Apple Event Live Updates: iPhone 17 Air, AirPods, Watches, and More Announced

OK, here’s where the rubber meets the road — iPhone pricing!

The entry-level iPhone 17 starts at $799.

The new iPhone Air starts at $999.

The iPhone 17 Pro starts at $1099.

All 4 models will be available to pre-order on Friday.

Apple has a new material for its iPhone case that it’s calling “TechWoven” — a departure from the poorly reviewed “FineWoven” cases it previously debuted and then quietly appeared to discontinue.

Apple says the new woven textile is crafted with a process that uses multiple yarn colors to create “a sophisticated look, while a protective coating provides resistance to scratches and stains.

All three rear cameras on the iPhone 17 Pro are 48 megapixels for the very first time, Apple says, and they’re also all fusion cameras.

The new rear camera module includes a sensor that is 56% larger than the previous generation, which improves sharpness in bright light and provides better detail.

Apple says the iPhone 17 Pro is the equivalent of eight professional lenses in your pocket.

Apple says it filmed its event using the iPhone 17 Pro.

Apple says it’s been able to “grow the battery significantly” on the Pro 17 model, thanks in part to the new camera plateau.

The iPhone 17 Pro is capable of up to 39 hours of video playback, the company says.

Apple says that at the heart of the new thermal management system is an Apple-designed vapor chamber that carries deionized water to move heat away from the components, allowing for higher sustained performance.

“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,” Apple says.

Cook says it’s the most advanced iPhone ever.

While the iPhone Air is Apple’s thinnest iPhone, the Pro model is its most powerful, carrying its most powerful mobile chip.

The rear camera plateau gives it a new look that expands past the previous camera bump module.

Apple says it features a new approach to thermal management.

There’s also a new color: “Cosmic Orange.”

No physical SIM cards in the iPhone Air — it sounds like there isn’t room. It’s only eSIM.

With iOS 26, the iPhone Air gets new power-saving features like adaptive power mode, which learns your usage patterns and anticipates when you might run low on battery, to know when to conserve your battery.

Apple made a new, lower-profile MagSafe battery add-on for those looking to get extra battery life. Apple says the compatible MagSafe battery is slim enough to fit in your pocket while charging your iPhone Air.

The iPhone Air features the 48-megapixel fusion camera that Apple touts as an advanced system that puts four lenses in your pocket.

A dual-camera feature will also be available, allowing users to record video from both the front and back cameras simultaneously.

The iPhone Air is launching in four colors: space black, cloud white, light gold, and sky blue.

Apple says the new thinner iPhone Air fits on a fingertip and combines “strength, lightness, and durability.”

To introduce us to the iPhone Air, Apple shows the new phone, coming in at 5.6 millimeters, surviving a fall.

Apple says both the front and back of the new phone are covered in the protective Ceramic Shield. It’s also the first device we’ve seen with the new “plateau” that houses the back camera and more.

It’s the most durable iPhone yet, according to Apple.

Apple shows off the front-facing camera system on the iPhone 17, which it says has improved selfies.

Apple says the new technology combines the capabilities of two cameras in one with the main camera.

The main rear camera delivers 48 megapixels of resolution for capturing fine details, Apple says.

The first iPhone model shown off is the base-level iPhone 17.

Apple says the iPhone 17 display is its “best yet,” with a larger 6.3-inch screen. The exterior also introduces the “Ceramic Shield 2,” which Apple says will protect the improved Always-On display from scratching.

It comes with an advanced A19 Apple silicon that the company says is engineered to power Apple Intelligence.

Apple says 10 minutes of charge gets you up to 8 hours of video playback.

Here we go, the main event!

Apple says the new Ultra 3 has the “largest display” of an Apple Watch, with an always-on display that won’t affect battery life. It gets up to 42 hours of battery life, and features satellite connectivity.

The Apple Watch SE 3 starts at just $249; Apple Watch Series 11 starts at $399, and the Apple Watch Ultra 3 starts at $799. You can pre-order all the new models today, and they will be available starting September 19.

The new Apple Watch SE will have an always-on display, 18-hour battery life, and fast-charging (two times faster than the previous model). It will also include health features like sleep score, temperature sensing, and sleep apnea detection.

Apple says it developed a “ground-breaking” feature that can detect high blood pressure using an algorithm to identify hypertension in users.

For sleep, Apple introduces sleep scores to measure the “quality” of rest for users can track their sleep data more closely.

The Series 11 will have 24 hours of battery life.

Next is the Apple Watch Series 11.

Apple says the 11th generation of the watch is two times more scratch-resistant than its predecessor and comes with 5G. It will run on WatchOS 26 and have the new “Liquid Glass” design aeshetic.

Apple is playing a video of people’s experiences with the Apple Watch, set to uplifting music. We’re seeing people explain how the Apple Watch helped them hit fitness goals or in emergency health or rescue events.

Apple says the new AirPods Pro 3 come with a $249 price tag, the same price point as the previous model, and have eight hours of battery life from a single charge.

That’s up from six hours previously. If you’re using the hearing-aid features in transparency mode, that extends to 10 hours.

AirPods Pro 3 will have the ability to monitor your heart rate during a workout, using what Apple calls its “smallest heart rate sensor.” It’ll also become more integrated into Apple’s fitness features to track workouts.

Apple says its new AirPods are engineered to widen the sound stage and offer twice the noise cancellation of the previous generation. For those with the original AirPods Pro, Apple says it’s a night and day difference, with up to 4x improved active noise cancellation.

The new earphones will also aid in Live Translation using Apple Intelligence when triggered by a gesture.

Two people wearing the AirPods Pro 3 will be able to communicate in different languages while Live Translation seamlessly translates, Apple says.

Apple also says they’re the “best-fitting AirPods ever.”

Apple CEO Tim Cook shouts out Liquid Glass right away and hints at big iPhone news.

Liquid Glass, the software design that Apple showed off at WWDC earlier this year, is a key part of the upcoming iOS 26.

And as for iPhone, Cook says Apple is taking the “biggest leap ever.”

The event begins with an opening video of quick cuts showing various Apple products and features.

We’re only 5 minutes away from Tim Cook’s keynote kicking off.

You can also watch the event along with us.

While Apple’s stock price has seen some recent gains (it’s up 2.86% this month), shares are still trading down 5.79% since the start of the year.

As Apple continues to play catch-up in the AI race, a strong showing from its iPhone 17 slate could provide a much-needed lift, especially if Wall Street analysts end up impressed by the expected thinner Air model’s potential to drive upgrades.

Apple shares are trading down a little less than 1% heading into Tim Cook’s 1 p.m. ET keynote.

One big question about the rumored “Air” model is how popular it will prove to be.

The anticipated slimmer iPhone model isn’t expected to be as powerful as the “Pro” variants, and it’s not expected to have as good a camera either. So that begs the question: Who will choose it over the cheaper entry-level iPhone 17 or the high-end Pro?

I suspect early adopters (like me) will lead the charge. I’ve got an iPhone 13 Pro and haven’t seen much reason to personally upgrade to previous models, but I’m intrigued by the idea of having a significantly thinner phone in my pocket — even if the camera isn’t quite as crisp as the Pro.

The Air will likely also appeal to those who simply want to broadcast they have the latest iPhone — something that visibly stands out when they use it at school, around friends, or on the subway to work.

The potential issue there is that signaling becomes a lot harder to do when you have a protective case on your phone, which adds bulk. And if you choose to risk it and go case-less, be prepared to pay more for Apple Care + so accidental drop damage repairs aren’t as pricey.

-Steven Tweedie

Apple’s invitees are arriving at Apple Park with their colorful badges in hand ahead of the 1 p.m. ET keynote kickoff. They’re being served light bites before the main event kicks off on campus.

The iPhone’s new operating system was a major talking point at this year’s WWDC, and today’s event unveils the devices it was built to serve. In June, Apple showed off its new “Liquid Glass” design language within iOS 26 that redesigns the iPhone’s software aesthetic to a more transparent layout for toolbars and apps on the Home Screen.

For iPhone users, expect to jump from iOS 18 to iOS 26 as Apple brings together its operating systems and aligns them with the years to come.

Apps like the Phone app are also getting overhauled. In the new version, voicemails, recents, and favorites are combined. There’s also a new Call Screening feature that will allow Apple to silently answer unknown calls and give you info to know if it’s worth answering.

If you don’t end up upgrading to the latest iPhone 17, you’ll still be able to update to iOS 26 at some point soon — you just might not have access to all of its AI features.

Analysts say they aren’t expecting any major surprises today.

With rumors about the new features of the iPhone 17 swirling, analysts expect the announcements to largely fall in line with the reports we’ve seen of new camera features, the thinner iPhone 17 Air, and new accessories. They’ll also be keeping an ear out for price hikes between $50 and $100 on new iPhone models, as EMARKETER writes that tariffs could lead to an iPhone that’s “even more expensive than before.”

One topic that they don’t expect to get much airtime is Apple Intelligence or the delayed AI-powered Siri overhaul. Analysts from Morgan Stanley predict that Apple won’t focus on AI as much at the event — which typically highlights new gadgets since Apple spotlighted its new software earlier this year at WWDC.

There’s always the chance there will be some surprises, though. After all, Apple loves to highlight “one more thing” at the tail-end of its events.

Some Wall Street analysts are predicting higher price tags for the iPhone 17 family, estimating some models could cost $50 to $100 more than previous versions.

The rumored iPhone 17 “Air” is expected to replace the “Plus” model in the lineup and Bank of America analysts wrote in August that it could cost about $100 more — making the price around $999.

As for the iPhone 17 Pro, Morgan Stanley analysts predicted the 128 GB storage model would be eliminated, effectively making Pro models start at $1,099 for the 256 GB version.

Of course, Apple could always choose to eat any cost increases, but it typically likes to try to preserve its famously high margins.

After a bruising start to the year that saw Apple make the rare move to delay the AI-overhauled Siri, Tim Cook has scored some recent wins.

Apple reported stronger-than-expected iPhone sales in its most recent earnings report. During the first week of August, Cook visited the White House, where Apple received praise from President Donald Trump for being among companies that are “building in the United States.” As a result, the president signaled that Apple would be treated well in future trade agreements.

In the courtroom, a US Customs ruling allowed the company to bring a blood-oxygen monitoring feature back to some Apple Watches after a previous ban. The US also backed the iPhone maker in its fight against a UK order that would make encrypted user data accessible to the British government.

And in September, a judge decided that Google’s search deals with tech giants like Apple could continue — boosting Apple’s stock price.

Cook posted his signature sunrise picture over the Apple campus to let followers know he’s up and ready for the event.

“Days like today are some of the most exciting moments at Apple,” Cook captioned the X post.