Apple officially launched its next-generation products today from its Cupertino headquarters, introducing the long-awaited iPhone 17 alongside other hardware under the tagline “Awe Dropping.” The event began at 1 p.m. ET.
Following the showcase, Apple will roll out iOS 26, a major update featuring a new design language called Liquid Glass. This refreshed look will arrive not only on the iPhone 17 but also on older compatible devices. Analysts are watching closely for possible price adjustments on certain iPhone models, a move that could help Apple offset increased production costs and U.S. tariffs.
AirPods Pro 3 Announced — Shipping Sept. 19 for $249
CEO Tim Cook opened the keynote with the reveal of the AirPods Pro 3, Apple’s newest wireless earbuds.
Kate Bergeron, Apple’s VP of hardware engineering, explained that the updated earbuds are designed for a more comfortable fit, feature upgraded spatial audio, and offer industry-leading active noise cancellation. A new transparency mode improves how natural voices sound when talking while wearing them.
Battery life has also been boosted to 8 hours per charge (up from 6 hours). Pre-orders start Tuesday at $249, with availability on September 19.
Real-Time AI Translation Built In
One of the headline features: live translation of conversations in foreign languages. Unlike simple word-for-word tools, Apple says its system captures and translates full phrases in real time, allowing for more natural interactions.
“When you need to respond, just speak normally,” the presenter noted.
This marks one of Apple’s biggest consumer-facing uses of artificial intelligence, entering the same space where Google recently showcased its own live translation features, including AI-powered phone call translations.
