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?

A major milestone in construction has arrived. This time from Western Australia. Contec Australia has completed the nation’s first multi-story 3D concrete printed home. Located in Tapping near Perth, the two-story residence was finished in just five months. Most impressive? The structural walls were 3D printed in only 18 hours of active printing time.

This matters because it points to where housing might be heading here, too. With rising costs, labor shortages and a push for more sustainable building methods, this kind of breakthrough could shape the future of American neighborhoods.

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SUSTAINABLE 3D-PRINTED HOME BUILT PRIMARILY FROM SOIL

Why this build is a game-changer

Contec’s project isn’t just a prototype. It demonstrates how 3D concrete printing can bring major benefits to everyday housing. Compared to traditional masonry construction, the Tapping home achieved:

• 22% cost savings on structural walls
• 3x the strength of brick (50MPa vs 15MPa)
• Faster delivery, with the entire project completed in just five months

Contec Australia prints the final wall of the second level of a multi-story 3D printed home in Perth. (Contec Australia)

And it doesn’t cut corners on durability. The walls are fire-resistant, water-resistant, termite-proof and cyclone rated, features U.S. regions facing hurricanes, floods and wildfires could find especially appealing.

AMERICA’S LESSONS FROM WORLD’S LARGEST 3D-PRINTED SCHOOLS

Exterior of a multi-story 3D concrete printed home located in Tapping, Australia. (Contec Australia)

How 3D concrete printing works

Instead of stacking bricks, Contec’s robotic printer extrudes a specialized concrete mix based on a digital 3D model. The mix sets in under three minutes, allowing new layers to be stacked without scaffolding or formwork.

The walls are printed in precise layers over the course of 18 hours of active machine time. Once the structural shell is complete, traditional crews step in to add the roof, wiring, windows, flooring and finishing touches.

WORLD’S BIGGEST 3D-PRINTED SCHOOLS ARE UNDERWAY IN QATAR

Bathroom of a multi-story 3D concrete printed home located in Tapping, Australia. (Contec Australia)

Benefits that could apply in the U.S.

Speed: Structural walls finished in 18 hours; full build completed in five months.
Cost efficiency: 22% cheaper than comparable masonry builds in WA.
Design freedom: Complex shapes, curves and openings without added expense.
Sustainability: 30% lower CO₂ emissions than conventional concrete and minimal waste.
Durability: More than three times stronger than brick, fire- and water-resistant and able to withstand harsh weather.

Dining room of a multi-story 3D concrete printed home located in Tapping, Australia. (Contec Australia)

How this compares to 3D printed homes in the U.S.

You may have already heard of Icon, the Texas-based startup that has been pioneering 3D printed homes. Icon’s builds include entire neighborhoods of single-story houses in Austin, as well as experimental multi-level projects. However, most of Icon’s multi-story designs rely on a hybrid approach, with 3D printing for the ground floor and timber or steel frames for the upper levels.

That’s what makes the Tapping project stand out. Contec printed the structural walls for both stories in just 18 hours of active printing time, something not yet widely seen in the U.S. This could signal the next step for American 3D printing: scaling beyond single-story housing into more complex multi-story designs.

BRICKS MADE FROM RECYCLED COFFEE GROUNDS REDUCE EMISSIONS AND COSTS

Bedroom of a multi-story 3D concrete printed home located in Tapping, Australia.  (Contec Australia)

How much does a 3D printed home cost?

One of the biggest questions people have is price. Contec hasn’t shared the exact cost of the Tapping home, but the company says it delivered the structural walls 22% cheaper than a standard masonry build. That saving adds up when you consider how much of a home’s budget goes toward labor and materials.

In the U.S., companies like Icon have priced 3D printed homes starting around $100,000 to $150,000, depending on size and finishes. While final costs vary by region, land and design, the potential savings from reduced labor and faster timelines make 3D printing an attractive option as housing costs continue to rise.

VERTICAL TINY HOMES REDEFINE COMPACT LIVING

Kitchen and dining room of a multi-story 3D concrete printed home located in Tapping, Australia. (Contec Australia)

What this means for you

For American homeowners, builders and communities, the Tapping project shows how 3D concrete printing could offer faster, cheaper and more resilient housing. Imagine moving into a new home months earlier, with walls that are stronger, more sustainable and better able to handle extreme conditions.

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Kurt’s key takeaways

3D printed housing is moving from concept to reality. This home shows that walls can go up in just 18 hours, and a full build can be finished in only a few months. That kind of speed changes the way we think about construction. With rising costs and ongoing labor shortages, builders need new solutions. 3D concrete printing offers a path to faster, more affordable and more sustainable homes without cutting corners on strength or safety.

The big question is, if a 3D-printed home became available in your area, would you move in? Let us know by writing to us at Cyberguy.com.

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You’ve worked hard, saved smart, and now it’s time to enjoy your retirement years. But here’s the catch: your credit score still matters, even when you’re no longer applying for mortgages, car loans or new credit cards. Why? Scammers know many seniors don’t monitor their credit very often, and that makes retirees prime targets for identity theft. Due largely to increased scam attempts, financial losses for seniors reached $4.9 billion in 2024. And anyone can become a target. The good news is there are simple, powerful steps you can take right now to lock down your credit score and make sure your hard-earned nest egg is safe.

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HOW SCAMMERS TARGET YOU EVEN WITHOUT SOCIAL MEDIA

Why your credit score matters in retirement

A lot of people assume that once they stop working, their credit score doesn’t matter anymore. After all, you’re not buying a new house or car, right? Not so fast. Your credit score can still affect:

• Insurance premiums. Some insurers factor your credit into your rates.
• Retirement community applications. Senior housing and assisted living facilities often run credit checks.
• Loan approvals. You may still need financing for medical bills, home repairs or emergencies.
• Identity theft risk. A clean, unused credit file is like a blank check to a scammer.

The hands of Karin Seelmann, a 70-year-old participant of a computer course for seniors, handle the keyboard of a laptop in Hanover, Germany, Feb. 21, 2017. (Peter Steffen/picture alliance)

Keeping your credit score safe is about protecting both your financial reputation and your retirement savings.

REMOVE YOUR DATA TO PROTECT YOUR RETIREMENT FROM SCAMMERS

Step 1: Monitor your credit regularly

Even if you’re not applying for credit, you should know what’s in your file. Seniors are often the last to find out when a scammer has taken out a loan or opened a card in their name. The three big credit bureaus, Equifax, Experian and TransUnion, are required to give you a free report once a year. Here’s the trick: thanks to recent changes, you can now get a free weekly credit report at AnnualCreditReport.com. Set a calendar reminder to check your reports once a month. Look for accounts you don’t recognize, suspicious credit inquiries or sudden drops in your score.

HOW SCAMMERS EXPLOIT YOUR DATA FOR ‘PRE-APPROVED’ RETIREMENT SCAMS

A man looking into his retirement matters. (Kurt “CyberGuy” Knutsson)

Step 2: Place a fraud alert

If you suspect you’ve been targeted, a fraud alert makes it harder for identity thieves to open new accounts in your name. It tells creditors they need to take extra steps to verify your identity before approving anything.

• A fraud alert is free.
• It lasts for one year (you can renew it).
• You only need to contact one bureau. They’ll notify the others.

This is a great first line of defense if you’ve received scam calls, phishing emails or notice odd activity in your accounts. 

A woman looking up her credit score on a laptop. (Kurt “CyberGuy” Knutsson)

Step 3: Freeze your credit (the gold standard)

A credit freeze is the single most powerful tool retirees have to protect their credit score. Also, it’s completely free. Here’s why you should do it today:

• It blocks anyone from opening new credit in your name.
• It doesn’t affect your current accounts, score or benefits.
• You can unfreeze it anytime if you need new credit.

Since most retirees don’t apply for new loans often, a credit freeze is a “set it and forget it” safeguard. Think of it as putting your credit file in a vault.

How to do it:

• Contact Equifax, Experian and TransUnion individually (you’ll need to freeze your credit with each one).
• Provide proof of identity (usually SSN, date of birth and address).
• Keep the PIN or password they give you; you’ll need it if you ever want to lift the freeze.

HOW TO HAND OFF DATA PRIVACY RESPONSIBILITIES FOR OLDER ADULTS TO A TRUSTED LOVED ONE

A woman looking into her retirement matters on her laptop. (Kurt “CyberGuy” Knutsson)

Step 4: Lock down your personal data online

Here’s something many seniors don’t realize: even if your credit is frozen, scammers can still target you through other leaks of personal information.

Data brokers publish your name, address history, phone numbers, relatives and even property records online. Scammers use this information to:

• Impersonate family members in “grandparent scams.”
• Craft convincing phishing messages.
• Trick banks or creditors with stolen details.

That’s why removing your personal information from these sites is just as important as freezing your credit. Doing it manually means tracking down dozens (sometimes hundreds) of data broker websites and sending formal removal requests and repeating the process every few months as your info pops back up.

Data removal services can handle this automatically, requesting removals from dozens of data brokers at a time and monitoring for re-uploads. It’s one of the simplest ways to cut off scammers at the source and keep your retirement profile off the web.

While no service can guarantee the complete removal of your data from the internet, a data removal service is really a smart choice. They aren’t cheap, and neither is your privacy. These services do all the work for you by actively monitoring and systematically erasing your personal information from hundreds of websites. It’s what gives me peace of mind and has proven to be the most effective way to erase your personal data from the internet. By limiting the information available, you reduce the risk of scammers cross-referencing data from breaches with information they might find on the dark web, making it harder for them to target 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.

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

5 STEPS TO PROTECT YOUR FINANCES FROM FAMILY SCAMS

Step 5: Watch for warning signs of identity theft

Even with strong protections in place, it pays to stay alert. Here are a few red flags to watch for:

• Bills or medical statements for services you never used
• Collection calls about debts that aren’t yours
• New credit cards or loans arriving in your mail
• Denials for credit or insurance you didn’t apply for
• A sudden, unexplained drop in your credit score.

If you see any of these, act fast: file a report at IdentityTheft.gov, contact your bank or creditors and double-check that your credit freeze is active.

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Kurt’s key takeaways

Retirement should be about peace of mind; you’ve earned your retirement. Protecting your credit score may not be the most exciting task on your to-do list, but it’s one of the smartest. By monitoring your credit, freezing your file, removing your data from broker sites and staying alert for red flags, you can keep scammers out of your finances and focus on enjoying the retirement you deserve. Want to take one major worry off your list? Start by having your personal information automatically pulled from the internet. It’s an easy way to reduce your digital footprint and keep your credit and your retirement fund safe.

Should more be done to protect retirees from identity theft and financial scams? Let us know by writing to us at Cyberguy.com.

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