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.
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.
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).
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.
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.
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.
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.
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.
| Specification | M2 MacBook Air | M3 MacBook Air |
|---|---|---|
| CPU | 8‑core (4 performance, 4 efficiency) | 8‑core (4 performance, 4 efficiency) with 3 nm architecture |
| GPU | 8‑core | 10‑core |
| Unified Memory | 8 GB / 16 GB | 8 GB / 16 GB / 24 GB |
| Battery Life | Up to 18 hours video playback | Up to 20 hours video playback |
| Starting Price | $999 | $1,099 |
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.
All pre‑orders are subject to inventory availability, and Apple typically releases a limited number of units each hour to manage demand.
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.
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.
| Device | US Price | UK Price | EU Price |
|---|---|---|---|
| iPhone 15 (128 GB) | $799 | £799 | €899 |
| iPhone 15 Pro Max (256 GB) | $1,199 | £1,149 | €1,349 |
| Apple Watch Series 9 (GPS) | $399 | £379 | €429 |
| MacBook Air M3 (8 GB, 256 GB) | $1,099 | £1,099 | €1,199 |
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.
Pre‑orders start on September 12, and the iPhone 15 ships in the United States on September 20 for the base $799 model.
Yes, the Series 9 is offered in GPS‑only and GPS + Cellular versions; the cellular model starts at $449 in the United States.
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.
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.
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