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Apple has unveiled the next generation of its most popular products. With the iPhone 17, iPhone Air, iPhone 17 Pro, and iPhone 17 Pro Max, a new era begins, blending technology, design, and user experience. At the same time, there's a major update to the Apple Watch and AirPods Pro. All devices are available for pre-order now, and shipping will begin on September 19.
The iPhone has been a benchmark in the smartphone market for years. With each new generation, Apple succeeds in combining performance, design, and intelligent software. The new models demonstrate how closely hardware and software can work together. Together with the Apple Watch Series 11, Ultra 3, SE 3, and AirPods Pro 3, they create an ecosystem that even better supports everyday life, fitness, and entertainment.
The new iPhone models
The iPhone 17 features a brighter display with ProMotion up to 120 Hz, all-day battery life, fast charging, and a 48-megapixel Dual Fusion camera system. Plus, the Center Stage front camera automatically optimizes selfies.
The new iPhone Air features an extremely thin and light design. Despite its slim build, it offers pro performance, robust build quality, powerful front and rear cameras, and long battery life.
The iPhone 17 Pro and iPhone 17 Pro Max are the most powerful models Apple has ever built. Powered by the new A19 Pro chip, they deliver the best performance, the best cameras, and the longest battery life in an iPhone. Both models feature a new unibody design that's even more durable.
All new iPhones feature Ceramic Shield 2, which offers three times better scratch resistance. They run iOS 26, which includes a new Liquid Glass design and enhanced Apple Intelligence features.
The new Apple Watch models
The Apple Watch Series 11 is the new standard for health and fitness. It detects high blood pressure, analyzes sleep with the Sleep Score, and lasts all day with up to 24 hours of battery life.
The Apple Watch Ultra 3 is designed for adventure seekers. It features satellite communication, Emergency SOS via Satellite, Satellite Location Sharing, up to 42 hours of battery life, and the largest display ever in an Apple Watch.
The Apple Watch SE 3 brings many of the new features to a more affordable model. It features wrist temperature detection and an always-on display, among other features.
AirPods Pro 3
The AirPods Pro are also receiving a major update. The AirPods Pro 3 feature active noise cancellation that's four times more effective than the first generation. The new design provides a more stable fit, even during sports like running or yoga. For the first time, the AirPods Pro 3 can take heart rate measurements and save them to the iPhone's Fitness app.
accessories for the iPhone
Apple is launching accessories to complement its new lineup. For the iPhone Air, there's a slim bumper, a semi-transparent MagSafe Case, and the new MagSafe Battery, which provides fast charging on the go or extends battery life. Clear and silicone cases are available in new colors for the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max. The new engineered fabric case for the Pro models provides additional protection against scratches and stains. Combined with select cases, the iPhone can also be carried hands-free using the crossbody strap. There are also new accessories for the Apple Watch. New colors for sport bands, a reflective Trail Loop for the Apple Watch Ultra 3, and an expanded Hermès collection with exclusive straps are available.
Save with Apple Trade In
With Apple Trade In, upgrading to a new iPhone is especially worthwhile. Those who trade in an iPhone 13 or newer receive a credit of between €210 and €795. Combined with financing options and offers from mobile providers, switching to a new model becomes easier and more affordable.
Preparing for the upgrade
Pre-orders are now available. Customers can select their preferred model, accessories, payment method, and trade-in option directly. Those who prepare everything in advance can secure their iPhone with just one click. Apple Specialists are available online and in-store to help with device selection, setup, and optimal use. Additionally, there are free Today at Apple sessions that demonstrate how to get even more out of the new products. These include "Tips: What's New in iOS 26" and "Say Hello to iPhone 17."
Apple combines design, technology and software on a new level
With the iPhone 17, iPhone Air, iPhone 17 Pro, and iPhone 17 Pro Max, Apple is setting new standards. The combination of striking design, cutting-edge technology, and intelligent software makes these new models the best iPhones yet. Complemented by the Apple Watch Series 11, Ultra 3, SE 3, and AirPods Pro 3, they create a complete product ecosystem that improves everyday life, health, and entertainment. Pre-order now and secure cutting-edge technology and attractive benefits like Apple Trade In and personalized support during purchase. The best products for you: Our Amazon Storefront offers a wide selection of accessories, including HomeKit-compatible ones. (Image: Apple)
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