Apple’s fall event was packed: three new iPhones (including a strikingly thin “iPhone Air”), refreshed Pro models, big upgrades across Apple Watch, and the first truly fitness-ready AirPods. Here’s the quick, consumer-friendly breakdown—what’s new, why it matters, and when you can buy.

iPhone Air: impossibly thin, surprisingly powerful

Apple introduced iPhone Air, a new tier that prioritizes a razor-thin titanium build (5.6mm), a brighter 6.5-inch ProMotion display, and “Ceramic Shield 2” glass on the front and back. It runs A19 Pro and adds the Center Stage front camera (a wider, square sensor) plus a 48MP Fusion Main camera with optical-quality 2×. Starts at $999, 256GB base. Pre-orders Sept 12; in stores Sept 19. Apple

Why it’s interesting: You’re getting near-Pro performance and cameras in a device that feels dramatically lighter and thinner than recent iPhones—without giving up all-day battery life, according to Apple. Apple

iPhone 17: bigger, brighter, smarter selfies

The standard iPhone gets its biggest jump in years. iPhone 17 moves to a 6.3-inch Super Retina XDR display with ProMotion (up to 120Hz), adds Center Stage for dramatically better selfies and video calls, and upgrades both rear cameras to 48MP (Main + Ultra Wide) for higher-detail photos and 4K Dolby Vision video. Powered by the A19 chip. Starts at $799 for 256GB (double last year’s base). Pre-orders Sept 12; in stores Sept 19. Apple

Who it’s for: If you wanted a smoother screen and better cameras without going Pro—or you just love taking group selfies—this is the sweet spot. Apple

iPhone 17 Pro & Pro Max: new pro cameras, creator-grade video

The Pro pair gets a new design with A19 Pro and Apple’s best camera system yet: three 48MP Fusion cameras (Main, Ultra Wide, new Telephoto with up to 8× optical-quality zoom) and the same Center Stage front camera as the rest of the lineup. For creators, these are the first smartphones to support ProRes RAW, Apple Log 2, and genlock for multi-camera sync. Pricing: $1,099 (Pro) and $1,199 (Pro Max). Pre-orders Sept 12; in stores Sept 19. Apple

Upgrade case: If you shoot a lot—travel, sports, or social video—the zoom reach and pro video formats are the headline reasons to go Pro this year. Apple

AirPods Pro 3: better fit, heart-rate sensing, and stronger ANC

AirPods Pro 3 bring a redesigned acoustic system, foam-infused eartips in up to five sizes (including XXS), and Apple’s “world’s best” in-ear Active Noise Cancellation—now up to 2× better than AirPods Pro 2. They also add heart-rate sensing during workouts, tie into the Fitness app (including Workout Buddy coaching), and support Live Translation (beta) when paired with an Apple Intelligence-enabled iPhone. Pre-order today; available Sept 19. (US price: $249.) Apple

Why it matters: These are the first AirPods that truly double as a workout wearable—tracking HR—while also improving comfort and battery life. Apple

Apple Watch Series 11: new health insights, smarter fitness

Series 11 brings hypertension notifications (pending regulatory clearance), a new Sleep Score, and updates powered by watchOS 26 and Apple Intelligence (including Workout Buddy coaching). Starts at $399; pre-order today, available Sept 19. Apple

Good fit for: Most people. It’s the all-rounder with the newest health metrics and the best value among the flagship watches. Apple

Apple Watch SE 3: the affordable pick—now with Always-On

SE jumps forward with an Always-On display, fast charging, 5G, and more health capabilities (including sleep apnea notifications, wrist temperature sensing, and Sleep Score). Starts at $249; pre-order today, available Sept 19. Apple

Who it’s for: First-time Apple Watch buyers, kids (with Apple Watch For Your Kids), or anyone who wants core features at the lowest price. Apple

Apple Watch Ultra 3: bigger display, longer life, satellite messaging

The adventure watch now has the largest Apple Watch display with a faster 1Hz always-on refresh, up to 42 hours of battery (72 hours in Low Power Mode), 5G, and—huge one—two-way satellite communications for SOS and basic messaging off-grid. Starts at $799; pre-order today, available Sept 19. Apple

For whom: Hikers, divers, endurance athletes, or anyone who values better GPS, battery life, and off-grid safety tools. Apple

Quick picks (at a glance)

• Most people: iPhone 17 + Apple Watch Series 11 — biggest mainstream upgrades year-over-year. Apple+1
• Creators & zoom lovers: iPhone 17 Pro/Pro Max — 8× optical-quality zoom and pro video formats. Apple
• Minimalists: iPhone Air — ultra-thin titanium with Pro-level pep. Apple
• Fitness-first audio: AirPods Pro 3 — heart-rate tracking + stronger ANC. Apple
• Budget watch: Apple Watch SE 3 — Always-On + faster charging at $249. Apple
• Adventure watch: Apple Watch Ultra 3 — satellite features and bigger, brighter screen. Apple

Pricing & availability (U.S.)

• iPhone 17: from $799, 256/512GB — pre-order Sept 12; available Sept 19. Colors: lavender, mist blue, sage, white, black. Apple
• iPhone 17 Pro / Pro Max: $1,099 / $1,199 (up to 2TB on Pro Max) — pre-order Sept 12; available Sept 19. Colors: deep blue, cosmic orange, silver. Apple
• iPhone Air: from $999, 256GB–1TB — pre-order Sept 12; available Sept 19. Colors: space black, cloud white, light gold, sky blue. Apple
• AirPods Pro 3: $249 — pre-order today; available Sept 19. Apple
• Apple Watch Series 11: from $399 — pre-order today; available Sept 19. Apple
• Apple Watch SE 3: from $249 — pre-order today; available Sept 19. Apple
• Apple Watch Ultra 3: $799 — pre-order today; available Sept 19. Apple