Apple’s 2025 Showcase: What Surprises Did Apple Unveil This Time? 

For a lot of Apple fans, 9 September 2025 was more eagerly awaited than their own birthday. On this day, the company hosted its annual fall keynote. They revealed a lineup of gadgets. These immediately became the talk of the tech world. 

AirPods Pro 3: Tiny, Smart, and Shockingly Powerful 

Apple opened the show with the third-generation AirPods Pro, and it was clear from the first demo that these aren’t just incremental updates. The updated model bears a striking resemblance to something truly cosmic. Those presenting it proudly announced the following features: 

1. Unmatched noise cancellation — now users have access to new Active Noise Cancellation. It is twice as effective as AirPods Pro 2 and four times more potent than the first generation. 

2. Real‑time translation — communicating in foreign languages ​​is made easy with Apple Intelligence. You hear the translation directly in your ears, while your iPhone can display a transcript for your partner to read. 

3. Fitness tracking is built in — AirPods now measure your heart rate during workouts and can recognize up to 50 types of activities. For many, this means leaving the Apple Watch at home without sacrificing detailed stats. 

4. Durability and endurance — thanks to IP57 protection, sweat and rain are no threat. When noise cancellation mode is enabled, the battery life is approximately 8 hours. Transparency mode increases this time by two hours. This is 33% more than its predecessor. 

These earbuds are no longer just about sound — they’re about making your daily life brighter and healthier. 

Apple Watch Series 11: A Personal Health Lab on Your Wrist 

Next in line was the Apple Watch Series 11. This gadget feels less like a watch and more like a miniature health laboratory strapped to your wrist. The device is available in two sizes: 42 and 46 mm. 

For the first time, the device can monitor hypertension levels, helping users detect its early signs and send instant notifications if anything appears abnormal. The leap forward in connectivity, with full 5G support, has made calls, messages, and apps feel faster and more seamless. 

Apple has also given serious thought to durability. The manufacturer uses Ion-X glass in this model. It has a ceramic coating. At the same time, the titanium edition features sapphire glass that delivers remarkable scratch resistance. 

The watch also features improved sleep tracking. You will receive data on your pulse, wrist temperature, breathing patterns, and more detailed sleep data. 

Additionally, the battery life has been increased to 24 hours, allowing you to spend significantly less time at the outlet and more time on your hands, thanks to the fast-charging feature. You can also charge your device for just 15 minutes and apply it for up to 8 hours! 

Apple Watch SE 3: Affordable, Yet Surprisingly Advanced 

For those who want Apple Watch features without the premium price, the third‑generation SE brings a lot to the table: 

• S10 chip enables Always‑On Display, a first for the SE line; 

• ion‑X glass is four times stronger than before; 

• battery life holds steady at up to 18 hours, even with the Always‑On Display active; 

• 5G support improves communication. 

Despite being the “budget” option, the SE 3 includes advanced health features like sleep tracking, wrist‑temperature monitoring, and apnea alerts. 

Apple Watch Ultra 3: Built for the Bold 

For those who love adventure and extreme conditions, Apple introduced the Apple Watch Ultra 3, a device designed to push the boundaries of what is possible. The display has become larger and brighter, and the thin bezels significantly increase the viewing area without creating a bulky feel on the wrist. 

The support for satellite communications is one of the most impressive innovations. Even if you are far from cellular coverage, the watch allows you to send data about your location or short messages to family or emergency services. This feature provides peace of mind in situations where communication can be a decisive factor. 

Health monitoring has also reached a new level. Users have access to not only standard features such as ECG and blood oxygen level monitoring. The new Ultra 3 now warns about the risks of chronic hypertension. They help users to be aware of diseases that often go unnoticed. 

New tools, such as Workout Buddy, and enhanced sleep assessment help during workouts and recovery. These features help you balance performance and quality rest, whether you’re training for a marathon or just improving your daily routine. 

The Ultra 3 also exceeds expectations, as its battery life has been significantly increased — from 42 hours on a single charge to 72 hours with power-saving mode. Combined with the S10 chip, 5G support, and the most accurate GPS in the sports watch category, this device is the perfect travel companion.

iPhone 17: Familiar Look, Smarter Soul 

At first glance, the iPhone 17 doesn’t look much different from its predecessor. However, the familiar design hides the fundamental changes. 

The display has increased slightly to 6.3 inches (iPhone 16 — 6.1 inches). It features an OLED matrix with a brightness of up to 3000 nits and a refresh rate of 120 Hz. Thanks to such features, everything from scrolling to gaming becomes incredibly smooth. 

The new model also includes updates to the front camera. A square sensor is ideal for taking selfies and videos, as it allows zooming and rotating the camera. It also stabilizes the image during the move. 

The new 48-megapixel ultra-wide-angle sensor on the back panel allows you to shoot panoramic landscapes and clear macro shots. The 12-megapixel telephoto lens with 2x optical zoom provides flexibility when shooting portraits and close-ups. 

Apple also introduced the Dual Capture feature. You can shoot video on both the front and main cameras simultaneously. This tool is definitely for vloggers and reporters who want to capture both sides of the moment without having to juggle multiple takes. The OLED screen technology provides brightness up to 3000 nits.  

The ProMotion Refresh Rate Display is available up to 120 Hz. This feature was incredibly wanted for basic iPhone models for several years (the option was included only on the Pro Apple models)/ The always-on display is also available for users. 

Increased strength is an interesting feature that has not gone unnoticed. The strength of the new Ceramic Shield 2 glass has doubled compared to the previous model. 

The device is powered by the A19 processor, which has increased speed and efficiency. Thanks to this, the iPhone 17 now offers up to 30 hours of video playback. This is a noticeable improvement over the previous generation – a 36% increase in the battery life! 

Today, the device is presented in two versions (by volume): 256 GB and 512 GB. This will be quite enough to store all your photos, videos, and install the necessary applications. 

iPhone Air: The Slim Marvel 

One of the biggest surprises of the presentation was the iPhone Air, Apple’s first ultra-thin phone. At just 5.6 mm thick, it instantly became the thinnest iPhone ever made. 

Despite its virtually weightless design, the device feels incredibly durable thanks to its titanium body, which combines elegance and strength. However, that’s not all the features of this device. It also has the following features: 

1. Display — the iPhone Air greets you with a stunning 6.5‑inch Super Retina XDR display that feels almost alive. Thanks to ProMotion, the refresh rate shifts seamlessly between 1 and 120 Hz — buttery‑smooth when you’re scrolling, and energy‑saving when you’re not. With up to 3,000 nits of brightness, the screen stays brilliantly clear even under blazing sunlight. And with the Always‑On Display, your most important info is right there, ready at a glance — no taps, no fuss. 

2. Durability — Apple has equipped the Air with Ceramic Shield 2 on both the front and back panels, making it four times more resistant to cracks and scratches than previous generations. The titanium frame not only prevents bending or warping but also adds a premium feel to the ultra‑slim design. 

3. Camera system — at its heart lies a 48MP Fusion camera that functions like multiple lenses in one, supporting focal lengths of 28mm and 35mm. This allows you to capture sweeping landscapes, detailed portraits, and close‑ups with equal clarity. The Center Stage front camera records in 4K HDR with stabilization. Dual Capture lets you film with both cameras at once — perfect for creators and vloggers. 

4. Power — inside, the A19 Pro chip delivers lightning‑fast performance and top‑tier efficiency. It works alongside the new N1 wireless chip, which integrates Wi-Fi, Bluetooth, and Thread, as well as the energy-saving C1X modem. Together, they provide seamless connectivity while maintaining impressively low power consumption. 

5. Storage and colors — with iPhone Air, storage is never a worry — 256 GB, 512 GB, or even 1 TB for everything you love. And for style, choose your vibe: classic Space Black, sleek Cloud White, elegant Light Gold, or fresh Sky Blue. 

6. Battery life — even with its slim design, the iPhone Air keeps going strong. Adaptive power management keeps you going up to 27 hours in a video playback mode (iPhone 16 — 22 hours), tuning performance and efficiency to match your pace. 

The iPhone Air isn’t just another phone — it’s Apple’s design philosophy brought to life. Sleek yet strong, minimal yet powerful, it proves you really can have it all. 

iPhone 17 Pro and Pro Max: A Bold Redesign 

By the end of the presentation, Apple revealed the iPhone 17 Pro and Pro Max. These models bring the most striking design changes we’ve seen in years. After two generations of titanium cases, the company has reverted to a solid aluminum frame, which not only improves cooling but also enables more powerful batteries. The result is a design that looks both fresh and functional without sacrificing durability. 

The new camera layout is one of the most noticeable changes to the new device. Instead of the usual square protrusion, the lenses are now arranged in a graceful horizontal strip on the back panel. 

Each of the three cameras — wide-angle, ultra-wide-angle, and telephoto — has a resolution of 48 megapixels. The telephoto lens provides 8x optical zoom and 40x digital zoom. With these features, it quickly becomes one of the most versatile systems Apple has ever created. 

For content creators and video directors, the Pro models provide professional-grade video shooting capabilities. Support for Dolby Vision HDR, 4K 120fps recording, ProRes Log, ACES, and ProRes RAW makes the device a powerful tool for capturing and editing cinematic content directly from the phone. 

Powered by the A19 Pro chip and a 6‑core GPU, iPhone Air handles even the heaviest tasks with speed and stability. 

An advanced vapor‑chamber cooling system keeps temperatures in check, delivering up to 40% better thermal performance than the previous generation. This results in smoother gaming, faster image processing, and more stable overall performance. 

Battery life has gotten even better. The iPhone 17 Pro Max now plays video for up to 39 hours, and the smaller Pro lasts up to 33 hours — plenty to power you through even the busiest days. Combined with the efficiency of the new processor, these devices are designed to last longer without recharging. 

Network capabilities have also been improved. The N1 chip supports Wi-Fi 7, Bluetooth 6, and Thread. It provides seamless connections between devices and smart home systems. Storage capacities range from 256GB to a massive 2TB, providing professionals and enthusiasts with ample space for their projects. 

In addition, Apple has introduced an updated color palette that includes Deep Blue, Cosmic Orange, and Silver. These colors shape the range’s bold, modern look — perfectly matching the ambitious redesign inside and out. 

You can find out about all the new devices in iSpace in Azerbaijan. Keep an eye on our website and Instagram page, so you don’t miss your chance to experience Apple’s latest innovations first.