While the iPhone 17 and the slim new iPhone Air dominated headlines at Apple’s “Awe-Dropping” event, the company also devoted major stage time to its expanding wearable ecosystem. In a move that highlights how central health, fitness, and connectivity have become to Apple’s long-term vision, introduced the Apple Watch Series 11, the rugged Watch Ultra 3, a refreshed Watch SE 3, and the next-generation AirPods Pro 3.
Apple’s strategy here is clear: watches and earbuds are no longer just accessories to the iPhone—they’re becoming independent lifestyle tools. The new devices combine health tracking, AI-powered software, and real-time translation features, signaling Apple’s ambition to make its wearables as indispensable as the iPhone itself.
iPhone 17 Series and the Slim New iPhone Air
The spotlight was firmly on the iPhone Air, Apple’s thinnest device ever at just 5.6 mm. Despite its slim frame, the Air features a titanium build, a 6.5-inch ProMotion display, and a 48-megapixel Fusion camera.
Joining it are the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max. All models feature brighter ProMotion displays, new A19 processors, longer battery life, and upgraded camera systems. The Pro Max leads the pack with Apple’s most advanced mobile camera to date.
U.S. Pricing
- iPhone 17: $799
- iPhone Air: $999
- iPhone 17 Pro: $1,099
- iPhone 17 Pro Max: $1,199
UK Pricing
- iPhone 17: £799
- iPhone Air: £999
- iPhone 17 Pro: £1,099
- iPhone 17 Pro Max: £1,199
Availability
- Pre-orders open: September 12
- 5 a.m. PT / 8 a.m. ET in the U.S.
- 1 p.m. BST in the UK
- In-store and online availability: September 19
Apple Watch Series 11, Ultra 3, and SE 3: What’s New in Apple’s Wearables
Apple’s “Awe-Dropping” event didn’t just shine a spotlight on the iPhone. The company also doubled down on its wearable ecosystem, refreshing the Apple Watch lineup with three distinct models that target different kinds of users—from health-conscious professionals to rugged adventurers and budget-minded buyers.
Apple Watch Series 11: Everyday Health Gets Smarter
The Apple Watch Series 11 represents the mainstream choice, but with features that edge closer to professional-grade health devices. The headline upgrade is blood-pressure tracking, a long-rumored capability that arrives just as wearable health monitoring becomes a global priority. Apple says the new sensor can spot early signs of hypertension, offering users an added layer of preventive care.
Beyond health, the Series 11 comes with a sleeker frame that’s slightly thinner than its predecessor, an improved battery life rated to last longer through workouts and overnight sleep tracking, and even 5G cellular support for smoother connectivity on the go. At $399 in the U.S. (£399 in the UK), it’s positioned as the most balanced option for everyday buyers.
Apple Watch Ultra 3: Built for the Extreme
For those who push limits outdoors, Apple introduced the Apple Watch Ultra 3, a watch that carries over the rugged titanium shell of the Ultra line but with refinements to comfort and durability. This year’s Ultra doubles down on performance for hikers, divers, and athletes, with expanded health and activity sensors, brighter displays for visibility in direct sunlight, and longer battery endurance in GPS-heavy use.
At $799 in the U.S. (£799 in the UK), the Ultra 3 is clearly priced as a premium adventure tool, but Apple is betting on the growing overlap between health tracking and outdoor lifestyles to justify the cost.
Apple Watch SE 3: Affordable, Without Feeling Cheap
Apple hasn’t forgotten first-time smartwatch buyers. The Apple Watch SE 3 remains the entry-level option, but now adds features previously reserved for premium models—like an always-on display for checking the time without a wrist raise, and fast charging for those who don’t want their watch tethered to the charger for long.
At $249 in the U.S. (£249 in the UK), the SE 3 offers a gateway into Apple’s ecosystem without breaking the bank, making it attractive for students, families, or anyone curious about smartwatches.
Availability: All three watches are available for pre-order from September 12 and will hit shelves in the U.S. and UK on September 19, in sync with the iPhone 17 lineup.
AirPods Pro 3: More Than Just Earbuds
Alongside the watches, Apple unveiled the AirPods Pro 3, pushing its popular earbuds further into health and real-time communication.
The Pro 3s now offer:
- Enhanced active noise cancellation for clearer listening in noisy environments.
- Live translation support, allowing conversations across languages to happen naturally.
- Heart-rate monitoring, turning the earbuds into an unexpected health companion.
At $249 in the U.S. (£249 in the UK), they ship starting September 19 and neatly complement the iPhone and Apple Watch ecosystem for users who want health, translation, and audio tech all rolled into one device.
watchOS 26: Smarter, More Personal
To tie the hardware together, Apple will release watchOS 26 on September 15. The update introduces new tools that lean heavily on AI and personalization:
- Wrist-flick gestures: Control apps and functions with subtle hand movements.
- Workout Buddy: An AI-powered coach that suggests training routines and adjusts to your progress.
- Liquid Glass interface: A sleek, redesigned UI that gives the Apple Watch a fresher look.
- Notes app: A long-requested addition, making it easier to jot down reminders.
- Live translation for messages: A global-friendly tool that translates texts in real time.
Together, these updates make Apple’s wearables feel less like accessories and more like personal assistants strapped to the wrist.
Apple isn’t treating its watches and earbuds as accessories anymore—they’re becoming essential pieces of the company’s larger product story. The Series 11 adds serious health tools, the Ultra 3 doubles down on durability for outdoor users, and the SE 3 keeps the entry point accessible. Pair those with the AirPods Pro 3, now offering real-time translation and health features, and you can see how Apple is stitching its ecosystem more tightly together.
For customers in the U.S. and UK, the timing is also deliberate. With pre-orders opening September 12 and devices landing in stores September 19, Apple is making sure its newest lineup is on wrists, in pockets, and in ears well before the holiday shopping rush.
