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Apple Debuts New iPhones At Awe Dropping Event Today

Apple replaces the Plus model with the new ultra-thin iPhone 17 Air and introduces 120Hz ProMotion displays across models, the biggest hardware update since 2020.

  • At Apple Park, Apple Inc. unveiled the iPhone 17 series at its 'Awe Dropping' event, with pre-orders starting September 12 and availability on September 19; the entry-level iPhone 17 starts at $799.
  • Apple's restructuring of its lineup includes discontinuing the Plus model and introducing the ultra-thin iPhone 17 Air, marking its largest hardware remodelling since 2020 this year.
  • On display and imaging, Apple added a 120Hz ProMotion display to the iPhone 17 and upgraded its 48MP camera system with a Fusion Ultra Wide sensor.
  • Shares of Apple Inc. fell 1.5% after the event, with investors noting the company raises average selling price by nudging buyers toward higher-margin memory configurations.
  • Apple's design emphasis suggests a focus on thinness and functionality this year, while Apple's hardware engineers enable support for on-device AI models aligned with Apple Intelligence ambitions.
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ZDNet broke the news in United States on Tuesday, September 9, 2025.
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