Apple’s latest product launch event on Tuesday focused on bold new designs and engineering innovations that push the boundaries of smartphone and wearable technology. The spotlight was on the all-new iPhone Air—Apple’s thinnest smartphone ever at just 5.6mm—alongside the next-generation iPhone 17 lineup and the Apple Watch Series 11, each boasting enhanced performance, durability, and cutting-edge features.
The ultra-slim iPhone Air demanded a complete redesign of internal components to fit into its sleek frame without compromising on performance or battery life. Apple achieved this by eliminating the physical SIM slot and introducing advanced vapor-cooled thermals, allowing the phone to run at peak performance without overheating. It is powered by the new A19 Pro chip, which offers superior processing capabilities compared to the base iPhone model. CEO Tim Cook described the lineup as “unlike anything we’ve ever created,” emphasizing that “design is not just how something looks or feels; design is also how it works.”
The iPhone Air’s 6.5-inch display, dubbed a “paradox you have to hold to believe,” features ProMotion technology and an impressive 3000 nits of brightness. The camera system includes a 48MP dual fusion setup—offering four times the resolution of its predecessor—and a large 18MP square front Centrestage camera, which enables landscape selfies without rotating the device. These features are standard across all iPhone 17 models.
The standard iPhone 17 offers incremental upgrades but continues to focus on refined aesthetics and user experience, while the iPhone 17 Pro and Pro Max models stand out for their robust durability and professional-grade capabilities. They are equipped with a total of eight advanced lenses and provide digital zoom up to 40x, delivering creative flexibility across ultra-wide and extreme telephoto perspectives. A new 48MP fusion telephoto lens offers 4x zoom at 100mm and 8x zoom at 200mm—Apple’s longest optical reach to date. A 56% larger sensor, improved 3D sensor shift stabilization, and an updated photonic engine with machine learning enhance image clarity and low-light performance. Professional photographers and videographers will appreciate features like ProRes RAW and other advanced video tools.
Beyond smartphones, the event also introduced the Apple Watch Series 11, which now includes a 5G modem and improved battery life in a thinner, sturdier design with liquid glass casing. A new blood pressure monitor helps detect hypertension patterns, while an updated sleep score feature uses overnight data to offer health insights. The Apple Watch SE receives upgrades with faster charging and longer battery life, while the Apple Watch Ultra 3 adds satellite connectivity, Emergency SOS, and a 42-hour battery life for endurance-focused users.
The pricing for the new lineup reflects Apple’s premium positioning. The iPhone 17 (256GB) starts at Rs 82,900, with the ultra-thin iPhone Air (256GB) at Rs 1,19,900. The iPhone 17 Pro (256GB) is priced at Rs 1,34,900, and the iPhone 17 Pro Max (256GB) tops the range at Rs 1,49,900. In the wearables segment, the Apple Watch Series 11 (42mm) is available at Rs 46,900, the Apple Watch Ultra (49mm) at Rs 89,900, and the Apple Watch SE (40mm) at Rs 25,900. Apple’s audio accessory, the AirPods 3, is priced at Rs 25,900.
Apple’s new lineup reinforces its commitment to blending refined aesthetics with powerful technology. From the ultra-thin iPhone Air to the feature-packed Pro models and health-focused wearables, the company continues to set benchmarks in design, performance, and user experience. With this launch, Apple not only caters to tech enthusiasts and creative professionals but also expands its appeal to a broader audience seeking innovative, high-quality devices.
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