Apple launch: The latest iPhone 17, the thinnest iPhone Air, translating AirPods, and muted AI

Apple announced new devices that include AirPods that live translate, better health monitoring on Apple Watch, and "the biggest leap ever for iPhones," in the iPhone 17, according to the company's CEO Tim Cook.

It comes as part of a three-year plan of iPhone reinvention, we could see a foldable iPhone next year, according to reports.

However, while we didn't see a foldable device, we did see its thinnest and lightest iPhone that still boasts a lot of power.

"The new and much-improved iPhone line-up looks impressive, which puts it in a strong position to cater for different segments. Significantly, there is an iPhone for everybody at a reasonable price," technology analyst Paolo Pescatore told Euronews Nest.

"Users are now spoilt for choice and will have to make a tough decision. In particular, those moving from Pro to the Air or from the Pro Max to the Air," he added.

Here are all the updates.

iPhone 17

Apple CEO Tim Cook simply said: "Apple 17 is incredible".

It comes in 5 colours and has a larger display and is thinner.

It has a ceramic shield layer, which is better for scratch resistance, the company said.

Apple said that large language models, used for AI, will "run even faster".

There will also be eight more hours of video playback, also faster charging.

Dual fusion, so two cameras in one, the company said, which is 48 megapixels of resolution. There is also a front camera, which is now called a centre stage front camera.

There is also a square sensor on the front camera, which allows for different compositions.

It will be powered by the A19 chip and comes with Apple Intelligence. The new chip, Apple says, is the most advanced central processing unit (CPU) in any smartphone.

It has 256 gigabytes of storage, which is more than double that of the iPhone 16.

The base model price starts at $799, similar to its earlier model.

or now, the move to launch a slimmer device follows the market trend driven by rivals. 

Ultimately, this new device will bring a sense of newness to the iPhone, which has remained the same for too long. This in itself provides excitement among Apple’s loyal core iPhone base, which will still sell millions.

iPhone Air

Apple unveiled its newest member, the "impossibly thin" iPhone Air, which is its lightest and thinnest iPhone. It is 5.6mm thin with a 6.5-inch Pro Motion display.

It will also have the ceramic shield on the front and back, and the back will be four times more resistant to cracks.

It will also get an N1 chip, which will improve connectivity. A faster C1X modem will also be in the phone, which will make it twice as fast as the modem in the iPhone 16e.

Apple said that should make the iPhone Air the most power-efficient iPhone.

It says it has all-day battery life and will come with new accessories. It also uses an eSIM, not a physical SIM card, to save space.

There is one back camera, but there are custom lenses that let you frame your shot in four different ways. There is also the Centre Stage camera for its front shooter.

It will cost up to $999.

"A slimmer and lighter iPhone makes perfect sense, taking a proven strategy across from other product lines. It now paves the way for Apple to launch a foldable device further down the line," said Pescatore.

iPhone 17 Pro and Pro Max

It is the "most powerful iPhone ever," said Cook. "It represents the biggest leap ever for iPhones," he added.

The material has changed from a titanium to an aluminium frame. It also has the Ceramic Shield to protect the device, especially from scratches.

It also has a so-called Vapour Chamber to help manage the temperature of the iPhone.

It comes in silver, blue and orange but not black.

It costs $1099 for the Pro and the 17 Pro Max starts at $1,199.

AirPods get healthy and can translate

Apple begins with AirPods and the AirPods Pro 3. It promises to translate words and phrases with Apple Intelligence (the company's AI).

It said there were new ear tips for the AirPods Pro 3 in five new sizes to fit better, even "during the most intense workouts".

It even has a heart rate monitor, can track your calories, and you can track 50 different workout types.

Tim Cook promised "breakthrough audio performance" and new capabilities.

It will also last 8 hours on a single charge, which is two more hours than the previous model.

It comes at a cost of $249 and is available from 19 September.

Apple Watch 11

The Apple Watch 11 has even more of a focus on health. Apple said it would monitor heart, hearing, mental health, and cycle tracking.

But it will now track hypertension, chronic high blood pressure, and will identify patterns based on previous user data. However, it still requires FDA clearance.

There will also be a new sleep score, to measure how users are sleeping.

The battery will now run for 24 hours and comes with 5G.

The price starts at $399.

Apple SE3

The new entry-level SE model has an always-on display. Temperature sensing is now supported, and there's 5G connectivity on the cellular model. It gets the sleep score feature and sleep tracking. Battery life is 18 hours.

Apple Watch Ultra 3

The sports watch that tracks your race to paying for your coffee. There will also be the biggest screen on an Apple Watch.

It has up to 42 hours of battery life. There is also 5G and hypertension tracking.

"It's our most advanced Apple Watch," the company said.

The price starts at $799.

On Apple Intelligence

Apple was much more muted on AI, despite other tech companies racing to get out their latest offerings but there were subtle nods to Apple Intelligence throughout, especially in health care and translation.

"Make no mistake, it powers many of the features but Apple is right to take a cautious approach in over selling a new not sought concept," said Pescatore.

"People will start using these services, unaware that they are powered by Apple Intelligence," he added.