Apple Event 2024: iPhone 15, Apple Watch Series 9, M3 MacBook Air, and Key Takeaways

Apple’s 2024 Apple Event, streamed on September 12, unveiled the iPhone 15 family, the Apple Watch Series 9, and a refreshed MacBook Air powered by the new M3 chip. All devices will ship in the United States starting September 20, with prices ranging from $799 for the iPhone 15 to $1,099 for the MacBook Air.

What new iPhone 15 models were announced and how do they differ?

The event introduced four iPhone 15 variants: iPhone 15, iPhone 15 Plus, iPhone 15 Pro, and iPhone 15 Pro Max. All four share a new titanium‑free design, a 48‑megapixel main sensor, and USB‑C charging, but they vary in size, camera capabilities, and price.

iPhone 15 and iPhone 15 Plus

The iPhone 15 features a 6.1‑inch Super Retina XDR display, while the Plus version has a 6.7‑inch panel. Both use the A16 Bionic chip, offering up to 20% faster graphics than the previous generation. Storage options start at 128 GB, and the starting prices are $799 (15) and $899 (15 Plus).

iPhone 15 Pro and iPhone 15 Pro Max

The Pro line upgrades to the new A17 Pro chip, which Apple claims delivers a 30% performance boost for AI tasks. The Pro model has a 6.1‑inch display with a 120 Hz ProMotion refresh rate; the Pro Max expands to 6.7‑inch and adds a periscope telephoto lens with 6× optical zoom. Prices begin at $999 for the Pro and $1,199 for the Pro Max, with storage starting at 256 GB.

What are the key features of the Apple Watch Series 9?

Apple Watch Series 9 arrives with a new S9 SiP (System in Package) that Apple says is 20% more power‑efficient than the S8. The watch keeps the same 41 mm and 45 mm case sizes but introduces a brighter always‑on Retina display and a double‑tap gesture for hands‑free interaction.

Health and safety upgrades

Series 9 adds a temperature sensor for improved cycle‑tracking and a low‑light heart‑rate sensor that works better in dim environments. The device also supports the new Crash Detection algorithm, which now incorporates motion data from the built‑in accelerometer and gyroscope.

Battery life and pricing

Apple maintains an 18‑hour “all‑day” battery claim, but the more efficient S9 chip provides up to 10% longer usage in real‑world tests. The watch starts at $399 for the aluminum case with GPS only, and $449 for the GPS + Cellular version.

What improvements does the M3‑based MacBook Air bring?

The 2024 MacBook Air is the first thin‑and‑light notebook to ship with Apple’s M3 chip, built on a 3‑nanometer process. Apple advertises up to 35% faster CPU performance and up to 60% better GPU throughput compared with the M2‑based model.

In addition to performance gains, the new Air retains the 13.6‑inch Liquid Retina display, now supporting 500 nits brightness and a 120 Hz refresh rate. It also adds a dedicated Media Engine for smoother video encoding.

Which software updates were introduced at the event?

• iOS 17.2 – Adds support for satellite Emergency SOS in more regions, a new StandBy mode that turns the iPhone into a smart display, and enhanced privacy controls for location data.
• watchOS 10.2 – Introduces a new “Mindfulness” widget, expanded workout types, and the double‑tap gesture for Series 9.
• macOS 14.2 – Brings universal Control improvements, tighter integration with iPhone widgets, and a revamped Safari privacy report.

How can I pre‑order the new devices?

1. Visit Apple.com or open the Apple Store app on September 12 after the event livestream ends.
2. Select the device, configure storage, color, and accessories.
3. Choose a payment method – Apple Pay, credit card, or the new iPhone Upgrade Program for iPhone models.
4. Confirm the shipping address; most U.S. orders ship on September 20.
5. Track your order via the “Orders” section of the Apple Store app.

All pre‑orders are subject to inventory availability, and Apple typically releases a limited number of units each hour to manage demand.

Which rumors were confirmed and which were disproved at the Apple Event?

Prior to September 12, analysts expected Apple to reveal an iPhone 15 with a periscope lens and a USB‑C port. The event confirmed the USB‑C transition for all models and introduced a periscope telephoto lens, but only on the iPhone 15 Pro Max, not on the smaller Pro. Rumors about a new “Apple Vision Pro” headset were dismissed; the company announced a software‑only “Vision Pro Beta” for developers instead.

How does the 2024 Apple Event impact the smartphone market?

The iPhone 15 lineup raises the average flagship price in the United States to about $1,075, a modest increase from the $999 baseline of the iPhone 14 Pro series. Competitors such as Samsung and Google are likely to respond with larger‑screen, lower‑cost models in Q4, while the new periscope lens narrows the optical‑zoom gap with Android flagships. Early supply‑chain data indicates a 12% YoY rise in M3‑chip demand, suggesting strong enterprise adoption of the new MacBook Air.

What new accessories were announced alongside the main devices?

• MagSafe Duo Charger – a 2‑in‑1 charger that can power an iPhone 15 and an Apple Watch Series 9 simultaneously.
• Apple Pencil (2nd generation) with a new “Hover” mode that detects the tip up to 12 mm above the screen, designed for the M3 MacBook Air.
• AirPods Pro (3rd generation) featuring improved Active Noise Cancellation and a new “Conversation Boost” feature for hearing assistance.
• Leather and silicone bands for the Apple Watch Series 9, including a new “Sport Loop Pro” with recycled polyester.

International pricing snapshot

Overall, the 2024 Apple Event demonstrates Apple’s strategy of incremental hardware upgrades paired with significant software refinements. By unifying USB‑C across its product line, expanding AI‑centric chips, and introducing a modest price increase, Apple aims to retain premium customers while attracting new buyers who value ecosystem continuity.

Frequently Asked Questions

When will the iPhone 15 be available for purchase?

Pre‑orders start on September 12, and the iPhone 15 ships in the United States on September 20 for the base $799 model.

Does the Apple Watch Series 9 support cellular connectivity?

Yes, the Series 9 is offered in GPS‑only and GPS + Cellular versions; the cellular model starts at $449 in the United States.

What is the difference between the M2 and M3 chips in the new MacBook Air?

The M3 chip is built on a 3‑nanometer process, providing up to 35% faster CPU performance, up to 60% better GPU throughput, and supports up to 24 GB of unified memory, compared with the M2’s 8‑core CPU and 8‑core GPU.

Which software updates were announced at the event?

Apple unveiled iOS 17.2, watchOS 10.2, and macOS 14.2, adding satellite Emergency SOS, a new StandBy mode, expanded workout types, and privacy enhancements for location data.