Apple has once again captured the world’s attention with a series of truly impressive new products. From the revolutionary new iPhone to a trio of smarter-than-ever smartwatches, the company is proving that it’s still at the forefront of innovation. This latest lineup isn’t just about small upgrades but about fundamentally changing how we interact with technology to make our lives healthier, more connected and more seamless. Let’s take a closer look at each exciting new release.

AirPods Pro 3: Beyond Noise Cancellation

The star of the show for audiophiles and commuters alike is undoubtedly the new AirPods Pro 3. Apple has raised the bar on personal audio by introducing what they are calling the “world’s best in-ear Active Noise Cancellation.” The new ANC is a staggering 2x more effective than its predecessor and a full 4x more powerful than the original AirPods Pro. It’s an upgrade that promises a truly serene and immersive listening experience, whether you’re on a noisy bus or just trying to find a moment of quiet.

But the innovation doesn’t stop there. For the first time, these earbuds are ready to be your ultimate workout companion. They can now measure your heart rate during exercise, tracking over 50 different workout types directly in the Fitness app. This deep integration with your health data is a game-changer, allowing you to ditch the chest strap or separate fitness band and get all the metrics you need from a single, comfortable device. Speaking of comfort, Apple has refined the design based on over 10,000 ear scans and 1000,000 hours of user research, ensuring a stable and secure fit for a wider range of people. The new foam-infused ear tips, now available in five sizes, are a perfect example of this obsessive attention to detail.

And for those who are always on the go, the AirPods Pro 3 have another trick up their sleeve: Live Translation. This new beta feature allows for real-time, face-to-face conversations in five languages, with more on the way. The AirPods literally act as your personal interpreter, making international travel and communication with others a breeze. All of this comes with an extended battery life, offering up to eight hours of listening with ANC enabled, and a commitment to the environment, with the pods and case made from a significant amount of recycled content. At RM999, they are not only a powerful audio tool but also a smart investment in your daily life.

The New Apple Watch Family: Your Health, Evolved

Apple’s dedication to health and fitness shines through with the new generation of its smartwatches, each tailored for a different kind of user.

Apple Watch Series 11: The Everyday Champion

The new Apple Watch Series 11 refines a classic. It’s thinner and more comfortable, and its durability has been significantly boosted. The Ion-X glass on the aluminium models is now 2x more scratch-resistant, while the new ceramic coating on the display offers an unprecedented level of protection. The improvements extend to battery life, with the Series 11 offering up to 24 hours on a single charge and a super-fast 15-minute charge providing up to eight hours of use.

Health is at its core, with the new sleep score feature providing deeper insights into your rest, based on data from millions of nights of sleep. The watch also retains fan-favourite features like irregular rhythm notification, the ECG app, and Blood Oxygen monitoring, while adding new sleep apnea notifications. With WatchOS 26, the Series 11 becomes even more intuitive. The new Workout Buddy, powered by Apple Intelligence, acts as a personal coach, while the one-handed wrist flick gesture offers a new way to dismiss notifications without touching the screen. Starting at RM1,799, it’s the perfect blend of style, function, and cutting-edge health technology.

Apple Watch SE 3: Accessible Excellence

The Apple Watch SE 3 proves that you don’t need to splurge to get a premium experience. It brings two highly requested features to the more accessible model: an Always-On display and fast charging, which is now up to 2x faster than the previous generation. This means you can get up to eight hours of daily use from just a 15-minute charge – perfect for a quick top-up before heading out the door. The SE 3 also benefits from a more advanced suite of health features, including the new sleep score, the retrospective ovulation estimates, and sleep apnea notifications. Powered by the new S10 chip, it also inherits the double-tap and wrist flick gestures, making it incredibly easy to use one-handed. It’s a powerhouse of features at a price point that makes it the smartest entry point into the Apple Watch ecosystem.

Apple Watch Ultra 3: The Untamed Powerhouse

For the most demanding users – the marathon runners, hikers, and explorers – there’s the Apple Watch Ultra 3. It features the largest and most vibrant display ever on an Apple Watch, with borders 24% thinner and a refresh rate of 1Hz, allowing you to see the ticking seconds hand without raising your wrist. Its endurance is unmatched, with up to 42 hours of battery life for daily use and an incredible 72 hours in Low Power Mode.

The Ultra 3 is built for performance. It features the most accurate GPS in a sports watch and supports advanced metrics for runners, cyclists and swimmers. It’s a rugged piece of engineering, with a case made from 100% recycled titanium using an innovative 3D printing process that uses just half the raw material. With all the advanced health features of Series 11 and a durability that’s second to none, the Ultra 3 is a true companion for anyone who pushes their limits. Starting at RM3,699, it’s a testament to what’s possible when performance and sustainability go hand in hand.

The New Era of iPhones: Thin is In

The biggest buzz surrounds the two new iPhones, which represent a bold step forward in design and performance.

iPhone 17

The iPhone 17 takes everything you love about the classic iPhone design and supercharges it. The camera system is a marvel, featuring a 48MP Fusion Main camera and a new 48MP Fusion Ultra Wide camera, giving you incredible flexibility and detail in your shots. The new Centre Stage front camera is a first for the iPhone, with a square sensor that enables ultra-stabilised 4K HDR video and allows for simultaneous front and rear camera recording with Dual Capture. The 6.3-inch Super Retina XDR display is now brighter and more durable than ever, with Ceramic Shield 2 providing 3x better resistance. Powered by the A19 chip, it’s 1.5x faster than the A15 Bionic chip in the iPhone 13. And with a starting storage of 256GB, it’s ready to handle all your photos, videos and apps. Starting at RM3,999, the iPhone 17 is a significant and meaningful upgrade.

iPhone Air: The Impossible Made Possible

But the true showstopper is the iPhone Air. At just 5.6mm, it is the thinnest iPhone ever made. Its breakthrough titanium design is not just elegant and light but a structural masterpiece. The back is now protected with Ceramic Shield, while the front features Ceramic Shield 2, providing unprecedented durability. Its 6.5-inch Super Retina XDR display is the brightest ever on an iPhone, and with the most power-efficient architecture yet, it delivers all-day battery life despite its impossibly thin frame.

The iPhone Air is powered by a triumvirate of new chips: the A19 Pro, N1 and C1X. This combination makes it a performance beast, with the A19 Pro featuring the fastest CPU in a smartphone and Neural Accelerators for generative AI. Connectivity is also getting a major boost, with an eSIM-only design and the new N1 wireless networking chip that enables Wi-Fi 7, Bluetooth 6, and Thread. The new C1X cellular modem is 2x faster and 30% more energy-efficient, ensuring you’re always connected at blazing-fast speeds. With pre-orders beginning on September 12 and a starting price of RM4,999 for the 256GB model, the iPhone Air is more than a phone but a statement about where Apple sees the future of mobile technology.

Taken together, this latest suite of products from Apple paints a clear picture of a company relentlessly focused on refinement and innovation. The new iPhones, from the groundbreaking thinness of the iPhone Air to the significant camera and performance upgrades of the iPhone 17, show Apple’s continued mastery of hardware and software integration. The Apple Watch lineup, now more diverse and capable than ever, reinforces the company’s commitment to health and wellness, offering something for everyone, from the casual user to the extreme athlete. And the AirPods Pro 3 prove that even a familiar product can be reinvented with game-changing features like real-time translation and integrated health tracking. These are thoughtful evolutions that push the boundaries of what our personal devices can do, promising a more seamless, powerful and interconnected experience for the modern world.