As autumn breezes through the tech community, Apple rang the bell for the start of Techtember. The tech giant greeted customers with the brand new iPhone lineups, Apple Watch, and AirPods on Sept. 9. With the introduction of Google and Samsung’s latest lineup, critics forecasted that iPhone users would move to Android, and Apple would lose its footing.
Despite doubts around Apple’s innovation, the company shifted the norm and reclaimed its spot as the leading smartphone maker. The company showcased three different versions of iPhones: the base, Air, and Pro. The base iPhone 17 comes in only one size, 6.3 inches, unlike last year, which had two different dimensions: 6.3 inches and 6.7 inches.
iPhone 17 added favorable features that existed from the Pro models: high refresh rate, Always-On-Display, and improvements in the camera. These updates directly answer user complaints, particularly around display and camera performance.
While priced at over a million won, the base phone lacked higher refresh rates that are available in phones at half the price. Apple responded with the addition of ProMotion, which ranges from 1Hz to 120Hz. Always-On-Display, a feature that dims the screen when inactive, has existed with all Android phones at a similar price range since 2018. Apple finally checked the box on features that competitors had offered for years.
California’s tech giant also dipped its toes into the new market and demographic of the lightest phone with the iPhone Air. Samsung introduced its light-weight Galaxy S25 Edge months before Apple’s announcement. It only weighed 167 grams and was 5.8 mm thin: as thin as a pencil. However, Apple redefined how thin the phone can be with the Air, weighing 165 grams and measuring 5.6 mm thin.
Although more affordable than Samsung, the phone boasts a superior chipset, display, and hardware design. The primary reaction to the phone felt like we were back in the Jobs Era, with Apple taking risks in the development. That risk also affected other factors. The phone, which starts at $999 (₩1,590,000), includes an 18MP front camera and a 48MP fusion camera. Relying on a single fusion camera resulted in some compromises in photo quality despite the premium price.
The devices that people actually care about, the iPhone 17 Pro and Pro Max, received a significant upgrade from the previous generation. Despite the controversial design changes, such as the larger sensor bump, the company added a vapor chamber for enhanced performance and better pro camera lenses.
Starting at $1,099 (₩1,790,000), the phone includes 48MP Main Fusion, Ultra-wide, and Telephoto lenses. The three-camera system, featuring a new design change for a 58% larger sensor, enables a high-resolution 8x optical zoom. With 39 hours of playback (video watching), the phone includes substantially better battery life and performance compared to the previous model. These refinements place the Pro lineup firmly at the top end of the market, appealing to most phone addicts and professionals.
In addition to the iPhone, Apple showcased new watches and AirPods. Apple finally delivered an affordable upgrade for Watch users. The Apple Watch SE, priced at $249 (₩369,000), features favorable traits of the higher-end models: Always-On-Display and faster charging.
The AirPods Pro also gets a heart-tracking sensor on each earbud and delivers noise cancellation twice as strong. This update allowed users without the watches to track their fitness only through the device in their ears. These smaller updates show Apple’s attention to lifestyle features, particularly health and fitness.
Overall, this year’s event felt like Apple’s reply to customers’ previous complaints amidst the dark ages without innovation. The overall upgrades don’t necessarily set new norms in the market. Instead, Apple responded to the competitors that it can no longer afford to ignore.
While Apple may not break new ground or redefine technology this year, it lends an ear to users’ needs and addresses long-standing complaints. Techtember reflects that Apple can adapt to the expectations of its customers and the pressure from its competitors.
