Apple (AAPL US) held its 2025 Fall Product Launch on September 10 (local time), themed “Awe Dropping,” signaling the introduction of products designed to deliver jaw-dropping experiences. The event featured the debut of the iPhone 17 series, Apple Watch 10, and AirPods Pro 3. Overall product updates met market expectations, and Apple shares slipped 1.5% following the event.
iPhone 17 Series
As always, the iPhone lineup was the center of attention. This year’s launch included four new models: iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. Key upgrades include:
1. All Models Equipped with A19 Chipset
The standard iPhone 17 features the A19 chip, while the iPhone 17 Air, Pro, and Pro Max models are powered by the A19 Pro chip. The A19 Pro is Apple’s fastest and most power-efficient chip to date, built with a 6-core CPU and 6-core GPU. Each GPU core integrates a neural engine, tripling AI processing performance compared to the A18 Pro. With Apple Intelligence support, the A19 series can efficiently handle on-device generative AI tasks and machine learning models, enhancing smart application experiences.
2. Major Camera System Upgrade
This generation introduces significant camera enhancements. The front camera now features an 18MP Center Stage lens that supports zoom and rotation, allowing portrait or landscape selfies without adjusting the screen orientation. It also supports simultaneous front and rear video recording with AI-powered auto-framing—keeping users centered during video calls and FaceTime. Additionally, the ultra-wide lens across the lineup has been upgraded to 48MP, and the iPhone 17 Pro and Pro Max models now offer 8x optical zoom via enhanced telephoto lenses.
3. iPhone Pro Series Adopts Thin Vapor Chamber Cooling
The iPhone 17 Pro and Pro Max use the A19 Pro chip built on TSMC’s N3P process. Compared to earlier 3nm chips, N3P delivers better performance and energy efficiency, with a higher transistor density.
To address heat dissipation from the performance boost, both Pro models introduce a thin vapor chamber (VC) cooling system—spreading heat across a larger surface area and resolving the limitations of traditional graphite cooling.
4. Pro Models Return to Aluminum for Lighter Build
The iPhone 17 Pro and Pro Max have reverted to aluminum construction, making them noticeably lighter. The standard iPhone 17 maintains the aluminum frame design used in the iPhone 16 but switches from 6000-series to 7000-series aluminum for improved durability. The new material offers better corrosion resistance, heat tolerance, scratch resistance, and drop protection—enhancing overall durability.
5. iPhone Air Replaces Plus: Designed for Portability
The iPhone 17 Air replaces the former Plus model, featuring an ultra-slim design with a 6.5-inch display, just 5.6mm thick and weighing 165g—making it the thinnest and lightest iPhone ever. It comes with 12GB of RAM and a 120Hz ProMotion display but only one 48MP main camera. With a battery capacity of 3,149mAh, it offers full-day battery life. Positioned as a balance between performance and portability, it targets users who prioritize a lightweight form factor over extended battery life.
iPhone 17 Series Specs Comparison
| iPhone 17 | iPhone 17 Air | iPhone 17 Pro | iPhone 17 Pro Max | |
|---|---|---|---|---|
| Price (USD) | 799 | 999 | 1,099 | 1,199 |
| SoC | A19 (5-core GPU) | A19 Pro (5-core GPU) | A19 Pro (6-core GPU) | A19 Pro (6-core GPU) |
| Display Size (inches) | 6.3 | 6.5 | 6.3 | 6.9 |
| Thickness (mm) | 7.95 | 5.64 | 8.75 | 8.75 |
| RAM (GB) | 8 | 12 | 12 | 12 |
| Camera Count | 2 | 1 | 3 | 3 |
| Main Camera | 48MP main + 48MP ultra-wide | 48MP main | 48MP main + 48MP ultra-wide + 48MP telephoto | 48MP main + 48MP ultra-wide + 48MP telephoto |
| Front Camera | 18MP | 18MP | 18MP | 18MP |
| Optical Zoom | 2x | 2x | 8x periscope | 8x periscope |
| Connectivity Chips | Custom Wi-Fi chip | Custom Wi-Fi + 5G modem | Same as previous gen | Same as previous gen |
| Cooling | Graphite | Graphite | Thin VC | Thin VC |
| Build | Aluminum frame | Titanium frame | Unibody aluminum | Unibody aluminum |
Apple Watch Lineup
Three new Apple Watch models were introduced: Apple Watch Series 11, Apple Watch SE 3, and Apple Watch Ultra 3. The upgrades focus on health tracking, battery life, and a slimmer design. All models run watchOS 12 and support Apple Intelligence integration. Sleep and cardiovascular health tracking were key highlights.
Apple Watch Comparison
| Apple Watch SE 3 | Apple Watch Series 11 | Apple Watch Ultra 3 | |
|---|---|---|---|
| Price (USD) | 249 | 399 | 799 |
| Material | Aluminum | Aluminum | Titanium |
| Size (mm) | 40/44 | 42/46 | 49 |
| Weight (g) | 26.3/33 | 30.3/43.1 | 61 |
| Display Brightness (nits) | 1,000 | 2,000 | 3,000 |
| Health Features | Sleep Score, Cycle Tracking, Heart Rate, Body Temp, Fall Detection, Workout Buddy | All SE features + Blood Pressure Alert, Blood Oxygen | All SE features + Blood Oxygen |
| Connectivity | - | 5G | 5G + Satellite |
| Battery | 80% in ~45 mins | Fast charging to 80% in 30 mins, 24hr max | Up to 72hrs in Low Power Mode, 80% in ~45 mins |
| Target Audience | Value-focused | Everyday users | Outdoor/athletic professionals |
| Extras | - | - | New ultra-wide OLED with LTPO3 tech |
AirPods Pro 3
AirPods Pro 3 was one of the biggest highlights of the event. Priced at USD 249, it retains the design of the previous generation but introduces several major upgrades:
- Live Translation: Real-time translation with Apple Intelligence support, displayed on iPhone.
- Heart Rate Sensor: Tracks heart rate and calories burned during workouts using machine learning and accelerometers.
- Upgraded ANC: Active Noise Cancellation is now twice as effective.
- IP57 Rating: Sweat and water resistance for intense workouts.
- Improved Battery Life: Up to 8 hours with ANC on, and up to 10 hours in Transparency Mode.
Conclusion
Apple's 2025 Fall Event, themed “Awe Dropping,” introduced the iPhone 17 series, new Apple Watch models, and AirPods Pro 3. Hardware upgrades focused on boosting AI performance via the new A19 chips, enhancing camera systems, improving thermal design, adding health features to Apple Watch, and embedding live translation and heart rate tracking in AirPods.
However, the event lacked major software updates or service-level innovations, signaling a hardware-focused release cycle. Market reaction was muted, with Apple stock dipping roughly 1.5% after the event.
