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ZDNET’s key takeaways
- The long awaited iPhone 17 has landed, and the Air replaces the Plus.
- Apple Watch also gets a refresh, with the Series 11, SE 3, and Ultra 3.
- iPhone pricing hints at Apple passing on some of the tariff costs to consumers.
OK, so Apple has had its biggest update of the year, unveiling the next powerhouse that will pull billions of dollars into the company. Yes, the iPhone 17 is available for preorder (if you haven’t got your preorder in, the current wait for most models seems to be about three to four weeks), and by the end of the month Apple’s latest handset will be in the hands of millions of new owners.
There is also a new line of Apple Watches, including the Series 11 and even a new Ultra 3, to replace the now two-year-old Ultra 2. There’s also an update to the budget SE line with the release of the SE 3.
Also: The best Apple deals right now: Save on MacBooks, iPhones, and more
There was also a big AirPods Pro upgrade: the AirPods Pro 3
Seems like a big update, but there are plenty more Apple updates rumored for 2025 and early 2026. These could include a budget iPhone 17e, a new Apple Vision Pro, an updated Home Hub, a HomePod mini 2, an AppleTV, a new M5 chip-powered iPad Pro, a MacBook Pro, a MacBook Air, and an updated AirTag.
That’s a lot. So what’s safe to buy now, and what’s best avoided?
The ‘don’t buy’ list
These are the Apple devices I recommend giving passing for now, as we’ll likely see refreshed versions soon:
- Apple TV: Last updated in October 2022, this device is due for a refresh. Rumors suggest a fourth-gen Apple TV 4K will be announced before the end of the year.
- iPad Pro: Last updated in May 2024, this is now well over the year-old mark with the same price tag it had on day one. Pass.
- HomePod Mini: Released in October 2020, this is officially Apple’s oldest product. While there’s nothing technically wrong with the device, it’s hard to recommend paying full price for such old hardware, and rumors of an imminent update are circulating.
- Vision Pro: It’s hard to bet against Apple, and it’s tough to put something with so much potential on the naughty list. However, if rumors are true that Apple will halt production because sales have slumped, it’s hard to have faith in the product. I’d hold out and see what Apple has planned. Current rumors point to a 2026 refresh.
The ‘do buy’ list
These Apple devices are worth buying now, since it’ll be a while before we see significant hardware upgrades.
1. iPhone 17 series
The iPhone 17 is now available for preorder ahead of its release on Friday, Sept. 19. And by now we know what the upgrades are going to be without watching the unveiling — a faster A19 and A19 Pro processor, better camera, better battery…
The reviews almost write themselves by now.
For those with too much money, Apple now offers the iPhone 17 Pro Max with 2TB of storage for a reassuring $1,999.
Also: Should you upgrade to an iPhone 17 Pro from last year’s model? I am – here’s why
There’s also a new iPhone model, the ultra-thin (well, excluding the big camera bulge at the top) iPhone Air, which seems to replace the iPhone Plus line and attempts to unify Apple’s buzzwords.
2. Apple Watch Series 11, SE 3, and Ultra 3
The entire line of Apple Watches gets upgraded, too, focusing on health metrics, especially hypertension alerting (a feature that’s also coming to older Apple Watches). Again, these are in the pre-order state at the time of writing.
Also: I tried the Apple Watch Series 11, Watch Ultra 3, and SE – what the keynote didn’t tell you
There’s a new Apple Watch in every price point, from $249 for the SE 3 to $899 for the Ultra 3 with the neat titanium Milanese band.
3. AirPods Pro 3
The AirPods Pro 3 will receive some big upgrades, including improved noise cancellation, better audio quality, increased battery life, and a new feature — heart rate detection. This is an interesting shift for Apple since it moves some of the core functionality found in the Apple Watch to another device.
Also: AirPods Pro 3 review: Apple pulled off something I thought impossible in a pair of earbuds
Are you excited to get your hands on the new AirPods Pro 3? I am, too, but you could save a few bucks by waiting until the Black Friday deals roll by. Traditionally, this is a product that we find gets discounted. Who knows? You might save yourself $50.
4. iPad and iPad Air
The iPad Air, kitted out with the M3 chip, received a refresh in March. Prices start at $599 for the 11-inch version and $799 for the 13-inch version. At the time, the iPad also got a performance boost thanks to the A16 chip. Prices for this tablet start at $350.
5. MacBook Air
Both the 13-inch and 15-inch MacBook Air laptops got an upgrade in March 2025 to the 10-core CPU/10-core GPU M4 processor, and battery life is boosted to as much as 18 hours. Prices start at $999, but you can push the cost to $2,399 with upgrades.
6. Mac Studio
Apple’s pro-grade alternative to the Mac mini also saw a serious processing boost in March 2025, with the M4 Max and M3 Ultra offered in a range of configurations. Prices start at $1,999 but can reach $14,099 for a fully tricked-out system.
6. Apple iMac
The M4 iMac received a refresh to bring it up to speed with Apple Intelligence in October 2024. With specs ranging from an eight-core CPU and GPU, 16GB of RAM, and 256GB of storage priced at $1,299, all the way up to a 10-core CPU and GPU, 24GB of RAM, and 512GB of storage for $1,899, there’s an iMac to suit most workloads and budgets.
8. Apple Mac Mini
Apple’s smallest Mac got an upgrade in October 2024 to the M4 and M4 Pro processors. It’s also the cheapest Mac you can buy, as a Mac Mini with the 10-core CPU and GPU model, 16GB of RAM, and 256GB of storage costs only $599.
9. Apple iPad Mini
The 2024 iPad Mini was introduced in October 2024, replacing the three-year-old model with one powered by an A17 Pro chip that’s Apple Intelligence-ready. The device comes in a range of colors — blue, purple, starlight, and space gray; and multiple storage capacities — 128GB, 256GB, and 512GB. Prices range from $499 to $799.
Tariffs costs and trade wars
Tariffs still dominate the news. One moment they’re on, next they’re off, then they’re on again with a list of ifs, buts, and exceptions that may or may not stick around.
CNET: Tracking tariff prices: See how the new tariffs are hitting these 11 popular products
According to Apple’s July 31 earnings call, tariffs have cost the company approximately $800 million for the last quarter, with this figure expected to rise to $1.1 billion for the current quarter.
Is Apple shouldering that tariff burden?
Maybe not.
Apple has added $100 to the price of the iPhone 17 lineup, but tried to make things more opaque by stirring up the storage capacities. But storage prices are cheap — roughly, the industry average price is about $16 for 128GB, and around $35 for 256GB — so that doesn’t account for all of the price. Also, Apple has switched up the chassis from titanium to aluminum, and titanium is considerably more expensive than aluminum, around 2.5-3 times more per pound depending on the alloy — so that’s quite a saving for a company making millions of iPhones.
So, is Apple swallowing the tariff costs? I’d say no, the consumer is paying.
Upcoming Apple products to keep an eye on (near and far)
1. M5 Chip
It feels like the M4 processor in the MacBook Pro and MacBook Air is still new. However, the M5 chip is already on the horizon. According to Bloomberg’s Mark Gurman in the Power On newsletter, the M5 will be in the MacBook Pro and iPad Pro later this year.
2. Apple TV
It’s coming, we’re just not sure when. The device is rumored to use Apple’s new networking chip, adding support for Wi-Fi 6E, and will be powered by the A15 chip, opening the door to Apple Intelligence features.
3. AirTag Update
I’m a massive AirTag fan, and since Apple released them, the market has exploded with third-party offerings. While only Apple can offer precision finding, there are now smaller, thinner, and even rechargeable finder tags.
Also: Should you buy the iPhone 16 or iPhone 17? How to decide which model to buy
The new AirTags are expected to use a new Ultra Wideband chip, which is expected to improve range and accuracy. Apple is also allegedly making the speaker more difficult to disable, a countermeasure to prevent tags from being used to stalk people.
Given how easily AirTags can be modified and how they can even be purchased pre-modified, this update will be a welcome change.
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