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PHOTOS 20 September 2025

The next generation of iPhone, Apple Watch and AirPods Pro arrives in Apple Store locations worldwide

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Tim Cook and Deirdre O’Brien greet the first customers to arrive at Apple Fifth Avenue in New York for the launch of the latest generation of iPhone, Apple Watch and AirPods Pro.
On Friday, 19 September, Apple debuted its latest line-up of products that includes the new iPhone family — iPhone 17, iPhone Air, iPhone 17 Pro and iPhone 17 Pro Max — along with Apple Watch Series 11, Apple Watch Ultra 3, Apple Watch SE 3 and AirPods Pro 3 at Apple Store locations across the world. Excited customers celebrated the arrival of Apple’s innovative new products and were greeted by Apple team members, who were ready to provide personalised shopping support.
Apple also opened its first Apple Store in Downtown Detroit, with customers from across Michigan celebrating the city’s momentous occasion and the launch of Apple’s latest products.
Customers can discover and shop the latest Apple products online at apple.com/nz or through the Apple Store app. Apple Specialists are available to support customers in upgrading to a new device, exploring carrier offers and setting up their new products.
Team members greet the first customers to arrive at Apple Downtown Detroit.
Tim Cook waves at a young customer outside Apple Downtown Detroit.
Tim Cook welcomes customers for the grand opening of Apple Downtown Detroit and the launch of the latest generation of iPhone, Apple Watch and AirPods Pro.
A customer poses with iPhone 17 Pro in silver at Apple Downtown Detroit.
A customer tries on Apple Watch at Apple Downtown Detroit.
Customers pose with tote bags and hats celebrating the opening of Apple Downtown Detroit.
A view of customers shopping and team members assisting them at Apple Downtown Detroit.
A team member shows a customer iPhone 17 Pro in cosmic orange at Apple Downtown Detroit.
A customer in an Apple t-shirt smiles and holds their iPhone 17 Pro in silver at Apple Downtown Detroit.
Tim Cook poses with a customer holding their new cosmic orange iPhone 17 Pro outside of Apple Fifth Avenue in New York.
Tim Cook celebrates the arrival of the latest generation of iPhone, Apple Watch and AirPods Pro with customers and team members at Apple Fifth Avenue in New York.
A customer shows off their new cosmic orange iPhone 17 Pro at Apple Fifth Avenue in New York.
Two customers take a selfie with iPhone Air at Apple Fifth Avenue in New York.
A view from above of the crowd inside Apple Fifth Avenue in New York.
Tim Cook poses for a photo with an iPhone Air customer.
Tim Cook poses with customers purchasing the new iPhone Air.
A customer compares the cloud white iPhone Air and cosmic orange iPhone 17 Pro.
A customer tries on Apple Watch Series 11 at Apple Fifth Avenue in New York.
An Apple Fifth Avenue team member helps a customer use iPhone Air.
A customer shows off their silver iPhone 17 Pro.
A customer and team member explore their new device by the AirPods Pro Display at Apple Fifth Avenue in New York.
A family tests out the new iPhone 17 Pro with their toddler at Apple Fifth Avenue in New York.
A customer shows off her new sky blue iPhone Air and AirPods Pro 3 at Apple Regent Street in London.
Customers line up outside Apple Regent Street for Apple’s latest line-up of products.
Two customers at Apple Regent Street in London hold their dogs while showing off their new deep blue iPhone 17 Pro.
A customer poses for a photo while holding a cloud white iPhone Air as their friend snaps the shot with a space black iPhone Air.
A customer tries on the new Apple Watch Series 11.
A customer celebrates their new deep blue and cosmic orange iPhone 17 Pro purchases with an Apple Regent Street team member.
Customers pack Apple Regent Street in London for the availability of the iPhone 17 line-up, iPhone Air, Apple Watch Series 11 and the new AirPods Pro 3.
Apple Regent Street team members await customers at the iPhone 17 display table.
A customer tests out the fit of AirPods Pro at Apple Regent Street in London.
A smiling customer holds up their new iPhone 17 Pro purchase and makes a peace sign with their other hand at Apple BKC in Mumbai.
The bustling exterior of Apple BKC in Mumbai.
A smiling customer holds up their new iPhone 17 Pro purchase at Apple BKC in Mumbai.
Two team members smile and hold up a peace sign at Apple BKC in Mumbai.
Two customers show off their cosmic orange new iPhone 17 Pro.
In a photo shot from above, customers fill a bustling Apple Nanjing East in Shanghai.
Two customers test out the new iPhone 17 at Apple Nanjing East in Shanghai.
Customers explore the latest iPhone line-up at Apple Nanjing East in Shanghai.
A customer wearing AirPods holds up two iPhone 17 Pro devices at Apple Nanjing East in Shanghai.
A customer explores the latest Apple Watch line-up — including Apple Watch Series 11, Apple Watch SE 3 and Apple Watch Ultra 3 — at Apple Nanjing East in Shanghai.
An Apple team member assists a customer in testing out AirPods Pro 3 at Apple Nanjing East in Shanghai.
Two smiling customers proudly pose with their iPhone 17 Pro purchases at Apple Sydney in Australia.
A happy customer takes a selfie using iPhone Air inside Apple Sydney in Australia.
A large group of excited customers stand in line outside the Apple Sydney store in Australia.
Two happy customers take a selfie using iPhone 17 Pro at Apple Sydney in Australia.
A customer holds up iPhone Air to take a closer look at its thinness at the Apple Sydney store in Australia.
A customer tries on Apple Watch Ultra 3 at Apple Sydney in Australia.
An excited customer poses with their new iPhone 17 Pro purchase.
Apple team members assist excited customers inside the busy Apple Sydney store in Australia.
A customer tests out AirPods Pro 3 at the Apple Sydney store in Australia.
An Apple team member and two customers pose with their iPhone 17 Pro purchases at Apple Sydney in Australia.
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Press Contacts

Alex Waldron

Apple

[email protected]

Elise Byrne

Apple

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