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Apple announces iPhone Air, iPhone 17, AirPods Pro 3 and Apple Watch 11

Meet the thinnest iPhone ever, and the most powerful iPhone ever

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Happy iPhone day to all who celebrate this momentous date in the tech calendar.

There’s nothing quite like a new iPhone launch day. And I should know, as I’ve been covering them for over a decade. Back when we had a physical home button, chunky bezels and single camera on the back. How times have changed.

For Apple’s 2025 installment, we were shown a heap of new products, from a quartet of iPhone 17 handsets including the much-talked about iPhone Air, to the new Apple Watch 11, Watch SE 3 and Watch Ultra 3, and the new AirPods Pro 3.

There’s plenty to talk about then, so here’s what you need to know.

What has Apple announced?

Apple has blessed us with eight new products; four iPhones, three Watches and a set of AirPods Pro.

  • AirPods Pro 3
    Price: $249 | Pre-order: today | Release date: September 19
  • Apple Watch Series 11
    Price: $249 | Pre-order: today | Release date: September 19
  • Apple Watch SE 3
    Price: $349 | Pre-order: today | Release date: September 19
  • Apple Watch Ultra 3
    Price: $799 | Pre-order: today | Release date: September 19
  • iPhone 17
    Price: $799 | Pre-order: September 12 | Release date: September 19
  • iPhone Air
    Price: $999 | Pre-order: September 12 | Release date: September 19
  • iPhone 17 Pro
    Price: $1,099 | Pre-order: September 12 | Release date: September 19
  • iPhone 17 Pro Max
    Price: $1,199 | Pre-order: September 12 | Release date: September 19

How long was the iPhone 17 launch event?

The quickest iPhone launch ever? I’ve not run the data, but it’s definitely up there. It felt fast paced while watching, and I wasn’t just imagining it – Apple blitzed through its new product announcements.

This is how it compares to previous iPhone launch events;

iPhone 17 (2025)Launch date: Tuesday 9 September
Length: 1 hour, 14 minutes
iPhone 16 (2024)Launch date: Monday 9 September
Length: 1 hour, 38 minutes
iPhone 15 (2023)Launch date: Tuesday 12 September
Length: 1 hour, 22 minutes
iPhone 14 (2022)Launch date: Wednesday 7 September
Length: 1 hour, 34 minutes
iPhone 13 (2021)Launch date: Tuesday 14 September
Length: 1 hour, 18 minutes

How can I rewatch the iPhone 17 launch event?

You’ll be able to rewatch the iPhone 17 launch on YouTube.

iPhone 17 launch: as it happened

Last updated September 09, 2025 11:13 AM
    John McCann
    John McCann
    Former Managing Editor
    John has been a consumer technology & automotive journalist for over a decade.
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