Apple can't help it: The iPhone 17 quartet lures with hardware instead of AI

Apple unveils the new iPhone 17 devices. The star of the quartet is the ultra-thin Air, but the new Pro models boast more powerful hardware. AI also plays a role, but a significantly smaller one than with Google and other competitors. Apple also unveiled new earbuds and watches in Cupertino.

After only about 70 minutes, the Apple show was already over. This shows that the company didn't really have much to offer. AI features, in particular, were in short supply, where competitors like Google and Samsung currently have a significant lead, as the "Apple Intelligence" project has been progressing disappointingly slowly so far. Apple isn't expected to unveil AI fireworks until next year, but that's by no means guaranteed.

Accordingly, the focus this time was on hardware, and Apple certainly had a lot to offer. The AirPods Pro 3 were introduced at the beginning of the show. Their major feature is their ability to accurately measure heart rate. The "world's best" active noise cancellation is said to be twice as effective as its predecessors, and a new adaptive equalizer further optimizes the sound.

Added to that is the ability to translate natural language in real time with AI and when paired with an iPhone. The new AirPods Pro are also smaller, with silicone tips now available in five different sizes, designed to fit particularly securely and last longer.

The Apple Airpods Pro 3 cost just under 250 euros, can be pre-ordered now, and will be available from September 19th.

Apple Watch 11, SE 3 and Ultra 3

Next, CEO Tim Cook brought the Apple Watch 11 onto the stage. It's supposed to be even more robust, with a glass cover that's ten times more scratch-resistant. Cellular versions feature a new 5G modem.

The Apple Watch also features 11 new health and fitness features, though not all of them are exclusive. These include the ability to detect high blood pressure and a new sleep score. The watch is said to have a battery life of up to 24 hours.

The lower-priced SE model receives an upgrade in the third generation with the S10 chip, and there are also models with a 5G modem. The Apple Watch SE 3 offers a new always-on display, the Sleep Score, and other improved health and fitness features. It is said to last up to 18 hours and has a new fast-charging feature.

After a long hiatus, there's a new Apple Watch Ultra this year. Among other things, the 3rd generation features an improved, slightly larger display, extensive emergency functions via satellite, 5G, and greater battery life than its predecessor.

All new watches are available for pre-order now and will be on store shelves from September 19. The Watch 11 is available starting at around €450, the SE 3 from around €270, and the Ultra 3 from just under €900.

iPhone 17

Then it was finally the turn of the four new iPhones. The standard 17 model has a larger, now 6.3-inch display with thinner bezels and a refresh rate of 1 to 120 Hz. The screen is also said to be brighter than its predecessor and have a more robust glass cover. The iPhone 17 is powered by the new, more powerful A19 chip, which is also equipped with a new 5G modem and is said to be more energy-efficient despite its increased performance.

As before, the new standard iPhone features two cameras on the back. The wide-angle and ultra-wide-angle cameras now have 48-megapixel (MP) sensors. The front camera features a square 18-megapixel sensor, offering the same capabilities in any orientation. Furthermore, the selfie camera has a wider field of view and is designed to automatically keep users in the center of the frame.

The iPhone 17, like all new iPhones, will be available in stores from September 19th starting at around 950 euros and can be pre-ordered now.

iPhone 17 Air

Instead of a new Plus model, Tim Cook unveiled the ultra-thin iPhone 17 Air. A titanium frame and extra-hard ceramic glass on the front and back are designed to make it sturdy despite its extremely slim 5.6 mm thickness, while a high-density battery is durable enough for everyday use. The display is 6.5 inches and also offers an adaptive refresh rate of up to 120 Hz.

Equipped with the A19 Pro, the Air is more powerful than the standard iPhone and offers a faster modem. The front camera is the same as the iPhone 17 and can be combined with the main camera for picture-in-picture videos.

However, the slim design does pose some limitations. Chief among these is that the device only has a 48 MP main camera on the back. There's no room for a physical SIM card; eSIMs are mandatory for the Air.

For the iPhone 17 Air, you have to shell out at least 1150 euros.

iPhone Pro/Pro Max

As before, the two Pro models, available with 6.3- or 6.9-inch (Max) screens, offer the best hardware. They feature a new design with a larger camera island spanning the entire width of the back. The devices have an aluminum unibody with an integrated vapor chamber to ensure sufficient cooling for the A19 Pro's full performance. Like the Air, the Pros also feature a new, particularly robust ceramic glass on the back, and with larger batteries, they are said to offer longer battery life than their predecessors.

All three rear cameras now have 48 MP. The telephoto camera achieves an impressive eight-fold optical zoom, and the digital zoom allows for 40-fold magnification. The front camera is the same as on the other devices in the iPhone 17 series.

The iPhone 17 Pro costs at least around 1300 euros, the iPhone 17 Pro Max 1450 euros.