During Apple’s September event last week, the company announced upcoming devices. New hardware included the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, iPhone Air, AirPods Pro 3, Apple Watch Series 11, Apple Watch SE 3, and Apple Watch Ultra 3. These devices aim to enhance user experience by introducing new features that improve convenience and performance. It is worth noting that tariffs have not impacted the prices of these upcoming devices. Many of these devices have the same price as the previous model, including the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, all the new Apple Watches, and AirPods Pro 3.

The new generation of iPhones introduces the first-ever iPhone Air. The iPhone Air is the thinnest iPhone ever and comes with the A19 Pro chip, just like the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max. Apple states that the A19 Pro chip, combined with its enhanced Neural Engine, enables on-device generative AI capabilities for the new iPhones. Additionally, the phones feature a new Apple-designed chip, N1, which enables Wi-Fi 7, Bluetooth 6, and Thread. The new iPhones are designed to be more durable than previous generations. The iPhone Air and iPhone 17 have a durable ceramic shield with 3 times better scratch resistance, while the iPhone 17 Pro and iPhone 17 Pro Max have an aluminum unibody design. The phones will also come with a 48MP Fusion Main camera, will be fully equipped to run Apple Intelligence, and will ship preinstalled with iOS 26. Additionally, rumors persist about a future foldable iPhone, although Apple has not confirmed the product.

Apple will also release the next generation of Apple Watches, which includes the Apple Watch Series 11, Apple Watch SE 3, and Apple Watch Ultra 3. The Apple Watch Series 11 and Apple Watch Ultra 3 deliver longer battery life than previous models, offering up to 24 hours and 42 hours of use, respectively. The Ultra 3 also extends to 72 hours in Low Power Mode. The Apple Watch SE 3 has a battery life of up to 18 hours. The Apple Watch Ultra 3 is engineered for durability in extreme environments. It features a durable titanium case, enhanced readability, and water and dust resistance. The Apple Watch SE 3 and Apple Watch Series 11 also feature durability enhancements, with a glass display that is four times more crack-resistant and twice as scratch-resistant, respectively. The new generation of watches also features 5G capabilities, enabling faster performance on the go.

In addition to the new generations of Apple Watches and iPhones, Apple also announced the release of AirPods Pro 3. The AirPods Pro 3 introduce live translation as a major new capability. The new Live Translation feature in AirPods Pro 3 utilizes Apple Intelligence on iPhone to interpret spoken language in real-time, delivering the translation directly through the AirPods. If both parties are using AirPods Pro 3s, it enables seamless two-way conversations across different languages. Other device features include enhancements that boost audio capabilities, extended battery life, and come with additional features that enhance the AirPods Pro 3 experience during physical activities.

A recurring theme across many of Apple’s newly released devices is the emphasis on enhanced ruggedness. The Apple Watch Ultra 3 is specifically engineered for extreme conditions, while the latest Apple Watch models and iPhone lineup also introduce meaningful improvements in durability and visibility. These advancements strengthen the case for Apple devices as viable enterprise solutions. Nevertheless, because Android and Windows OS currently dominate rugged workflows, widespread adoption of iPhones in frontline environments will remain limited in the near term.

Preview our Rugged Handheld Computers & Smartphones report to learn more about other trends shaping this market.