The Apple September Keynote review is now in — with new devices, software updates, and high expectations. As always, Apple promised something “Awe Dropping,” and the tech world tuned in. But did the keynote deliver? In this article, we review what Apple revealed, what people were expecting, and what it may have missed.
Table of Contents
Key Announcements at the Apple September Keynote Review
In this Apple September Keynote review, Apple showed off a number of expected and unexpected devices and features. Here are the major takeaways.
iPhone 17 Lineup Enhancements
- Camera upgrades: The iPhone 17 introduces a 48MP Dual Fusion main camera plus a new Ultra Wide 48MP Fusion Ultra Wide camera. The front-facing camera gets the “Center Stage” treatment for better selfies and video calls.
- Display improvements: The standard iPhone 17 gets a 6.3‑inch Super Retina XDR display with ProMotion (120Hz). Brighter display and better scratch resistance with “Ceramic Shield 2” are also part of the package.
- Performance & storage: Powered by Apple’s A19 chip, the base storage now starts at 256 GB, with larger storage tier (512 GB) options.
The Ultra‑Thin iPhone Air
One of the standouts was the new iPhone Air, which Apple claims is their thinnest ever model.
- Physical design: Only ~5.6mm thick, with a titanium body. Slim design means trade‑offs (battery size, maybe fewer camera features compared to Pro). (houstonchronicle.com)
- Aesthetic & appeal: Meant to target users who value style and portability rather than maximum performance. It’s a statement device, light and sleek. (businessinsider.com)
New Apple Watches and AirPods Pro 3
- Apple Watch Series 11, Ultra 3, and SE 3: All got updates. Among the key changes: improvements in health tracking (hypertension detection, sleep tracking), sometimes 5G or satellite connectivity, and better battery life in some models. (houstonchronicle.com)
- AirPods Pro 3: More than just small tweaks. Apple added a heart‑rate sensor, improved fit, live translation features, enhanced noise cancellation, and longer battery life. (houstonchronicle.com)
Software: Liquid Glass & iOS 26
- Liquid Glass design language: Apple rolled out the “Liquid Glass” aesthetic across iOS 26 and its other OS updates, emphasizing transparency, smoother visuals, refined UI elements. (macrumors.com)
- Other software features: Improvements in messages, Safari, Photos, and general performance enhancements. On‑device security / memory safety (Memory Integrity Enforcement) got attention. (theverge.com)
What We Expected Before the Keynote
To understand how well the keynote stacks up, it helps to recall what people anticipated.
Rumors about AI and Apple Intelligence
Many hoped Apple would double‑down on AI features: more aggressive integration of generative AI, stronger Apple Intelligence announcements, a more capable Siri/voice assistant, clearer plans for on‑device models. These were considered critical given competition. Rumors suggested improvements in translation, voice control, visual intelligence etc. (macrumors.com)
Battery Life Improvements & Hardware Redesigns
- Bigger batteries, especially for Pro & Pro Max models.
- More dramatic hardware redesign (bodies, materials, form factors).
- More ports or changes in physical connectivity (SIM tray, etc.) were also speculated. (macrumors.com)
Design Changes Including Thinner Builds, New Colors, Ports
- Leaks suggested new color options, a thinner frame for certain models, more radical design divergence between base and Pro models.
- Also expectations for more aggressive features in displays (higher brightness, always‑on, etc.).
What Was Missing — Disappointments & Surprises
Even though the September Keynote carried many strong announcements, in our Apple September Keynote reviewthere’s plenty that didn’t show up (or underwhelmed) relative to expectations.
Less AI Than Hoped For
While there were improvements (e.g. Live Translation, some memory safety work), Apple held back on big, bold AI features. Many had been expecting more on Apple Intelligence — potentially generative AI, dramatic Siri upgrades, or deeper third‑party model integrations. Viewed by some as moderate rather than revolutionary. (theverge.com)
Incremental vs Radical Upgrades
Some users felt that, outside of the iPhone Air’s thin design, much of the keynote was iterative rather than transformational:
- Base iPhone 17 gets nice display upgrades, camera tweaks—but many core design elements remain similar.
- Battery life improvements exist, but perhaps not game‑changers in many models (excluding certain Pro/Ultra).
- Many features were expected but wrapped up in software rather than hardware leaps.
Pricing, International Features & Hardware Omissions
- Price for the iPhone Air starts high given its trade‑offs; for users who want “thin” and high specs, the Pro line still dominates. Some will see the cost/value balance as less compelling.
- Certain features expected via leaks (ports, SIM tray changes, bigger battery in all models) weren’t uniformly delivered. For example, some regions may still have different SIM tray policies. (macrumors.com)
- Also, big AI infrastructure or server‑side capabilities (if leaking rumors are accurate) weren’t emphasized as much as many hoped.
No Apple TV or iPad Pro Updates
One of the biggest omissions this year was the absence of any new Apple TV or iPad Pro models. Many enthusiasts were expecting at least a refreshed Apple TV with upgraded hardware or a redesigned remote, and an updated iPad Pro with the latest chip and display technology. Their absence left a noticeable gap in the lineup and raised questions about when Apple will refresh these product categories.
Final Verdict — Did Apple Deliver?
Putting together what was promised, what was delivered, and what was omitted:
- Strengths: The event had solid announcements. The iPhone 17’s camera, display, and durability upgrades are meaningful; the iPhone Air adds a fresh way to think about iPhones (thin + stylish). Watches and AirPods got strong upgrades in health and audio. The software updates (Liquid Glass, iOS 26 etc.) help tie the ecosystem together.
- Weaknesses: If you were expecting a leap forward in AI or radical hardware changes, you may feel underwhelmed. Some innovations are modest; value versus price will matter. And in key global markets, hardware or feature differences may reduce appeal.
- Overall: In this Apple September Keynote review, I’d say Apple did deliver — but mostly in refinement, not revolution. For many users, that’s enough. For enthusiasts hoping for the next paradigm shift, there may be reasons to wait or look to future events.
What We Missed & What To Watch Going Forward
- Watch for deeper AI integrations, especially Apple Intelligence & Siri enhancements.
- Keep an eye on battery benchmarks, especially for Pro & Ultra models, to see how Apple fares in real‑world scenarios.
- Global hardware feature consistency (SIM trays, connectivity, colors) often lags behind US/press versions.
- Potential surprises in mid‑cycle updates, or at the next events (spring, WWDC), where Apple may roll out more dramatic changes.
- Future updates for Apple TV and iPad Pro could headline upcoming events, as their absence this September leaves space for major 2026 refreshes.
Conclusion
The Apple September Keynote review shows a company balancing innovation with caution. Apple pushed the envelope in design (hello, ultra‑thin iPhone Air), improved performance, and polish across its lineup. But it held back in some areas where many hoped for more: AI, radical hardware shifts, and updates to Apple TV and iPad Pro. Still, for most users, this keynote will deliver significant upgrades and solid value.
Sources:
https://www.theverge.com/news/772434/apple-iphone-17-event-news
https://www.apple.com/newsroom/2025/09/apple-debuts-iphone-17/
https://news.macgasm.net/iphone-news/iphone-17-lineup/
https://www.businessinsider.com/apple-new-iphone-17-lineup-launch-announcement-event-live-updates-2025-9
https://www.macrumors.com/2025/09/09/everything-apple-announced-september-2025-event/
https://www.houstonchronicle.com/news/houston-texas/trending/article/apple-iphone-air-21040483.php
https://www.macrumors.com/2025/09/08/apple-event-rumor-recap/
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