Consumer tech heavyweight Apple (AAPL) announced four new mobile companions and a slew of other refreshed wearables on Tuesday during the company’s annual September keynote, including the thinnest iPhone ever made, the iPhone 17 Air.
However, for some, the biggest visible change to the company’s best-selling product might end up being the price.
The company’s new iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max now start at 256GB of storage, double the starting storage of the previous generation. Apple says that it’s offering these devices at “the same price” as the previous generation, but the iPhone 17 Pro will see a tacit price increase because of the increased starting storage.
In addition to the expanded storage, all three models boast an aesthetic makeover and technical improvements over their predecessors. Gone are the titanium finishes; it’s back to aluminum for lightness and heat dissipation. And the cherry on top might be the new and improved A19 compute chip, an improved camera, larger batteries, and more responsive screens.
The three phones will retail starting at $799 (no price change), $1,099 ($100 more from last year), and $1,199 (no change) each. The iPhone 17 Air, the titanium newcomer which Apple says will offer “MacBook Pro levels of compute in an iPhone” despite its slim profile, will retail from $999. They’ll go on sale Friday.
In tandem with the launch of the new phones, Apple also said that iOS 26, the company’s next-generation mobile operating system, will release on Monday.
What Else Did Apple Announce?
Aside from the iPhone changes, the company also announced a number of new mobile companions to go along its new handsets: the Watch Ultra 3, Apple Watch Series 11, the Watch SE 3, and the AirPods Pro 3. Like the iPhone 17, the new wearables boast improved durability, battery, and connectivity improvements.
They also include a number of new health-oriented features. In notable changes, the Watch Series 11 and Ultra 3 now include a blood pressure monitor which can notify the wearer about possible hypertension; it would be the second wearable approved by the FDA for this indication. The AirPods Pro 3, which added heart rate sensing.
The products did not change in price year-over-year. The Ultra 3, Series 11, and SE will retail starting at $799, $399, and $249 respectively. The AirPods Pro 3 will retail at $249.
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