Apple September 2025 Launch: iPhone 17, Apple Watch Series 11 & AirPods 5 – Everything You Need to Know

Apple’s highly anticipated September 2025 event has just wrapped up, and it didn’t disappoint. This year’s lineup includes the iPhone 17 series (with a brand-new iPhone Air), Apple Watch Series 11, Ultra 3, and SE 3, and the upgraded AirPods Pro 3.

If you’ve been keeping an eye on the rumours, you’ll notice that Apple has pushed harder than ever on design, durability, health tracking, and intelligent features like AI and live translation. Here’s a detailed breakdown of what was announced and why it matters.

The iPhone 17 Series

Apple unveiled three main iPhone models this year: iPhone 17, iPhone 17 Pro/Pro Max and iPhone Air.

iPhone 17 Pro & Pro Max

The Pro line has always been Apple’s “showcase,” and this year it’s no different.

Performance: Powered by the new A19 Pro chip, these models deliver even faster speeds, better power efficiency, and console-level gaming performance.
Cameras: Equipped with a triple 48MP system, including Main, Ultra Wide, and Telephoto lenses, with up to 8× optical zoom on the Pro Max. Perfect for photographers and videographers.
Design: Apple introduced a new “camera plateau” look on the back, paired with a more advanced cooling system that improves sustained performance.
Battery Life: Significantly improved thanks to smarter power management.
Colours: Deep Blue, Cosmic Orange & Silver.

Why it matters: If you rely on your iPhone for work, content creation, or gaming, this is the model to get. Apple clearly wants Pro users to replace other devices (like cameras and handheld consoles) with the iPhone alone.

iPhone 17

The regular iPhone 17 strikes a balance between premium and practical.

Display: 6.3-inch Super Retina XDR with 120Hz ProMotion for smoother scrolling and gaming.
Durability: Introduces Ceramic Shield 2, offering better scratch and drop resistance.
Cameras: Dual 48MP sensors with a powerful Ultra Wide option; the front camera supports “Center Stage” for smoother FaceTime calls.
Storage: Starts at 256GB, double the base storage from last year.

Why it matters: This is Apple’s most user-friendly iPhone yet, giving you ProMotion, better cameras, and more storage at a more accessible price point.

iPhone Air

Perhaps the most exciting new addition, the iPhone Air is Apple’s thinnest iPhone ever at just 5.6mm thick.

Build: Titanium frame for strength without bulk.
Display: 6.5-inch ProMotion 120Hz with 3,000-nit peak brightness, making it ideal for outdoor use.
Chip: Shares the A19 Pro chip, meaning no compromises on performance.
Design Direction: Moves fully eSIM-only, continuing Apple’s push toward a SIM-free future.

Why it matters: The Air blends style and performance — perfect for users who value a slim, lightweight phone without giving up flagship features.

The New Apple Watch Family

Apple also refreshed its wearable lineup with three models catering to different audiences.

Apple Watch Series 11

New health metrics: sleep scoring, hypertension monitoring, and cycle tracking.
Stronger display durability and better battery life.
Runs on watchOS 26 and pairs seamlessly with iPhones on iOS 26, fully integrated with Apple Health

Apple Watch Ultra 3

Rugged and adventure-ready with the largest display ever.
Up to 42 hours of battery life, extendable in Low Power Mode.
Enhanced GPS accuracy and outdoor fitness tracking.

Apple Watch SE 3

More affordable but now comes with Always-On Display.
Tracks sleep, wrist temperature, and even predicts ovulation cycles.
Faster charging makes it practical for daily wear.

Why it matters: Apple is pushing watches further into health and wellness territory. Whether you’re an athlete, adventurer, or casual user, there’s now a watch designed for you.

AirPods Pro 3

Apple’s third-generation AirPods Pro may look similar, but the upgrades are significant.

Audio: Improved Active Noise Cancellation and richer sound balance.
Comfort: New ear tip sizes for better fit during workouts.
Health: Built-in heart rate monitoring when exercising.
Intelligence: Live Translation feature — hold a conversation in different languages with real-time translation through your AirPods.

Why it matters: These aren’t just earbuds anymore; they’re evolving into health and communication tools, extending Apple’s ecosystem into daily life even further.

Key Takeaways

All iPhones start with 256GB storage — more value at the base tier.
Durability focus: new display coatings, titanium, and Ceramic Shield 2.
Health at the center: every new Apple Watch and AirPods Pro 3 come with meaningful health and fitness upgrades.
Malaysia availability: Pre-orders begin September 12, with in-store availability from September 19, 2025.

Final Thoughts

This year’s launch shows Apple doubling down on three priorities: performance, durability, and health. The iPhone 17 Pro Max targets creators and pros, the iPhone Air caters to design lovers, and the wearables continue to evolve as wellness companions.

If you’ve been waiting to upgrade, 2025 might be the most compelling year in recent memory.

Stay Ahead with Apple’s Latest Innovations

Thinking of upgrading? Whether it’s the powerful iPhone 17 Pro, the ultra-thin iPhone Air, or the health-focused Apple Watch Series 11, now is the time to experience the future.