On September 9, Apple hosted its 2025 Fall Product Launch event at its headquarters in California. From the iPhone 17 series, the all-new iPhone Air, to iOS 26, the Apple Watch Ultra 3, and real-time translation with AirPods Pro 3, Apple unveiled several groundbreaking products. CEO Tim Cook even referred to the iPhone 17 Pro as "the most advanced iPhone ever."
iPhone 17 Series Unveiled: Complete Overhaul in Imaging and Design
Five color options: lavender, mist blue, black, white, and sage green. Durability enhanced: now featuring "Ceramic Shield 2," Apple claims its scratch resistance is three times better than the previous generation. Front camera upgrade: Apple revealed that last year, users took over 500 billion selfies, so the iPhone 17 now includes a "Center Stage Front Camera," with a sensor area nearly doubling, greatly improving selfies and video calls. Main camera system: equipped with a 48-megapixel dual-fusion camera system, offering four times the resolution of the iPhone 16.
Price Increase: Impact of Tariffs
Affected by President Trump's tariff policy, iPhone prices have risen across the board:
- iPhone 17 base: $799
- iPhone 17 Pro: starting at $1099 (a $100 increase from last year)
- iPhone 17 Pro Max: $1199
Analysts had previously warned that if tariffs were fully implemented, iPhone prices could skyrocket by up to three times. While Apple has not reached that point, noticeable price increases have occurred.
iOS 26: Liquid Glass Interface
Launching on September 15. The major highlight is the new visual system "Liquid Glass": buttons and menus are transparent, accompanied by flowing water-like dynamic effects. The UI is no longer static, but "flows" with user interaction. Apple claims this is the largest visual overhaul in iOS history.
Apple Watch Series Fully Updated
- Series 11: First to support hypertension monitoring, tracking vascular response within 30 days via an optical heart rate sensor, validated in a study of 100,000 people.
- Ultra 3: Upgraded display, satellite connectivity, now with 5G, priced at $799, same as the previous generation.
- SE 3: New features include body temperature monitoring and sleep scoring.
AirPods Pro 3: Fitness + Translation + Longer Battery Life
Debut product: First available, priced at $249, launching on September 19.
Key features: Supports real-time translation and fitness tracking; the active noise cancellation (ANC) is described as "the most powerful ever"; battery life increased from 6 hours to 8 hours, enough to cover a transatlantic flight. Apple also emphasized that these are the "most comfortable AirPods."
When someone speaks in their language, AirPods capture the foreign language content and, through Apple Intelligence, translate it in real-time and play it for you. When you respond, you can speak in your preferred language, and AirPods will translate your speech into the other person's language, playing it through their AirPods or showing subtitles on their iPhone. If the other person doesn't have AirPods, you can lay your iPhone horizontally, and their language will appear as subtitles on the screen, while AirPods will also translate and play their voice.
The translation function relies on Apple's AI system, which performs voice recognition and translation locally on the device, ensuring speed and privacy. Active Noise Cancellation (ANC) helps reduce ambient noise and focus on the speaker's voice, making the translation more accurate and clear. In other words, if both parties are wearing AirPods, real-time conversation in different languages is possible.
Once AirPods Pro 3’s real-time translation feature was launched, some joked that there would be no need to worry about language barriers in meetings, gatherings, or even international business negotiations — one AirPod per person, say whatever you want, and never worry about unclear expressions again. However, it’s worth noting that the initial supported languages are English, French, German, Portuguese (Brazil), and Spanish (Spain). Future updates will include Italian, Simplified Chinese, Japanese, and Korean, expected to be available by the end of 2025.
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