Apple’s highly anticipated September event Monday unveiled the iPhone Air, iPhone 17 models, Apple Watch Series 11, and AirPods Pro 3, offering new features and subtle design upgrades across its product line.

The iPhone Air stole the spotlight as Apple’s thinnest iPhone ever at 5.6 millimeters. While it has only one camera and slightly shorter battery life compared to the standard iPhone 17, its slim profile positions Apple in the ultrathin smartphone market. The iPhone 17 Pro and Max models received hardware upgrades, including faster processing, enhanced zoom capabilities, and improved battery performance. Pricing starts at $799 for the base iPhone 17, while Pro models now begin at $1,099 with double the storage compared to last year’s versions.

Apple also showcased the Series 11 Apple Watch with new health-focused features, such as blood pressure detection and richer sleep tracking metrics, priced from $400. The AirPods Pro 3 offer a live translation feature powered by Apple Intelligence, longer battery life, and increased durability, retailing at $249.

Unlike competitors such as Google and Samsung, which heavily emphasize AI in their smartphones, Apple focused on hardware improvements while introducing smaller AI features, including a “workout buddy” on the Apple Watch and real-time translation on AirPods.

Concerns over global tariffs loomed over the event, but Apple largely maintained pricing on accessories thanks to domestic manufacturing initiatives. The new lineup reflects Apple’s strategy to retain its lead in the U.S. smartphone market, where iPhones account for nearly half of all shipments, while offering customers more variety and subtle innovation to encourage upgrades.

With the iPhone Air, enhanced iPhone 17 models, and new Apple accessories, Apple aims to strengthen its position in a competitive market increasingly driven by foldable designs and AI-powered devices.