A very important feature appeared in the iPhone 17 — no one expected this

Apple knows how to turn its own presentations into global events. Every year in September, the company not only updates its product line, but also sets future industry trends. This time, Apple introduced a number of new products, including both expected and quite unexpected solutions. More details below.

iPhone 17 Pro and 17 Pro Max

The most powerful iPhone models have a single body made of thermally forged aluminum. Inside is the latest A19 Pro chip with the fastest central processor and the most advanced graphics module. Apple's unique vapor chamber liquid cooling system allows the chip to work at full speed without a hint of overheating.

The front camera has a resolution of 18 MP and supports the "Center in the frame" function. The main camera is represented by a system of three 48 MP modules, one of which is an advanced telephoto lens with 8x optical zoom. iPhone 17 Pro and 17 Pro Max can record video in 4K, and professional users will find the ability to shoot in ProRes RAW format useful.

The iPhone 17 Pro Max is equipped with a 6.9-inch display, while the iPhone 17 Pro has a more compact 6.3-inch screen.

Both smartphones demonstrate record-breaking battery life. The iPhone 17 Pro can last up to 33 hours in video playback mode, while the Pro Max can last an unprecedented 39 hours for an iPhone.

The gadgets are presented in three new colors: silver, blue and orange.

iPhone Air

The thinnest and lightest iPhone ever — just 5.6mm thin and 165 grams. A titanium frame and Ceramic Shield 2 provide durability and scratch resistance, while a 6.5-inch Super Retina XDR OLED display with ProMotion technology and up to 3,000 nits of peak brightness delivers sharp, smooth visuals in any environment.

The 48MP main camera with Fusion and the front camera with Center Focus make it easy to take professional photos and videos. The powerful A19 Pro chip with Apple-designed C1X modem delivers fast and efficient performance, and the improved battery supports up to 27 hours of video playback.

iPhone Air is the first smartphone in Apple's history to be sold in all countries with eSIM support only, without a physical SIM card slot. This is dictated by both global availability and the undeniable advantages of eSIM technology, as well as the desire to optimize internal space in an ultra-thin body. Among the colors: black, white, blue and beige.

iPhone 17

The basic version received a 6.3-inch Super Retina XDR display with ProMotion support up to 120 Hz and Ceramic Shield 2 coating, which makes the screen resistant to scratches. In addition, for the first time in the basic line, the Always-On Display function appeared. The heart of the smartphone is the A19 chip, which provides super performance and smooth operation.

iPhone 17 has two 48-megapixel cameras: a main camera with 2x optical zoom and an ultra-wide angle. The front-facing 18-megapixel camera with Center Focus automatically widens the frame for group selfies, so you don't have to twist the phone to fit everyone in the photo.

The smartphone supports eSIM, 5G, Wi-Fi 7, and Bluetooth 6. Available colors: lavender, white, blue, green, and gray.

Apple Watch

Apple has traditionally updated its smartwatch lineup, adding new features for health, sports, and everyday use.

Apple Watch Series 3

The flagship has an improved LTPO3 OLED display that shows a perfect picture from any angle. Its area has been increased to 1245 mm², and the frames have become almost a quarter thinner. But the most impressive thing is the battery life — up to 42 hours in normal mode and up to 72 hours in Low Power Mode. A quick 15-minute charge will be enough for 12 hours of work.

The new Apple Ultra 3 has integrated satellite communications for emergencies and 5G RedCap support. Now the owner will be able to send and receive messages or call for help even where there is no cellular signal. In addition, the model has one of the most accurate GPS among sports watches and enhanced protection against moisture.

Apple Watch Series 11 can now detect signs of chronic high blood pressure and alert you to possible hypertension. This feature was developed using advanced machine learning techniques and a series of studies with more than 100,000 participants. In addition to detailed analytics, Apple Watch Series 11 offers personalized support for your workouts — Workout Buddy provides real-time audio motivation, so it’s harder to get lazy. Models with cellular support support 5G for faster performance.

The Apple Watch SE 3 features the S10 chip, the same one found in the flagship Apple Watch Series 11 and Ultra 3. It also features an Always-On display, stronger glass, faster charging, and longer battery life than the previous generation. Another improvement is the ability to control the watch using gestures, including the iconic Double Tap.

Apple AirPods Pro 3

The world's best in-ear headphones with active noise cancellation — Apple claims, and for good reason. The headphones broadcast high-definition three-dimensional sound with ultra-low distortion. The next-generation adaptive equalizer adjusts the sound signature to the unique geometry of your ear. And the personalized volume function uses AI to understand the wearer's listening habits and adapt to their preferences over time.

In addition, the new Apple headphones have a heart rate sensor and can track the calories you burn during workouts. Among the interesting updates is the real-time translation function based on AI Live Translation. However, it does not work in all countries yet. Other improvements include longer battery life on a single charge, increased protection against sweat and water IP57.

How to buy new products

You can pre-order from official Apple partners in Ukraine starting today and get your most desired device in a week. And from September 26 to 29, you can buy your new iPhone Pro in installments for 15 payments from Privat Bank and in trade-in from 2,040 hryvnias per month. And only now - minus 30% on original covers. This offer is valid only at official partners: iSpace, Comfi, Allo, Rosetka, Foxtrot, Vodafone, Epicenter, MoYo, Kibernetiki, KTS, TeTeTeYua, Kyivstar.

Official partners also have special offers on other Apple products that you shouldn't miss.