Apple is all about design. That was the message at the tech company’s annual September Keynote event at its Cupertino HQ, when its latest smartphones, smartwatches, and headphones were unveiled to the world.
The tech giant’s fixation on aesthetics has been consistent from the days of Steve Jobs and the Macintosh—but this year, the focus on how Apple’s design informs its products’ functionality was was even more pronounced. Tim Cook kicked off the presentation with a video that emphasized the brand’s iconography (the many circles, squares, and even hearts that Apple users interact with every day), and that sentiment carried through the rest of the event.
The biggest announcements of the day were all feats of design. There’s a brand new handset that turns its back on a bigger-is-better mentality, the iPhone Air. One of our favourite smartwatches on the market, the Apple Watch Ultra 3, got a glow-up with more functional screen space without adding any extra bulk. And the AirPods Pro 3 have been tuned to fit more people better (and that’s not even mentioning the new tech that makes the earbuds a potent health device).
But what does that all mean for you, and the way you’ll use all these gadgets in the future? Here’s what you need to know about the next generation of Apple devices.
AirPods
Tim Cook kicked off the presentation with the AirPods, Apple’s best-selling wireless headphones.
AirPods Pro 3
Since their launch in 2016, the white stems of AirPods poking out of ears have become ubiquitous in all kinds of public spaces. For the first time in two years, the Pro line has been given an update—and it’s substantial. There’s a new Live Translation feature that could become a must-have for world travellers. There’s a new heart rate sensor as well, which could turn your headphones into your next favourite fitness tracker.
READ MORE: We Tested Apple’s Newest Premium AirPods Pro. Here’s What We Thought
Key Details:
- 8 hours per charge with ANC; 10 hours in Transparency mode
- Spatial Listening with new port design for better airflow
- Active Noise Cancellation (ANC) updates for 2x better performance to the previous generation with new foam-infused tips
- Live translation feature powered by Apple Intelligence
- New redesigned shape optimised for better fit
- New redesigned shape optimised for better fit
- IP57 sweat and water resistance rating
- Heart Rate sensor for workouts
- Calorie and Activity Tracking for 50 workout types
- Workout Buddy-enabled through the headphones
- Developer integration for workouts
Apple Watch
Apple’s smartwatch line has become a health powerhouse. This section of the presentation began with videos from real users sharing how the wearables have impacted their lives, from fitness transformations to life-saving interventions thanks to their health data and emergency services. The new releases are the Apple Watch Series 11, Apple Watch SE 3, and Apple Watch Ultra 3.
Apple Watch Series 11
The new Apple Watch looks a lot like the last Apple Watch—but there are lots of new features under the casing. From a new hypertension alert feature, sleep score, and new 24-hour batter time estimate, the wearable is leveling up.
Key Details:
- Thinnest Apple Watch with 2x more scratch resistant screen than previous version
- 5G for cellular service
- Flow watch face with Liquid Glass
- New Hypertension noifications feature (awaiting FDA clearance)
- Sleep Score feature
- Up to 24 hours of battery
- Aluminum and titanium casing options
Apple Watch Ultra 3
The rugged, adventure-ready wearable wasn’t updated last year (aside from introducing a black colorway), so Ultra fans have had to wait a bit longer for their next upgrade. This year, they were rewarded for their patience with a larger display, a longer battery, and satallite connectivity.
Key Details:
- New display with thinner borders and more usable space
- 5G cellular service and satellite connectivity for better connection
- Larger battery for 42 hours of power
iPhone
Tim Cook really hyped up the iPhone lineup this year, calling it the “biggest leap ever” for the smartphone. The base model levels up its cameras, the Pro line morphs to a functional new design, and an entirely new, super-slim version takes the stage.
iPhone 17
The newest iPhone is faster, lasts longer, and is more durable than the previous version—but that’s always the case. This year, the most notable addition might be the front-facing Center Stage camera.
Key Details:
- 5 colours: Lavender, Mist Blue, Black, White, Sage
- 6.3 inch display with ProMotion
- Ceramic Shield 2 for increased scratch resistance and durability
- A19 chip for improved performance
- All-day battery life; 50 percent charge in 20 minutes
- 48 megapixel rear dual camera
- 18 megapixel Center Stage front-facing camera for better selfie capture
- Starting at 256 gigabytes of storage
iPhone 17 Air
The latest iPhone is all about lightness. The new product type is slimmer and weighs less than any other of Apple’s devices—but the company claims that it’s the most durable, too. Expect this to be the cool pick for smartphone upgraders this year.
READ MORE: This Is How Apple Will Help You Understand Your Mental Health With New Tools
Key Details:
- Titanium design
- 4 colours: Space Black, Cloud White, Light Gold, Sky Blue
- 5.6 millimeters thick
- 6.5 inch display with ProMotion
- Ceramic Shield 2 on the front and back for increased durability
- Plateau design to house cameras and maximize space for battery
- A19 Pro chip and N1 wireless chip
- 48 megapixel fusion camera
- Front-facing Center Stage camera
- Dual-capture video for split-screen recording
- All-day battery life
iPhone 17 Pro and Pro Max
The Pro line is Apple’s workhorse—handsets that can perform on the same scale as some full-size computers and cameras—and this year, it’s received a makeover and power boost. The body and camera system has been reengineered with a similar plateau design to the Air, which allows for the largest battery in an iPhone.
READ MORE: Everything You Need to Know About the New iPhone 15, the Watches, and More
Key Details:
- Aluminum Unibody design for more durable, lighter body
- 6.9 and 6.3 inch for Pro Max and Pro, respectively
- 3 Finishes: Silver, Deep Blue Cosmic Orange
- Plateau design for camera system and antenna
- A19 Pro chip for improved performance
- Ceramic Shield on front and rear
- Best battery life ever for iPhone
- 18 megapixel Center Stage front-facing camera
- 48 megapixel rear camera with 8x zoom
- ProRes Raw video capture
- New accessories and cases
- Starting at 256 gigabytes
Pre-orders for all devices start on Friday, 12 September 2025, with official availability from Friday, 19 September 2025.
This article by Brett Williams, NASM, was originally published on Men’s Health US
