Apple September 2025 Event: Every Product Announced

Apple held their September 2025 event at Apple Park and the lineup was bigger than most people expected. Seven products in one shot. Tim Cook walked out and ran through the whole thing in under three minutes of trailer — which tells you something about how confident they are in the hardware.

The list: iPhone 17 Pro and Pro Max, iPhone Air, iPhone 17, AirPods Pro 3, Apple Watch SE 3, Apple Watch Ultra 3, and Apple Watch Series 11. That's three iPhone lines running simultaneously and three Apple Watch tiers at once.

The event ran as a pre-recorded keynote, the format Apple has used since 2020. Slick, fast, no fumbles. You can watch the full thing at the Apple Events page.

The iPhone 17 Pro is the flagship. It runs the A19 Pro chip, which is Apple's most powerful mobile processor to date. The Pro keeps the Dynamic Island from previous generations and ships with USB-C — fully across the lineup now, no more Lightning anywhere.

The camera system is the other big story. Apple has been pushing hard on computational photography for a few years, and the 17 Pro continues that. If you shoot on iPhone seriously, the Halide team's breakdown of the camera is worth reading alongside the spec sheet.

Apple Intelligence is baked in and runs on-device through the A19 Pro. That's the whole point of building your own silicon — the AI features don't need a server round-trip. It runs on iOS 19.

This is the one people are talking about. The iPhone Air is the thinnest iPhone Apple has ever made. Full stop.

It runs the standard A19 chip — not the Pro variant — which means it sits between the base iPhone 17 and the Pro in terms of raw performance. But the form factor is the point. Apple is betting there's a real market for people who want a big, thin device without the Pro price or the Pro weight.

Think of it as the MacBook Air logic applied to the phone line. Not the most powerful thing in the room. The most pleasant thing to carry.

The Air is also USB-C and MagSafe compatible. If you want to compare it directly against the other models before you buy, Apple has a comparison tool that's actually useful.

Apple now runs three watch tiers and they updated all three at the same event. Apple Watch Series 11 is the mainstream option. Apple Watch SE 3 is the entry-level, aimed at education and first-time buyers. Apple Watch Ultra 3 is for athletes and people who need the watch to survive things a normal watch wouldn't.

Running three tiers simultaneously is a mature product strategy. It means Apple has decided the watch is a permanent category with real segmentation — not a single device trying to be everything.

No single watch breakthrough was announced. This looks like an iterative generation across all three lines. Refinements, not reinvention.

The AirPods Pro 3 got the least attention in the event trailer but they're worth noting. They run their own chip — the H-series lineage, though Apple hasn't broken out the exact model number yet — and they work tightly with the A19 devices for low-latency audio and improved hearing health features.

Apple has been positioning AirPods Pro as a medical-adjacent device since they added hearing aid functionality in 2024. That direction continues here.

If you're already on AirPods Pro 2, the upgrade case isn't obvious yet. If you're on anything older, it is.

You can pre-order now directly through the Apple Store or go straight to the iPhone reservation page.

Apple hasn't broken out pricing prominently in the event recap, which is classic Apple — they'd rather you walk through the store flow than anchor on a number in a headline. Pricing will land where it always does: iPhone 17 starts around the same tier as last year's base model, the Air sits above it, the Pro above that.

The full keynote recap is available at Xataka if you want a detailed spec-by-spec breakdown in Spanish. The Apple Events page has the full recorded keynote if you want to watch it straight from the source.