates. Powered by the new A18 chip and extra RAM, it delivers modest performance gains over the iPhone 15, especially with AI-powered Apple Intelligence tasks. Battery life and charging speed improve, making it a compelling choice for users who don’t need Pro-level features.

Click here to read more.

Like the current and previous generation Pro models, the upcoming vanilla iPhone 17 may finally be getting a ProMotion display, Apple's technology for adaptive refresh rate. This means scrolling, animations and other content will be smoother than before. It is also expected to get a much faster chipset and a bigger battery, but the camera setup and screen size may be the same as the iPhone 16.

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.

Apple sent out invitations on August 30, for today's event at Apple Park, where the company is expected to debut its latest iPhones alongside other new hardware. The invitation itself offered little hint, with Apple simply saying: Awe dropping. However, this year's invite was a little different compared to previous years as, for the first time, it was an interactive invitation.

Users can click and drag around on the Apple logo for a heatmap-like effect. This is only possible if you visit the Awe Dropping event page on the Safari web browser. We're not sure what this says about the soon-to-be-launched iPhone 17 but it's fun.

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.

Apple will be hosting the iPhone 17 launch event on Tuesday, September 9, at 10AM Pacific Time (10:30PM IST). The company is hosting an in-person event at Apple Park in Cupertino, California, US. It remains to be seen whether it will be a live presentation. Though Apple has not done live sessions since the COVID-19 pandemic so chances are that this one too will be a pre-recorded presentation that will be broadcast for the in-person attendees at Apple Park.

For those who want to watch online, you can visit Apple.com, the Apple TV app, or the company’s official YouTube channel to tune into the livestream of the iPhone 17 launch.

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.

The most important day for Apple is almost here. As the tech giant prepares to take the wraps off the latest iPhone models, several rumours continue to swirl in the lead up to the event. But here's everything you can definitely expect at Apple's autumn hardware launch event:

- Apple is expected to release four new iPhone models, as it has in recent years.

- This includes the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max models.

- The company is also expected to launch the Apple Watch Series 11, a high-end, enthusiast-level Watch Ultra 3, and an affordable SE model.

- New AirPods 3 earbuds are also on the way.

- All new Apple products launched today will be shipped with the latest iOS 26 operating system with ‘Liquid Glass’ design language, first unveiled at this year's WWDC.