With an all-new design powered by A19 Pro, iPhone 17 Pro features the best-ever performance, camera systems, and battery life in an iPhone.
Dubai — Apple has unveiled one of its most ambitious product line-ups to date, introducing the all-new iPhone Air, alongside the iPhone 17 range, Apple Watch Series 11, Apple Watch Ultra 3, Apple Watch SE 3, and AirPods Pro 3. The launches, announced in Cupertino, California, highlight the company’s continued commitment to design innovation, performance, and sustainability as it progresses towards its 2030 carbon neutrality goals.
iPhone Air: A Breakthrough in Design and Efficiency
The headline announcement was the iPhone Air, Apple’s thinnest iPhone to date at just 5.6mm. Crafted from Grade 5 titanium with a Ceramic Shield front and back, the device combines durability with elegance. It features a 6.5-inch Super Retina XDR display with ProMotion up to 120Hz, delivering sharper visuals and enhanced outdoor brightness. Powered by Apple’s A19 Pro, N1, and C1X chips, the iPhone Air is the most power-efficient model in the company’s history. Enhanced with Adaptive Power Mode in iOS 26, it offers exceptional all-day battery life. The new 48MP Fusion Main camera and an innovative 18MP Center Stage front camera provide professional-grade imaging, alongside features such as Dual Capture, Focus Control, and cinematic 4K video capabilities. Available in space black, cloud white, light gold, and sky blue, the iPhone Air starts at Dh4,299, with pre-orders opening on 12 September.
iPhone 17 Series: Expanded Power and Imaging
Apple has also introduced the iPhone 17 and its Pro variants.
- iPhone 17 features a 6.3-inch Super Retina XDR display, an A19 chip, and a dual 48MP Fusion camera system, alongside the new Center Stage front camera. With enhanced efficiency and up to 30 hours of video playback, it starts at Dh 3,399.
- iPhone 17 Pro and iPhone 17 Pro Max deliver Apple’s most advanced capabilities yet. Powered by the A19 Pro chip with a laser-welded vapor chamber for heat dissipation, the models feature three 48MP Fusion cameras, including an all-new Telephoto with up to 8x optical zoom. ProRes RAW and Log 2 recording make them attractive to professional content creators. Prices begin at Dh4,699 for the Pro and Dh5,099 for the Pro Max.
Apple Watch: Health and Performance at the Forefront
Apple’s latest watch range reinforces its leadership in wearable technology:
- Apple Watch Series 11 introduces sleep score tracking, longer 24-hour battery life, enhanced durability with Ion-X glass, and 5G cellular. Starting at Dh1,599, it cements its role as a comprehensive health companion.
- Apple Watch Ultra 3 is designed for sports and adventure, offering satellite communication, 42-hour battery life, and breakthrough hypertension notifications. Available from Dh3,199, it is built with athletes and explorers in mind.
- Apple Watch SE 3 delivers premium features at an accessible price point (Dh1,119), including sleep score, ovulation estimates, Always-On display, and 5G connectivity.
AirPods Pro 3: Redefining Audio Experiences
AirPods Pro 3 introduce industry-leading in-ear Active Noise Cancellation, removing up to twice as much background noise as the previous generation. They also feature improved fit with foam-infused tips in five sizes, extended battery life, and — for the first time — heart rate sensing during workouts. Live Translation, powered by Apple Intelligence, brings real-time language interpretation to users, supporting cross-cultural communication.
Priced at Dh 949, AirPods Pro 3 will be available from 19 September.
Sustainability at the Core
Every product launch reinforces Apple’s Apple 2030 strategy. Devices across the new portfolio incorporate high levels of recycled materials, renewable energy use in production, and fibre-based recyclable packaging. For instance, iPhone Air is made with 80 per cent recycled titanium and 100 per cent recycled cobalt in the battery, while Apple Watch Ultra 3 uses a 3D printing process that halves raw material consumption.
Apple’s 2025 product line-up demonstrates a blend of engineering innovation and sustainability. With thinner and more powerful iPhones, health-focused wearables, and audio devices that incorporate cutting-edge intelligence, Apple is not only enhancing user experience but also aligning its portfolio with global sustainability targets.