iPhone 17 series: Did Apple really ‘drop the awe’?

Each September, Apple brings its audience back to Cupertino for what has become one of the most predictable events on the technology calendar. The arrival of September means the arrival of new iPhones, and this year, at its 'Awe dropping' event, the company went beyond just a routine refresh.

The centrepiece was the new iPhone Air, the thinnest iPhone ever produced, but there were also important updates across the iPhone 17 range, new Apple Watches, and a fresh generation of AirPods Pro.

For those who missed the live stream, or just prefer reading over watching, here is a closer look at the devices and what they mean for users.

iPhone 17

This year, the new base model of the iPhone is a little more than marginal improvements, unlike a few generations of its predecessors. The handset now carries a 6.3-inch display with ProMotion technology, which offers a refresh rate of 120Hz.

The screen is brighter, more fluid in motion and protected by Ceramic Shield 2, a cover glass that the company said is three times more scratch resistant than its predecessor.

At the heart of the phone sits the A19 processor, with a six-core CPU, a five-core GPU and an improved neural engine. The outcome for users is smoother performance and better energy efficiency.

Apple claims the new chip provides eight extra hours of battery life compared with the previous model.

The camera system has also taken a step forward. The rear array combines a 48-megapixel main sensor with a 12-megapixel telephoto lens.

The brand new 18-megapixel selfie camera deserves a special mention — it now features a square sensor, wider field of view and improved stabilisation. Importantly, the front camera adapts to landscape mode without the need to rotate the phone. These small changes will improve the overall experience, making it more convenient to take a quick selfie.

The iPhone 17 starts at $799 for the 256GB model, a welcome upgrade from its predecessor's 128GB, while keeping the price same.

iPhone Air

The star of the show was the new iPhone Air. The company has replaced the Plus variant and started the new Air lineup, for which it has chosen thinness as its statement this year. At just 5.6mm thick and made of spacecraft-grade titanium, it is the slimmest iPhone ever.

Ceramic Shield 2 covers both sides, so Apple is presenting it as light yet durable. The always-on 6.5-inch display supports ProMotion and reaches up to 3,000 nits of brightness.

Performance is powered by the A19 Pro processor, paired with the new N1 chip for wireless features and the C1X modem for faster data speeds.

Photo: Apple

The one drawback likely to put fans off is the 48-megapixel single rear camera. At a starting price of a thousand dollars, it will be difficult for many to justify the purchase.

However, combining some hardware and software trickeries, Apple claimed that the single lens can work like a four-camera setup. The front camera is similar to the base iPhone 17, with the updated centre stage lens.

The main question with ultra-thin phones is whether the battery can keep up. However, Apple claimed an 'all-day battery life.' For those heavy users who want a slimmer phone and great battery life, The company has launched a new slim MagSafe battery pack that exclusively works with the new iPhone Air.

The base 256GB variant starts at $999.

iPhone 17 Pro and Pro Max

The iPhone 17 Pro and Pro Max comes in a new redesigned body. It introduces an anodised aluminium unibody and the company's largest smartphone battery to date. With a new thermal management system using a vapour chamber, Apple promises better sustained performance during demanding tasks such as gaming and 4K video recording.

The Pro models are powered by the A19 Pro processor. Screen sizes are 6.3 inches for the Pro and 6.9 inches for the Pro Max. Ceramic Shield 2 again protects the glass, but Apple has also restructured the rear with a distinctive "plateau" for the camera system, a little shift from its iconic rounded square camera housing.

Photography and video remain the highlight for the Pros. The rear setup includes three 48-megapixel sensors: wide, ultra wide and a telephoto lens capable of up to 8x optical-quality zoom. The front camera is the same 18-megapixel centre stage lens.

Battery capacity is another selling point. Apple claims up to 39 hours of video playback on the iPhone 17 Pro Max, the longest on any iPhone so far. For users, that translates to fewer compromises between performance and endurance.

The Pro gets a $100 price jump over its predecessor, now at $1,099 and the Pro Max still remains the same at $1,199 for the 256GB version.

Apple Watches and AirPods

The wearable line-up also received a refresh. The Apple Watch Series 11 is thinner and more scratch resistant than before. It now includes 5G connectivity, better power management and new health features such as blood pressure monitoring. Battery life stretches to 24 hours, a notable step up from earlier models.

The Apple Watch Ultra 3 focuses on outdoor use. A larger display with LTPO 3 technology, satellite connectivity and Emergency SOS functions make it a tool for travellers and adventurers.

The updated Apple Watch SE introduces an always-on display, optional 5G and sleep health features such as sleep apnoea notifications. Its battery life remains at 18 hours but fast charging now shortens downtime.

Alongside the watches came the AirPods Pro 3. Externally, they look familiar, but they now include heart-rate monitoring and improved audio. Noise cancellation is four times stronger than the original AirPods Pro. A new translation feature allows live conversation in different languages, displaying translations on the iPhone screen. For fitness enthusiasts, workouts can be tracked with only the AirPods and an iPhone. Battery life stands at around eight hours per charge.

AirPods Pro 3 cost $249, while the Apple Watch Series 11 starts at $399, the Ultra 3 at $799 and the SE at $249.