iPhone 17 is here — highlights from Apple’s big reveal

Today, Apple unveiled iPhone 17 series, updated Apple Watch SE 3, Apple Watch Series 11, and the AirPods Pro 3. 

See the live text coverage by Novyny.LIVE below to learn how it was.

11:12 am: Apple presentation is over. The company unveiled the Apple Watch Series 11, the affordable Apple Watch SE 3, and the high-end Apple Watch Ultra 3, along with the latest AirPods Pro 3 wireless headphones. They also updated the iPhone series by adding a new model: the iPhone Air.

11:10 am: All new iPhone 17 models start with 256GB of storage. The iPhone 17 starts at $799, the iPhone Air at $999 and the iPhone 17 Pro at $1,099. On sale from September 19, with pre-orders starting on Friday, September 12.

11:10 am: A 2TB configuration will be available for the iPhone 17 Pro Max.

11:07 am: Apple is also adding support for Genlock for video syncing, which should be useful for content creators and streamers who use multiple cameras at once. The iPhone 17 Pro comes with a variety of new accessories, including a TechWoven case that uses multiple yarn colors to create a sophisticated look and has a protective coating.

11:05 am: The iPhone 17 Pro Max has the longest battery life of all iPhones. Models with eSIM have a larger battery. It can play video for 39 hours. The iPhone 17 Pro supports Dolby Vision HDR, 4K120, ProRes Log, and ACES for video. It also has new professional video functions, such as ProRes RAW.

11:04 am: The 18-megapixel Centerstage camera is located on the front and has a wider field of view and higher resolution. The back has three 48MP Fusion cameras with updated imaging pipelines.

11:02 am: Similar to the iPhone Air, the iPhone 17 Pro uses the A19 Pro and features Ceramic Shield on the front and back. The Ceramic Shield on the back is four times more resistant than previous glass backs. The iPhone 17 Pro is 40% more powerful than the 16 Pro.

10:59 am: Joz said there's a vapor chamber that directs heat "strategically through the system" and the aluminum unibody.

10:56 am: Moving to the iPhone 17 Pro.

10: 55 am: The internal design of the iPhone Air was completely rethought to maximize battery space. There are also new features, such as adaptive power modes, which intelligently manage power to help you achieve all-day runtimes, according to Ternus. "This is incredible all-day battery life in our thinnest iPhone ever," he added.

10:52 am: The iPhone will only come with an eSIM, meaning it will not have a slot for a physical SIM card.

10: 50 am: The iPhone 17 Air is getting an upgraded A19 Pro chip instead of a base A19 like in the iPhone 17. It has a 48MP Fusion camera system, with a 2x telephoto setup. 

10:49 am: Millet said the iPhone Air will have Apple's C1X modem, which is faster and more energy efficient than the one in the iPhone 16 Pro. The iPhone Air is the most power-efficient smartphone Apple has ever made.

10:45 am: This is the thinnest iPhone in Apple's history — the iPhone Air. Its thickness is only 5.5 mm.

10:44 am: Let's get started with iPhone 17 Air!

10:35 am: The iPhone 17 has a dual 48 MP camera. Colors of the iPhone 17 in the video are as expected before: Lavender, Mist Blue, Sage, Black, White.

10:33 am: iPhone 17 will have Ceramic Shield and a 7-layer antiglare coating for better readability. The iPhone 17 features the A19 processor with a 3nm design.

10:30 am: Now to iPhone 17. It is getting a slightly larger 6.3-inch screen. But that's not all, its getting Pro Motion support too.

10:29 am: Prices for the new Apple Watches start at $249 for the Watch SE 3, $399 for the Series 11, and $799 for the Watch Ultra 3. All are available for preorder today and will be available on September 19.

10:26 am: The SE 3 will also offer wrist temperature sensing, sleep apnea notifications, and a sleep score. It has an onboard speaker that can play music and podcasts. According to Santangelo, the SE 3 will last all day and support fast charging, which is good because the older model was abysmally slow. They added that the SE 3 will charge twice as fast as the SE 2.

10:25 am: The Apple Watch SE 3 is here, and it has the S10 smartwatch processor. It also gets an Always On Display for the first time in an SE model. The SE 3 will also support gestures like wrist flick.

10:22 am: The Series 11 has a reengineered battery that can provide up to 24 hours of battery life.

10:20 am:  The Series 11 uses data from the optical heart rate sensor and has a new algorithm to help detect patterns that could indicate possible high blood pressure.

10:18 am: Apple Watch Series 11 will support 5G and be more power-efficient. At launch, carriers such as Verizon and AT&T will support cellular connectivity. There is also a new Flow watch face that matches the Liquid Glass aesthetic of Apple's other products.

10:15 am: We're learning about someone who discovered they had a collapsed lung because of their Apple Watch. Another person fell and received an alert on their watch indicating that they might need help. Some people lost their phones in the snow. One of them said their Watch saved their life by using the SOS feature to contact rescue teams.

10:14 am: Tim Cook is back and teeing up some Apple Watch news.

10:12 am: Thanks to on-device AI, you can use the Fitness app to track your heart rate and fitness stats. The software allows you to track up to 50 different workouts. You can pre-order them today, the sales start on September 19th for $249.

10:10 am: Apple has also refined the shape and size of the AirPods Pro 3. They're smaller and should stay in place more easily. They're also IP57-rated for sweat and water resistance.

10:07 am: Kate Bergeron introduces live translation feature. ANC will lower the volume of the speaker so you can hear the translation clearly in the AirPods Pro 3. iPhone provides a text component if you need it.

10:06 am: VP of hardware Kate Bergeron is giving the details on the new acoustic architecture, which improves audio with better bass and a wider soundstage. Apple is promising 2x ANC performance over the AirPods Pro 2, thanks to improved tech and new foam ear tips.

10:04 am: Apple CEO introduces new AirPods' features, including hearing health and hearing aid.

10:00 am: Cook is giving an intro speech. He's saying people are here from all over the world, gathering for what "promises to be a very special day".

9:50 am: Minutes before the start, the auditorium is almost full.

9:30 am: As usual, Apple has closed its online store for "updates" shortly before the presentation. 

9:27 am: With less than 30 minutes left before the start, people lineup to go downstairs to the Steve Jobs Theater.

"Days like today are some of the most exciting moments at Apple," writes CEO Tim Cook on X, and we cannot agree more.

Where to watch the event online?

You can stream the whole show on Apple's website or on its YouTube channel. 

Apple Event 2025 — when? 

Apple keynotes typically begin at 10 am PT/1 pm ET. The following are the corresponding times in the countries where most of our readers live:

• US: at 10 am (PST/PDT), 11 am (MST/MDT), noon (CST/CDT), 1 pm (EST/EDT)
• Canada: as above, and 2 pm (AST/ADT)
• UK: at 6 pm (GMT/BST)
• Europe: at 7 pm (CET/CEST), 8 pm (EET/EEST)
• India: at 10.30 pm (IST)
• Australia: Next day at 1 am (AWST/AWDT), 2.30 am (ACST/ACDT), 3 am (AEST/AEDT)
• New Zealand: Next day at 5 am (NZST/NZDT)

New iPhone lineup & more 

It's highly likely that Apple will launch the iPhone 17, the iPhone 17 Pro, the iPhone 17 Pro Max, and an especially slim model, the iPhone 17 Air at this event. See all the leaked colors of the future lineup here.

The Apple Watch Series 10 and Apple Watch Ultra 3, which are predicted to have larger-than-ever displays, may also be presented on September 9. They may be released alongside the third-generation Apple Watch SE and third-generation AirPods Pro.

What to expect from new Apple's hardware? 

The standout newcomer is the iPhone 17 Air, which is rumored to be just 5.5 mm thick — making it the thinnest iPhone ever produced.

For the first time in years, Apple may abandon the familiar square camera bump. Leaked prototypes reveal that the Pro models will feature a full-width rectangular camera bar.

Apple is set to equip its flagship iPhone 17 Pro Max with an all-48-megapixel rear camera setup. This includes a new zoom system optimized for spatial video capture, which will enhance the experience for Vision Pro users.

All iPhone 17 models are expected to ship with a 120 Hz ProMotion OLED display, which is a first for non-Pro models. The standard versions will feature the A19 chip, while the Pro line will feature the more efficient and powerful A19 Pro chip. The Pro editions' vapor chamber cooling and up to 12 GB of RAM will make them better able to handle AI-driven tasks.

Expect Wi-Fi 7 support, faster USB-C charging, and stronger MagSafe wireless charging of up to 35 watts. To achieve their ultra-slim design, some models, particularly the Air, could even go eSIM-only.

The iPhone 17 series will run iOS 26 out of the box with Apple’s new Liquid Glass design language, which features a sleek, fluid interface inspired by VisionOS. With deeper integration of Apple Intelligence, users can expect smarter Siri interactions, advanced editing tools, and seamless, AI-powered features.

When will iOS 26 become available for the public?

The release candidate for iOS 26 is expected to debut on or after September 9, based on this timeline, the official public release could follow shortly thereafter, around September 15.

iPhone 17 — pre-orders Friday, Sept. 12

Pre-orders typically open on the Friday following the keynote. If it’s the same as last year, the time will be 5 a.m. Pacific Time, 8 a.m. Eastern Time, and 1 p.m. in the U.K.

Read more:

iPhone 17 prices may stay flat — only one model could rise

6 hidden iPhone camera tricks you need to try

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