In case you missed it: Apple has unveiled its latest launches across the smartphone, smartwatch, and wireless earphones category at its annual September Fall launch on 9 September 2025. “Design is at the heart of everything done,” Tim Cook said during the Apple keynote event, and true enough, you can expect a number of changes to its best-selling devices on the form front.
At a glance, the “Awe Dropping” launch event spans the iPhone 17 lineup, a brand new iPhone category dubbed iPhone Air, Apple Watch Series 11, Apple Watch SE 3, Apple Watch Ultra 3, and AirPods Pro 3. Here’s everything you need to know about Apple’s latest tech innovations.
iPhone Air
One of the key takeaways from this Apple Event was the all-new iPhone Air (read: not iPhone 17 Air), Apple’s thinnest iPhone ever at just 5.6 mm. Built from Grade-5 titanium and enhanced with Ceramic Shield, the device combines lightweight durability with a sleek new aesthetic. The Air features a 6.5-inch Super Retina XDR OLED display with ProMotion, offering up to 120 Hz refresh rates, HDR support, and always-on functionality.
Powered by the A19 Pro chip, it promises fast performance and improved energy efficiency despite its slim build. On the camera front, the Air carries a single 48 MP Fusion rear lens but introduces an 18MP front-facing camera with Center Stage, enabling wide-angle landscape selfies and automatic framing during video calls.
Battery life is shorter than on the iPhone 17 series due its form, but Apple compensates this with rapid charging. Just 10 minutes of charging should get you up to 8 hours of video playback, Apple claims. The iPhone Air also comes with an all-new N1 chip for improved connectivity, plus eSim support in lieu of a physical SIM card slot. Storage starts at 256 GB, with four finishes available: black, white, gold, and blue.
Price: From RM4,999
Availability: From Friday, 19 September
iPhone 17
Apple also introduced the iPhone 17, which upgrades the base iPhone model with meaningful new features. It now includes a ProMotion display, previously reserved for Pro models, delivering smoother visuals and brighter peak brightness levels of up to 3,000 nits on a larger 6.3-inch screen. This is protected by Ceramic Shield 2, which provides three times better scratch resistance by Apple’s test standards.
The iPhone 17 runs on the A19 chip and comes equipped with a dual-camera system: a 48MP Fusion main rear lens paired with an ultrawide lens, while the 18MP front camera also benefits from Center Stage. Additionally, a new square sensor enables more zoom and rotate options, for greater flexibility with selfies (or ‘wefies’). Storage capacities have been boosted to start from 256GB while retaining the same base price as last year.
Price: From RM3,999
Availability: From Friday, 19 September
iPhone 17 Pro & iPhone 17 Pro Max
At the top of the iPhone 17 family are the iPhone 17 Pro and Pro Max, designed for users who demand the very best in performance and photography. Design-wise, they both get a new aluminium unibody form that enables a vapour-chamber cooling system for sustained performance during high-intensity tasks.
Powered by the A19 Pro chip, the Pro models introduce a redesigned “plateau” camera system featuring three 48 MP lenses – wide, ultrawide, and telephoto – with up to 8x optical-quality zoom. Low-light performance is greatly improved thanks to a 56% larger sensor, while video professionals will appreciate support for ProRes RAW, Apple Log 2, and genlock synchronisation for multi-camera filming.
Displays have been upgraded for higher brightness and smoother ProMotion performance, while larger batteries extend longevity. The Pro models also boast better connectivity with WiFi 7, Bluetooth 6, 5G, and eSIM support. Colour options include Deep Blue, Cosmic Orange, and Silver, making these Pro devices stand out both technically and visually.
Price: From RM5,499 for the iPhone 17 Pro | From RM5,999 for the iPhone 17 Pro Max
Availability: From Friday, 19 September
Apple Watch Series 11
Moving on to the smartwatch category, the Apple Watch Series 11 debuts with a slimmer body, and for the first time, built-in 5G connectivity for faster performance and more reliable communication.
It also introduces advanced health monitoring, including hypertension detection and enhanced sleep scoring, offering deeper insights into wellness. The display glass has been reinforced with Ion-X for double the scratch-resistance compared to the Apple Watch Series 10, while battery life improvements ensure reliable all-day performance.
The Series 11 comes in 42mm and 46mm aluminium or titanium case, positioned as the everyday all-rounder, balancing premium features with mainstream appeal.
Price: From RM1,799 for the aluminium case | RM3,299 for the titanium case
Availability: To be announced
Apple Watch SE 3
The entry-level Apple Watch SE 3 gets a major step-up with an always-on display, a feature previously reserved for higher-end models. Powered by the S10 chip, it is faster and more efficient, with quicker charging times than its predecessor – 15 minutes of charing can add 8 hours of normal use.
Health features have also been expanded, including wrist temperature tracking, retrospective ovulation estimates, sleep score, and notifications for possible sleep apnea. Gesture controls like double tap and wrist flick bring added convenience, while support for 5G connectivity and improved durability make the SE 3 a robust entry-level option.
Price: From RM1,049
Availability: To be announced
Apple Watch Ultra 3
Sitting at the top of the smartwatch range, the Apple Watch Ultra 3 is built for extreme conditions and demanding users. It features the largest Apple Watch display yet, powered by LTPO3 OLED technology that delivers higher brightness and thinner bezels.
Battery life is a major highlight, lasting up to 42 hours in standard mode or an impressive 72 hours in low-power mode. For the first time, Apple has added two-way satellite messaging, enabling SOS alerts and basic communications even in areas without cellular coverage. Enhanced GPS accuracy, improved 5G antennas, and the same advanced health tracking found in the Series 11 make the Ultra 3 Apple’s most capable smartwatch so far – tailored for explorers and outdoor adventurers.
Price: From RM3,699
Availability: To be announced
AirPods Pro 3
The AirPods Pro 3 marks Apple’s biggest leap forward for its wireless earbuds, combining refined design, improved durability, and significantly better audio performance. They feature a slimmer fit with five foam-infused tip options – including a new XXS size – plus an IP57 rating for enhanced water and dust resistance.
Sound quality has been elevated through a new acoustic architecture, wider soundstage, and more powerful Adaptive EQ, while ANC is now twice as effective as the AirPods Pro 2 – Apple claims it’s the “world’s best in-ear Active Noise Cancellation”. Battery life has also been extended to eight hours with ANC, supported by a redesigned MagSafe case with USB-C charging and 24 additional hours of playback.
Beyond audio, Apple has turned AirPods into powerful health and communication tools. They now include an advanced heart-rate sensor that works alongside the iPhone to track workouts, calories, and over 50 exercise types, with personalised coaching through the new Workout Buddy feature. Live Translation further sets them apart, enabling real-time multilingual conversations directly through the earbuds.
Price: RM999
Availability: To be announced
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