Apple’s Awe Dropping event set a new standard for enterprise mobility, unveiling a line-up built to drive productivity, connectivity, and collaboration. The iPhone 17 series, Apple Watch Series 11, SE 3, Ultra 3, and AirPods Pro 3 put performance, durability, and intelligence front and centre, delivering the tools modern organisations need to stay ahead. In this blog, we break down what’s new and highlight how these devices are set to transform the way organisations work and connect.
iPhone 17 (Plus): Magichromatic.
With the iPhone 17 and iPhone 17 Plus, Apple raises the bar once again. Both models have been upgraded to deliver faster performance, more advanced features, and, most notably, storage that now starts at a generous 256GB.
- The iPhone 17 features a 6.3-inch OLED display with ProMotion technology delivering a 120Hz refresh rate and peak brightness of 3000 nits. This larger, sharper screen provides more room for multitasking, reviewing documents, and video conferencing, while the devices remain thinner and lighter for comfortable all-day use.
- The enhanced vertical dual-camera system combines a 48-pixel main camera with a new 48-megapixel ultra-wide lens and a 24-megapixel front camera, delivering sharper photos and steadier videos. It also enables 3D content capture for Apple Vision Pro, unlocking opportunities for immersive training, virtual collaboration, and high-impact marketing content directly from a mobile device.
- Powered by the A19 chip and available with 8GB or 12GB of memory, the iPhone 17 delivers lightning-fast performance and stable connectivity. Its new GPU is 20% faster than in the iPhone 16, enabling professionals to handle resource-intensive apps, run AI-powered workflows, and collaborate in real time without interruptions.
- 256GB of storage as standard gives employees the freedom to securely store large files, datasets, or creative assets on-device without constantly relying on cloud storage.
- With Wi-Fi 7 support, the iPhone 17 ensures stronger, faster, and more reliable connections wherever work happens.
- A tougher Ceramic Shield screen makes the devices more resilient against daily wear and tear, resulting in fewer device repairs, lower replacement costs, and more uptime for employees who rely on their iPhones to stay connected.
Available in a refreshed range of colours, including ultramarine, teal, pink, white and black, the iPhone 17 pairs Apple’s signature design with enterprise-grade reliability, offering devices that are both inspiring to use and built to last. Pricing begins at €762,51 (VAT Excl.) for the iPhone 17, with pre-orders available from Friday, September 12 and general availability starting Friday, September 19.
iPhone 17 Pro (Max): All Out Pro.
Apple takes performance and reliability to new heights with the iPhone 17 Pro and Pro Max. These devices combine advanced design, enterprise-class power, and professional-grade cameras, making them indispensable tools for business.
- The aluminium housing with a full-width camera island gives the iPhone 17 Pro series a distinctive look while offering extra durability – a balance of design and resilience that enterprises can rely on for everyday use in demanding environments.
- A new vapor-chamber thermal cooling system keeps the device cooler under pressure. For professionals running graphics-intensive applications, complex AI workflows, or extended video calls, this ensures consistent performance without overheating.
- Powered by the A19 Pro chip with six cores and a powerful six-core GPU, the Pro models deliver uncompromising speed, smoother multitasking, and advanced AI capabilities. With a larger cache and increased memory, these devices are designed to handle enterprise-level workloads effortlessly.
- The 18-megapixel front camera with Center Stage support keeps users perfectly framed during video conferences, while the triple 48-megapixel rear camera system provides professional imaging. The upgraded telephoto sensor with a new 4× zoom lens and in-sensor cropping offers up to 8× optical zoom, ideal for capturing detailed visuals in business scenarios such as site inspections or creative production.
- Like the standard iPhone 17, the Pro models start at 256GB of storage, doubling the capacity of previous generations. For enterprises with heavier needs, the Pro Max goes up to 2TB, ensuring plenty of room for large datasets, creative projects, and secure offline storage.
- A larger battery, made possible in part by removing the SIM tray in some regions, offers up to 39 hours of video playback. For business users, this translates into longer usage without recharging, critical for travel, fieldwork, or long working days.
Reflecting its premium enterprise capabilities, the iPhone 17 Pro is priced from €1.049,91 (VAT Excl.), while the iPhone 17 Pro Max starts at €1.168,41 (VAT Excl.). Both models are available in a refined palette of colours, including graphite, silver, gold and deep blue, offering a choice between classic elegance and modern sophistication.
iPhone 17 Air: The Thinnest iPhone Ever.
The iPhone 17 Air redefines portability with Apple’s slimmest design yet, blending pro-level performance in a featherlight, slender chassis. Built with professionals on the move in mind, it delivers essential power and reliability, without compromising productivity.
- At just 5.6 mm thin, the iPhone 17 Air is Apple’s lightest and thinnest device to date, built with a refined titanium-aluminum hybrid frame that ensures premium durability without adding bulk. Its expansive 6.5-inch ProMotion display gives professionals the space they need to work efficiently.
- Under the hood, the iPhone 17 Air runs on the A19 Pro chip, delivering a compelling performance tier between the standard and Pro models. Paired with 12 GB RAM, it handles demanding workflows and advanced apps with ease.
- Connectivity is cutting-edge, thanks to the N1 chip (Wi-Fi 7, Bluetooth 6, Thread) and the C1X modem, ensuring ultra-fast, reliable wireless access for cloud collaboration, remote conferencing, and secure data syncing.
- The iPhone 17 Air uses an eSIM-only design worldwide, eliminating the SIM tray to achieve its slim form factor while also simplifying device management for global teams.
- On the imaging front, the iPhone 17 Air includes a single 48 MP Fusion rear camera with sharp video capture. While not as extensive as the Pro’s triple-camera setup, it’s more than capable for scanning documents, capturing visuals, or recording professional content.
- Trade-offs include a USB 2.0 port (up to 480 Mb/s), slower than the Pro models, but the emphasis on wireless functionality aligns with modern enterprise workflows.
- With a smaller battery due to its thin chassis, the iPhone 17 Air still offers dependable all-day use, supported by power-efficient chips and MagSafe charging.
Available in an elegant palette of cloud, space, light gold, and light blue, the iPhone 17 Air combines portability with professional aesthetics, giving organisations refined options that balance premium design with everyday usability. Priced at €963,01 (VAT Excl.), it positions itself as a compelling middle ground between the standard iPhone 17 and the Pro models, with pre-orders opening on September 12 and availability from September 19.
Apple Watch Series 11: The Ultimate Way to Watch Your Health.
Apple’s latest smartwatch blends elegance, durability, and intelligence, packed with health-forward features and connectivity that professionals can rely on for well-being and productivity.
- The Series 11 introduces Apple’s slimmest Watch design to date, strengthened with Ion-X glass and an advanced ceramic coating that makes it twice as resistant to scratches, a practical upgrade for professionals who need a device that keeps up with daily wear and tear.
- For the first time, the Series 11 is equipped with 5G connectivity, thanks to a redesigned antenna that delivers stronger signal reception, keeping business users reliably connected even in low-coverage areas.
- On the health front, the Watch Series 11 introduces background hypertension monitoring, using data from the optical heart sensor and a new algorithm to flag potential high blood pressure after 30 days.
- The new Sleep Score feature evaluates your overnight rest by analysing sleep stages and duration, helping users better understand and optimise their recovery for peak performance.
- The battery delivers up to 24 hours of life, with fast charging that provides up to 8 hours of use in just 15 minutes, enough to power a full workday and still track sleep through the night.
Available in 42 mm and 46 mm, the Apple Watch Series 11 comes in recycled aluminium (jet black, space grey, rose gold, silver) and polished titanium (natural, gold, slate), offering premium customisation options for every professional setting. Prices start at €354,71 (VAT excl.), with pre-orders open now and shipping starting from September 19.
Apple Watch SE 3: Walk It. Talk It. Track It. Love It.
The Apple Watch SE 3 brings core innovations of the Apple Watch lineup to a broader audience, combining affordability with the intelligence and reliability today’s professionals expect.
- Built with the new S10 chip, the SE 3 delivers faster performance and smoother multitasking, ensuring employees can stay on top of notifications, apps, and productivity tools throughout the workday.
- For the first time, the SE line gains an Always-On Retina display, making it easier to glance at critical information, like calendar reminders or incoming calls, without lifting your wrist.
- Even with the always-on display, battery life remains up to 18 hours, enough to get through a full day of meetings, travel, and personal use. The Apple Watch SE now also supports fast charging, powering up to twice as quickly as the previous generation, with just 15 minutes providing up to 8 hours of use.
The Apple Watch SE 3 is available in recycled aluminium finishes in midnight, starlight and silver, combining sleek design with sustainability at a starting price of €220,41 (VAT Excl.). Designed to make Apple Watch benefits accessible at scale, it’s an ideal choice for enterprises equipping larger teams. Pre-orders are open now, with availability from September 19.
Apple Watch Ultra 3: Personal Beast.
The Apple Watch Ultra 3 pushes the boundaries of durability and performance, designed for professionals who need a device that can handle the most demanding environments without compromise.
- Built from aerospace-grade titanium, the Apple Watch Ultra 3 combines a lightweight feel with rugged durability, making it ideal for field engineers, first responders, or anyone working in challenging conditions.
- The 49 mm LTPO OLED display is the largest in the Apple Watch lineup, now brighter at up to 3000 nits and with slimmer bezels for improved readability in direct sunlight.
- A new satellite-enabled emergency feature, combined with 5G RedCap support, provides critical connectivity even where mobile networks are unavailable, ensuring teams can stay safe and reachable in off-grid scenarios.
- Enhanced health tracking introduces hypertension detection, improved sleep scoring, and advanced monitoring tools alongside heart rate, blood oxygen, and training zones, helping organisations support employees in high-intensity or high-risk roles.
- Battery life extends up to 42 hours in regular use, or up to 72 hours in low-power mode, while fast charging delivers around 12 hours of use from just 15 minutes.
- Dual-frequency GPS with improved precision offers enterprise users reliable navigation and location data, a powerful asset for industries such as logistics, utilities, and emergency services.
Available in natural, black and slate titanium finishes, the Apple Watch Ultra 3 balances practicality with premium design. Pricing starts at €710,21 (VAT Excl.), with pre-orders open now and availability from September 19.
Apple AirPods Pro 3: The World’s Best In-Ear Active Noise Cancellation.
Apple’s AirPods Pro 3 take professional audio to the next level, combining advanced sound technology with intelligent features that empower productivity, communication, and well-being.
- The third generation Apple AirPods introduces adaptive noise cancellation with improved microphones and algorithms, allowing professionals to focus during calls or concentrate in busy environments without distraction.
- A new range of five customisable ear tip sizes ensures a secure and comfortable fit for every user, making them suitable for long workdays, frequent travel, and extended meetings.
- Built-in health sensors, including heart-rate monitoring, extend Apple’s focus on employee well-being, offering organisations new opportunities to integrate wellness initiatives into everyday workflows.
- The addition of live translation makes global collaboration smoother than ever, breaking down language barriers in international meetings or cross-border projects.
- Improved audio drivers deliver richer sound for presentations, video calls, and content creation, while maintaining the clarity and balance professionals expect.
- A redesigned case supports faster wireless charging and improved Find My integration, helping IT teams and users track and manage devices more easily.
- Battery life has been extended, ensuring AirPods Pro 3 can keep up with full workdays of calls, travel, and focused listening without constant recharging.
Available in white, black and midnight blue finishes, the AirPods Pro 3 combine Apple’s premium design with practical functionality, seamlessly fitting into both professional and personal use. Pricing starts at €196,71 (VAT Excl.), with pre-orders open now and availability from September 19.
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