Dublin, Ireland: Apple has officially unveiled its new lineup of products at the highly anticipated “Awe-Dropping” event, which took place on September 9, 2025. The event, streamed live from Apple Park, introduced the new iPhone 17 series, the all-new iPhone Air, the Apple Watch Series 11, and the Apple Watch Ultra 3. This year’s showcase focuses on significant design changes, performance upgrades, and new AI-powered features.
iPhone Air: The Thinnest iPhone Ever
Headlining the event was the introduction of the iPhone Air, a completely new model in the iPhone lineup. Touting an “impossibly thin” design, the iPhone Air is just 5.6mm thick, making it the thinnest iPhone ever created. It features a stunning 6.5-inch Super Retina XDR display with ProMotion technology (120Hz refresh rate) and a peak brightness of 3000 nits. The phone is built with a Grade 5 titanium frame and a new Ceramic Shield 2 front and back for enhanced durability.
The iPhone Air is powered by the new A19 Pro chip and features Apple’s new in-house-designed N1 wireless chip and C1X modem, promising faster performance and improved connectivity. The camera system includes a 48MP Fusion rear camera and a new 18MP Center Stage front camera, which allows for landscape selfies without rotating the phone. Notably, the iPhone Air is the company’s first eSIM-only phone, a move that reflects its ultra-slim design.
iPhone 17 Series: A Major Upgrade
The standard iPhone 17 also received a significant overhaul. It now features a larger 6.3-inch Super Retina XDR display with ProMotion technology (120Hz refresh rate), a feature previously exclusive to Pro models. The display also includes an Always-On mode and a new anti-reflective coating. The iPhone 17 is powered by the A19 chip, which brings new AI features and an upgraded camera system, including a 48MP main camera and a 12MP telephoto lens with 2x optical zoom. The front camera is a new 18MP Center Stage camera.
For the Pro models, Apple has returned to an aluminum unibody design on the iPhone 17 Pro and iPhone 17 Pro Max for improved thermal performance. These models are the first to feature a vapor cooling chamber to keep the A19 Pro chip running at peak performance. Both the iPhone 17 Pro and Pro Max come with a new triple 48MP Fusion camera system, with the telephoto lens offering an impressive 8x optical zoom. They also promise the longest battery life on an iPhone yet, with up to 39 hours of video playback.
Here’s a breakdown of the pricing and availability for Ireland:
iPhone Lineup:
- iPhone 17:
- Starts at €979 (256GB)
- Available in Mist Blue, Lavender, Black, White, and Sage.
- Pre-orders begin: September 12th
- Available from: September 19th
- iPhone Air:
- Starts at €1,239 (256GB)
- Available in Black, Blue, Gold, and White.
- Pre-orders begin: September 12th
- Available from: September 19th
- iPhone 17 Pro:
- Starts at €1,339 (128GB)
- Available in Cosmic Orange, Deep Blue, and Silver.
- Pre-orders begin: September 12th
- Available from: September 19th
- iPhone 17 Pro Max:
- Starts at €1,499 (256GB)
- Available in Cosmic Orange, Deep Blue, and Silver.
- Pre-orders begin: September 12th
- Available from: September 19th
Apple Watch Lineup:
- Apple Watch Series 11:
- Starts at €449 (GPS, 42mm Aluminium Case)
- Available in Aluminium and Titanium finishes.
- Pre-orders begin: September 12th
- Available from: September 19th
- Apple Watch SE 3:
- Starts at €269 (40mm Aluminium Case)
- Available in Midnight and Starlight finishes.
- Pre-orders begin: September 12th
- Available from: September 19th
- Apple Watch Ultra 3:
- Starts at €899 (49mm Titanium Case, GPS + Cellular)
- Available in Natural Titanium and Black Titanium finishes.
- Pre-orders begin: September 12th
- Available from: September 19th
Customers can pre-order the new devices directly from Apple’s Irish website (apple.com/ie) or through authorized Apple resellers across Ireland starting from September 12th.
