Live Blog of Apple's September 9 'Awe Dropping' Event

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These iPhone 17 Pro models are the most advanced pro models we’ve ever created. And this new iPhone lineup represents the biggest leap ever for iPhone! The products and innovations we introduced today, along with the power of Apple Intelligence, will enrich people’s lives in so many ways. It reflects our deep commitment to designing industry-leading products and experiences. Because we’ve always believed that when something is designed with great care, with absolute attention to every detail, every material, technology, and interaction, that the result can impact our lives in powerful and profound ways. And change the world for the better. Thank you very much for joining us. Have a great day.

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And now, back to Tim.

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This is, without question, our best iPhone lineup ever! All of the new models will start with 256GB of storage, giving you more room for your photos, videos, apps, and memories. iPhone 17 starts at $799, keeping the same great price. iPhone Air starts at $999, and iPhone 17 Pro starts at $1099, the same great price as last year’s 256GB iPhone 16 Pro.

And for the first time, a 2TB configuration is available on iPhone 17 Pro Max. We also have amazing offers, from Apple and our partners. You can get up to $1100 off when you trade in an iPhone 13 Pro or newer, in any condition. And the iPhone lineup starts at just $599 with iPhone 16e. Pre-orders for all new models start this Friday, and they will be available starting September 19th.

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All of our cases feature a new button design that feels even better and more precise than before! The beautiful and functional Crossbody Strap that you saw with iPhone Air is designed to pair with TechWoven Cases for iPhone 17 Pro and 17 Pro Max, as well as Silicone Cases for all iPhone 17 models. So that’s iPhone 17 Pro! By far the most powerful and versatile iPhone we’ve ever made. This is a huge upgrade, featuring a stunning design and powered by A19 Pro for our best performance ever. It also delivers an enormous leap in battery life. All 48MP Fusion cameras on the back and 8x zoom, along with our innovative Center Stage camera on the front. Plus, it supports the latest features in iOS 26, Apple Intelligence, and so much more. Let’s see the iPhone 17 Pro in action.

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When using an array of cameras, Genlock enables advanced filmmaking tools and techniques like time-splicing, or “bullet time” which allows filmmakers to change the audience’s perspective while freezing time. Genlock is supported via the new Blackmagic Camera ProDock, and we have APIs available for others as well. We’re thrilled to bring these advanced filmmaking tools to iPhone, making them more affordable and approachable. iPhone 17 Pro truly sets a new standard. And to complete the experience, we’ve also designed a range of new accessories. We’re introducing our TechWoven Case, with a new, innovative material. This woven textile is crafted with a technical process that uses multiple yarn colors to create a sophisticated look, while a protective coating provides resistance to scratches and stains. We also have clear cases, as well as a great selection of colors in silicone.

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Whether using multiple cameras or onscreen graphics, Genlock allows for accurate and professional-looking transitions without hours of manual frame-by-frame alignment.

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This year, we’re bringing some of our most requested Pro video features, allowing iPhone to integrate even more seamlessly into the largest, and smallest, of productions. We’re adding support for ProRes RAW capture, which is the industry-leading Apple-developed video codec that records all of the information captured by the camera’s sensor to provide unparalleled flexibility in post-production. It is ideal for high dynamic range video, and since we introduced it, it has become the industry standard for productions requiring the highest level of control and quality. ProRes RAW capture is supported by Final Cut Camera and Blackmagic Camera, and APIs are available for other developers. We’re also adding support for Genlock, which enables super precise video synchronization. It is particularly useful for content creators and streamers.

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Those photos are absolutely beautiful! Now, let’s talk about video. Our Pro models already lead the way in smartphone video. To match our quality, format support, and seamless integration in professional workflows, you’d have to look to dedicated pro camera systems. No other smartphone comes close. We're even filming this event with iPhone 17 Pro. How cool is that? Amazing Pro features like Dolby Vision HDR, 4K120, ProRes Log, and support for ACES have been loved by filmmakers, who also love how iPhone allows them to be closer to their subjects, more intimate, more nimble, and more flexible.

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We put iPhone 17 Pro in the hands of some world-class photographers. Let’s take a look at some of the fantastic images they captured.

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It’s perfect for nature photography, freezing motion, and capturing stunning detail. With the additional 8x 200 mm lens, we can get closer still, with a beatiful depth of field. And, like the 2x Telephoto, the 8x also utilizes the updated Photonic Engine, which integrates machine learning into even more parts of the image pipeline. We apply deep learning models for demosaicing, which constructs the image from the raw output using the quad-pixels in the imaging sensors. This preserves natural detail, reduces noise, and results in significantly improved color accuracy, especially in low light. And now, the digital zoom is up to 40x for photos! With the new 48MP Fusion Telephoto camera system, iPhone 17 Pro has the equivalent of eight Pro lenses in your pocket!

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The extended plateau on iPhone 17 Pro is also designed to house an all-new 48MP Fusion Telephoto camera. It offers a 4x zoom at 100 mm, and a far-reaching 8x zoom at 200 mm, our longest optical-quality zoom ever! iPhone 17 Pro has our next generation tetraprism telephoto, with an improved 3D sensor shift image stabilization system. This was necessary because it features a sensor that is 56% larger than the previous generation, which improves sharpness in bright light, and provides better detail across all light levels. The new telephoto camera provides a longer reach and gives more creative choice. The 4x at 100 mm is a classic lens for portraiture, providing a flattering perspective, and new options for framing.

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iPhone 17 Pro and iPhone 17 Pro Max feature the best camera system we’ve ever made, with high-resolution sensors on each camera! On the front, we have the 18MP Center Stage camera, our innovative new front camera system. The wider field of view and higher resolution are particularly useful when recording yourself speaking directly to camera, making our Pro models the absolute best choice for content creators. On the rear, all three cameras are 48MP for the very first time. And not only are the sensors 48MP, but all three are Fusion cameras. We have updated the imaging pipelines for better resolving power. That means you’ll get more detailed images at every zoom range and light level.

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Next, let’s talk about the Pro camera system, which combines incredible hardware with advanced computational photography to capture beautiful photos and videos. The iPhone 17 Pro camera system gets even more powerful and versatile. To tell you about it, here’s Patrick.

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For our eSIM-only models, we took advantage of the space formerly occupied by the physical SIM to grow the battery even more to provide an additional two hours of video playback per charge, enabling up to an astonishing 39 hours of video playback.

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The glass on the back is even better protected by the aluminum unibody design. In fact, it is no longer glass at all. Like iPhone Air, we’re now using Ceramic Shield for the back. This provides exceptional strength. The Ceramic Shield back is four times more resistant to cracks than our previous back glass, and in a thinner profile, creating more room for the battery. On the front, the gorgeous display is protected by the incredible new Ceramic Shield 2, providing industry-leading protection with three times better scratch resistance than the previous generation. And the new seven-layer anti-reflective coating reduces glare and distractions, making the display more readable in bright lighting conditions, both indoors and outdoors. All of these design decisions made it possible to grow the battery significantly, resulting in the iPhone 17 Pro Max achieving the best battery life ever in an iPhone.

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This new design not only delivers exceptional performance but also builds upon iPhone’s industry-leading durability.

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It features a powerful 6-core CPU, and a high-performance 6-core GPU, with a Neural Accelerator built into each GPU core. It also features a larger cache than A18 Pro and even more memory. When A19 Pro is paired with our best-ever thermal design, iPhone 17 Pro is able to deliver up to a whopping 40% better sustained performance than iPhone 16 Pro, making it ideal for intensive tasks like gaming, photo and video editing, using the latest Apple Intelligence features, and running local large language models. So you can play visually demanding games like Arknights: Endfield with hardware-accelerated ray tracing at higher frame rates, hour after hour.

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A key element of the design is the forged plateau, which efficiently dissipates heat and creates extra space for components, making room for a larger battery.


And by integrating the antennas around the perimeter of the plateau, it helped create the highest-performing antenna system ever in an iPhone. So, every aspect of this design is engineered to maximize performance and unlock the full potential of the extraordinary A19 Pro.

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The vapor chamber directs heat strategically through the system, where it is efficiently dissipated and released by the forged aluminum unibody. We used an Apple-designed aerospace-grade aluminum alloy for its superior thermal conductivity, which is 20 times greater than the titanium we previously used. This proprietary alloy is also significantly lighter. As a result, it was the perfect choice for achieving this new design while delivering outstanding thermal performance in a product that remains comfortable to hold and use. And, the aluminum is anodized in three stunning finishes, a Refined Silver, an elegant Deep Blue, and the bold and eye-catching Cosmic Orange.

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De-ionized water is sealed inside the vapor chamber, which is laser-welded into the aluminum chassis. This efficiently moves heat away from the components, allowing for higher sustained performance.

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The iPhone 17 Pro design is more than just a fresh, bold new look. It also delivers a dramatic leap in performance that makes this the most powerful iPhone ever, by far. And it starts with an entirely new approach to thermal management, which is critical to system performance. We meticulously manage power and surface temperature to make sure iPhone 17 Pro and iPhone 17 Pro Max always deliver exceptional performance, while remaining comfortable to hold. At the heart of the new thermal management system is an Apple-designed vapor chamber.

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iPhone 17 Pro is by far the most advanced iPhone ever, featuring a striking new design and powerful capabilities. To tell you more, here’s Joz.

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Ceramic Shield, our thoughest glass ceramic formulation, now protects the back as well as the front

designed to resist whatever life throws at it.

The new definition of Pro.

iPhone 17 Pro.

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Designed for the biggest battery in any iPhone.


The full-width camera plateau elegantly integrates the antenna and encases a new Pro camera system with breathtaking range and resolution. Core to the unmatched performance is the most powerful chip made for iPhone. But this much power generates heat, so we designed a completely new thermal system to dissipate heat rapidly throughout the aluminum unibody.

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We set out to redefine the Pro, driven by performance, durability, and capability.

So, we started again. From solid aluminum. With a custom extrusion that’s heated and forged, then precision machined in thousands of finer and finer passes.

Travelling through successive anodizing baths, we built the colorful and durable oxide outer layer

to create our first iPhone unibody. A light, thermally efficient and rigid enclosure.

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iPhone Air is a total game changer. It’s designed for customers who want pro performance in an unbelievably thin and light design. And with iPhone Air in the lineup, we were able to take our two Pro models to an entirely new level of performance and capabilities. So our goal was simple - to build the most Pro iPhone yet, by a lot. We started from scratch and rebuilt it from the inside out. Introducing iPhone 17 Pro.

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All this in a new design that frankly seems impossible, and we can’t wait for you to experience it. Now, back to Tim.

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We also designed two custom cases for iPhone Air. The first is a translucent case with a back panel that is less than 1 mm thin, designed to provide great drop protection, available in Frost and Shadow. The second is a lightweight bumper, made from a reinforced polycarbonate. It perfectly frames iPhone Air, and is available in four matching colors. Both options can be paired with the new Crossbody Strap. It’s lined with thin, flexible magnets, designed to hold the straps together and allow you to easily adjust the length. So that’s the incredibly advanced iPhone Air. Our thinnest iPhone ever, with pro performance inside. Incredible durability, amazing camera systems on both front and back, and our latest Apple-designed chips built for efficiency to deliver fantastic all-day battery life.

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We’re also introducing a new ecosystem of accessories to complement this unique iPhone design. Thanks to the incredible thinness of iPhone Air, we were able to create a new low-profile MagSafe Battery that when attached feels great in your hand and is slim enough to drop right in your pocket. When using them together, iPhone Air has up to 40 hours of video playback! That's enough to binge on all 40 episodes of For All Mankind, making it a great accessory for long trips.

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This is incredible, all-day battery life in our thinnest iPhone ever.

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So now let’s talk about battery life. We innovated in both hardware and software to deliver great battery life for iPhone Air, powered by our most advanced Apple silicon, built for efficiency. The internal design has been completely rethought to maximize battery space. And iOS 26 introduces new power-saving features, like Adaptive Power Mode, which learns your usage patterns and anticipates when you might run low on battery, intelligently conserving power to help you make it through the day. Now despite being much thinner and lighter, iPhone Air still gets amazing all-day battery life.

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And there is so much more to these camera systems, like Action Mode, Audio Mix, 4K Dolby Vision, and all the features of Camera Control. There is another important innovation that helped bring iPhone Air to life, and that is eSIM. We pioneered eSIM years ago and now it’s an industry standard. And compared to that decades-old piece of plastic, eSIM is so much easier to use, has better security, and saves precious space inside iPhone. eSIM is also great for travel. Carriers have many affordable and convenient roaming plans. If you want to use a local plan, it’s easy to set up an eSIM from the comfort of your home or while on the road, there is no need to change physical SIM cards, and you can have data from the moment you land at your destination. eSIM coverage is available globally, thanks to extensive planning and testing with our carrier partners. Because of this, we designed iPhone Air to be eSIM-only worldwide, maximizing internal space for battery size.

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And we are introducing a brand-new feature that combines the front and rear cameras. Dual Capture video is perfect to record yourself while at a concert, or your reaction to the game’s big play. The new stabilization from the Center Stage front camera keeps you in frame, while the Fusion Main camera on the back gives you flexibility to zoom in to the story you want to tell.

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On the front, we have our new and innovative Center Stage camera. You don’t need to rotate your phone anymore to take a landscape selfie. Center Stage for photos perfectly frames everyone in either orientation.

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The large sensor enables a second optical-quality lens, the integrated 2x Telephoto, delivering stunning photos and 4K videos. With the power of computational photography, this incredible system enables the latest signature features of the iPhone camera, like 24MP default photos, capturing here the fine texture of her dress and even nuances in the shadows, next-generation portraits with Focus control, which works on any subject, like these delicious waffles, or the latest generation of Photographic Styles, which features the new Bright style, that brightens skin tones and applies a pop of vibrance across the image. And the custom 28 and 35 mm lenses give users more flexibility to frame their shot, for a total of four lenses in your pocket.

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The camera system in iPhone Air delivers the most popular features that make iPhone the world’s favorite camera. What might appear to be a single camera is actually our new powerful 48MP Fusion camera system, which works like multiple advanced cameras in one. You can shoot breathtaking 48MP photos, capturing even the small trees across the valley and the deep color range on the stone wall. And the 2x Telephoto has an updated Photonic Engine, which now uses machine learning to capture the lifelike details of her hair, and the vibrant color of her jacket. This Fusion camera excels in low light, thanks to its large sensor, fast aperture, and our Apple-designed sensor-shift optical image stabilization.

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We introduced C1 last spring and in just six months, we already have a new version that is faster and more efficient. The new C1X is up to two times faster when compared to C1. It is even faster than the modem in iPhone 16 Pro and uses 30% less energy overall, making it the most power-efficient modem in an iPhone. In fact, iPhone Air is the most power-efficient iPhone we have ever made. We started building Apple silicon to enable us to create better products, and iPhone Air is the realization of that goal. Back to John.

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Another area of innovation for Apple silicon is wireless connectivity. For years, we have been building Wi-Fi and Bluetooth chips for Apple Watch and AirPods. And now this is coming to iPhone for the first time. Introducing N1, our Apple-designed chip, which enables the latest wireless technologies, Wi-Fi 7, Bluetooth 6, and Thread, while improving overall performance and reliability in key areas like Personal Hotspot and AirDrop. Finally, a critical innovation that makes iPhone Air possible is our Apple-designed modem.

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The result is a CPU that’s even faster and more efficient than A19. Our GPU also gets a big upgrade in A19 Pro. We are introducing the second generation of our Dynamic Caching architecture, we doubled our 16-bit floating-point math rates, and we built a new unified image compression. And that’s not all, the other major update to our GPU is around AI.

We have been at the forefront of AI acceleration since we first introduced the Neural Engine eight years ago. We later brought machine learning accelerators to our CPUs. And while our GPU has always been great at AI compute, we’re now taking a big step forward building Neural Accelerators into each GPU core, delivering up to three times the peak GPU compute of A18 Pro.

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With Apple silicon, our focus is to maximize performance and efficiency so we can drive innovation in our products. iPhone Air demands the most efficient high-performance chip we’ve ever built for iPhone. And that is A19 Pro. With the CPU, we continue to push on single-threaded performance and efficiency. Our performance cores gain improvements to front-end bandwidth and branch prediction, making A19 Pro the fastest CPU in any smartphone. And we increased the last-level cache of our efficiency cores by 50%, specifically aimed at improving energy efficiency for the things you do every day.

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The frame of iPhone Air is made of titanium. This is an essential material choice for such a thin design, and enables it to exceed our stringent bend strength requirements. All together, these materials make iPhone Air more durable than any previous iPhone. We are also using 80% recycled titanium, the highest ever for iPhone. There are four stunning colors to choose from: Space Black, Cloud White, Light Gold, and Sky Blue. iPhone Air has such an unique design, and it wouldn’t have been possible without Apple silicon. To tell you more, here is Tim Millet.

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It’s unlike anything you’ve ever held before and it’s packed with our most advanced features. The gorgeous 6.5-inch display is our best, featuring ProMotion up to 120Hz, Always-On, and 3000 nits of peak brightness. And it’s protected by the new Ceramic Shield 2, with improved anti-reflection and three times better scratch resistance than our previous Ceramic Shield. We are also bringing Ceramic Shield to the back of iPhone for the very first time. It is four times more resistant to cracks than our previous back glass. It also protects the new plateau that now houses major internal components at the top of iPhone. The inside was precision-milled for more space, creating room for the rear camera, front camera, speaker, and even Apple silicon.

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iPhone Air is unlike anything you’ve experienced before. To tell you all about it, here’s John. ♪ “Touchdown” by NNAMDÏ ♪

We are thrilled to introduce the impossibly thin iPhone Air. At 5.6 mm, it’s the thinnest iPhone we’ve ever made. And it’s also exceptionally light.

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It's our most durable design yet.

To make something this thin, we had to redesign our iconic plateau.

Precisely machined from both sides, it's sculpted to fit our custom-made cameras, chips, and key system modules. We then dedicated every last bit of remaining space to a high-density battery, resulting in remarkable battery life.

The impossibly thin profile allowed us to stretch the display without adding any extra bulk.

It's the thinnest iPhone ever with the power of Pro inside. A paradox you have to hold to believe. This is iPhone Air.

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Our intention was to make an iPhone that feels like a piece of the future.

Powerful, yet so thin and light, it seems to disappear in your hands.

The core structure is a radically thin frame made from Grade 5 spacecraft titanium that combines strength, lightness and durability.

To bring elegance to such a tough material, we polished the frame to a pristine mirrored finish,

crafted in a palette of colors that evoke lightness.

For the first time, Ceramic Shield encloses the titanium frame on both sides. A high temperature process creates nanocrystals that significantly improve toughness.

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iPhone 17 is fantastic. And that’s just the beginning of what we’re introducing today. With the advancements made possible by Apple silicon, we have been able to push the limits of iPhone design and innovation. And that breakthrough has led to something truly amazing. Introducing the newest member of the iPhone family.

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iPhone 17 has impressive camera upgrades with the 48MP Dual Fusion camera system and the Center Stage front camera. We can’t wait to see all the ways you’ll capture everyday moments, and use it for more creative possibilities. And that completes the fantastic iPhone 17! Powered by the A19 chip, it has a bigger and brighter 6.3” display with ProMotion and Ceramic Shield 2. iPhone 17 also comes with the latest iOS features, Apple Intelligence, great all-day battery life, and starts with 256GB of storage. iPhone 17 is packed with features you will enjoy every day. And now, back to Tim.

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The Center Stage front camera unlocks next-level experiences unique to iPhone. Now, back to Kaiann.

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The extra pixels in the square sensor level up video, too. All your on-the-move selfie videos will be ultra-stabilized, using some of the same technology that enables Action Mode on the rear cameras. You can also be more present FaceTiming with friends and family, because Center Stage for video calls is optimized for handheld video to keep your face perfectly positioned in-frame.

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Now, you can tap to expand the field of view and rotate from portrait to landscape, giving you more flexible ways to frame your photos and videos. When friends join the shot, the all-new Center Stage for photos uses AI to automatically expand the field of view, and can even rotate the frame for you. This makes it even easier to take a share-worthy photo. Holding iPhone vertically, you get a more secure grip, and you get better landscape selfies because your eyes are more centered in the shot. And photos have even more detail with higher resolution up to 18MP.

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The Center Stage camera’s unique shape and larger size allow for high-resolution photos and videos in any orientation, giving you four different compositions. Which means you don’t have to rotate your iPhone to take a landscape selfie anymore!

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It is enabled by our largest front camera sensor, almost twice the size of our previous front camera. And for the first time, the sensor is square. Traditional sensors have a 4:3 aspect ratio, which limits framing based on the orientation of the phone.

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It’s how we take self-portraits, record memories, express our creativity and point of view. And iPhone is with you to capture all these moments. Globally iPhone users took over 500 billion selfies last year. That’s more than any other smartphone! So this year, we are thrilled to introduce our phenomenal new Center Stage front camera. It gives you more pixels, more flexible ways to frame your shot, and incredible stabilization. This new front camera has our widest field of view.

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You’re going to love how easy it is to take amazing photos and videos. Now, let’s flip over to the front camera. It’s how we take self-portraits, record memories, express our creativity and point of view. And iPhone is with you to capture all these moments. Globally iPhone users took over 500 billion selfies last year. That’s more than any other smartphone! So this year, we are thrilled to introduce our phenomenal new Center Stage front camera.

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And now, iPhone 17 gets a new 48MP Fusion Ultra Wide camera. It has four times the resolution compared to iPhone 16. So you get even more detail in a broad range of photos, from exceptional macros to expressive scenes in unique angles.

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And for everyday photos, the 24MP default resolution provides the perfect balance, offering excellent image quality, rich detail, and a smaller file size that’s ideal for saving and sharing. At 2x, the optical-quality telephoto gets you closer to the subject, making it great for capturing quiet moments like this.

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iPhone 17 has a fantastic 48MP Dual Fusion camera system. Our Fusion technology combines the capabilities of two cameras in one, with a main camera and an optical-quality 2x telephoto, each with dedicated image pipelines. The main camera delivers an impressive 48MPs of resolution, perfect for capturing fine details, like in this vibrant shoreline photo.

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Live Translation helps you communicate across languages in Phone, FaceTime, and Messages. And just like all of Apple Intelligence, these features are designed to protect your privacy at every step. The efficiency of Apple silicon contributes to all-day battery life on iPhone 17. And with ProMotion, iPhone 17 gets up to eight more hours of video playback compared to iPhone 16. When you are out of battery, faster wired charging gets you up to 50% charge in 20 minutes. So just 10 minutes of charge gives you up to eight hours of video playback. It’s also a big year for the iPhone cameras. To show you what’s new, here’s Megan.

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A19’s advanced CPU, GPU, and updated neural engine also power Apple Intelligence. There are many features available today on iPhone that empower you to create, communicate, and be more productive. With iOS 26, we are adding even more. With visual intelligence, you can search, take action, and ask questions about what’s on your iPhone screen.

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It has an improved Neural Engine, tailored to power incredible on-device performance for Apple Intelligence. Combined with increased memory bandwidth of A19, on-device generative and large language models will run even faster. A19 has a 6-core CPU with our latest performance and efficiency cores to make iPhone 17 responsive while enabling great battery life. The next-generation 5-core GPU provides a big step up for graphics-intensive tasks. If you’re upgrading from an older iPhone, you’ll experience a huge boost in speed. The advancements in Apple silicon, hardware, and software make for incredible gaming on iPhone. Titles like Destiny: Rising by NetEase are even better with ProMotion’s adaptive refresh rate up to 120Hz.

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Now, it has three times better scratch resistance. It’s made possible by a new Apple-designed coating, bonded to Ceramic Shield at the atomic level. This specialized ceramic layer adds hardness to protect from everyday scratches. And the display quality gets better with a seven-layer anti-reflective coating that reduces glare and distractions, making iPhone more readable in bright lighting conditions, both indoors and outdoors. Powering iPhone 17 is the latest generation of Apple silicon, A19. Built with the most advanced 3nm technology, A19 is faster and more efficient. It has an updated display engine to power ProMotion and the Always-On display.

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When outside, iPhone 17 is more readable with 3000 nits peak outdoor brightness, our highest ever on iPhone. This makes the display on iPhone 17 our best yet. We build iPhone to be durable, because we know how much people count on it. Our industry-leading Ceramic Shield continues to be tougher than any smartphone glass or glass-ceramic. iPhone 17 introduces Ceramic Shield 2.

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iPhone 17 has a beautiful, more durable design and comes in five gorgeous colors: Lavender, Mist Blue, Black, White, and Sage. The new design has a larger, 6.3-inch display with thinner borders, so you can see more and do more. And the display of iPhone 17 features ProMotion, just like our Pro models, with an adaptive refresh rate up to 120Hz, designed to dynamically respond to your content for a smooth and power-efficient experience. When you’re not using your iPhone, the Always-On display efficiently adjusts down to 1Hz. And the Lock Screen is even more useful with Live Activities and widgets.

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iPhone 17 is incredible. Here’s Kaiann to tell you more.

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The new Apple Watch lineup and the incredible features they bring make Apple Watch even more useful and essential. The capabilities introduced today will not only help users stay connected, they’ll deliver even more health and fitness benefits seamlessly and automatically. Now, let’s talk about iPhone. From the moment iPhone was introduced, it reinvented the phone and set a new standard for the entire industry. Since then, we’ve continued to push boundaries with design, innovation, and experiences that have changed all of our daily lives. Today, we’re raising the bar once again, with an all-new iPhone lineup that’s unlike anything we’ve ever created. We’re introducing four new models, each designed to serve the unique needs of our users. And it starts now.

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So that’s our all-new lineup of Apple Watch. From the new Ultra 3 with satellite connectivity, to Series 11 with new, powerful health features and 24-hour battery life, and SE 3 with a massive update in performance and features. There’s a watch that’s right for everyone. Apple Watch SE 3 starts at just $249. Apple Watch Series 11 starts at $399. And Apple Watch Ultra 3 starts at $799. You can pre-order all the new models today, and they will be available starting September 19. Now back to Tim.

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That’s Apple Watch Ultra 3 now featuring the largest display and longest battery life of any Apple Watch, with satellite communications, 5G, hypertension notifications, and watchOS 26. It’s a big update to our most advanced Apple Watch. Now back to Stan.

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Emergency SOS via satellite is included with Ultra 3. And along with Messages and Find My, you can now stay connected when you’re backcountry skiing, trail running, or wherever you go. Ultra 3 also includes a larger battery and now gets up to 42 hours of battery life. Ultra will be available in Black and Natural Titanium made using an innovative 3D printing process that uses 100% recycled titanium and just half the raw material as previous generations. There are also great new colors across our Ultra bands, and the Trail Loop now includes reflective yarn woven along the edges. The Hermès collection also gets a new band in rubber, perfect for an active lifestyle. And new colors for the En Mer band.

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And Ultra keeps you connected no matter where you are with 5G cellular for more coverage and a faster, stronger connection. This year, we’re also making a huge leap forward with satellite connectivity! Now when you journey off the grid, you can stay safe and in touch with loved ones using satellite in available countries and regions. Just a few taps gathers critical information and can get you the emergency help you need. You can also send messages and share your location with Find My. To enable satellite connectivity in a device as small as Ultra, we redesigned the radio and antenna to double the signal strength, allowing you to communicate with satellites 800 miles above Earth!

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Let’s start with the display. Whether you’re checking your pace in the sun or depth underwater, readability is crucial. So Ultra 3 gets a new display that uses our most advanced technology with wide-angle OLEDs and LTPO3. The display is now brighter when viewed at an angle. And thinner borders allowed us to grow the screen area without changing the case size. The result is the largest display ever in an Apple Watch. It can also refresh more frequently in Always-On mode without affecting battery life. Which means you can now see ticking seconds in watch faces including a new face, Waypoint, that dynamically shows points of interests in relation to you. For athletes, the Workout app makes it faster to customize views and use Workout Buddy, a generative voice with Apple Intelligence that delivers personalized feedback to motivate you during your workout.

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Apple Watch Ultra is the ultimate sports and adventure watch. Ultra seamlessly transitions from a sports watch that helps you train for a race, to a smartwatch that can pay for coffee, to a health monitor that checks your vitals. This year we’re taking it further, with Apple Watch Ultra 3.

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Not only did we update SE and Series this year, we are also introducing an all-new version of Apple Watch Ultra. Here’s Eugene to tell you all about it.

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SE 3 comes in a popular Starlight and Midnight, made with 100% recycled aluminum. That’s Apple Watch SE 3, featuring a new Always-On display, 5G, temperature sensing, sleep apnea notifications, and sleep score. And with the powerful features of watchOS 26, this update takes SE to a whole new level.

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And gives you richer insights in the Vitals app, so you can be notified when something might be off. SE also gets sleep apnea notifications and sleep score. Finally, for those moments when you don’t have your AirPods handy, you’ll be able to play media, like music or podcasts, directly through the speaker. Even with all these great new features, the power-efficient S10 chip enables SE to still get all-day, 18-hour battery life. And for the first time, SE supports fast charging, making it easy to quickly top off the battery. It now charges up to two times faster than the previous model. In just 15 minutes of charging, it can add up to eight hours of normal use.

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Apple Watch SE delivers the core features and benefits of Apple Watch at the most affordable price. For many people, it’s the perfect way to get started. This year we are delighted to introduce Apple Watch SE 3. First, it gets our most powerful Apple Watch chip, S10, which enables even more features. It brings an Always-On display to SE for the first time! Now you can read the time and see the watch face without waking the display. With S10, SE also supports gestures like double tap and wrist flick so you can easily control your watch with just one hand. SE already has important features like heart rate notifications, Fall Detection and Crash Detection. SE 3 adds even more, like wrist temperature sensing which enables retrospective ovulation estimates.

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With better durability, 5G, 24-hour battery life, and our most comprehensive set of innovative health features, now including hypertension notifications and sleep score. I’ll turn it over to Amanda to tell you about the next version of Apple Watch SE.

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Including the Nike Sport Band and Nike Sport Loop, which now has reflective yarn woven throughout the fabric. And a new Hermès jacquard knit band with matching watch face that plays whimsical animations set in their iconic Paris store. There is also an elegant, narrow Grand H and new colors across the collection. And that’s Apple Watch Series 11.

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Hypertension notifications, the new sleep score, and the many other incredible health, fitness, and safety features will make a huge impact on users’ lives. To support all of these amazing capabilities, we also re-engineered the battery. Series 11 now gets up to 24 hours of battery life, so you can wear it all day and all night. Series 11 comes in Jet Black, Silver, Rose Gold and a beautiful new Space Gray all made from 100% recycled aluminum. There are also gorgeous polished cases made from 100% recycled titanium in Natural, Gold and Slate. This fall brings a beautiful new palette of colors across the entire band lineup.

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Now we’ll help you understand the quality of your sleep and how to make it more restorative with sleep score. The quality of your sleep is influenced by several factors, such as sleep duration, bedtime consistency, how often you wake up, and the time spent in each sleep stage. Sleep score analyzes these factors each night and provides a classification, plus a score. You’ll see how the score is calculated, so it's easy to understand what you can do to improve. Guidance from leading experts, including the World Sleep Society, underpins the scoring approach. And over five million nights of sleep data from the Apple Heart and Movement Study were used to develop and test the scoring algorithms. You can see details in the Sleep app and you can track it over time in the Health app on iPhone. Now, back to Stan.

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The algorithm works in the background, reviewing data over 30-day periods, and will notify you if it identifies patterns of hypertension. We developed this novel approach using advanced machine learning methods and a series of studies totaling over 100,000 participants. While it won't detect all instances of hypertension, we expect to notify over one million people with undiagnosed hypertension in the first year alone, empowering them to make lifesaving behavioral changes or start treatment. We expect clearance from the FDA and other regulators soon, with availability in 150 countries and regions this month, including the U.S. and Europe. Now, let’s talk about sleep, which is critical to daily restoration of your body and mind, and is also an important factor in your longevity. Apple Watch already helps you meet your sleep goals, gain insights, and discover possible sleep apnea.

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Heart health has always been integral to Apple Watch. This year, we’re thrilled to share our next advancement focused on a problem of massive proportions, high blood pressure, also known as hypertension. It impacts approximately 1.3 billion adults worldwide. The American Heart Association has referred to it as a silent killer because it often occurs with no obvious symptoms. To help, we've developed a groundbreaking feature that can alert you to possible hypertension, just by wearing your Apple Watch. Using data from the optical heart sensor, the algorithm looks for chronic high blood pressure by analyzing how your blood vessels respond to beats of the heart

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Here’s Sumbul to tell you more.

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The new 5G modem and antenna architecture improve performance and provide even more coverage. Plus, it’s more power efficient, using less battery for cellular. At launch, many of our biggest carrier partners will support 5G on Apple Watch. Series 11 comes with watchOS 26, bringing new features and intelligence, as well as an elegant new design. The new watch face Flow uses Liquid Glass numerals to beautifully refract swirls of color. And Exactograph, a modern reinterpretation of a traditional regulator clock that separates the hours, minutes, and seconds for precise timekeeping. Series 11 also comes with a comprehensive set of health features, including heart, hearing, cycle tracking, mental health, and more. And we’re taking that innovation in health even further adding new features in heart health and sleep.

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So now it’s two times more scratch resistant, perfect for everyday use and the challenges of an active lifestyle. With a cellular connection, Apple Watch makes it easy to stay connected when your phone isn’t with you. Series 11 now includes the latest cellular technology, 5G!

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It starts with our proprietary Ion-X glass, which is the toughest in the industry. We then apply a custom Apple-designed ceramic coating that bonds to the glass at an atomic level, making it significantly harder.

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Today, we’re making the best watch in the world even better. Introducing Apple Watch Series 11. It’s our thinnest and most comfortable watch, and it’s even more durable!

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It’s truly incredible to see how Apple Watch can help people in so many different ways. Its indispensable nature makes Apple Watch the most popular watch in the world. And each year we make Apple Watch even more essential. To tell you what’s new, here’s Stan.

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AirPods Pro 3 are absolutely amazing. They take the audio quality of the most popular headphones in the world to an entirely new level. Next, let’s turn to Apple Watch. For millions it’s an indispensable daily companion, a fitness coach, message center, mobile wallet and a beautiful timepiece. What I really love about Apple Watch is how it alerts millions of people to potentially serious health issues and helps save so many lives simply by wearing it on your wrist. It provides Fall Detection and Crash Detection, monitors your heart rate, tracks your sleep, is your life line in emergencies and so much more. Let’s take a look at the remarkable ways Apple Watch has touched people’s lives.

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You can pre-order them today, and they will be available September 19th. And now, back to Tim.

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In addition to breakthrough performance across the board, you will also get longer battery life throughout the day. We are moving from six hours on a single charge to eight hours, taking you through that transatlantic flight while listening to music with Active Noise Cancellation. To help our Hearing Aid users, we are thrilled to provide ten hours on a single charge in Transparency. That’s four more hours than the previous generation! So that’s AirPods Pro 3! Delivering sensational audio performance, including the world’s best ANC, an exceptional fit, and innovative fitness capabilities. Whether you’ve experienced AirPods before, or this is the first time, these AirPods Pro define a new benchmark for the world’s most popular headphones. And even with all of these updates, they will still be available for $249.

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And, you’ll have access to audio experiences like Workout Buddy powered by Apple Intelligence to motivate you along the way. [WORKOUT BUDDY] “That’s a new record!” “You just walked the longest distance in the walking workout this month.” Workouts you complete will also help close your Move ring, contribute to your step count, and you can stay motivated to do even more by earning Awards. In Fitness+ workouts, you can also get metrics like heart rate, calories, and even the Burn Bar to help keep you going. And you can track workouts at the gym including those from developers like Ladder, who can use new APIs to incorporate key metrics into their apps as well. So that’s the new fitness experience with AirPods Pro 3. Now, back to Kate.

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This incredible integration between hardware and software takes your fitness experience to the next level with AirPods Pro 3. Now, when you go to the Fitness app on iPhone, you’ll see a new Workout experience, where with just AirPods Pro you can track up to 50 different workout types, and it’s so easy to get started. This means you can get even more from the activities you love. So when you’re listening to music on your daily walk, you can track heart rate and calories burned using the new AirPods Pro.

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More people work out with AirPods Pro than any other headphones in the world, and now the amazing audio quality, a more secure in-ear design, and enhanced durability make it even better. We’re also really excited to add heart rate sensing during workouts with AirPods Pro 3. To do this, we custom built Apple’s smallest heart rate sensor. Machine learning algorithms fuse together data from the sensors and accelerometers to deliver precise measurements. This is combined with a new on-device AI model for activity and calorie tracking trained from more than 50 million hours of data from the Apple Heart and Movement Study, which is one of the largest studies of its kind with more than 250,000 participants.

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And, they’re also more durable with IP57 sweat and water resistance, a first for any AirPods. So you can feel confident during the sweatiest sessions in the gym or even if you find yourself running in a downpour. These updates are so important for our users who love listening to music when exercising with AirPods Pro. To tell you about how we’re taking the fitness experience even further, here’s Julz.

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This incredible capability is enabled by advanced computational audio on AirPods, combined with Apple Intelligence models running on iPhone. Along with incredible personal audio, we’re also improving how AirPods Pro fit in your ears. Because people’s ears are completely different shapes and sizes, we analyzed more than ten thousand 3D ear scans along with over one hundred thousand hours of user research, to optimize the new AirPods Pro. To fit even more people, we made each AirPod smaller. And to make them fit more securely in your ear, we shaped the design to match the natural geometry of the ear canal. With entirely new ear tips, now in five sizes, all together these are the most stable and best-fitting AirPods ever, engineered to stay in your ears even during the most intense workouts.

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Your iPhone displays your words in their language, and can even read them out loud if needed. [IN SPANISH] Okay! Live Translation is even more useful when both people are wearing AirPods Pro.

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And to help connect with those near you, we’re bringing the magic of AirPods to the way you communicate across languages with Live Translation, powered by Apple Intelligence! Now, when you are together with someone who speaks a different language, like exploring a market abroad, AirPods Pro will help you understand them in your preferred language. Using a new, simple gesture, Live Translation begins “Translating Spanish” while ANC lowers the volume of the person speaking so it’s easier to focus on the translation. Hello, welcome. - Hi! - Hello, welcome. Today all the red carnations are 50% off. And, it doesn’t just translate individual words. The meaning of each phrase is translated for you. When you need to talk, just speak naturally.

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This significantly improves performance, delivering twice the ANC compared to the previous generation, which were already amazing! These are by far, my favorite AirPods ever. For those with the original AirPods Pro the difference is night and day because this ANC is four times more effective. AirPods Pro 3 are a must-have upgrade, with over-the-ear headphone performance in a pocket-sized design, that removes even more background noise from your daily commute. So, no matter what headphones you’ve used before, with AirPods Pro 3 you will have the world’s best Active Noise Cancellation of any in-ear wireless headphones. Transparency enables you to hear your surroundings and now, your own voice and people speaking to you will sound more natural than ever.

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At the heart of AirPods is outstanding audio. This year, we pushed ourselves even further and created something truly special. AirPods Pro 3 deliver a breathtaking spatial listening experience. We designed a custom, multi-port acoustic architecture, which precisely controls the airflow that carries sound into the ear. This transforms the bass response. It widens the soundstage so you hear every instrument and brings vocals into stunning focus across music, shows, and calls. And it gets even better with phenomenal Active Noise Cancellation. Ultra low-noise microphones and advanced computational audio combine with new foam-infused ear tips for even greater noise isolation.

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With breakthrough audio performance and entirely new capabilities, I think AirPods Pro 3 are truly incredible. To tell you more, here’s Kate.

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AirPods deliver a truly magical user experience, from an effortless setup to their amazing sound quality to working seamlessly across your Apple products. Last fall, AirPods Pro took this even further with the world’s first end-to-end hearing health experience. It’s extraordinary that the world’s leading headphones can also make such a meaningful difference to those facing hearing challenges. Today, we’re building on these innovations and extending our leadership in world-class audio quality, with the introduction of the next-generation of AirPods Pro.

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We bring so much care and consideration to every detail. From every product, service and technology we create to the welcoming nature of our retail stores, design is at the core of everything we do. Today we have a huge day of announcements about AirPods and Apple Watch, and we’re taking the biggest leap ever for iPhone. Let’s start with AirPods. AirPods are the best and most popular headphones in the world. With an iconic design and groundbreaking sound quality, they have revolutionized the industry and raised the bar for what headphones should be.

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Good morning! Welcome to Apple Park! At Apple, design has always been fundamental to who we are and what we do. For us, design goes beyond just how something looks or feels. Design is also how it works. This philosophy guides everything we do, including the products we’re going to introduce today and the experiences they provide. From the magical listening experience with AirPods to the ways your Apple Watch keeps you healthy, active, and connected to how iPhone helps you with so many things throughout your day. It’s also true of our new software design featuring our innovative Liquid Glass. It brings fluidity, vitality and flexibility to the things you do every day. It’s absolutely gorgeous, and delivers a more intuitive and delightful user experience.

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Tim Cook is up

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As usual we are starting with a video...

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Here we go...

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About to get started!

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We will be providing live coverage of Apple's 'Awe dropping' keynote on September 9 beginning at 10:00am PDT / 1:00pm EDT.

Apple is widely expected to unveil a redesigned iPhone 17 lineup alongside updates to Apple Watch and AirPods, with other hardware and accessories possible. Bookmark this page and check back when the keynote starts for minute-by-minute updates, photos, and links to all the announcements.

iPhone 17 Lineup (Expected)
● iPhone 17 Air: Said to replace the Plus model at ~5.5mm thin, with a 6.6" ProMotion display, A19-class chip, eSIM-only, Apple C1 modem, and a new Wi-Fi chip. Apple may offer a dedicated battery case and tap silicon-anode battery tech.
● iPhone 17 Pro & Pro Max: Rumored major redesign with a rear camera bar, new lower cutout for wireless charging, aluminum frame, and a vapor-chamber cooling system enabling a brighter display and longer battery life (Pro Max reportedly near 5000mAh). Upgrades may include A19 Pro, 12GB RAM, improved optical zoom with 48MP sensors across lenses, variable aperture, front/back simultaneous video, and a tougher anti-reflective display. New finishes are also rumored.
● iPhone 17 (Base): May gain a 6.3" ProMotion display and A19, while continuing with a Qualcomm modem.
● Accessories: New case material to replace FineWoven and a premium crossbody strap are rumored.

Apple Watch (Expected)
● Apple Watch Ultra 3: Larger display, S11 chip, 5G RedCap, and satellite messaging have been reported.
● Apple Watch Series 11 & SE: Series 11 may get a brighter screen and new colors; SE may get a faster chip and updated display.

AirPods (Expected)
● AirPods Pro 3: First update in three years reportedly adds a heart-rate sensor, a smaller case with new pairing controls, and possible live conversation translation.

Also in the Pipeline (Timing Unclear)
● AirTag 2: New wireless chip for better range/accuracy.
● iPad Pro (M5): Faster chip and a second portrait-side camera; ultra-thin bezels have been rumored.
● Vision Pro: Minor internal bump.
● Apple TV & HomePod mini: Faster processors to support the revamped Siri in 2026 and Apple's new wireless chip.

Grab the iClarified app to get alerts when the keynote begins and as news breaks: Download the iClarified app. You can also follow iClarified on Twitter, Facebook, YouTube, and RSS.

We'll update this page live when the event starts—see you at 1:00pm EDT.