“Design has always been fundamental to who we are and what we do,” Apple CEO Tim Cook said on Tuesday, offering a short summary of the products soon to come: new AirPods, updated Apple Watch, and, of course, iPhones. In truth, design was indeed a primary theme across Apple’s 2025 fall launch, which featured multiple voiceovers provided by the company’s design teams.
Most of the pre-event speculation turned out to be correct. Apple fans were treated to the astonishingly thin iPhone Air; AirPods Pro with health features and live translation; and 5G across the much-revised Apple Watch range.
## In the background
iPhones remained the star of the event, with a new camera design (the so-called “forged plateau”), a slew of new process technologies, a wave of Apple Silicon — including the seriously impressive A19 chips, and a new pricing scale. But what Apple has really achieved is to further differentiate the products it offers, which should both boost each individual model while also opening new opportunities to make each one of its smartphones even more unique and diversified in future.
“Design has always been fundamental to who we are and what we do,” Apple CEO Tim Cook said on Tuesday, offering a short summary of the products soon to come: new AirPods, updated Apple Watch, and, of course, iPhones.
In truth, design was indeed a primary theme across Apple’s 2025 fall launch, which featured multiple voiceovers provided by the company’s design teams.
Most of the pre-event speculation turned out to be correct.
Apple fans were treated to the astonishingly thin iPhone Air; AirPods Pro with health features and live translation; and 5G across the much-revised Apple Watch range.
In the backgroundiPhones remained the star of the event, with a new camera design (the so-called “forged plateau”), a slew of new process technologies, a wave of Apple Silicon — including the seriously impressive A19 chips, and a new pricing scale.
“Design has always been fundamental to who we are and what we do,” Apple CEO Tim Cook said on Tuesday, offering a short summary of the products soon to come: new AirPods, updated Apple Watch, and, of course, iPhones. In truth, design was indeed a primary theme across Apple’s 2025 fall launch, which featured multiple voiceovers provided by the company’s design teams.
Most of the pre-event speculation turned out to be correct. Apple fans were treated to the astonishingly thin iPhone Air; AirPods Pro with health features and live translation; and 5G across the much-revised Apple Watch range.
In the background
iPhones remained the star of the event, with a new camera design (the so-called “forged plateau”), a slew of new process technologies, a wave of Apple Silicon — including the seriously impressive A19 chips, and a new pricing scale. But what Apple has really achieved is to further differentiate the products it offers, which should both boost each individual model while also opening new opportunities to make each one of its smartphones even more unique and diversified in future.
