When conservative activist Charlie Kirk was shot and killed during a speaking event at Utah Valley University, videos of the attack spread almost instantly across social media. Within minutes, graphic clips appeared on TikTok, X, Instagram, Facebook and YouTube.

Lawmakers quickly demanded that the platforms take action. Rep. Anna Paulina Luna (R-Fla.) publicly called on Elon Musk, Mark Zuckerberg and TikTok to remove the footage. Luna wrote on X, “He has a family, young children, and no one should be forced to relive this tragedy online.” Rep. Lauren Boebert (R-Colo.) echoed the plea, saying, “I agree completely! I NEVER want to see that again!! I hate that I saw it at all.”

That outrage quickly shifted the spotlight to the platforms themselves, with TikTok, Meta and YouTube outlining their responses while X remained largely silent.

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CHARLIE KIRK ASSASSINATION ROCKS CAPITOL HILL, HEIGHTENS LAWMAKERS’ SECURITY FEARS

Turning Point USA Founder Charlie Kirk speaks during a campaign rally for then-Republican presidential nominee Donald Trump at Desert Diamond Arena on August 23, 2024, in Glendale, Arizona  (Rebecca Noble/Getty Images)

TikTok responds with removals and safeguards

TikTok confirmed it is removing videos of Charlie Kirk’s assassination and outlined the steps it is taking to prevent harmful clips from spreading further. The company also issued a statement to CyberGuy expressing condolences to Kirk’s family. A TikTok spokesperson said, “We are saddened by the assassination of Charlie Kirk and send our deepest condolences to his wife Erika, their two young children and their family and friends. These horrific, violent acts have no place in our society. We remain committed to proactively enforcing our Community Guidelines and have implemented additional safeguards to prevent people from unexpectedly viewing footage that violates our rules.”

Beyond the statement, TikTok pointed to its broader Community Guidelines. The platform explained that all content is first reviewed by automated moderation tools before it appears in feeds. This system helps catch large volumes of content that may violate rules or require age restrictions.

TikTok prohibits gory, gruesome or extremely violent clips. The company also restricts content showing human or animal blood, extreme fighting or graphic footage. When footage may be in the public interest, TikTok applies safeguards like age restrictions, warning screens, or “opt-in” labels. These measures are designed to reduce exposure, especially for younger users.

TikTok said that teen accounts cannot access graphic or potentially distressing content, even when the videos are tied to major news events. Clips flagged under this rule are blocked from the “For You” feed and cannot be recommended to underage users.

TikTok also emphasized that it removes posts that harass victims or degrade people involved in tragedies. Statements that belittle or deny an experience, such as claiming a victim “deserved it,” are banned. The platform also prohibits violent threats, incitement to violence or promotion of criminal activity.

WATCH: BIPARTISAN GROUP OF LAWMAKERS EXPRESS SHOCK, GRIEF AFTER CHARLIE KIRK’S KILLING

Charlie Kirk hands out hats before speaking at Utah Valley University in Orem, Utah, Wednesday, Sept. 10, 2025. (Tess Crowley/The Deseret News via AP)

Meta removes glorifying content and restricts Charlie Kirk shooting videos to 18+

Meta, which owns Facebook, Instagram and Threads, confirmed that its Violent and Graphic Content policies apply to the footage of Charlie Kirk’s assassination.   In a statement to CyberGuy, a Meta spokesperson said,

“We are removing content that glorifies or supports this tragic incident or the perpetrator, while applying warning screens over videos of the incident and restricting their view to people 18 and over.”

All clips of the shooting are now flagged with a “Mark as Sensitive” warning label. These videos are age-gated to 18 and older and cannot appear in the feeds of underage accounts.

Meta’s approach includes warning screens, sensitivity filters and age restrictions. When users encounter sensitive videos, they must opt in before they can view the footage. This system is designed to protect people from unexpectedly seeing graphic imagery.

In this case, the videos are permitted under a public interest exception, but only with restrictions.

ANTI-TRUMP VOICES PRAISE CHARLIE KIRK’S LEGACY AFTER ASSASSINATION, SAY HE WAS DOING POLITICS ‘THE RIGHT WAY’

Charlie Kirk speaks at Culture War Turning Point USA event at the Ohio State University in Columbus, Ohio on October 29, 2019.  (Megan Jelinger/AFP/Getty Images)

YouTube restricts Charlie Kirk shooting videos and elevates news sources

YouTube confirmed it is removing graphic videos of Charlie Kirk’s assassination while also boosting authoritative news coverage of the tragedy. The company said in a statement, “Our hearts are with Charlie Kirk’s family following his tragic death. We are closely monitoring our platform and prominently elevating news content on the homepage, in search and in recommendations to help people stay informed.”

YouTube explained that it is removing highly graphic videos of the attack, especially those that lack sufficient context for viewers. Clips that remain online may be age-restricted, meaning they are not viewable to anyone signed out or under 18. Some of these videos also include an interstitial warning screen, which requires users to click “Continue” before the footage plays.

The company added that it will continue to monitor the platform and may remove additional content that violates its Community Guidelines. YouTube’s policies specifically prohibit content that revels in or mocks the death or serious injury of an identifiable individual.

CLICK HERE TO GET THE FOX NEWS APP 

Charlie Kirk, Turning Point USA founder, speaks during the first day of the Republican National Convention. (Jasper Colt/USA TODAY)

X faces criticism over Charlie Kirk shooting video policies

On X, formerly Twitter, videos of the shooting remain available as long as they follow the platform’s graphic media policy. X requires that such clips be labeled appropriately, not prominently displayed and not “excessively gory.”

However, users reported seeing the footage in their feeds without consent. Some said the autoplay feature exposed them to the videos before they could turn it off. Researchers also noted that clips were quickly reposted and continued to spread across the platform.

X allows users to share graphic media if it is properly tagged. The platform bans content that glorifies violence, incites harm or celebrates attacks. Still, videos may remain online if they are considered newsworthy or tied to current events.

The platform warns users that content labeled “sensitive” should not be displayed automatically. But in practice, researchers observed the Kirk video surfacing through algorithmic feeds, even when people had not searched for it.

X did not respond to our request for comment before publication.

Social media gatekeeping fails with Charlie Kirk shooting video

For decades, news organizations made editorial decisions about whether to publish violent imagery, often avoiding explicit content to protect audiences. Today, that gatekeeping power has diminished.

Smartphones and instant uploads mean graphic events can spread before any newsroom responds. Social media algorithms often amplify the most shocking clips, making it nearly impossible to shield viewers from disturbing footage.

Lawmakers increase pressure on social media moderation

Luna and Boebert’s statements underscore growing political pressure on tech companies to better enforce content rules. Researchers also warn that unchecked circulation of graphic violence can desensitize viewers and, in some cases, encourage extremist responses.

At the same time, major platforms have scaled back human moderation teams, relying more on AI detection systems. Experts say those systems often miss context, leaving dangerous gaps in enforcement. 

Parent safety tips to protect kids from graphic videos

Parents worried about their children encountering violent clips can take proactive steps:

• Enable parental controls: Both iOS and Android offer built-in screen time and content filters that limit what apps and media kids can access. You can also take advantage of new protections rolled out by major platforms.
• Use app-specific settings: TikTok, YouTube and Instagram all provide parental restriction tools, including content filters, restricted mode and family pairing. Meta’s teen safety features on Instagram and Facebook are designed to give parents and teens more tools to stay safe online. Through TikTok’s Family Pairing, parents can see or adjust more than 20 settings for their teens. X does not currently offer the same parental controls, which makes it harder for parents to limit what their children see on that platform.
• Turn off autoplay: Prevent videos from automatically playing, reducing the chance of graphic clips starting without warning.
• Talk openly: Explain why some content is harmful and encourage kids to come to you if they see something disturbing.
• Stay involved: Regularly review app activity and check which accounts your child follows.

These steps won’t block everything, but they give families more control in a world where disturbing videos can spread fast.

Kurt’s key takeaways

The calls to remove videos of Charlie Kirk’s death highlight the challenges of moderating violence online. Platforms promise safeguards, but in practice, graphic clips often spread faster than moderation systems can react. As social media continues to replace traditional gatekeepers, both companies and users share responsibility for what circulates online. Adjusting your settings and being cautious about sharing content can make a difference.

Should platforms be required to take down all graphic videos of real-world violence or should users decide what they see? Let us know by writing to us at Cyberguy.com.

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Copyright 2025 CyberGuy.com.  All rights reserved.

A dangerous new malware campaign is targeting Mac users worldwide. Security researchers at CrowdStrike uncovered Shamos, a new variant of the Atomic macOS Stealer (AMOS), developed by a cybercriminal group called COOKIE SPIDER.

The attack relies on ClickFix tactics, where victims searching for Mac troubleshooting help are lured to fake websites or GitHub repositories. These spoofed sites trick users into copying and pasting a one-line command in Terminal, supposedly to fix an error. Instead, the command silently downloads Shamos, bypasses macOS Gatekeeper protections, and installs the malware.

Once inside, Shamos searches for sensitive data, Apple Notes, Keychain items, browser passwords, and even cryptocurrency wallets. The stolen information is zipped and sent directly to attackers, often alongside additional malware like botnet modules or fake Ledger wallet apps.

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10 WAYS TO SECURE YOUR OLDER MAC FROM THREATS AND MALWARE

Malicious sponsored results can be seen on Google search. (CrowdStrike)

How Shamos malware spreads on macOS

Cybercriminals distribute these fake “fixes” through so-called “malvertising” campaigns and spoofed tech help sites with names like mac-safer[.]com or rescue-mac[.]com. These pages pose as trusted troubleshooting guides and appear in search results for common Mac issues, such as “how to flush resolver cache.”

The websites encourage victims to copy and paste commands that download malicious Bash scripts. These scripts grab the user’s password, remove file protections, and launch Shamos. With persistence tools installed, the malware can even restart alongside the system, keeping control long after the initial infection.

CAPTCHAGEDDON SIGNALS A DANGEROUS SHIFT

A fake help page provides victims with false instructions about how to fix problems with their Mac computer. (CrowdStrike)

Tips to stay safe from Shamos malware

You can avoid falling victim to Shamos and similar threats with these proactive steps:

1) Never run commands you don’t understand

Copy-pasting commands into Terminal may seem like an easy fix, but it’s also one of the easiest ways for attackers to bypass Apple’s built-in protections. If you see a command on a website, forum, or GitHub repository, don’t execute it unless you fully understand what it does. Instead, confirm with Apple’s official support site or the Apple Community forums, where experienced users and moderators can verify safe troubleshooting steps.

2) Avoid sponsored results

Hackers know that when your Mac has a problem, you’ll search for a quick solution. That’s why they buy sponsored ads like the one below to push fake troubleshooting websites higher in search results. Clicking the top link may feel natural, but it could be a trap. Stick with trusted sources like Apple Support, or scroll past the ads to find legitimate guides.

CLICK HERE TO GET THE FOX NEWS APP 

Fake instructions on how to fix printer issues on macOS. (CrowdStrike)

3) Be wary of GitHub projects

GitHub is an amazing resource for developers, but it’s also become a hotspot for malicious repositories that mimic legitimate software. Attackers often clone popular apps or tools, then hide malware inside. Before downloading anything, check the publisher’s name, stars, and activity history. If the account looks suspicious, inactive, or brand-new, avoid it.

4) Use strong antivirus protection

Mac malware is evolving fast, and Apple’s built-in security features can’t catch everything. A strong antivirus adds another layer of defense by scanning downloads, blocking malicious scripts, and detecting suspicious behavior in real time. Some security tools can even spot the one-line Terminal commands used by Shamos before they cause harm.

Get my picks for the best 2025 antivirus protection winners for your Windows, Mac, Android & iOS devices at Cyberguy.com/LockUpYourTech

5) Use a personal data removal service

Since Shamos is designed to steal personal information and send it to cybercriminals, reducing your online footprint can help limit the fallout. A personal data removal service scans data broker sites and removes your exposed information, making it harder for attackers to resell or exploit it after a breach. While this won’t stop malware from stealing what’s on your Mac, it adds another layer of protection by minimizing the data criminals can use against you.

Check out my top picks for data removal services and get a free scan to find out if your personal information is already out on the web by visiting Cyberguy.com/Delete

Get a free scan to find out if your personal information is already out on the web: Cyberguy.com/FreeScan 

6) Keep macOS updated

Apple regularly patches vulnerabilities in macOS that malware tries to exploit. By keeping your system up to date, you close the doors that attackers rely on. Enable automatic updates, so your Mac receives the latest patches as soon as they’re available. Pairing this with good digital hygiene, like avoiding shady downloads, dramatically lowers your risk of infection.

Kurt’s key takeaways

Cybercriminals know that when your Mac breaks, you’ll look for quick answers. Shamos takes advantage of that urgency by disguising itself as help. Staying safe means slowing down before you copy, paste, or download anything. If something feels off, it probably is.

Should Apple be doing more to protect Mac users from evolving threats like Shamos? Let us know by writing to us at Cyberguy.com/Contact

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Copyright 2025 CyberGuy.com. All rights reserved.

What if you could write your own episode of a hit show without a crew or cameras, only a prompt? That’s exactly what a San Francisco startup called Fable is aiming to do with its new artificial intelligence platform, Showrunner. 

Now it has Amazon’s backing through the Alexa Fund. While the exact amount of the investment hasn’t been disclosed, Amazon’s involvement signals growing interest in AI-powered entertainment. Fable describes Showrunner as the “Netflix of AI,” a place where anyone can type in a few words and instantly generate an episode.

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HOLLYWOOD TURNS TO AI TOOLS TO REWIRE MOVIE MAGIC

Fable’s Showrnunner harnesses the power of AI to generate new TV episodes without needing a full production crew. (iStock)

 A new era of user-generated entertainment

Instead of passively watching shows, Showrunner invites users to co-create them. You can build an episode from scratch or jump into a world someone else started. It’s all done through text: just describe the scene or story, and the AI gets to work. The company officially launched with Exit Valley, a satirical, animated series set in a fictional tech hub called Sim Francisco. Think Family Guy, but aimed at Silicon Valley titans like Elon Musk and Sam Altman. It’s edgy, funny, and powered entirely by AI. If you’re curious, head to the Showrunner website, and you’ll be directed to their Discord server, where episodes are streamed, and new ones are made in real-time.

BILL MAHER BLASTS AI TECHNOLOGY FOR ‘A– KISSING’ ITS ‘EXTREMELY NEEDY’ HUMAN USERS

Amazon is backing the project through its Alexa Fund.   (Chloe Collyer/Bloomberg via Getty Images)

Backed by big tech, led by a VR veteran

Fable’s CEO, Edward Saatchi, has a history of pushing boundaries. Before launching Fable, he co-founded Oculus Story Studios, a division of Oculus VR acquired by Meta. His latest mission: turn Hollywood from a one-way broadcast into a two-way conversation.

“Hollywood streaming services are about to become two-way entertainment,” Saatchi told Variety. “Audiences will be able to make new episodes with a few words and become characters with a photo.”

That vision has already started to take shape. Fable previously released nine AI-generated South Park episodes that racked up more than 80 million views. Those episodes were made with the company’s proprietary AI engine, fine-tuned for animated storytelling.

CLICK HERE TO GET THE FOX NEWS APP 

Fable’s Showrunner software will give everyday users the power to create their own animated TV episodes from their computer. (Oliver Berg/picture alliance via Getty Images)

Why animation comes first

Right now, Showrunner is focused entirely on animated content and that’s no accident. According to Saatchi, animation is far easier for AI to handle than photorealistic video. While tech giants like Meta, OpenAI, and Google are racing to create lifelike AI videos, Fable is avoiding that battleground. Instead, the startup wants to give everyday users the tools to become writers, directors, and even stars of their own shows. All it takes is a bit of imagination and a few lines of text.

What this means for you

Whether you’re a writer, a fan of animation, or just someone who’s curious about AI, this shift opens the door to a whole new kind of entertainment. You no longer need a Hollywood budget to tell a story. If you’ve got a creative idea, you can bring it to life instantly, and share it with a community that’s doing the same. Showrunner gives you the power to shape pop culture, not just consume it. You could even remix existing episodes or jump into an AI-generated world with your own twist.

Take my quiz: How safe is your online security?

Think your devices and data are truly protected? Take this quick quiz to see where your digital habits stand. From passwords to Wi-Fi settings, you’ll get a personalized breakdown of what you’re doing right — and what needs improvement. Take my Quiz here: Cyberguy.com/Quiz

Kurt’s key takeaways

Amazon’s support of Fable shows that generative AI appears to be the next evolution in how we create and experience entertainment. Tools like Showrunner are turning viewers into creators, and what we consider a “TV show” might soon be as personal as a playlist.

If you could make your own animated series with a single prompt, what story would you tell? Let us know by writing to us at Cyberguy.com/Contact

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Copyright 2025 CyberGuy.com.  All rights reserved.

Apple’s big annual event on Tuesday delivered a polished and tightly produced showcase. The company’s CEO, Tim Cook, led the presentation with sweeping visuals, confident pacing and a clear message: Apple is still betting big on premium innovation. But the real headline wasn’t so much the tech; it was the prices.

Earlier this year, President Donald Trump granted Apple a tariff break. Still, the company raised prices across its iPhone lineup. The new ultra-thin iPhone 17 Air, which Apple positioned as a reinvention of last year’s iPhone 16 Plus, jumps to $999. The iPhone 17 Pro begins at $1,099, while the Pro Max tops out at $1,199. The entry-level iPhone 17 starts at $799.

Apple positioned the price hikes as a reflection of breakthrough innovation. The company spotlighted the iPhone Air’s sleek redesign, the powerful A19 chip and major camera upgrades. Yet the takeaway was clear: tariff relief didn’t lead to consumer savings. Instead, Apple leaned into its premium identity, signaling that cutting-edge tech now comes with a steeper price tag.

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GOOGLE PIXEL 10 EVENT BRINGS NEW PHONES, SMARTWATCH, EARBUDS AND AI

Apple CEO Tim Cook holds an iPhone 17 Pro and an iPhone Air, on its campus in Cupertino, California, Sept. 9, 2025. (REUTERS/Manuel Orbegozo)

iPhone 17 Air: the thinnest iPhone ever

Apple unveiled the iPhone 17 Air, its slimmest model yet at 5.6mm and 165 grams, built with recycled aluminum, glass and titanium. (Apple)

Apple calls the iPhone 17 Air a game-changer. At just 5.6mm thin and weighing around 165 grams, it stands as the slimmest iPhone the company has ever made. The design uses recycled aluminum, glass and titanium to reduce weight while staying durable. Engineers reinforced the frame and applied new drop-test algorithms to make sure it holds up in daily use.

The Air debuts silicon anode battery technology, which allows Apple to shrink the device without cutting power. During the presentation, Apple promised “all-day battery life,” but never gave an exact hour count. That vague description raised questions. Moments later, Apple introduced a new low-profile MagSafe battery accessory. When paired with the iPhone 17 Air, Apple says the combo delivers up to 40 hours of video playback. The timing of that announcement made it clear that battery life could still be a concern.

Apple also pushed the Air forward with a new ultra-wide 48MP fusion camera system, which uses advanced image processing to improve detail and low-light performance. The display gained a ProMotion 120Hz refresh rate that makes scrolling and animations feel smoother. Outdoor use should also improve, thanks to 3,000 nits of peak brightness, making it easier to see in direct sunlight. On the durability side, the Air features Ceramic Shield 2 coating, which Apple claims resists scratches and accidental drops better than before.

The iPhone 17 Air starts at $999 with 256GB of storage. That price is $100 higher than last year’s thinnest model, marking another step up in Apple’s pricing strategy.

iPhone 17 Pro: design and performance overhaul

The iPhone 17 Pro starts at $1,099 and comes with 256GB of base storage. (Apple)

The iPhone 17 Pro introduces a striking unibody design that relies on laser-welded vapor chamber cooling to keep performance steady even under heavy use. Apple gave the back a ceramic shield finish, while the front now features its upgraded seven-layer coating. That change reduces glare both indoors and outdoors, making the display easier on the eyes in all conditions.

At the core of the Pro sits the new A19 Bionic chip built on 3nm architecture. Apple paired it with a 16-core Neural Engine and an updated display engine to push speed and efficiency even further. The company claims this is the most power-efficient iPhone yet and promises the longest battery life ever offered in a Pro model.

Apple also turned its attention to the camera system. The Pro camera lineup includes a 48MP main sensor and a 12MP ultra-wide, with ProRes support for high-quality video recording. It even offers Genlock syncing, which professionals can use to line up multiple cameras in studio and live production setups.

To complement the new design, Apple introduced TechWoven cases that feel more like premium accessories than traditional covers. Some versions include optional cross-body straps, a nod to the growing trend of blending technology with fashion.

Apple also revealed three new finishes for the Pro models: deep blue, cosmic orange and silver, adding a fresh look to the lineup.

The iPhone 17 Pro comes with 256GB of base storage and starts at $1,099, keeping its place as Apple’s most balanced high-end option between the Air and the Max.

WWDC 2025: IOS 26, LIQUID GLASS DESIGN AND APPLE’S AI SHORTFALL

iPhone 17 Pro Max: bigger, brighter, more expensive

Apple unveiled the iPhone 17 Pro Max as its top model, featuring the biggest display ever on an iPhone. (Apple)

Apple positioned the iPhone 17 Pro Max as the ultimate model in the lineup. It shares the same unibody design, ceramic shield finish and seven-layer front coating as the Pro, but it stretches everything to a larger scale. The Pro Max delivers the biggest display Apple has ever put on an iPhone, paired with enhanced brightness that makes it more usable outdoors and in direct sunlight.

Inside, it runs on the same A19 Bionic chip with the 16-core Neural Engine, so performance and efficiency mirror the Pro. What sets the Max apart is its endurance. Apple claims it offers the best battery life of any iPhone to date, making it the go-to choice for people who rely heavily on their phone throughout the day.

The Pro Max also carries the full Pro camera system, including the 48MP main sensor and advanced video features like ProRes and Genlock. With its extra size, it appeals most to creators, gamers and anyone who wants the biggest screen possible in an iPhone.

Like the Pro, the Max is available in deep blue, cosmic orange and silver finishes.

Pricing starts at $1,199 with 256GB of storage, marking the highest entry point yet for an iPhone and reinforcing Apple’s steady climb in premium pricing.

iPhone 17: Apple’s new starting point

iPhone 17 starts at $799 with 256GB of storage. (Apple)

The standard iPhone 17 rounds out the lineup and now serves as Apple’s new baseline model. It starts at $799 with 256GB of storage.

The iPhone 17 inherits many of the Pro’s features. It comes in five colors and has a thinner profile that feels more refined in hand. The display includes the upgraded coating to cut glare, and the front camera has a square AI-driven sensor with Center Stage for better video calls.

The main camera system also makes a leap forward. The iPhone 17 now carries a 48MP main sensor, supported by Apple’s fusion technology to improve clarity and low-light results. Combined with the updated display engine and improved durability from Ceramic Shield 2, the iPhone 17 delivers a more polished experience than previous entry models.

Beyond iPhones: Apple’s big updates for AirPods and Watch

Apple didn’t stop with iPhones. The company used its event to refresh its wearables and audio lineup, bringing new features to AirPods and multiple Apple Watch models. Each product builds on familiar designs while adding functions aimed at health, fitness and convenience.

AirPods Pro 3: smarter sound and live translation

The new AirPods Pro 3 deliver up to eight hours of listening time on a single charge. (Apple)

Apple unveiled the third-generation AirPods Pro, priced at $249, and available starting Sept. 19. The design keeps the iconic stem but introduces foam-infused ear tips that come in five sizes. Apple said it studied 100,000 ear shapes to make them fit more securely.

The new AirPods Pro 3 extend listening time, offering up to eight hours on a single charge, compared with six hours in the previous generation. With the charging case, total listening time stretches to 10 hours with hearing-AI features enabled.

One of the standout additions is heart rate sensing, which turns the AirPods into another health-tracking accessory in Apple’s ecosystem. The earbuds also use AI-driven hearing enhancements to improve clarity in noisy environments. Apple said the AirPods Pro 3 now deliver up to four times stronger active noise cancellation (ANC) than the originals, making them far more effective in crowded or loud spaces.

For workouts, users can also track over 50 activity types with the Fitness app on iPhone while wearing them. Perhaps most notably, Apple added live translation. When two people wear AirPods Pro 3 paired with iPhones, conversations can be translated in real time, breaking language barriers in a way that once seemed impossible.

Apple Watch Series 11: health at the forefront

Apple Watch Series 11 expands the company’s push into advanced health technology. (Apple)

The Apple Watch Series 11 continues Apple’s push into health technology. It runs on watchOS 26 and introduces monitoring for possible hypertension and sleep apnea, with alerts designed to prompt users to seek medical care. Apple noted that FDA clearance is still pending for hypertension notifications, but the company clearly sees the watch as a serious medical tool.

The watch also includes Sleep Score, which breaks down sleep stages such as core, deep and awake to give users a clearer picture of rest quality. Battery life reaches up to 24 hours, and the watch remains efficient even with 5G connectivity.

Apple built the Series 11 with 100% recycled aluminum and titanium cases, expanding its sustainability pledge. Color options bring a refreshed look, while pricing starts around $399, depending on configuration.

APPLE WINS BLOOD OXYGEN BATTLE FOR WATCH OWNERS 

Apple Watch SE 3: affordable and fast

Apple Watch SE 3 remains the lowest-priced entry into the lineup at $249. (Apple)

Apple also refreshed its budget-friendly model, the Apple Watch SE 3. At $249, it remains the lowest-priced entry into the lineup. The SE 3 uses the new S10 chip, giving it faster performance and support for Apple’s expanding gesture controls.

It also delivers sleep apnea notifications, a feature previously limited to more expensive models. Charging is now up to two times faster, ensuring the watch is ready to go with less downtime. Apple added more health and convenience tools, including wrist temperature sensing for deeper insights in the Vitals app, retrospective ovulation estimates and an Always-On display. It also supports double-tap and wrist flick gestures, plus on-device Siri. Available in two colors, the SE 3 carries forward Apple’s strategy of making core health features more accessible.

Apple Watch Ultra 3: the powerhouse upgrade

Apple Watch Ultra 3 debuts with the largest and brightest display ever on a Watch. (Apple)

At the top end, Apple introduced the Apple Watch Ultra 3, starting at $799 and shipping September 19. This model pushes the limits of durability and outdoor performance. The Ultra 3 features the largest and brightest display ever put on an Apple Watch, making it easier to read data during workouts or in direct sunlight.

It includes a redesigned radio and antenna system capable of connecting with satellites orbiting 800 miles above Earth. That means users can send messages or use Find My features even without cell service, making it a true companion for extreme adventures.

The Ultra 3 packs a larger battery that runs up to 42 hours on a single charge. With Low Power Mode enabled, Apple says the battery can extend to as much as 72 hours, making it the longest-lasting Apple Watch to date. It also introduces new Workout Buddy tools for training and enhanced hypertension notifications, further pushing Apple’s reputation in health tech. Available in black or natural titanium, the Ultra 3 blends rugged design with cutting-edge features.

iPhone 17 accessories: small add-ons with big impact

Apple showcased new accessories for its iPhones, including a low-profile MagSafe battery pack. (Apple)

Apple used the event to highlight a series of accessories that show how the company expects people to use its new iPhones. The most talked about was the low-profile MagSafe battery pack, created to address the iPhone 17 Air’s biggest weakness: vague “all-day” battery claims. When attached, the Air can stretch to 40 hours of video playback, turning what could have been a limitation into a selling point for Apple’s ecosystem.

To complement the Air’s slim profile, Apple also revealed a new translucent case and a lightweight bumper. The translucent case keeps the 5.6mm design visible while still protecting it, while the bumper adds shock resistance around the edges without adding bulk. Both aim to reassure buyers who worry that the thinnest iPhone yet might be more fragile.

For the Pro and Pro Max models, Apple introduced TechWoven cases made from a durable fabric blend. What stood out was the addition of an optional cross-body strap, giving users a hands-free way to carry their phones. Apple leaned into the idea of the iPhone as not just a device but also a lifestyle accessory that blends technology with personal style.

Together, the MagSafe battery, translucent Air case, protective bumper and fashion-forward TechWoven cases with cross-body straps showed Apple’s strategy clearly. Accessories are no longer secondary; they are central to how Apple expects customers to protect, power and personalize their iPhones.

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Kurt’s key takeaways

Apple’s iPhone 17 lineup pushes innovation forward with a blend of sleek design and powerful features. The iPhone 17 Air impresses with its ultra-thin profile and new battery technology. Meanwhile, the Pro and Pro Max models deliver unmatched performance and durability for demanding users. Additionally, Apple enhances its ecosystem with upgraded AirPods and Apple Watch models that emphasize health and convenience. Overall, Apple continues to balance style, functionality and user experience, setting a strong foundation for the year ahead.

Which Apple device are you most excited to buy, and why?