Live updates: Apple Event 2025

Futurum Group CEO Daniel Newman mentioned that the iPhone 17 launch comes at a “really tough” second for Apple as the corporate is going through questions on its synthetic intelligence efforts.

“The problem with Apple is that everything that’s showing up today is, in fact, pretty incremental,” he instructed CNBC’s “Power Lunch.” “Yes, the phone is thinner, and yes, it looks great. We haven’t had a big supercycle in four years.”

Newman mentioned that final 12 months’s promise of Apple Intelligence driving an enormous cycle did not actually pan out, however the firm does have “the longest on-ramp” to get AI proper with its large consumer base.

— Chris Eudaily

Apple revealed the launch date for iOS 26, the newest model of the iPhone working system that can ship with the brand new gadgets subsequent week.

The software program, iOS 26, shall be launched to the general public on Monday, Apple mentioned in press releases for the brand new iPhones.

For most individuals, the largest change in iOS 26 shall be an entire visible redesign. Apple calls its new iOS look “liquid glass,” and has changed static opaque buttons and menus all through the working system with new animations and clear designs which might be supposed to stream like water because the consumer navigates the software program. — Kif Leswing

Investors gave the impression to be detached to Apple’s newest product bulletins, together with the brand new iPhone Air mannequin and Apple Series 11 Watch.

Apple shares had been down about 1.5% when the occasion ended. — Jonathan Vanian

Apple raised the worth of its iPhone 17 Pro on Tuesday, as anticipated, as the corporate offers with tariffs and geopolitical challenges.

The iPhone 16 Pro began at $999, however this 12 months’s mannequin begins at $1099. It comes with extra built-in storage, although.

In addition, Apple’s mid-range cellphone, the $899 iPhone 16 Plus, was discontinued. It’s been changed by a $999 iPhone Air.

Apple’s entry-level iPhone 17 stays at $799 and up. Meanwhile, Apple’s excessive finish Pro Max telephones will value $1,199. — Kif Leswing

Apple mentioned the iPhone 17 Pro and Pro Max fashions can have the “best camera system we’ve ever made.”

• Front:18 megapixel middle stage digicam
• All three rear cameras are 48 megapixels
• 4x zoom at 100 millimeters and a far-reaching 8x zoom at 200 millimeters
• Tetra prism telephoto with an improved censorship picture stabilization system

— Chris Eudaily

There had been questions in regards to the battery lifetime of the brand new Air mannequin forward of at present’s launch, and now we’ve the reply, although the announcement was quick on specifics.

“Despite being much thinner and lighter, iPhone Air still gets amazing all-day battery life,” the corporate mentioned.

The Air’s inner design maximizes battery house and the brand new working system, iOS 26, can have new power-saving options that study your utilization patterns and anticipate whenever you would possibly run low on battery.

— Chris Eudaily

Apple’s iPhone 17 Pro will use aluminum as its case materials. Apple’s two earlier Pro telephones used titanium, which is used on this 12 months’s Air mannequin. Before that, Apple bought iPhone Pro fashions with a stainless-steel body, which had warmth dissipation and weight tradeoffs — Kif Leswing

Apple’s new chip within the iPhone Air and Pro fashions, known as the A19 Pro, has a number of enhancements for synthetic intelligence, the corporate mentioned on Tuesday.

The new chip has a second-generation caching structure that helps to double its capacity to do math, the corporate mentioned. It additionally including elements known as “machine learning accelerators” into its graphics processors, or GPUs, that are sometimes used for AI, along with graphics.

Apple’s chief marketer Greg Joswiak mentioned the chip will allow its gadgets to run native giant language fashions.

The firm says these updates will enable its new telephones to have thrice the GPU computation as final 12 months’s telephones. Apple additionally mentioned that the cellphone’s computation efficiency compares to its MacBook Pro laptops. — Kif Leswing

The firm mentioned iPhone customers took over 500 billion selfies final 12 months, and the brand new mannequin has a “center stage front camera” that has the most important entrance digicam sensor, virtually twice the dimensions of the earlier entrance digicam.

The new iPhone 17 encompasses a 48 megapixel twin fusion digicam system and has 4 occasions the decision in comparison with iPhone 16. — Chris Eudaily

Apple has introduced its new thin-and-light iPhone, known as iPhone Air, as analysts anticipated.

It’s the primary main new iPhone design for the reason that iPhone X was launched in 2017. It’s received a titanium body that Apple says is “space grade.” Apple mentioned it’s 5.6 millimeters thick and is available in white, gold, black, and sky blue colours.

Apple says the Air is extra sturdy than earlier iPhones and makes use of a chip it calls the A19 Pro.

“Our intention was to make an iPhone that feels like a piece of the future, powerful, yet so thin and light it seems to disappear in your hands,” an Apple presenter mentioned. — Kif Leswing

In earlier years, a method Apple distinguished its entry-level iPhone from its “Pro” fashions was a function it calls ProMovement, or the show’s refresh fee, which makes your entire interface smoother.

On Tuesday, Apple mentioned its entry-level iPhone 17 will get the function, and also will get a barely bigger 6.3-inch display screen with smaller bezels. That means the display screen is getting greater, however the measurement of the cellphone is staying the identical as that of the iPhone 16.

Analysts say that after battery life, show high quality is without doubt one of the high causes for customers to improve to a brand new iPhone. — Kif Leswing

The iPhone 17 sequence cell gadgets shall be accessible in 5 colours: lavender, mist blue, black, white and sage. They will even function “ceramic shield 2,” which Apple says will make the gadgets thrice extra scratch resistant than earlier fashions. — Lora Kolodny

Apple introduced pricing for its new Apple Watches, which it calls Series 11, and Apple didn’t increase beginning costs for its fashions, regardless of hypothesis from Wall Street analysts that it must a results of tariffs.

The firm’s low finish watch, the Apple Watch SE 3, begins at $249. Its main-line Apple Watch Series 11 begins at $399, the identical because the Series 11, and the Apple Watch Ultra 3 sells for $799 and up, which can also be unchanged. — Kif Leswing

Apple’s highest-end watch, the Ultra, was launched in 2022, and up to date with minor enhancements in 2023, however it did not get an enormous replace final 12 months — solely a brand new black colour.

The firm mentioned that it had up to date the mannequin and it’s now known as Apple Watch Ultra 3. Apple mentioned it had improved its show, satellite tv for pc connectivity and added 5G protection.

It begins at $799, the identical value as its predecessor. — Kif Leswing

Apple mentioned the Watch Series 11 is “our thinnest and most comfortable watch.”

A ceramic coating on the glass makes it tougher and extra scratch resistant. The Series 11 additionally encompasses a new 5G modem and antenna structure and is extra energy environment friendly, utilizing much less battery.

— Chris Eudaily

The Apple Series 11 can have a battery that may final 24 hours, and it’ll come accessible in colours like jet black, silver, rose gold and a brand new grey model. — Jonathan Vanian

Apple positions its Apple Watch as a well being help, and its largest medical enchancment this 12 months in its Series 11 fashions is that it will probably now monitor individuals with hypertension, or hypertension.

The firm mentioned that its algorithm appears to be like for power hypertension within the background, by reviewing knowledge over 30-day intervals. Apple mentioned its expertise was primarily based on a sequence of medical research with 100,000 individuals.

“Using data from the optical heart sensor, the algorithm looks for chronic high blood pressure by analyzing how your blood vessels respond,” mentioned Sumbul Desai, Apple’s well being vp. However, she warned that it will not detect all situations of hypertension.

Apple says it expects FDA clearance “soon.” — Kif Leswing

Apple has introduced its first value of the day — and there is not any change. Apple’s new AirPods will retail for $249, the identical value as the present technology AirPods Pro 2. They go on sale on September 19. — Kif Leswing

Along with options like stay translation, lively noise discount and an extended battery life, Apple’s new AirPods Pro 3 shall be accessible in 5 sizes. The firm calls them the “best-fitting” AirPods ever. — Lora Kolodny

Apple CEO Tim Cook kicked off the occasion by saying the AirPods Pro 3.

The new system will match individuals’s ears higher than earlier variations of the AirPods, and they’re going to comprise translation options, mentioned Kate Bergeron, Apple vp of {hardware} engineering.

The new earbuds even have improved spatial audio options.

“No matter what headphones you’ve used before, with AirPods 3, you’ll have the world’s best active noise cancelation of any in ear wireless headphones, transparency enables you to hear your surroundings and now your own voice and people speaking to you will sound more natural than ever,” Bergeron mentioned.

Bergeron mentioned there shall be longer battery life, and can final 8 hours on a single cost, up from 6 hours beforehand. Pre-orders for the gadgets kick off on Tuesday for $249, and the AirPods Pro 3 will ship on Sept. 19. — Jonathan Vanian

Apple’s new wi-fi headphones, known as Apple AirPods Pro 3, will be capable to translate conversations in overseas languages in real-time.

“It doesn’t just translate individual words,” Apple’s presenter mentioned. “The meaning of each phrase is translated for you. When you need to talk, just speak naturally.”

Live translation has emerged as one of many first main shopper options powered by synthetic intelligence. Google introduced a number of stay translation options, together with the power to routinely translate cellphone calls within the consumer’s voice, at its occasion final month. — Kif Leswing

Apple CEO Tim Cook kicked off the launch occasion with a brief speech about how the corporate thinks about design, saying that it is “at the core of everything we do.”

“Design has always been fundamental to who we are and what we do for us,” Cook mentioned. “Design goes beyond just how something looks or feels. Design is also how it works.”

He mentioned Apple would launch new Apple Watches, iPhones and AirPods on Tuesday.

Apple’s most well-known designer, Jony Ive, who left the corporate in 2019, is now working with rival OpenAI on new competing {hardware} merchandise. — Kif Leswing

Apple streams its launch occasions on its web site and YouTube, which publishes a viewer depend. Minutes forward of the occasion begin time, there have been over 650,000 individuals on the YouTube stream. That determine exhibits there may be nonetheless intense shopper demand to study in regards to the newest Apple merchandise. — Kif Leswing

Investors shall be apathetic in direction of the Apple occasion if there are not any new main {hardware} updates, mentioned Wedbush analyst Dan Ives on CNBC’s Halftime Report on Tuesday.

He predicts that Apple might increase iPhone costs because of tariffs.

“Probably going to be about $50 to $100 given the tariffs issues,” Ives mentioned. — Kif Leswing

Steve Wozniak famously based Apple alongside the late Steve Jobs in a Cupertino storage. He hasn’t been concerned on a day-to-day foundation in a long time, however he is an essential inspiration to Apple staff and followers.

— Kif Leswing

While Apple’s AI hasn’t lived as much as expectations, prospects will nonetheless improve their iPhones to enhance battery life, Evercore’s Amit Daryanani mentioned on CNBC’s “Squawk on the Street” on Tuesday.

“End of the day, when it comes to iPhones or Apple products, in every survey we have run, the top two reasons people want to buy a new iPhone is: The battery life is very bad or they need a new screen,” Daryanani mentioned.

“AI and Apple Intelligence is the fourth or fifth reason why they want to buy,” he continued.

— Kif Leswing

Wall Street Journal tech columnist Joanna Stern mentioned Apple’s launch occasion has to ship for buyers and shoppers, however value stability shall be a key level of focus.

“In a world of tariffs, in this world of the economy, that’s pretty amazing for Tim Cook,” Stern instructed CNBC’s “Worldwide Exchange.” “So I think that’s going to be a big thing that investors should be looking at, right. The prices of these phones: Are they inching upwards without any real significant feature increases? That’s going to be a tougher sell.”

Stern mentioned that with out main design overhauls or new varieties of gadgets that drive pleasure, she expects the launch to be “the same as the last many iPhone events.”

“People are going to upgrade because they need a new iPhone, but people are not going to be running out to buy these phones if they don’t need a new phone,” she mentioned.

— Chris Eudaily

Apple CEO Tim Cook at all times posts a photograph from Apple Park, in Cupertino California, on launch days.

— Kif Leswing

It’s darkish and a cool 67 levels at Apple’s Cupertino headquarters forward of the iPhone maker’s “Awe dropping” launch occasion.

CNBC’s Steve Kovach reviews that workers are establishing breakfast earlier than the crowds arrive. The campus will quickly be packed for the anticipated announcement of latest iPhones and Apple Watches.

— Chris Eudaily

Andersen Capital Management founder Peter Andersen mentioned he was disillusioned within the iPhone maker’s lack of consideration to software program and synthetic intelligence forward of the launch occasion.

Andersen instructed CNBC’s “Power Lunch” that the deal with {hardware} was “kind of a head fake and ignoring the elephant in the room, frankly, which is: Where is Siri?”

“As AI continues to develop, they are obviously standing in the background. So they will attempt to focus the fact of new penetration and that the hardware offers new innovations, but in the long run, I do really think they have to focus on the software development,” he mentioned.

Read extra on CNBC PRO.

— Chris Eudaily

Even if iPhone customers aren’t planning to purchase one of many new gadgets the corporate proclaims on Tuesday, they need to count on their telephones to get a drastically completely different look later this week.

That’s as a result of Apple will seemingly roll out its iOS 26 working system after its iPhone occasion, and that software program replace will embody probably the most drastic visible change to the iPhone’s interface in a decade.

Revealed in June, Apple has created a brand new visible language that it calls Liquid Glass. The new look replaces previously opaque static buttons all through the iPhone’s working system with clear graphics designed by Apple to have detailed, liquid-like animations.

So far, Liquid Glass has had mixed reviews from early adopters who’ve tried it out in beta variations, however when Apple releases the brand new software program this month, tens of millions of individuals will expertise it for the primary time. Apple is hoping that they may discover it “delightful.” — Kif Leswing

The largest query Apple buyers and prospects have about this 12 months’s iPhones is how a lot they may value.

Consumer merchandise, together with attire, footwear, espresso and sport consoles, are seeing value will increase pushed by tariff prices. Some Wall Street analysts are relying on Apple to observe.

Most analysts count on Apple to boost costs on a few of its fashions because it grapples with the Trump administration’s tariffs. The firm mentioned in July that tariffs might value it over $1 billion this quarter.

But if Apple does increase costs on its telephones, do not count on the corporate accountable the change on tariffs. More seemingly, Apple will spotlight the telephones’ new expertise, in addition to their chips.

“No one’s going to come out and say it’s related to tariffs,” mentioned IDC analyst Nabila Popal.

It’s additionally attainable that Apple would possibly remove the entry-level model of a few of its telephones, forcing customers to get extra storage at greater beginning costs. Apple sometimes fees $100 extra to double the quantity of the iPhone’s storage from 128GB to 256GB.

One risk, JPMorgan analysts have mentioned, is that Apple might remove the 128GB model of the iPhone Pro, which at present prices $999 for the iPhone 16, that means shoppers must pay $1,099 for an iPhone 17 Pro that has extra starting-level storage than its predecessor. — Kif Leswing

Apple has launched 4 new telephones at its September occasions since 2020. But not all 4 iPhone fashions are equally common.

Every 12 months, one in all Apple’s fashions tends to lag its siblings by way of gross sales, based on analysts. This 12 months, it has been Apple’s tweener mannequin, the iPhone 16 Plus, which prices $899. That’s greater than entry-level fashions with smaller screens however lower than Apple’s Pro fashions that function higher-quality screens and sooner chips.

Before the Plus lagged, Apple supplied a “Mini” cellphone with a smaller display screen at its lowest entry-level value. That Mini mannequin additionally failed to provide sturdy gross sales.

This 12 months, analysts have mentioned they count on Apple will combine up its lineup but once more, changing the “Plus” with a slim mannequin that may very well be known as the “Air,” like Apple’s skinny laptops and iPads.

The thought behind the slim mannequin is that customers will quit some battery life and options, akin to a number of digicam lenses, for a extra light-weight iPhone. Apple’s anticipated entry into the market comes after rival Samsung launched the same system known as the Galaxy S25 Edge earlier this 12 months.

“While we acknowledge that a thinner device would introduce a relatively new form factor for the iPhone, we think that it will have a muted impact on consumer purchasing decisions,” UBS analysts wrote in a Sunday be aware. — Kif Leswing