Apple unveiled its latest slate of devices Tuesday, but reactions from fans ranged from excitement to disappointment. While some praised the company’s newest earbuds and health-tracking upgrades, others questioned whether the updates were enough to justify higher prices.
The annual product showcase still drew major attention: CNBC reported more than 650,000 people tuned in on YouTube before the event began. CEO Tim Cook, joined by other Apple executives, announced the iPhone 17 lineup, a redesigned AirPods Pro and the Apple Watch Series 11—all available beginning Sept. 19.
The latest generation of AirPods Pro
Apple introduced its latest AirPods as having stronger noise cancellation and new health features. The company says the earbuds provide double the noise reduction of the previous generation and four times that of the first AirPods Pro model.
Other changes include:
- Audio performance improvements powered by “computational audio.”
- Live language translation when participants wear AirPods, using Apple’s artificial intelligence system.
- A redesigned fit, based on more than 100,000 hours of ear-shape research.
- Built-in heart-rate sensing.
- Up to eight hours of battery life on a single charge, with 10 hours for hearing-aid users.
The AirPods Pro 3 cost $249 and are available for preorder.
The latest with the Apple Watch
As in past years, Apple opened its smartwatch segment with personal stories from users who said the device helped detect health issues or even save lives.
The new Series 11 then took the spotlight, with greater durability and health-tracking improvements as the main updates. The new model is twice as scratch resistant as its predecessor and comes with a 5G modem for cellular service.
Health monitoring features now include expanded tools for heart health, sleep, cycle tracking and hypertension. Apple executives positioned the device as part of the company’s ongoing focus on health technology.
iPhone 17 and the debut of iPhone Air
The day’s biggest announcement was the debut of the iPhone 17 lineup.
“From the moment the iPhone was introduced, it reinvented the phone and set a new standard for the entire industry,” Cook said during the presentation. “Today, we are raising the bar once again.”
Apple introduced four new models, with prices starting at $799 for the entry-level iPhone 17. Key upgrades include:
- Larger displays with thinner borders.
- ProMotion technology with adaptive refresh rates that respond to content.
- A slimmer, refined overall design.
One of the other most notable reveals was the iPhone Air, described as Apple’s thinnest iPhone yet, measuring just 5.6 millimeters, and “exceptionally lightweight.” The Air replaces Apple’s mid-range iPhone 16 Plus, raising the price point from $799 to $999, per Apple.
Meanwhile, Apple’s premium phones are climbing in cost:
- The iPhone 17 Pro starts at $1,099 — a $100 increase over last year’s Pro model, per CNBC.
- The iPhone 17 Pro Max begins at $1,199.
Market response
Despite the product debuts, Apple’s stock showed little reaction Tuesday. CNBC reported that investors appeared largely “indifferent” to the announcements, including the new iPhone Air and Apple Watch Series 11.
Consumer response
Among consumers, reactions were divided. Many fans said they were excited to test the AirPods’ live translation feature—some even calling it “science-fiction-like.” But others on social media questioned whether the iPhone’s updates went far enough to keep up with the latest upgrades in tech.
Much of the excitement is geared toward the newest member of the AirPod Pro family, with fans on X especially excited to see how the live translation capability works in the real world, and not sure what to think as it is a bit “science-fictioney” as one user pointed out.
TechCrunch noted another point of concern: “Notably missing from the keynote was any mention of an AI-enhanced Siri, which puts Apple way behind Google and its competitors.”
While it seems loyal customers are likely to upgrade, some remain unconvinced the new features are worth the higher prices.