‘Biggest leap ever’: Apple introduces iPhone 17, iPhone Air, AirPods Pro 3, new Apple Watch
Aussies are among the first to get their hands on the most highly anticipated gadget in the world.
We may receive payments from third parties for sharing this content, and when you purchase through links in this article. Product prices and offer details are not assured, and should be confirmed independently with the retailer. Learn more
It’s D-Day for iPhone fans: pre-orders for Apple’s “most advanced” model are officially open.
While die-hard customers have been known to camp outside stores to be first in line – including one Sydneysider even snagging the title of first in the world – you can skip the hassle. Pre-order online today and have Apple’s newest iPhone delivered straight to your door.
PRE-ORDER APPLE’S NEW RANGE HERE: Starts at $1399. Pre-order now. Available from Friday, September 19.
Apple CEO Tim Cook promised the “biggest leap ever for iPhone,” at the tech giant’s annual launch on Tuesday, US time.
The $US3.5 trillion company dubbed the event as “awe dropping” in pre publicity. That promised a lot and what was delivered was the iPhone 17 and the thinnest Apple handset ever – the iPhone Air– with a width of just 5.6mm. That gives Apple bragging rights over Samsung’s Galaxy S25 Edge, launched in May, which is 0.2mm thicker.
To make it that thin Apple has dropped a very familiar part of the phone we’re all used too – the SIM card.
“The iPhone Air is a total game changer,” enthused Mr Cook from Apple Park in Cupertino, Silicon Valley.
There's also good news for selfie takers who will now never have to rotate the phone again.
The tech giant’s annual announcement in September is closely watched as it involves Apple’s consumer favourites.
Along with the phones, updated versions of the AirPod earphones and the Apple Watch were launched.
NEED TO KNOW
- Price: iPhone 17 starts at $1399. Pre-orders open September 12, available from September 19.
- AI upgrade: Apple Intelligence now live-translates calls and messages, and even makes your screenshots searchable.
- Selfies changed forever: the new square front camera means no more flipping your phone, and it auto-frames group shots.
- Best battery life ever: up to 30 hours of video playback, with 50 per cent charge in just 20 minutes.
- Razor thin: iPhone Air is just 5.6mm (eSIM only), while iPhone 17 gets Apple’s brightest screen yet at 3000 nits.
- AirPods 3 go multilingual: double the noise cancellation, track your heart rate and hear live translations straight in your ears.
- Watch Series 11 gets a health kick: with new blood pressure and sleep tracking; Ultra 3 has the biggest screen yet and a 42-hour battery.
- Best time to buy: every new iPhone launch means Apple cuts prices on older models — so now’s the moment to grab a bargain on iPhones and AirPods.
Apple has been on something on a roll lately. In July it reported bumper revenue growth of 10 per cent and a rise in iPhone sales – by far its biggest single product – by 13 per cent.
But tariffs are causing head winds to the firm, based just south of San Francisco. There are concerns that down the line, US President Donald Trump’s tariffs could lead to price rises.
Apple’s share price is also a worry – it’s down three per cent from the start of the year. While arch rival Samsung’s share price is up by 34 per cent over the same period.
But that was all put aside on Tuesday at 10am California time (3am Wednesday, AEST) for the event which Apple hopes will excite consumers for the next 12 months.
PRE-ORDER APPLE’S NEW RANGE HERE
iPhone 17 – selfies changed forever
Apple debuted the iPhone 17 in Cupertino. The latest update to the world’s best-selling smartphone is usually the headliner at the event, although this year the spotlight fell on the iPhone Air (more on that below).
But the iPhone 17 still had its place on the stage. The phone will sport Ceramic Shield 2. Apple already claims it has the most durable phone on the market and Ceramic Shield 2 will make screens less prone to cracking and scuffing.
The 17 will come with a 48MP Fusion Main camera and will start at 256GB of storage – double the entry level storage of the iPhone 16.
There’s good news for selfie slaves. The new Centre Stage front camera has more pixels. But more than that, the sensor is now square. That may not seem like a big change but it now means you don’t have to rotate the camera to have a portrait or landscape photo. Both types of photo can be taken with the phone in any orientation.
What’s more, if you have several people in an image the phone will automatically change the orientation to fit all your buddies in the frame.
All iPhone 17s and the iPhone Air will boast Centre Stage.
BUY THE IPHONE 17: Starts at $1399. Pre order now, available Friday, September 19.
All-nighter approved: fastest charging ever, 30-hour battery
Under the hood, the new A19 chip makes iPhone 17 up to 1.5 times faster than earlier models, with graphics performance more than doubled. That means smoother gaming and quicker on-device Apple Intelligence.
Battery life also gets a serious bump – up to 30 hours of video playback, eight hours longer than last year. And with a high-wattage USB-C charger, you can hit 50 per cent charge in just 20 minutes.
iPhone Air – SIM cards axed
Apple confirmed the rumours true – the very slender iPhone Air is here. The company has said it is its thinnest phone ever.
The screen is 6.5mm in thickness and the sides are just 5.6mm.
One way it’s done that is by dispensing of physical SIM cards altogether. Yep, those tiny bits of plastic are just too big for the iPhone Air.
It will be eSIM only, so it’s sayonara SIM cards.
But there is a problem. The case may be thin but the camera is too bulky to fit within it. And unlike the SIM card there is no way to get rid of it. So the lens bulges out from the phone.
PRE-ORDER IPHONE AIR: Starts from $1799. Pre order now, available Friday, September 19.
Brightest screen yet: built for the Aussie sun
Apple says the iPhone 17 has its brightest display ever – a peak 3000 nits. In plain English, that means TikToks, texts and maps will still be visible in full Aussie sunshine when other phones wash out.
The Super Retina XDR display also supports ProMotion, with adaptive refresh up to 120Hz for buttery-smooth scrolling and gaming.
Bonus: the new Ceramic Shield 2 is three times more scratch resistant and has reduced glare outdoors.
AirPods 3: noise cancelled, heart rate tracked, languages translated – holidays changed forever
Apple also introduced the new Apple AirPods Pro 3 – and your ear buds just became a translator.
The updated buds can now monitor your heart rate and are designed to fit better after Apple says it clocked up 100,000 hours of ear research. They also promise double the noise cancellation of earlier models.
The headline feature, though, is live audio translation. On holiday and someone’s speaking another language? The AirPods will feed the translation straight into your ears, even lowering the speaker’s voice so you can hear it clearly.
When you reply, your words will appear as translated text on your iPhone to show them. And if both of you have AirPods Pro 3, you’ll both hear instant translations in real time.
BUY APPLE AIR PODS PRO 3: Starts at $249. Pre order now, available Friday, September 19.
Apple Watch now tracks blood pressure and sleep
Apple’s latest watch line-up comes with some big health upgrades.
The series 11 of the Apple Watch can monitor blood pressure and sleep quality, while also being more scratch-resistant and lasting up to 24 hours on a single charge.
The cheaper Apple Watch SE 3 gets a faster chip with more health features built in.
And for serious users, the Apple Watch Ultra 3 has the biggest screen yet, plus satellite connectivity and a hefty 42-hour battery.
BUY THE APPLE WATCH: Series 11 starts at $679. Pre order now, available Friday, September 19.
Fresh colours and double the storage as standard
The iPhone 17 line comes in five colours: black, white, lavender, mist blue and sage.
And for the first time, base storage starts at 256GB – double last year’s entry level – so there’s more room for photos, playlists and videos out of the box.
Apple’s older models just got cheaper — here’s what’s on sale
• 9 per cent off Apple iPhone 16 Pro (128GB), $1643.95 (down from $1799)
• 23 per cent off Apple AirPods Pro 2, $309 (down from $399)
• 10 per cent off Apple AirPods 4 with Active Noise Cancellation, $268 (down from $299)
• 16 per cent off Apple AirPods Max – Midnight, $759 (down from $899)
• 15 per cent off Apple MacBook Air 13” M4 chip (16GB/256GB) – Midnight, $1477 (down from $1699)
• 18 per cent off Apple Air Tag (4 Pack), $135.95 (down from $165)
• 18 per cent off Apple Air Tag, $40 (down from $49)
• 5 per cent off Apple iPad mini A17 Pro (Wi-Fi, 128GB), $759 (down from $799)
• 20 per cent off Apple Watch SE, $318 (down from $399)
Looking for more gadget news, reviews and top-rated product roundups? Make sure to sign up to our free weekly Shopping newsletter!
