From cosmic orange iPhones to a titanium adventure watch and new-gen AirPods, we joined creators (even the likes of Mr Beast), athletes, and stars like Travis Scott, and Rauw Alejandro (a Boricua recording artist) at Apple’s Steve Jobs Theater in Cupertino, California for an exclusive first taste of the fall 2025 lineup yesterday.
Stepping inside Steve Jobs Theater
It was my very first Apple event, and the scene inside Steve Jobs Theater at Apple Park was electric. You could instantly tell who the veterans were versus the first-timers. The eager beavers had already lined up, itching to grab their seats, while the rest of us lingered in the lobby, schmoozing and sipping refreshments. Then, almost in unison, the crowd shifted — time to head down into the theatre.
What struck me most was the ritual of it all. A sea of people ahead, every single one with their phones out, documenting the descent down the glowing staircase like it was its own moment worth capturing. Inside, the theatre filled quickly, the hum of conversation giving way to the anticipation of what was about to unfold. The lights dimmed, a signal chimed, and again — phones shot up, some mounted on DJI Osmos, ready to record every beat.
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Then, the man himself. Tim Cook appeared on stage for a quick intro, greeted with a roar of applause, and just like that, the show began. The biggest crowd reaction? The unveiling of the new square front-facing camera sensor, a feature available across the entire iPhone 17 lineup. For a room full of storytellers and content creators, it was an instant game-changer — selfies, group shots, and on-the-go filming just became so much easier. But the applause didn’t stop there. The reveal of the cosmic orange finish drew audible gasps — bold, vibrant, and destined to be the colour of the season. And the new iPhone Air, with its mirrored finish, had the entire theatre buzzing. Sleek, sexy, and undeniably head-turning.
We also caught Tim Cook make an appearance post keynote at Steve Jobs Theater and pose for a few selfies, and even show off the new iPhone 17 line up to the likes of Mr Beast, iJustine and more.
First impressions of the new iPhone 17 lineup
The headliner of the day was, of course, the iPhone 17 Pro and its bigger sibling, the Pro Max. Available in bold new finishes like cosmic orange and deep blue, the design drew gasps in person. The brushed aluminum unibody feels sleeker, lighter, and more durable, with a new Ceramic Shield coating on both front and back that’s said to be three times more scratch-resistant.
But the cameras are where the real magic lies. Three 48MP Fusion lenses — including a telephoto with up to 8× optical zoom — turn the phone into the equivalent of an eight-lens camera kit that fits in your pocket. Imagine snapping a rooftop skyline from blocks away, or nailing portrait-style shots at a dinner party without fussing with lighting. The new 18MP Center Stage front camera also means group selfies and vlogs just levelled up.
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For lifestyle creators, foodies, and anyone who lives for capturing the moment, this phone feels designed with you in mind. Add in the 3000-nit outdoor brightness, 40% faster chip performance, and best-ever battery life, and the iPhone 17 Pro sets a new bar.
Apple Watch Ultra 3: built for the everyday adventurer
Next up was the Apple Watch Ultra 3, which impressed from the second we strapped it on. This is Apple’s largest watch display yet, and it’s not just for looks. The wide-angle OLED makes it easier to read at a glance, whether you’re on a run, checking a message mid-meeting, or navigating trails with offline maps.
Battery life is another highlight — 42 hours on a single charge, or up to 72 hours in low power mode. That’s a massive jump from earlier models and makes it genuinely useful for travellers and busy city dwellers alike.
The watch also introduces satellite connectivity, meaning you can message, share your location, or trigger SOS even when you’re completely off the grid. It’s a feature that feels both futuristic and practical — peace of mind whether you’re backcountry skiing or simply walking home late at night.
On the health front, the new Sleep Score offers a clearer picture of your rest quality, while Workout Buddy — powered by Apple Intelligence — delivers personalized coaching right on your wrist. It’s the kind of hybrid of tech and wellness that makes the Ultra 3 more than just a sports watch.
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AirPods Pro 3: Small buds, big upgrade
Apple’s third-generation AirPods Pro rounded out the big reveals. While they might look familiar at first glance, the upgrades hit where it counts: audio and intelligence. Enhanced adaptive noise cancellation seamlessly balances sound in real time, whether you’re tuning into a podcast on the subway or zoning into a playlist at the gym.
The new case also supports precision finding with Find My and faster wireless charging, making the everyday convenience factor even smoother. Pair them with iOS 26’s Apple Intelligence updates — like real-time translation — and AirPods Pro 3 suddenly feel less like headphones and more like an extension of how you communicate.
Accessories that double as style statements
It wouldn’t be Apple without new accessories. The TechWoven case drew attention with its textured, fabric-like feel and rich colours, while the crossbody strap quickly became a talking point. Offered in ten colourways, it turns the iPhone into a wearable fashion piece — somewhere between a bag and a piece of jewelry.
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It’s a reminder that Apple understands its devices aren’t just tools; they’re personal style statements.
The VIBE inside Apple Park
Beyond the devices, the day itself was a vibe. Minimalist architecture, buzzing conversations, and the rare chance to be among the first in the world to go hands-on with Apple’s newest creations. It felt less like a press briefing and more like a cultural moment — where technology, design, and lifestyle intersected.
Celebs, creators, and media all had their phones out, testing the cameras on each other, swapping impressions, and catching the light pouring through the glass walls of the theater. It was the kind of scene that reminded us Apple launches are as much about community and creativity as they are about tech.
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You too can experience the Apple Park Visitors’ Center
The 411: Apple’s 2025 fall product release event, from Apple Park’s Steve Jobs Theater
- What launched: iPhone 17 lineup (17, Pro, Pro Max and the all new Air), Apple Watch Ultra 3, AirPods Pro 3, and new accessories(TechWoven case, crossbody strap) too.
- Canadian release dates: Pre-orders open Friday, Sept 12; availability Sept 19.
- Pricing: iPhone 17 Pro from $1,599 CAD; Ultra 3 from $1,099 CAD; AirPods Pro 3 pricing TBA.
- Crowd in attendance: Global media, VIP partners, and creators including Mr Beast, Marques Brownlee, A$AP Rocky, Rauw Alejandro, some atheltes, and more.
Check out the VIBE inside: Apple’s fall 2025 event wasn’t just about new devices — it was about the culture around them. Sleek designs, smarter features, and an event that blended tech with style remind us why these launches shape not just how we communicate, but how we live.
Looking for a more indepth look at all the new features and releases? Check out this video from Tyler Stalman (who I met at the event), or Marques Brownlee.
Editor's note: Originally published on September 12, 2025.
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