Just a few days ago, Apple wrapped its highly anticipated September 2025 keynote, and it was packed with the innovation we’ve come to expect. From the stunning new iPhone 17 lineup powered by groundbreaking on-device AI to a revolutionary new health feature in the Apple Watch, there’s a lot to break down. Here at The Fix, we’ve analyzed the official announcement, and we’re bringing you a complete recap of everything you need to know.
The Star of the Show: Meet the iPhone 17 and iPhone 17 Pro
As confirmed in the announcement, the iPhone 17 was the main event. This year, Apple focused on three key areas: a smarter user experience, a significant camera leap for the Pro models, and subtle but meaningful design refinements.
A Pro-Level Camera That Sees Further
For photography enthusiasts, the iPhone 17 Pro is a dream come true. As announced, the biggest upgrade is a new Periscope zoom lens, allowing for a crystal-clear 5x optical zoom that brings distant subjects closer than ever before. Combined with an improved Photonic Engine for even better low-light performance, this is the most powerful camera system Apple has ever put in a smartphone.
The A19 Bionic Chip and the Dawn of “Apple Intelligence”
Both the iPhone 17 and 17 Pro are powered by the new A19 Bionic chip, but its true power lies in how it handles artificial intelligence. Apple introduced “Apple Intelligence,” a new suite of on-device AI features integrated into iOS 19. This allows for things like instant text summarization, smarter photo editing, and a vastly more capable Siri that can understand complex, conversational commands—all while keeping your data private and secure on your device.
A Refined Design and Brighter Display
The new lineup features a more durable, lightweight titanium frame across all models, a feature previously reserved for the Pro line. The bezels are even thinner, and the Super Retina XDR display is now brighter, making it even more immersive and easier to see in direct sunlight.
Apple Watch Series 11: A Major Leap in Personal Health
The Apple Watch continues its evolution into a powerful health guardian. The headline feature for the Apple Watch Series 11 is the long-awaited introduction of blood pressure monitoring. Using a new array of sensors, the watch can now track blood pressure trends over time and alert you to potential issues, marking a significant milestone in wearable health technology. The Apple Watch Ultra 3 also gets an even brighter display and an extended battery life for serious adventurers.
What This Means For You
New technology is exciting, but it always raises practical questions. Here’s our expert take on what to consider following the announcement.
Is It Time to Upgrade?
The iPhone 17 is a substantial upgrade, especially for those with an iPhone 14 or older. The AI features and camera improvements on the Pro model are compelling reasons to make the switch. However, if your current device is still serving you well, it might be worth waiting. A simple battery replacement or screen repair on your current phone could make it feel like new and save you hundreds of dollars.
Protecting Your New Investment
If you do decide to upgrade, remember that these new devices are an investment. From day one, you’ll want to protect that beautiful new screen and titanium frame. We already have a full range of tempered glass screen protectors and durable cases ready for the entire iPhone 17 lineup. Let our experts provide a perfect, bubble-free installation in-store.
Maximize the Value of Your Old Device
Your old phone still has significant value! Whether you plan to trade it in or sell it, a device in good condition will always fetch a higher price. A cracked screen or a weak battery can dramatically lower its value. Bring your old device to The Fix, and we can quickly repair any issues, ensuring you get the absolute most money back to put toward your new upgrade.
The September 2025 event has set a new standard for personal technology. Whether you’re upgrading, protecting your new device, or fixing up your old one, The Fix is here to be your trusted partner for all your tech needs.