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Cupertino, California — September 9, 2025 — Today at its annual keynote, Apple revealed a dynamic lineup of devices and features, including the all-new iPhone 17 Pro, iPhone 17, ultra-thin iPhone Air, next-generation AirPods Pro 3, and a refreshed Apple Watch family. These launches reinforce Apple’s commitment to design, innovation, and seamless ecosystem integration.
“Our goal with the iPhone 17 lineup and Apple Watch Series 11 is to deliver innovation that integrates seamlessly into people’s lives, making every moment smarter, healthier, and more connected,” said Tim Cook, Apple CEO.
Top Announcements.
- Centre Stage Front Camera: The latest iPhone models introduce intelligent framing for photos and videos, allowing seamless landscape and portrait selfies. AI automatically expands the field of view for group shots and supports 4K HDR ultra-stabilised video, plus the new Dual Capture feature for simultaneous front and rear recording.
- iPhone 17 and iPhone 17 Air: iPhone 17 boasts a vibrant 120Hz ProMotion display, a powerful 48MP Dual Fusion camera, and five elegant color options. The all-new iPhone Air, Apple’s thinnest and most robust ever at just 5.5mm, features breakthrough durability, pro-grade cameras, and all-day battery life in four sleek finishes.
- iPhone 17 Pro and Pro Max: Apple’s flagship models debut the A19 Pro chip, three 48MP Fusion cameras, and advanced pro-level video features including ProRes RAW, Log 2, and genlock for multi-cam production. Available in deep blue, cosmic orange, and silver, both set new performance and battery benchmarks.
- Apple Watch Series 11 and SE 3: Apple Watch Series 11 provides enhanced health tracking, including sleep score and hypertension notifications, in a thinner, more scratch-resistant case. The value-focused Apple Watch SE 3 offers wrist temperature sensing and sleep apnea alerts, powered by the new S10 chip with always-on display and advanced gestures.
- Apple Watch Ultra 3: This premium sports watch features satellite connectivity, precision GPS, a rugged titanium case, and up to 72 hours of battery life in Low Power Mode — supporting emergency services from anywhere.
- AirPods Pro 3: The world’s best in-ear Active Noise Cancellation, up to four times more powerful than before, headlines AirPods Pro 3. Featuring heart rate measurement, over 50 workout-tracking modes, and live translation capabilities, these earbuds help users connect across languages and maintain optimal fitness.
- Software Enhancements: iOS 26 debuts with the distinctive Liquid Glass UI, offering fluid transparency, deeper Apple Intelligence integration, and major productivity, health, and accessibility updates across all Apple devices.
- Privacy and Ecosystem: All new features and devices are designed with privacy at the core, continuing Apple’s commitment to user control and interoperability.
Availability.
The iPhone 17 Pro will be available in Silver, Cosmic Orange and Deep Blue. Prices starts at SGD 1,749 for the 17 Pro and SGD 1,899 for the 17 Pro Max. All new products will be available for pre-order this Friday, with availability in stores beginning September 19, 2025.
Sky Oh, Contributor
Sky's The Technovore's International Man of Mystery. He travels the world, enjoying the high life but still finds the time to write!
