Apple Inc (NASDAQ:AAPL, ETR:APC) announced its latest hardware lineup at its September 9, 2025, event, headlined by the debut of the iPhone 17 family.
The new range includes the entry-level iPhone 17, the slimmer iPhone 17 Air, and the flagship iPhone 17 Pro. The iPhone 17 Air is a new addition to the lineup, positioned between the standard and Pro models.
It features a thinner design and relies exclusively on eSIM technology, with no physical SIM card slot.
Pricing for the new devices reflects both continuity and increases across the lineup.
The iPhone 17 starts at $799, the same launch price as the iPhone 16. The iPhone 17 Air is priced from $999, while the iPhone 17 Pro starts at $1,099 with 256GB of storage.
That marks a higher entry point than last year’s iPhone 16 Pro, which launched at $999 for 128GB.
The iPhone 17 Pro received the most extensive upgrades. All three rear cameras now feature 48-megapixel fusion sensors with a 56 percent larger sensor size.
Apple also introduced a new vapor chamber thermal management system, a bigger battery capable of up to 39 hours of video playback, and what the company described as its most powerful mobile chip to date.
The iPhone 17 and iPhone 17 Air also gained improvements, including a 48MP fusion dual-camera system and support for dual-camera video recording.
All three devices run on iOS 26, which introduces a new “Liquid Glass” design aesthetic and adaptive power-saving AI capabilities.
Alongside the iPhone updates, Apple unveiled new additions to its broader ecosystem.
The company introduced the Apple Watch Series 11, Apple Watch Ultra 3, and Apple Watch SE 3, as well as AirPods Pro 3.
A new woven textile material for iPhone cases, called “TechWoven,” was also revealed.
Pre-orders for the new iPhones open on Friday, with availability in stores beginning September 19.
Shares of Apple traded down 1.7% at about $234 following the event.