Everything Apple Announced at Its September Event: iPhone 17, New Watches, and More

At its iPhone announcements Tuesday, Apple executives didn't just say that popular two-letter phrase, A-I, but emphasized how their devices are designed to power technologies like machine learning and "on-device" "large-language models," to make its most popular features better. That includes what the company said are better photos, more precise health tracking, and new tricks like voice translation.

Here's all the different upgrades Apple announced, starting with three new watches, the $249 Apple Watch SE 3, the $399 Apple Watch Series 11, and $799 Apple Watch Ultra 3.

Here's their feature breakdowns:

Apple Watch Ultra

Apple markets the device at ultra-sports enthusiasts, which is partly why its most expected new feature was satellite connectivity. Apple said that just like with its iPhones, an Apple Watch Ultra can line up with low-earth-orbit satellites to send emergency signals if cell service isn't available.

Apple also said the Apple Watch Ultra 3 has an upgraded display that offers higher brightness at different angles, more animations in low-power mode, and more pixels as a result of smaller bezels.

Apple Watch Ultra also has new AI features, including:

• A new "workout buddy," powered by on-device LLMs that generate a voice encouraging you through an exercise routine.

• Hypertension notifications, which the company said will alert wearers if it detects potentially high blood pressure during every day heart-rate tracking.

• A new sleep score, powered by on-device analysis from tracking your vitals as you sleep.

Apple Watch Series 11

The mainstream Apple Watch offers a larger battery, more scratch resistance, and each of the Ultra's new AI-powered features.

Apple Watch SE 3

Apple's newest low-cost Apple Watch adds new features from more expensive models, including an always-on design, finger-double-tap and wrist-flick.

AirPods Pro 3

Apple's $249 in-hear headphones have been well regarded since their launch, with some of their most high profile features coming from "machine learning" and AI.

The AirPods Pro 3, which keep the same price as its predecessors, offers better sweat and water resistance in its hardware and new ear-tips to offer better fits.

Its biggest new feature though is live voice translation, powered in part by the iPhone. Apple said that its new AirPods Pro 3 devices will use noise cancellation and the iPhone screen to translate what someone is saying live, and then either type out your response in their language or play it over the iPhone's speaker.

Apple also said it built new heart-rate detection into the AirPods Pro, using infrared sensors it says can help track people's performance in up to 50 different types of workouts.

Apple said the new AirPods Pro 3 are available for preorder Tuesday, and starts shipping Sept. 19.

iPhone 17

The star of Apple's show was its $799 iPhone 17, which starts at 256GB of storage and is expected, though not confirmed, to have 12GB of memory to support on-device AI.

Apple said its new A19 and A19 Pro chips are designed to offer faster performance for AI, while also supporting other machine-learning features like an improved selfie camera that can take horizontal photos while being held vertically. The company said its front-facing camera uses a new "Center Stage" feature, borrowed from its Macs and iPads, that detect people in the shot and frame them appropriately.

Apple said its A19 chips offer a 6-core CPU, 5-core GPU, and a 16-core "neural engine," that all add up to being about 20% faster than last year's equivalents.

The iPhone 17 starts at $799 for a 256GB model.

iPhone 17 Air

The company's newest product is also being marketed as its thinnest iPhone to date, powered by the A19 Pro while sporting a single 48MP camera on its back. It's 5.6mm thick (not counting the camera bump) and had a 6.5-inch display. 

The A19 Pro chip, meanwhile, also offers 6-core CPU and 5-core GPU, but also has "neural accelerators" that allow better performance for "GPU-intensive AI workloads."

The iPhone 17 Air also includes WiFi 7, powered by the company's new N1, a chip that now powers the iPhone's WiFi, Bluetooth and Thread home wireless technology.

Finally, the company said its C1X Modem will offer faster 5G wireless speeds, while eating 30% less battery life.

The iPhone 17 Air starts at $999 for a 256GB model.

iPhone 17 Pro and Pro Max

Apple's flagship device offers improved battery life, cameras and wireless speeds. But most dramatic is its addition to the A19 Pro chip with a vapor-chamber heat dissipation system.

Apple said this new system allows the company to power a 6-core CPU and a 6-core GPU, as well as more cache and "neural accelerators."

Apple said it's also changing the design of its iPhone 17 Pro to use aluminum across more of the back, including the camera bump. Its wireless charging surface, meanwhile, uses the company's Ceramic Shield from the front screen, which Apple said makes the 4x more resistant to cracks and scratches.

The 6.3-inch iPhone 17 Pro starts at $1,099, the same price as last year, for its 256 GB model, and $1,199 for the larger 6.9-inch Max version. 

All the new Apple hardware is expected in stores starting September 19.

More from MC News

• Windows 10 End of Support Countdown: Less than 50 Days Left to Upgrade
• Everything You Need to Know About WiFi 7
• Keyboard 101: Intro to Computer Keyboards
• The NVIDIA 50 Series Laptop Buying Guide
• Can Your PC Run OpenAI's New GPT-OSS Large Language Models?
• Best 3D Printer Projects for Nintendo Switch 2
• How to Upgrade Your Laptop's RAM and Storage
• How to Build Your Own AI Personal Assistant
• Fix It Yourself: Talking to iFixit on Why Repairable Tech Matters 

Ian Sherr is a widely published journalist who's covered nearly every major tech company from Apple to Netflix, Facebook, Google, Microsoft, and more for CBS News, The Wall Street Journal, Reuters, and CNET. Aside from writing, he tinkers with tech at home, is a longtime fencer -- the kind with swords -- and began woodworking during the pandemic.