What you need to know about the iPhone 17 lineup
Plus: new AirPods, new Apple Watches, and my favorite digital photo frame
Inside Apple’s Super Bowl of Tech
Greetings and thanks for taking a look at my newsletter!
This week was a rollercoaster — on one hand, we had what I like to call the Super Bowl of Tech: Apple’s big iPhone 17 announcement. On the other, I was in a serious car accident. I’ll get into what I learned from that later, but first, let’s talk Apple.
Here’s how these events work. About two weeks before the big day, Apple sends out invitations to select media. It used to be mostly mainstream outlets like newspapers, TV stations, and blogs. In recent years, the list has broadened to include a who’s who of tech creators across every platform.
That means the audience is a mix of the biggest names in tech — think iJustine and MKBHD — plus plenty of niche creators who’ve built followings covering Apple and even Android.
The day kicks off with a breakfast reception, then it’s straight into the keynote. As soon as it ends, everyone races to the hands-on area for their first look at the new devices. This is the wildest part — creators scramble to shoot, edit, and post their videos as quickly as possible to grab those early views. It’s chaotic, but the energy is contagious.
Afterward, Apple hosts smaller sessions for deeper dives into the products, and sometimes there are rare opportunities, like my interview with one of Apple’s VPs. Credit where it’s due: Apple is famously secretive, but with each launch they peel back the curtain just a little more, offering select creators a peek inside.
And of course, the products themselves are hard to argue with. Apple continues to deliver some of the most polished devices in the industry.
iPhone Air: Apple’s Thinnest Phone Ever
The flagship announcement this year is the iPhone Air — Apple’s thinnest phone yet. It measures just 5.6 millimeters with a 6.5-inch screen. I love the palindrome nature of those numbers.
The Air essentially replaces the Plus models. This year’s lineup includes one size of the iPhone 17, one size of the iPhone Air, and two sizes of the iPhone 17 Pro.
On the back, the Air has a single 48-megapixel lens in a redesigned camera “plateau,” which looks a lot like Google’s Pixel design — stretched across the back instead of a square module.
Despite its slim profile, the Air is surprisingly powerful. You get a bright screen, durable build (Apple says they tested it heavily), and efficient Apple-designed processors. The big question is battery life. Thinness usually comes at a cost, and Apple even introduced a magnetic battery pack made specifically for this model, but they assure it won’t disappoint. I’ll have to test it to know for sure.
The single-lens camera means no ultra-wide shots, and optical quality zoom is capped at 2x. Beyond that, it’s digital only. This makes the Air best suited for people who want something unique and stylish rather than a photography workhorse.
Pricing starts at $1,000 for 256 GB of storage — now the new baseline across the entire lineup. That’s a welcome upgrade.
Apple also made some across-the-board improvements:
• Anti-reflective display (first seen on Samsung’s Galaxy S25 Ultra) makes screens much easier to read.
• ProMotion 120 Hz refresh rate is now standard, so scrolling, transitions, and movies look buttery smooth. Even entry-level Android phones have offered this for years, so it was overdue.
• Selfie camera upgrade: Apple says users snapped 500 billion selfies last year, so they redesigned the front camera with an 18-megapixel square sensor. You no longer need to rotate the phone — it can capture selfies in vertical, horizontal, solo, or wide formats. AI automatically detects how many people are in the shot and adjusts framing, though you can still select manually.
Overall, the iPhone Air probably isn’t for me. I loved the super-thin Samsung Galaxy S25 Edge but quickly realized the single-lens setup was too limiting for my line of work. Still, if you want something ultra-slim, different, and durable — and don’t rely on multiple lenses — the iPhone Air could be a fun choice.
iPhone 17: The New Entry Model
The iPhone 17 is Apple’s new entry-level iPhone, featuring a 6.3-inch screen.
The big upgrade here is the ProMotion display — no longer reserved for higher-end models. Paired with an anti-glare coating and a stronger screen, this makes the iPhone 17 feel much more premium.
On the back, you get two 48-megapixel lenses:
• Ultrawide for sweeping shots.
• 2x optical-quality zoom. Technically, Apple achieves this by cropping into the high-resolution image rather than using a dedicated telephoto lens. But the results should be very close to true optical zoom.
Like the Air and Pro models, the iPhone 17 also gets the redesigned selfie camera with its new square sensor and framing options. The processor is a step below the Air and Pro, but still more than capable for everyday use. Apple also added faster wired charging, which is a nice bonus.
The iPhone 17 starts at $800, includes 256 GB of storage, and comes in five colors: lavender, mist blue, sage, white, and black.
iPhone 17 Pro: Apple’s Powerhouse
The iPhone 17 Pro is Apple’s top-of-the-line phone this year, available in two sizes: 6.3 inches and 6.9 inches. Aside from screen size, the features are identical.
Apple has introduced a bold new design that some will love and others may not. The back now has a two-tone look with a square of ceramic glass, plus a redesigned camera bump. Nearly all of the phone’s key components are housed in the camera area, which frees up space for a larger battery and a new vapor chamber cooling system.
That larger battery is the biggest ever in an iPhone, promising Apple’s best battery life yet. While Apple avoids publishing mAh numbers, they claim up to two more hours of video playback — a total of 39 hours.
The camera system is Apple’s best: three 48-megapixel lenses. Optical zoom technically takes a step back — from 5x last year to 4x — but the new sensor captures more data, boosting overall image quality. The maximum “optical-quality” zoom is now 8x, and digital zoom goes up to 40x (up from 25x on the previous model).
Inside, the Pro runs on the A19 Pro chip (the same one found in the Air), designed for top-tier performance. The vapor chamber cooling system is meant to keep the phone running cooler under heavy loads — something I’ll be testing closely.
Storage starts at 256 GB, with pricing from $1,099 — technically a $100 increase over last year, though you’re getting double the base storage. The Pro Max starts at $1,199 and for the first time offers a massive 2 TB option priced at $2,000.
Colors are pared down to just three: cosmic orange (a bold new look), deep blue (my favorite), and silver.
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Apple Watch Updates: SE 3, Series 11 & Ultra 3
For the first time, Apple is updating all three Apple Watch lines at once: the SE 3, the Series 11, and the Ultra 3. They pretty much rank in that order — entry-level to premium.
All three models now feature 5G connectivity. That’s a big deal because LTE on previous watches was just OK. With 5G, connections should be faster and more reliable in more places. Apple also designed a dual-antenna system that only activates the extra antenna when needed, to help conserve battery life.
The SE has always been a favorite for parents buying a first smartwatch for kids, and now it’s even better. It’s compact for smaller wrists and, for the first time, has an always-on display, so the time is visible without tapping or raising your wrist.
It also supports two new gestures:
• Double Tap: tap two fingers together to select or advance on screen.
• Wrist Flick: quickly dismiss the current screen.
Other upgrades include the ability to play media through the speaker and fast charging (2x faster than before). Pricing starts at $250, but if you’re getting it for a child, I recommend the cellular version so they can stay in touch and share their location without needing a companion iPhone.
The Series 11 is thinner and lighter, with a tougher screen and longer battery life — now up to 24 hours (vs. 18 previously).
The biggest addition is hypertension alerts. While it doesn’t provide a live blood pressure reading, Apple’s algorithm analyzes vascular and health trends to flag whether you may be at risk for high blood pressure. Apple expects this feature could alert one million unsuspecting users in the first year. It just received FDA clearance, and Apple is also rolling it out to Series 9, 10, and Ultra 2 models.
Series 11 also introduces sleep scores, rating your nightly rest based on duration, consistency, and interruptions. It’s more about awareness than coaching, but Apple clearly wants people to start wearing their watches overnight.
The Series 11 starts at $399.
This is Apple’s rugged, top-tier model. The Ultra 3 keeps the same physical size but pushes the display closer to the edges, making it the largest Apple Watch screen ever.
In addition to 5G, the Ultra 3 adds satellite connectivity. You get two years of free Emergency SOS, plus the ability to send texts and share your location when you’re off the grid.
Battery life reaches up to 42 hours, which is especially useful for long outdoor adventures with constant GPS tracking. The case is also now 3D printed.
The Ultra 3 is priced at $799, and that includes cellular — there’s no non-cellular version.
AirPods Pro 3: Apple’s biggest upgrade yet
AirPods aren’t the kind of gadget you usually rush to upgrade — most people hang on until the battery fades or a bud goes missing. But the new AirPods Pro 3 mark Apple’s first big update to the Pro line in years.
This time around you’re getting a new fit with five ear tip sizes that include a bit of foam, so they mold better to your ears and stay put. Sound quality and noise cancellation both get noticeable improvements, and transparency mode sounds more natural instead of mechanical.
One of the most futuristic additions is live translation. You set the languages in the app, and as someone speaks, your AirPods deliver a near real-time translation into your ears. Apple uses AI to capture meaning, not just literal words, so it feels surprisingly natural.
AirPods Pro 3 also pack a built-in heart rate sensor that supports tracking across 50 different workouts, making it possible to exercise with just an iPhone and AirPods — no Apple Watch required. Durability has been boosted to an IP57 rating, meaning they’ll survive dust, sweat, and even a downpour.
The case is slightly larger, and the buds need a firmer push to seat in your ears — likely because of the foam tips and sensors. Price remains $250, and they still include the handy hearing-aid feature.
iOS 26 is almost here
Not upgrading your phone? You’ll still see big changes. Apple’s next major software update, iOS 26, is the biggest revamp in years. It will be a free download starting Monday, September 15 and works on iPhone 11 and newer, plus the second-generation iPhone SE and later.
Tech Tidbits
iPhone satellite service extended: Apple is giving iPhone 14 and 15 users another year of free satellite connectivity, now through November 2026. The feature has saved lives, but Apple still hasn’t figured out how to charge for it.
Digital photo frame upgrade: My favorite digital photo frame, Aura, is now certified for supporting well-being. I keep one front and center in my living room, and I love how it cycles through my curated photos.
Gmail adds purchases tab: Google is rolling out a new “Purchases” section in Gmail that organizes all your order receipts in one place.
School cybersecurity resource: Keeper Security has a printable guide for families and schools to stay safe from hackers. Ransomware attacks on education are rising, so it’s worth a look.
Spotify Lossless finally lands: Premium subscribers will now be able to stream in lossless quality (24-bit/44.1 kHz FLAC). Apple Music and a few rivals have offered lossless streaming for years — Spotify was behind, but it’s caught up at least in basic lossless.
Zoox robo-taxis in Vegas: Amazon-owned Zoox has launched its self-driving taxi service on the Las Vegas Strip. Rides are free for now while the public tests it out.
Feedbag
Denise writes in…
Rich, please tell your wife the newsletter is NOT too long. In a recent issue, you answered my questions about passkeys — I’m going to use them — and the EcoTank printer, which I’m skipping because I don’t want the “sea of buttons.” I find something useful in every letter. Like you, I came from Minnesota at 17 to go to college, and even hitched a ride from a kind man I met on the plane — times are different now. Thanks for keeping the newsletters long.
Thanks, Denise. I’m glad I’m answering your questions — even if not always in the most concise way. I’ll keep including the details I think you and others should know about in the tech world.
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Lessons learned from my car accident
This week I was involved in a pretty severe car accident. I was driving to work as I typically do, and it happened fast and out of nowhere. I’ll never forget the sound of the impact. In those first moments, I was confused but also very aware of what had just happened. Adrenaline takes over, and once I realized I was still alive and able to move, I squeezed out of my car.
I credit modern safety features — airbags, crumple zones, and engineering — with saving my life. Still, I can’t stop thinking about how just a few inches could have made the outcome very different.
I’m sore, my ears are still ringing, and I’ve got bumps and bruises, but overall I see it as a miracle that I walked away. The accident has me reflecting on a lot: how fragile life is, how little control we actually have, and how grateful I am to still be here.
I don’t share this for sympathy, but as a reminder to embrace life and take advantage of every opportunity. This experience has only made me want to double down on my mission to help others in my own little way.
I also want to say thank you. So many of you have reached out with kind words and messages on Instagram. I feel incredibly fortunate and loved, and I don’t take that for granted.
So hug your family, check in on your friends, and appreciate the time we have together — because life can change in an instant.
Sincerely,
Rich