The latest Watch at the “Awe Dropping” event in Cupertino, California, on September 9, 2025. The company reaffirmed its commitment to continue leading the industry with design innovations, performance, and health features that are increasingly comprehensive.
iPhone Air and iPhone 17 take the spotlight.
The iPhone Air has drawn attention since the start of the presentation. Apple calls it the thinnest iPhone, with a thickness of only 5.6 millimeters. This device remains powered thanks to the A19 Pro chip, even though it only has a single 48 MP camera. The Sky Blue, Silver Frost, and Midnight Black colors emphasize an elegant impression.
The iPhone 17 comes with a 6.3-inch Super Retina XDR display at 120 Hz. The A19 chip delivers faster performance, while the two 48 MP rear cameras enhance photography capabilities. Apple released new colors Lavender, Sage Green, Crimson Red, and Starlight. The battery supports up to 22 hours of video playback, longer than the previous generation.
Innovation of the iPhone 17 Pro and AirPods Pro 3
Apple gives a big touch to the iPhone 17 Pro. The titanium unibody design conveys a sense of solidity and lightness. The vapor chamber cooling system ensures stable performance when gaming or performing heavy workloads. The 48 MP telephoto camera with 6x optical zoom makes this device even more appealing to photography enthusiasts. Apple also added ProRes 8K support that can be stored directly to external devices.
AirPods Pro 3 brings health innovations. This earphone is capable of measuring heart rate and supports real-time translation between languages. The active noise cancellation feature is up to 35 percent better. Bluetooth 6 ensures a more stable connection.
Apple Watch strengthens its position in the health segment.
Apple Watch Series 11 introduces non-invasive glucose monitoring and a more efficient MicroLED display. The SE 3 series remains available as an affordable option, complete with standard features. Meanwhile, the Apple Watch Ultra 3 is aimed at extreme users. This device is equipped with a battery that can last up to 96 hours and built-in satellite connectivity.
Pre-orders for all devices begin on September 9, with general availability on September 19 in more than 40 countries. Although an official schedule for Indonesia has not yet been announced, Apple fans in Indonesia can usually buy Apple's new devices several weeks after the global launch.
Market Impacts and Expectations
Analysts say Apple is increasingly serious about integrating technology and health. The health monitoring feature on AirPods Pro 3 and Apple Watch Series 11 proves that move. "Apple is not only a technology company, but also moving into the digital health arena," said an IDC analyst, quoted by Olam News.
The competition remains tight. Samsung has just launched the Galaxy S25 FE, while Microsoft is updating Windows 11 with the latest AI features. Nevertheless, the integrated Apple ecosystem provides a strategic advantage.
This launch reinforces Apple’s position as a pioneer. A combination of slim design, advanced features, and digital health strategies demonstrates the company's new direction. CEO Tim Cook closed the event with optimism. "We create devices not only for technology, but for people," he said.
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