It seems like only yesterday my wallet was still recovering from the last iPhone launch, and yet here we are again. Apple has once more reminded us that the cycle of consumption is eternal, unveiling a fresh lineup of devices designed to make us question every penny we’ve saved.
Its “Awe Dropping” event on September 9, 2025, was about a more integrated ecosystem.
iPhone 17 Series: The Core Trio
Apple launched three familiar siblings this year: the iPhone 17, 17 Pro, and 17 Pro Max, all built on the new A19 chip line by TSMC’s 3 nm process. The iPhone 17 runs on the A19 (6-core CPU, 5-core GPU) and kicks off at 256 GB of base storage, no more penny-pinching with 128 GB.
- It sports a 6.3-inch Super Retina XDR OLED display with ProMotion (120 Hz), Ceramic Shield 2, and 3,000 nits peak brightness.
- The rear camera system uses a 48 MP Dual Fusion setup, paired with an 18 MP front camera that supports follow-mode and ultrastabilised video.
- Battery life is wow, 30 hours video playback, for example, and the usual IP68 protection, Always-On display and Dynamic Island apply too.
The 17 Pro elevates things further, with the beefier A19 Pro (6-core CPU, 6-core GPU), and a refined aluminium unibody (no more titanium) for better heat dispersion. It offers 12 GB RAM, storage from 256 GB to 1 TB, and a larger 6.3-inch ProMotion OLED display that also hits 3,000 nits outdoors.
Photography buffs will love the new Pro Fusion Camera System: a horizontal bump with a true 8× telephoto zoom (optical-quality), and full ProRes RAW, Log 2, and Genlock support for filmmakers.
Then there’s the 17 Pro Max. It shares the A19 Pro muscle, comes with a 6.9-inch display, and likely packs the largest battery in iPhone history, making it Apple’s longest-lasting phone yet.
All three ship with iOS 26, including Apple’s new “Memory Integrity Enforcement” for watertight security.
The Wild Card: iPhone Air
Then, plot twist, Apple unveiled the iPhone Air, its thinnest phone ever, measuring a scant 5.6 mm deep, weighing just 165 g. It’s a design win that feels thinner than most wallets… if you still had one.
- The frame is grade 5 titanium with a high-gloss mirror finish. Ceramic Shield protects both front and back (with clear scratch and crack resistance improvements).
- The display: 6.5-inch Super Retina XDR, 120 Hz ProMotion, peak 3,000 nits brightness, and Always-On down to 1 Hz for efficiency.
- Inside lies the A19 Pro, plus Apple’s custom C1X modem and N1 networking chip—bringing Wi-Fi 7, Bluetooth 6, Thread, and fantastic efficiency.
- Apple claims “all-day battery life” with 27 hours of video playback, or 40 hours if paired with the new $99 MagSafe battery.
- Camera wise: 48 MP Dual-Fusion rear, plus a 12 MP telephoto lens and 18 MP front Center Stage camera. Dual front-and-rear recording is supported.
- It’s eSIM-only, comes in four colours (black, white, beige/light gold, sky blue), and starts at $999.
Other Launches
Right behind the iPhones came refreshed AirPods Pro 3 and a trio of Apple Watches:
- AirPods Pro 3 brings Apple’s top-of-the-line active noise cancellation, live translation, heart-rate sensing, and improved battery life.
- Apple Watch Series 11 adds hypertension tools and sleep tracking. Headlines claim 5G and blood-pressure monitoring (pending approval).
- Watch SE 3 upgrades to an always-on display and S10 chip. Watch Ultra 3 gets satellite messaging, 5G, and a massive 42-hour battery.
Apple 2025 Product Pricing
| Product | Starting Price (USD) | Starting Price (₦) |
| iPhone 17 | $799 | ₦1,210,485 |
| iPhone 17 Pro | $1,099 | ₦1,664,385 |
| iPhone 17 Pro Max | $1,199 | ₦1,815,285 |
| iPhone Air | $999 | ₦1,513,485 |
| AirPods Pro 3 | $249 | ₦377,235 |
| Apple Watch SE 3 | $249 | ₦377,235 |
| Apple Watch Series 11 | $399 | ₦604,485 |
| Apple Watch Ultra 3 | $799 | ₦1,210,485 |
Exchange rate used: ₦1,515 per $1 (average parallel market rate). Actual rate may vary.
So…
If you thought Apple would take a break, think again. The tech giant’s strategy is to tighten the ecosystem by layering new enablers: speed, design, and devotion. The iPhone Air says: “You can have ultra-thin.” The Pro lineup says: “You can also go full force.” Every model starts at 256 GB, so you’re not nickel-and-dimed into tiny storage.
Personally, I find it smart. The products are predictable yet thrilling in parts. No AI jargon, just gadgets that work beautifully, and pull your wallet in.
