Apple Event 2025: Introducing the iPhone 17 Pro, iPhone Air, Airpods Pro 3, and More

We introduce you to all the major new launches that were launched at the Apple Event 2025, including the iPhone 17 Pro.

If there’s one tech happening that can turn heads around the world, it’s the Apple Event. This year’s keynote, titled ‘Awe Dropping’, brought with it a slew of new launches, including the highly anticipated iPhone 17. As with every other Apple Event, the 2025 edition was held at 10am Pacific Time (1am Malaysian local time) on 9 September and was streamed live on Apple’s website. Not to mention, the entire event was shot and recorded on an iPhone! 

During the Apple Event 2025, we saw the tech brand’s key figures introduce the iPhone 17 family (including the brand new iPhone Air), Airpods Pro 3, Apple Watch Series 11, Apple Watch SE 3, Apple Watch Ultra 3, and a new Crossbody Strap accessory! On top of that, the Liquid Glass display, which made its first conceptual debut at WWDC25, finally arrives in physical form across iPhone, iPad, Mac, Apple Watch, and Apple TV platforms. Below, we break down all the must-know details about each of the devices introduced at Apple Event 2025.

IPHONE 17 PRO & IPHONE 17 PRO MAX

Let’s start with the biggest reveal of all, iPhone 17 Pro. Launched in tandem with its 6.9-inch counterpart iPhone 17 Pro Max, the latest version of Apple’s most powerful phone comes with the all-new A19 Pro chip that acts as the backbone of its performance alongside the brand new iOS 26. 

Pssst! Don’t miss our guide to iOS 26 here! 

DESIGN & DISPLAY

The most noticeable difference between iPhone 17 Pro and its predecessors is undoubtedly its design. On the body is a new brushed aluminum unibody finish, constructed out of lightweight aerospace-grade aluminium alloy for optimal thermal performance and protection. The body houses a larger battery, antennas around the perimeter, and an Apple-designed vapor chamber for prime heat dissipation.

Both iPhone 17 Pro and iPhone 17 Pro Max arrive with Super Retina XDR display—a remnant from previous iPhone models—that is protected by Ceramic Shield 2 on both the front and back, a first for Apple. To further protect your iPhone from scratches and glare, both models are equipped with a new Apple-designed coating. The displays also come with ProMotion (up to 120Hz), Always-On functions, and 3000 nits of peak outdoor brightness, and two times better outdoor contrast.

COLOURS & STORAGE

Colours-wise, iPhone 17 Pro and iPhone 17 Pro Max come in three finishes: deep blue, cosmic orange, and silver. As for storage, both the iPhone 17 Pro and iPhone 17 Pro Max will be available in 256GB, 512GB & 1TB configurations. However, the latter will also include a 2TB storage capacity for the first time ever.

CAMERA

As each new iPhone arrives, so do upgrades to their camera systems. This time, iPhone 17 Pro and iPhone 17 Pro Max arrive with camera systems the Apple lineup has never seen before. High-resolution sensors in the front and back cameras give them the power equivalent to that of eight pro lenses. The system is made up of three 48MP Fusion cameras with a new 48MP Telephoto camera equipped with a larger sensor to improve sharpness in all light conditions.

On top of that, the new camera system also comes with a new 4x optical zoom at 100mm and an 8x optical zoom at 200mm AKA the longest ever range seen on iPhone. Digital zoom also sees an increase up to 40x on photos. An updated Photonic Engine and next-generation Photographic Styles will collectively allow for greater creative freedom and higher quality shots with preserved natural details.

Most notably, Center Stage joins the iPhone family with iPhone 17 Pro and iPhone 17 Pro Max. The previously only-on-Mac feature now gives iPhone users a wider field of view with higher resolution (up to 18MP) on the front camera. They can also take photo and video content in both portrait and landscape while holding the iPhone vertically. Other features include AI-assisted group selfies that expand the field of view, ultra-stabilised video in 4K HDR, and simultaneous front and rear camera recording in Dual Capture. As with the Mac feature, Center Stage will also help keep users in the middle of the frame during video calls.

VIDEO RECORDING

Video enthusiasts and aspiring filmmakers will have a slew of features to work with on the new iPhone 17 Pro and iPhone 17 Pro Max. They include Dolby Vision HDR recording, 4K120 fps, ProRes Log, and support for ACES. Both models also support ProRes RAW, Log 2, and genlock—the first-ever smartphones to be able to do so. 

A19 PRO CHIP

Powering the entire iPhone 17 family is the A19 series of chips with the A19 Pro fitted into the iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air. Coupled with the new vapour chamber, A19 Pro works for iPhone 17 Pro and iPhone 17 Pro Max to deliver up to 40 percent more consistent performance compared to the previous generation. This is especially good news for those who put their phone to heavy use. We’re talking gamers, video editors, and so forth.

Naturally, the 6-core CPU and 6-core GPU are trailblazers in their own rights. The former is the fastest in class used in any smartphone and the latter features Neural Accelerators in each core, a larger cache, and more memory than A18 Pro. Additionally, the GPU also works together with the new 16-core Neural Engine to power AI models on top of graphics and gaming titles. Lastly, a new Apple-designed N1 chip powers Wi-Fi, Bluetooth, and Thread on the iPhone 17 lineup. With this, you’ll see improvements in the iPhone 17 family’s performance in wireless functions as well as in features like AirDrop.

BATTERY LIFE

It goes without saying as well that iPhone 17 Pro and iPhone 17 Pro Max arrive with groundbreaking battery life, thanks to the A19 Pro’s power efficiency and iOS 26’s advanced power management. The iPhone 17 Pro Max takes the crown here with the best battery life ever seen on an iPhone, but both models offer superior charging speeds with only 20 minutes needed for 50 percent of power. While no numerical specifics are outlined, Greg Joswiak, Apple’s senior vice president of Worldwide Marketing has assured users of an “enormous leap” in battery life.

Prices:

• iPhone 17 Pro: From RM5,499
• iPhone 17 Pro Max: From RM5,999

Availability: Pre-orders will start on 12 September, with in-store availability beginning 19 September. 

Learn more about iPhone 17 Pro and iPhone 17 Pro Max here. 

IPHONE AIR

A gorgeous newcomer to the iPhone family, iPhone Air has officially landed with the thinnest and lightest frame ever seen. Don’t let its slim stature fool you though, as it comes with supercharged performance and everlasting durability. 

DESIGN & DISPLAY

“The all-new iPhone Air is so powerful, yet impossibly thin and light, that you really have to hold it to believe it’s real.” That’s how John Ternus, Apple’s senior vice president of Hardware Engineering has described this new i{hone Air. It stands at a sleek 5.6mm thin with a 6.5-inch Super Retina XDR display. The body is constructed out of grade five titanium frame with a high-gloss mirror finish and a plateau on the back to house cameras, its speaker, and Apple silicon. Despite being so thin in stature, iPhone Air still features the ever-useful Action button and Camera Control.

Its display boasts ProMotion, an adaptive refresh rate of up to 120Hz, and an Always-On display option. Additionally, iPhone Air can achieve up to 3000 nits of peak outdoor brightness and two times better outdoor contrast. The phone will stay protected with Ceramic Shield 2 on the front and back cover—including the plateau—with a new Apple-designed coating. Combined with the strong titanium frame, iPhone Air is more durable than any precious iPhone, according to the Apple Event 2025 keynote.

COLOURS & STORAGE

iPhone Air comes in four finishes: space black, cloud white, light gold, and sky blue. Storage capacity options include 256GB, 512GB, and 1TB.

CAMERA

Centre Stage also arrives on iPhone Air, allowing users to have more freedom and field of view when taking photos or videos. Its camera system depends on a 48MP Fusion camera, which gives users access to the equivalent of four lenses in their pocket. It can reach both 28mm and 35mm focal lengths, plus excellent performance in low-light conditions. An optical-quality 2x Telephoto lens also captures incredible detail and colour using Photonic Engine capabilities. 

To provide photos with extra depth and personality, iPhone Air enables next-generation portraits with Focus Control so users can turn regular photos into stunning portraits after the shoot in the Photos app. Finally, iPhone Air also supports the latest generation of Photographic Styles for extra customisability and vibrance.

VIDEO RECORDING

iPhone Air doesn’t skimp on video recording functions either. It has the ability to record in 4K60 fps Dolby Vision, and supports Action mode. Spatial Audio is also available for immersive listening experiences, while Audio Mix allows for sounds to be optimised after shooting. 

A19 PRO CHIP

Behind all the power and efficiency of iPhone Air are the A19 Pro, N1, and C1X chips. This A19 Pro chip features a 6-core CPU and 5-core GPU with an upgraded architecture plus Neural Accelerators in each core. Meanwhile, N1 and C1X allow for optimal connectivity across wireless and cellular technologies while also being extremely energy-efficient.

BATTERY LIFE

With Apple silicon and a reworked internal architecture that prioritises the battery, iPhone Air delivers an impressive all-day battery life. Adaptive Power Mode also comes into play here, getting to know the user’s typical behavior and battery consumption to predict when to conserve power. 

Prices: From RM4,999

Availability: Pre-orders will start on 12 September, with in-store availability beginning 19 September. 

Learn more about iPhone Air here. 

IPHONE 17

Say hello to iPhone 17, complete with the new Centre Stage front camera, a new 48MP Fusion Ultra Wide camera, and Ceramic Shield 2 protection. Despite all its additional upgrades and new features, a noticeable absence from this announcement is the Plus version of the phone. It seems Apple has decided to forgo the supersized edition of iPhone 17, making space for the introduction of iPhone Air. 

DESIGN & DISPLAY

The sleek design of iPhone 17 houses a bunch of new improvements in display and performance. The 6.3-inch Super Retina XDR display has thinner borders, features ProMotion for an extra smooth experience, and can achieve up to 3000 nits of peak brightness outdoors. Plus, the Always-On option is also available for the option of having the time, widgets, and more always available at a glance. Similar to the other devices in the iPhome 17 family , this mode also comes with Ceramic Shield 2 protection. 

COLOURS & DISPLAY

iPhone 17 will be available in five gorgeous colours: black, lavender, mist blue, sage, and white. Storage options include 256GB and 512GB. 

CAMERA

Centre Stage also makes its debut on iPhone 17, bringing the first square front camera sensor to iPhone for a wider field of view and higher resolution captures. Similar to the aforementioned models, iPhone 17 users no longer have to rotate their iPhone to take landscape selfies. Other new features include ultra-stabilised video in 4K HDr, Dual Capture, Centre Stage auto-positioning on video calls, plus AI-powered field of view expansion and auto-rotation for group shots. 

The camera system features all 48MP rear cameras for the first time. The 48MP Fusion Main camera is capable of capturing sharp details with an integrated optical-quality 2x Telephoto. Meanwhile, the new 48MP Fusion Ultra Wide camera can take up to four times the resolution compared to its predecessor. iPhone 17 also supports the new generation of Photographic Styles, including the new Bright style for better skin tones and vibrance. 

VIDEO RECORDING

For videos, iPhone 17 delivers nothing but quality with 4K60 fps Dolby Vision, including Cinematic and Action modes. It captures videos with Spatial Audio for an extra immersive experience with Audio Mix available for post-shoot editing and adjustments. 

A19 CHIP

Powering iPhone 17 is the A19 chip, which offers a massive boost in speed, efficiency, and overall performance. It is made up of a 6-core CPU and a 5-core GPU, which works in tandem with the N1 wireless networking chip. 

BATTERY LIFE

Thanks to the energy efficiency and power management of the A19 chip, iPhone 17 comes with all-day battery life as well as up to 30 hours of video playback with ProMotion. Adaptive Power Mode is also available on iPhone 17 to help users get through the day without worrying about running out of juice. 

Prices: From RM3,999

Availability: Pre-orders will start on 12 September, with in-store availability beginning 19 September. 

Learn more about iPhone 17 here. 

APPLE WATCH SERIES 11

The introduction of Apple Watch Series 11 brings with it a comprehensive army of health and fitness features without cutting down on battery life. It proves itself to be the ultimate wellness companion with sleep insights, all sorts of health-related functions, Workout Buddy, and scratch-resistant Ion-X glass. 

Pssst! Find out more about the new Workout Buddy, available on all new Apple Watch models, here! 

COLOURS & DISPLAY

Apple Watch Series 11 is available in an array of sleek aluminium and polished titanium finishes. The former comes in a new space grey, jet black, rose gold, and silver, while the latter is available in natural, gold, and slate.

In terms of durability, users can rest assured that Apple Watch Series 11 was made to make it through daily use alongside them from the gym to the pool. While thin and elegant, it is also extremely tough. The Ion-X cover glass on aluminium models have twice as much scratch resistance compared to previous models. Meanwhile, the titanium models will retain their sapphire front crystal glass covers.

BATTERY LIFE 

With up to 24 hours of battery life, Apple Watch Series 11 can accompany users from day to night. Its lightweight and comfortable design also means all-day wear—even in bed—is a no-brainer. 

SLEEP FEATURES

Earlier this year, we saw Apple release Sleep Apnea notifications as part of its commitment to helping you keep tabs on your health and wellness (cue: Workout Buddy). Now with Apple Watch Series 11 and watchOS 26, users can fully understand their sleep quality and more thanks to a new sleep score feature. Apple Watch tracks different factors—from duration to how often the user wakes up—to provide the user with a sleep score. The score then opens pathways to understanding one’s sleep quality with digestible information. Not only that, users will also be given a breakdown of their sleep score by component, so they know how to improve their sleep moving forward.  

BANDS

In addition to the new palette of colours across all Apple Watch band types, both Nike and Hermès have also released fresh shades and patterns to add to your look.

OTHER WATCHOS 26 HIGHLIGHTS

• Workout Buddy now available on Apple Watch Series 11
• New Workout app layout
• Liquid glass display with Smart Stack widgets
• Two new watch faces: Flow and Exactograph
• One-handed wrist flick gesture to dismiss notifications 
• Live Translation in messages
• Notes app on Apple Watch
• Hold Assist and Call Screening on Phone app 

Price: From RM1,799

Availability: Pre-orders are available now and in-store availability begins 19 September.

Learn more about Apple Watch Series 11 here. 

APPLE WATCH ULTRA 3

Your ultimate sports and action watch just got a major facelift with the Apple Watch Ultra 3. It boasts the largest display ever seen on an Apple Watch as well as a whopping 42 hours of battery life. It also comes with all the Sleep and Health features seen in Apple Watch Series 11, including sleep score and Workout Buddy.

COLOURS & DISPLAY

Apple Watch Ultra 3 will arrive in natural or black titanium. It incorporates Apple’s most advanced display technology with LTPO3 (high-performance, low-power display technology) and wide-angle OLEDs, so it remains visible even in the brightest of conditions. 

BATTERY LIFE

With the LTPO3’s power efficiency, Apple Watch Ultra 3 can achieve a battery life of up to 42 hours through training, intense workouts, and daily life. In Low Power Mode, it offers up to 72 hours of battery life. Additionally, 15 minutes of fast charging can provide up to 12 hours of battery life. 

ATHLETE SUPPORT

As the singular, most powerful smartwatch companion for high-performance athletes that Apple has to offer, Apple Watch Ultra 3 comes with a strong range of features to support training, workouts, and beyond. They include: 

• The most accurate GPS in a sports watch, great for tracking running stats
• Customisable Action button 
• Connectivity to Live Activity on iPhone for a more complete view of metrics 
• Offline maps and Backtrack GPS data for hikes
• Automatic stroke detection for swimmers 
• Oceanic+ app compatibility, which transforms Apple Watch Ultra 3 into a dive computer for recreational scuba divers

OTHER WATCHOS 26 HIGHLIGHTS

Just like Apple Watch Series 11, Apple Watch Ultra 3 comes with WatchOS 26 integrated for an optimum user experience with Liquid Glass display, Smart Stack hints, and more. 

BANDS

A new Trail Loop design joins the lineup of Apple Watch Ultra 3 bands, in addition to two new colours for the Ocean Band and Alpine Loop. Plus, the Hermès collection also welcomes two new colours and a new Scub’H Diving band with a titanium buckle. 

Price: From RM3,699

Availability: Coming soon

Learn more about Apple Watch Ultra 3 here.

APPLE WATCH SE 3 

Value meets performance with the Apple Watch SE 3, the latest generation of Apple’s more affordable smartwatch. Powered by the S10 chip, it offers a suite of health features more comprehensive than that of its predecessor, including sleep score and sleep apnea notifications. Being equipped with watchOS 26 also means it comes with the brand new Liquid Glass display, Apple Intelligence-powered Workout Buddy, new watch faces, and more. 

COLOURS & DISPLAY

There are two sizes available for Apple Watch SE 3: 40mm and 44mm. It is also available in midnight and starlight aluminium cases. Apple Watch SE 3 now offers Always-On display for users to quickly access notifications and other metrics without having to raise their wrist or activate the display. The Ion-X glass ensures maximum-strength resistance to cracks.

BATTERY LIFE

Users can expect 18 hours worth of battery life on Apple Watch SE 3, which comes with fast charging for the first time. It can charge up to two times faster than its predecessor with a 15-minute charge adding up to eight hours of use. 

HEALTH INSIGHTS

Users will have full access to a loaded suite of health features, including sleep score. Fitness tracking, motivation via Workout Buddy, wrist temperature sensing, ovulation estimation, and more also come part and parcel with Apple Watch SE 3 and watchOS 26.

Price: RM1,049

Availability: Coming soon

Learn more about Apple Watch SE 3 here. 

AIRPODS PRO 3

The world’s most popular earbuds are taken to a whole new plane with AirPods Pro 3. Equipped with next-level Active Noise Cancellation, improved sound quality, and an updated design, the new arrival was made to fit you better than ever before. Plus, for the first time ever, users can track heart rate and over 50 workout types just with their AirPods Pro and the Fitness app on iPhone. Most notably, Live Translation also makes its AirPods debut, making translingual conversations a breeze. 

ACTIVE NOISE CANCELLATION

AirPods Pro 3 presents a refreshed listening experience for users, thanks to an updated design and upgrades to its Active Noise Cancellation system. A new multiport acoustic architecture offers control over the airflow that carries sound into the ear, which enhances a spatial listening experience. Next-generation Adaptive EQ also boosts the bass response, while a more personalised Transparency mode sounds more natural than before. 

Ultra-low noise microphones, advanced computation audio, and foam-infused ear tips all combine to provide users with the best ANC seen on any in-ear wireless headphones, twice as effective than AirPods Pro 2. With ANC engaged, AirPods Pro 3 can provide up to eight hours of music playback, a 33 percent increase from its predecessor. 

NEW DESIGN, BETTER FIT

Apple worked with over 10,000 ear scans and over 100,000 hours of user research to come up with a brand new fit for the AirPods Pro 3, optimising comfort, stability, and security. The internal architecture was overhauled to make each earpiece smaller. The foam-infused ear tips now come in five sizes, instead of the previous three.

KEEPING FIT WITH AIRPODS PRO 3

AirPods Pro 3 will enhance your fitness journey as it now provides heart rate monitoring and an integrated workout experience. That means all you need is your AirPods Pro 3 and iPhone to begin a workout, complete with Workout Buddy, over 50 workout types, heart rate and calories burned metrics, Move ring progress, and Fitness app awards. 

LIVE TRANSLATION

Arguably the most impressive update to the AirPods realm is the introduction of Live Translation with AirPods Pro 3. This enables cross-language communication to occur seamlessly using Apple Intelligence and computational audio. It is now available in beta across select languages. When communicating with someone who does not have AirPods Pro 3, users can engage their iPhones as a display to show a live transcription of what is being said in the preferred language. 

Price: From RM999

Availability: Coming soon

Learn more about AirPods Pro 3 here. 

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