Apple’s Biggest Launch: 9 Things They Revealed (and Kept Quiet About)

The Apple event unveiled exciting updates like the iPhone 17 lineup and Apple Watch upgrades, but some surprises stayed under wraps.

Apple’s grand unveiling of the iPhone 17 series just wrapped up, and boy, was it a whirlwind of announcements! If you’re like me, glued to every second of the stream, you know there was plenty to unpack—from sleek new hardware to subtle but clever tweaks. Let’s cut through the noise and dive into the nine standout moments Apple showed us, plus a few intriguing things they kept hush-hush.

1. The iPhone Just Got Seriously Slim

After months of buzzing rumors, the iPhone Air finally made its entrance, replacing the iPhone 16 Plus with a featherweight and stunningly thin frame. At just 5.6 millimeters thick, it’s officially the slimmest iPhone ever made.

But here’s the kicker — Apple didn’t skimp on power or features to achieve this sleekness. The iPhone Air runs on the same A19 Pro chipset as the iPhone 17 Pro, features a vibrant 6.5-inch ProMotion display, and packs a 48MP rear camera alongside a fresh 18MP front lens with Center Stage video framing.

Curious about battery life? Apple promises “all-day” endurance, though I’m itching to test if it really holds up for marathon days out.

Pricing starts at $999 for the base 256GB model, with options to upgrade storage all the way to a hefty 1TB if you’re feeling fancy. Mark your calendars: preorders begin September 12, and the phone hits stores on the 19th.

2. iPhone 17 Pro and Pro Max Level Up Big Time

Apple is clearly proud of its Pro lineup this year, and with good reason. The iPhone 17 Pro and Pro Max come loaded with upgrades across the board.

The biggest eye-catcher? That horizontally spanning “full-width camera plateau” on the back. It’s not just style — this design lets Apple house a 48MP telephoto camera and, notably, fit in the largest battery Apple has ever crammed into an iPhone.

Other highlights include a cutting-edge vapor chamber cooling system and the powerhouse A19 Pro chip, promising top-tier performance and efficiency.

Prices remain consistent with previous years: $1,099 for the Pro, $1,199 for the Pro Max. But, wait for it — a jaw-dropping new 2TB Pro Max variant will be available, priced at $1,999, making it the priciest iPhone ever.

3. The Standard iPhone 17 Packs a Punch

Shaking up expectations, the base iPhone 17 scores a meaningful upgrade that might surprise those who thought the standard model would be left behind.

This year, you get the powerful A19 chip under the hood, which extends video playback by an impressive eight hours. The 120Hz ProMotion display remains standard, protected by the upgraded Ceramic Shield 2 glass for better scratch resistance.

The camera tech is no slouch either. Apple introduces a 48MP “Fusion” camera system with two rear lenses: a main lens with 2x optical zoom, a 48MP ultra-wide, and a macro lens. If the photos truly shine, this camera could set a new benchmark for years to come.

And here’s the sweet part: the starting price stays at a very reasonable $799.

4. Front Camera Gets Center Stage Magic

While front-facing cameras don’t always steal the spotlight, Apple made them a priority this time around. Every iPhone 17 now features a square sensor for the front camera paired with the nifty Center Stage feature.

Center Stage is an absolute gem — it tracks and keeps you centered during video calls and even zooms out for group shots without you lifting a finger. Plus, that square sensor means no more awkwardly rotating your phone for landscape selfies; it switches aspect ratios smartly.

Apple bumped the front camera resolution to 18MP to offset slight cropping, delivering sharper selfies with minimal fuss. It’s a small but delightful upgrade for selfie lovers everywhere.

5. No Foldable iPhone Just Yet

While other tech giants love dropping teasers for upcoming foldables, Apple played it close to the vest this time. Despite all the buzz, the much-anticipated iPhone Fold didn’t make an appearance at the event.

Is it real? When might it arrive? And how much will it cost? The event left us just as clueless as before.

Still, the slim design and form factor of the new iPhone Air hint at Apple laying groundwork for a thin foldable device in the near future. So keep your eyes peeled.

6. AirPods Pro 3 Deliver Real Upgrades

If you’re curious about Apple's latest AirPods Pro 3, the quick rundown is here: these buds now support live translation and heart rate monitoring — yes, really — wrapped in a sleek, smaller design.

They come with five foam ear tip options, which is a welcome addition for comfort and fit. Prices vary by region but in the U.S., they hold at $249.

Other improvements include better battery life, enhanced active noise cancellation, and a water resistance rating of IP57.

One minor disappointment: no temperature sensors or IR cameras, but that live translation feature is a game changer for globe trotters.

7. Apple Watch Ultra 3’s Screen Just Got Bigger

The Apple Watch Ultra 3 closely resembles its predecessor but packs a punch with an expansive wide OLED display and thinner bezels without increasing the case size.

Along with the Series 11, it now boasts 5G cellular connectivity. Ultra 3 also introduces satellite emergency calling—a smart safety upgrade.

Battery life has been boosted from 36 to 42 hours in smart watch mode, and it supports new health metrics like hypertension monitoring, sleep scoring, and an AI Workout Buddy via watchOS 26.

Starting price is $799, reflecting its premium status.

8. Apple Watch Series 11 Joins the 5G Club

The Apple Watch Series 11 steps into the future with 5G support for LTE models, thanks to a new antenna design. It’s also tougher with a scratch-resistant ceramic screen.

Health buffs will appreciate the added hypertension monitoring with LED indicators and enhanced sleep tracking features.

Battery life sees a welcome jump to 24 hours—finally breaking free from the old 18-hour limit.

Pricing starts at $399 for the basic 42mm GPS model and goes up to $529 for the 46mm cellular version.

9. Apple Watch SE 3 Wraps Up the Lineup

The budget-friendly Apple Watch SE 3 rounds out the new releases. Powered by the same S10 chip as its pricier siblings, it supports last year’s Series 10 features like double tap and wrist gestures without using your hands.

Media playback is also available on this more affordable model. While battery life stays the same, Apple sweetens the deal with fast charging.

"After months of rumors, iPhone Air arrives as the thinnest iPhone ever, combining sleekness with powerhouse specs."
– Tech Insider

FAQ

• What makes the iPhone Air stand out from previous models?
  It’s the thinnest iPhone ever at 5.6mm thick, equipped with the powerful A19 Pro chip and a vibrant 6.5-inch ProMotion display.
• Are there any major design changes to the iPhone 17 Pro models?
  Yes, they feature a new full-width camera plateau that accommodates a 48MP telephoto lens and the largest battery in iPhone history.
• Does the iPhone 17 support 120Hz ProMotion display?
  Yes, even the standard iPhone 17 sports a 120Hz ProMotion display protected by Ceramic Shield 2 glass.
• What new features do AirPods Pro 3 bring?
  They offer live translation, heart rate monitoring, improved ANC, IP57 water resistance, and a smaller design with five foam ear tip options.
• What’s new in the Apple Watch Ultra 3 compared to Ultra 2?
  A larger wide OLED display with thinner bezels, 5G support, satellite emergency calling, longer battery life, and new health metrics like hypertension monitoring.

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