This is CNBC's coverage of Apple's biggest launch event of the year, where it announced new iPhones and Apple Watches that will go on sale on Sept. 19.
The live blog has ended
Everything you need to know about Apple's launch:
While Apple tweaked the starting price of the iPhone 17 Pro, raising it by $100, it said that part of the reason was that it has the same amount of storage as an upgraded version from last year.
"iPhone 17 Pro starts at $1,099, the same great price as last year's 256GB iPhone 16 Pro," said Apple's marketing chief Greg Joswiak during the launch event.
But now, the first upgraded storage option on iPhone 17 models costs $200, instead of $100. For example, an iPhone 17 Air with 256GB of storage costs $999 while the one with 512GB of storage costs $1,199, according to Apple's website.
For the iPhone 17 Pro models, Apple is only charging $200 to upgrade from 512GB of storage to 1TB, but it will charge an extra $500, bringing the total price to $1,999, for 2TB of storage space.
Apple previously charged $200 to upgrade devices from 256GB of storage to 512GB. Now that all of Apple's iPhone models this year start with 256GB of storage space, it will cost more to upgrade them. — Kif Leswing
Futurum Group CEO Daniel Newman said that the iPhone 17 launch comes at a "really tough" moment for Apple as the company is facing questions about its artificial intelligence efforts.
"The problem with Apple is that everything that's showing up today is, in fact, pretty incremental," he told CNBC's "Power Lunch." "Yes, the phone is thinner, and yes, it looks great. We haven't had a big supercycle in four years."
Newman said that last year's promise of Apple Intelligence driving a big cycle didn't really pan out, but the company does have "the longest on-ramp" to get AI right with its massive user base.
— Chris Eudaily
Apple revealed the launch date for iOS 26, the latest version of the iPhone operating system that will ship with the new devices next week.
The software, iOS 26, will be released to the public on Monday, Apple said in press releases for the new iPhones.
For most people, the biggest change in iOS 26 will be a complete visual redesign. Apple calls its new iOS look "liquid glass," and has replaced static opaque buttons and menus throughout the operating system with new animations and transparent designs that are intended to flow like water as the user navigates the software. — Kif Leswing
Investors seemed to be indifferent to Apple's latest product announcements, including the new iPhone Air model and Apple Series 11 Watch.
Apple shares were down about 1.5% when the event ended. — Jonathan Vanian
Apple raised the price of its iPhone 17 Pro on Tuesday, as expected, as the company deals with tariffs and geopolitical challenges.
The iPhone 16 Pro started at $999, but this year's model starts at $1099. It comes with more built-in storage, though.
In addition, Apple's mid-range phone, the $899 iPhone 16 Plus, was discontinued. It's been replaced by a $999 iPhone Air.
Apple's entry-level iPhone 17 remains at $799 and up. Meanwhile, Apple's high end Pro Max phones will cost $1,199. — Kif Leswing
Apple said the iPhone 17 Pro and Pro Max models will have the "best camera system we've ever made."
— Chris Eudaily
There were questions about the battery life of the new Air model ahead of today's launch, and now we have the answer, though the announcement was short on specifics.
"Despite being much thinner and lighter, iPhone Air still gets amazing all-day battery life," the company said.
The Air's internal design maximizes battery space and the new operating system, iOS 26, will have new power-saving features that learn your usage patterns and anticipate when you might run low on battery.
— Chris Eudaily
Apple's iPhone 17 Pro will use aluminum as its case material. Apple's two previous Pro phones used titanium, which is used on this year's Air model. Before that, Apple sold iPhone Pro models with a stainless steel frame, which had heat dissipation and weight tradeoffs — Kif Leswing
Apple's new chip in the iPhone Air and Pro models, called the A19 Pro, has several improvements for artificial intelligence, the company said on Tuesday.
The new chip has a second-generation caching architecture that helps to double its ability to do math, the company said. It also adding parts called "machine learning accelerators" into its graphics processors, or GPUs, which are typically used for AI, in addition to graphics.
Apple's chief marketer Greg Joswiak said the chip will enable its devices to run local large language models.
The company says these updates will allow its new phones to have three times the GPU computation as last year's phones. Apple also said that the phone's computation performance compares to its MacBook Pro laptops. — Kif Leswing
The company said iPhone users took over 500 billion selfies last year, and the new model has a "center stage front camera" that has the largest front camera sensor, almost twice the size of the previous front camera.
The new iPhone 17 features a 48 megapixel dual fusion camera system and has four times the resolution compared to iPhone 16. — Chris Eudaily
Apple has announced its new thin-and-light iPhone, called iPhone Air, as analysts expected.
It's the first major new iPhone design since the iPhone X was introduced in 2017. It's got a titanium frame that Apple says is "space grade." Apple said it is 5.6 millimeters thick and comes in white, gold, black, and sky blue colors.
Apple says the Air is more durable than previous iPhones and uses a chip it calls the A19 Pro.
"Our intention was to make an iPhone that feels like a piece of the future, powerful, yet so thin and light it seems to disappear in your hands," an Apple presenter said. — Kif Leswing
In previous years, one way Apple distinguished its entry-level iPhone from its "Pro" models was a feature it calls ProMotion, or the display's refresh rate, which makes the entire interface smoother.
On Tuesday, Apple said its entry-level iPhone 17 will get the feature, and will also get a slightly larger 6.3-inch screen with smaller bezels. That means the screen is getting bigger, but the size of the phone is staying the same as that of the iPhone 16.
Analysts say that after battery life, display quality is one of the top reasons for users to upgrade to a new iPhone. — Kif Leswing
The iPhone 17 series mobile devices will be available in five colors: lavender, mist blue, black, white and sage. They will also feature "ceramic shield 2," which Apple says will make the devices three times more scratch resistant than earlier models. — Lora Kolodny
Apple announced pricing for its new Apple Watches, which it calls Series 11, and Apple did not raise starting prices for its models, despite speculation from Wall Street analysts that it would have to a result of tariffs.
The company's low end watch, the Apple Watch SE 3, starts at $249. Its main-line Apple Watch Series 11 starts at $399, the same as the Series 11, and the Apple Watch Ultra 3 sells for $799 and up, which is also unchanged. — Kif Leswing
Apple's highest-end watch, the Ultra, was introduced in 2022, and updated with minor improvements in 2023, but it didn't get a big update last year — only a new black color.
The company said that it had updated the model and it is now called Apple Watch Ultra 3. Apple said it had improved its display, satellite connectivity and added 5G coverage.
It starts at $799, the same price as its predecessor. — Kif Leswing
Apple said the Watch Series 11 is "our thinnest and most comfortable watch."
A ceramic coating on the glass makes it harder and more scratch resistant. The Series 11 also features a new 5G modem and antenna architecture and is more power efficient, using less battery.
— Chris Eudaily
The Apple Series 11 will have a battery that can last 24 hours, and it will come available in colors like jet black, silver, rose gold and a new gray version. — Jonathan Vanian
Apple positions its Apple Watch as a health aid, and its biggest medical improvement this year in its Series 11 models is that it can now monitor people with hypertension, or high blood pressure.
The company said that its algorithm looks for chronic high blood pressure in the background, by reviewing data over 30-day periods. Apple said its technology was based on a series of medical studies with 100,000 participants.
"Using data from the optical heart sensor, the algorithm looks for chronic high blood pressure by analyzing how your blood vessels respond," said Sumbul Desai, Apple's health vice president. However, she warned that it won't detect all instances of hypertension.
Apple says it expects FDA clearance "soon." — Kif Leswing
Apple has announced its first price of the day — and there's no change. Apple's new AirPods will retail for $249, the same price as the current generation AirPods Pro 2. They go on sale on September 19. — Kif Leswing
Along with features like live translation, active noise reduction and a longer battery life, Apple's new AirPods Pro 3 will be available in five sizes. The company calls them the "best-fitting" AirPods ever. — Lora Kolodny