Apple has announced its latest offerings, headlined by its star-studded lineup — the iPhone 17, iPhone 17 Pro and Pro Max, and the all-new iPhone Air — along with the highly anticipated AirPods Pro 3, on September 10, 1:00 AM (PH Time).
iPhone 17
IPHONE 17: Courtesy of Apple
First on the list is the iPhone 17, which features the Center Stage front camera, a powerful 48MP Fusion Main camera with optical-quality Telephoto, and a 48MP Fusion Ultra Wide camera for detailed macro photography. Its larger, brighter 6.3-inch Super Retina XDR display with ProMotion delivers supersmooth scrolling, immersive gaming, and improved power efficiency.
The new Ceramic Shield 2 enhances durability and proteciton with a front cover that offers triple the scratch resistance and reduced glare. Meanwhile, the A19 chip boosts performance and extends battery life.
The iPhone 17 comes in black, lavender, mist blue, sage, and white — starting at 256GB of storage for PHP 57,990, with a 512GB option for PHP 72,990. Pre-orders begin on September 12, with availability starting September 19.
iPhone 17 Pro and Pro Max
IPHONE 17 PRO, IPHONE 17 PRO MAX: Courtesy of Apple
The iPhone 17 Pro and 17 Pro Max are described as “the most powerful and advanced Pro models ever,” powered by the A19 Pro — the most efficient iPhone chip to date. This enables advanced camera systems, Apple Intelligence, and top-tier gaming. Their heat-forged aluminum unibody design delivers both performance and improved battery life.
The Pro lineup features three 48MP Fusion cameras — Main, Ultra Wide, and an all-new Telephoto — offering an unprecedented 8x optical-quality zoom, plus an 18MP Center Stage front camera for next-level selfies. Filmmakers and creators will benefit from ProRes RAW, Apple Log 2, and genlock support.
The iPhone 17 Pro and 17 Pro Max come in three striking finishes: deep blue, cosmic orange, and silver. The Pro starts at PHP 79,990, while the Pro Max starts at PHP 86,990.
iPhone Air
IPHONE AIR: Courtesy of Apple
The iPhone Air is Apple’s answer to the Samsung Galaxy S25 Edge. At just 5.6mm thick, it’s Apple’s thinnest iPhone ever, combining a lightweight, durable design with the power of the A19 Pro chip. Its all-new camera system captures sharp selfies, stunning portraits and landscapes, and pro-quality videos.
The 18MP Center Stage front camera ensures incredible selfies and captures effortless portraits and landscapes — all without moving your iPhone. The slim design also introduces the Action button, providing quick access to customizable functions with a single press.
The iPhone Air comes in sky blue, light gold, cloud white, and space black colors — starting at PHP 72,990 for the 256GB option.
AirPods Pro 3
AIRPODS PRO 3: Courtesy of Apple
The AirPods Pro 3 feature a redesigned build with industry-leading in-ear Active Noise Cancellation, improved acoustic performance, real-time AI translation, heart-rate sensing during workouts, and improved battery life — all powered by the H2 chip.
It can also track over 50 workout types with the new Fitness app experience, while the key new feature, Live Translation, allows for easier face-to-face conversations for users across different languages.
The price for the AirPods Pro 3 starts at PHP 14,990.
Apple Watch Series 11, SE 3, Ultra 3
APPLE WATCH SERIES 11: Courtesy of Apple
APPLE WATCH SE 3: Courtesy of Apple
APPLE WATCH ULTRA 3: Courtesy of Apple
Additionally, Apple also unveiled the Apple Watch Series 11, SE 3, and Ultra 3. Continuing the “thin” trend, the new lineup emphasizes sleek design alongside improved performance and functionality. The biggest addition is the new high blood pressure alert feature.
The Watch Ultra 3 includes support for 5G, faster charging speeds, and satellite connectivity. The Ultra 3 and Series 11 includes a new feature that can alert users if it notices concerning patterns over 30 days. They can then confirm by logging their blood pressure in the Health app.
The price for the Apple Watch Series 11 starts at PHP 26,490, the SE 3 at PHP 15,990, and the Ultra 3 at PHP 54,990.