Apple event unveils iPhone 17 Pro, iPhone Air, Apple Watch Ultra 3, and more

Here's a quick guide to everything you need to know to get your hands on the new models:

iPhone 17 pre-order and release dates in the UAE:

• Pre-orders begin: Today

• Official release and in-store availability: Friday, September 19

Official iPhone 17 UAE prices:

• iPhone 17: Starting from Dh3,399

• iPhone 17 Air: Starting from Dh4,299

• iPhone 17 Pro: Starting from Dh4,699

• iPhone 17 Pro Max: Starting from Dh5,099.

The 17 Pro is 40% more powerful the the 16 Pro, and is designed for gaming, photo and video editing, and running local LLMs (large language models), says Apple's Greg Joswiak.

The Pro and Pro Max retain 6.3-inch and 6.9-inch displays, respectively. Cameras get an astrophotography boost, with all 3 rear cameras at 48MP resolutions (first time for iPhones).

All three cameras on the back of the iPhone 17 Pro models have 48-megapixel fusion sensors. Also, 8X optical quality zoom.

Loud cheers heard when Apple announced that a square sensor has been installed to ensure you don't have to rotate your iPhone to take a landscape selfie.

The iPhone 17 Pro has ditched the titanium. It is made from an entirely aluminum unibody for the first time, and it has the biggest battery ever. And there's a new vapour chamber cooling system to help dissipate heat.

For the first time, Apple is introducing a dual-capture video with the iPhone Air, using both front and rear cams to record concurrently.

The tech giant has officially unveiled the third generation of its top-tier wireless earbuds: the AirPods Pro 3. For customers in the UAE, the wait is almost over as Apple confirms pre-order and release dates for the region.

The new AirPods Pro 3 will be priced at Dh949 in the UAE. This price point reflects the new features and upgrades, including advanced noise cancellation, improved audio quality, and health-tracking capabilities.

Customers in the UAE and more than 50 other countries can place their pre-orders for the new AirPods Pro 3 starting today. The earbuds will then become available in stores and for delivery beginning on Friday, September 19.

It comes with a 5-core GPU, with 2nd-generation Dynamic Caching, increased math rates and unified image compression.

The rumors are true, the iPhone Air is real, and it’s finally here.
'It is unlike anything you’ve ever experienced before,' Apple CEO Tim Cook said.

The iPhone Air features a ceramic shield back, an ultra-thin, lightweight design, and a completely redesigned camera plateau to make that slim profile possible. Apple is calling it the most power-efficient iPhone ever made.

Is it the world's thinnest phone?

iPhone 17 has a 48-megapixel dual fusion camera system that combines capabilities of two cameras in one, says Apple. The device also gets a fusion 48-megapixel ultra-wide camera.

Kaiann Drance, Apple VP for iPhone Marketing, confirms the iPhone 17 series is here. It comes with Ceramic Shield 2 and 3x better scratch resistance. Equipped with seven-layer anti-reflective coating, iPhone 17s come with iOS26. A Live Translation feature helps users communicate "across languages".

4 new iPhone models to be released, confirms Tim Cook!

L1 and L5 GPS, GLONASS, Galileo, QZSS, and BeiDou. Compass. Always-on altimeter. Water resistant. 100 meters, certified IP6X dust resistant, Tested to MIL-STD 810H15, blood oxygen sensor (Blood Oxygen app), electrical heart sensor. (ECG app) among others. Apple Watch Ultra 3 Price: From $799.

Apple has introduced the latest iteration of its more affordable wearables - the Apple Watch SE 3, packed with a whole lot of new features including heart rate monitoring and more.

Series 11 Apple Watch with liquid glass fitted with 5G cellular tech provides greater coverage and is more power efficient, with added features in heart health and sleep, as per Apple's Stan Ng.

CEO Tim Cook is back on the big screen. Following the AirPods announcement, the attention is now focused on the Apple Watch.

You will now be able to track your workouts via your earbuds. And, the device’s AI-powered Workout Buddy can track your heart rate via your ears.

Apple drops new AirPods Pro 3, dubbed as must-upgrade, with "best noise cancellation”, priced at $249. The advanced computational audio-driven AirPods come with Live translation powered by Apple Intelligence. Using a new simple gesture, live translation begins when talking to a stranger. Then the iPhone displays the language of the other person.

Apple has officially introduced the live translation feature on its AirPods Pro 3.

'Design is at the core of everything we do,' said CEO Tim Cook as he takes centrestage, teasing new models of AirPods, Apple Watch. He then promised the 'biggest leap ever with iPhones'.

The day's festivities have kicked off. Apple starts the day with a quote from the company's legendary founder - Steve Jobs. "Design is not what it looks and feels like. Design is how it works."

The question that’s on everyone’s mind? What is the release date for the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max?

Apple will make those details clear tonight; however, based on last year's release calendar, pre-orders are expected to open in the UAE on September 12. And deliveries and in-store sales should begin on September 19.

The energy is electric at Apple's Cupertino HQ. What you need to watch the Apple livestream?

It's best experienced on an iPhone 7 (or later), iPad (5th generation or later), or iPod touch (7th generation) using Safari on iOS 12 or later; or a Mac using Safari on macOS Mojave 10.14 or later. Streaming to TV requires an Apple TV (2nd generation or later) or an AirPlay 2–capable device with the latest Apple TV software. Other platforms may also be able to access the stream using recent versions of Chrome, Firefox, or Microsoft Edge (MSE, H.264, and AAC required), as per Apple.

Apple's "Awe Dropping" event is in full swing, and among the sea of journalists and tech enthusiasts, a familiar face has made his presence felt: Marques Brownlee.

The prominent tech reviewer and YouTuber, known to millions as MKBHD, has arrived at Apple Park in Cupertino, ready to deliver his signature in-depth analysis of the company's latest products.

Firefox is rolling out a new 'Shake to Summarize' feature for its iOS app, allowing users to generate an instant AI summary of a webpage by simply shaking their iPhone. This marks Firefox as one of the first major third-party apps to integrate with Apple Intelligence.

For users with an iPhone 15 Pro or newer, the feature leverages Apple's on-device language models, ensuring a quick, private summary. On older devices, the app defaults to Mozilla's cloud-based AI to create and return the summary.

For months, rumours had been been swirling about the next line of Apple products. Tonight, in about 20 minutes or so, speculation and supposed factory floor leaks come to a definitive end. We bring you highly anticipated “Awe Dropping” event, as we break it down minute-by minute. Stay tuned...

With the iPhone 17 launch less than two hours away, Apple CEO Tim Cook shared an early morning update from Apple Park in California. He posted a photo on social media with the caption “Shot on iPhone 17?”—a teaser ahead of the official unveiling.

These are the things we’ll keep an eye out for on this “awe-dropping” Apple keynote Tuesday (September 9, 2025: 10am PT, 9pm UAE):

1. Final product lineup (did the leakers get it right?),

2. Design highlights,

3. Big news on displays,

4. Batteries (and weight of each model)

5. Cameras, zoom features, etc

6. The big one: Pricing.

And we’ll also share the pre-order and release dates, as soon as we get a hold of them on this live coverage of Apple’s highly anticipated “Awe Dropping” event.

With direct-to-cell deals making waves, will iPhone 17s be compatible with a future satellite-based 5G planned by the likes of Starlink or Kuiper? Today's Apple “keynote” event (September 9, 2025, 10am Pacific Time, 9pm UAE) is expected to offer critical clues to how Apple could regain AI momentum. It could also give some clarity on SpaceX’s connectivity issues. Whether or not Apple will give a direct response to Starlink’s 5G direct-to-cell (D2C) deal remains to be seen.

The big show kicks off at 9 pm UAE time.

What is interesting about Apple’s flagship event this year? It is generating a lot of buzz because it is rumoured to be more than just a routine product refresh. It is anticipated to feature some significant design shifts and introduce a completely new product model.

This event is not just about new hardware. We’re expecting to see major software updates and a deeper look at Apple’s new AI features, which are set to change how we interact with the entire ecosystem. Just hours ahead of the event, Bloomberg's de facto Apple expert Mark Gurman, who shared his expectations for the iPhone 17 Pro and Pro Max on X.