In a highly anticipated hardware event, a leading tech company showcased its latest innovations, including the new smartphone lineup, smartwatches, and earbuds. The spotlight was on the newly launched smartphone models, which feature enhanced displays and advanced camera systems, alongside the introduction of a sleek new smartphone variant that replaces the previous Plus model.
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The latest smartphone model has undergone a significant redesign, aligning its aesthetics with the premium variants. It boasts a larger 6.3-inch display, an increase of 0.2 inches from its predecessor, and features a remarkable 120 Hz refresh rate, a substantial improvement over the standard 60 Hz. Additionally, the device is equipped with a 48-megapixel ultrawide camera, enhancing photography capabilities.
Available in a variety of new colors including lavender, mist blue, black, white, and sage, this smartphone is designed to appeal to a broad audience.
The premium variant has also seen notable enhancements, particularly in its rear camera arrangement, which now features a sleek rectangular bar design that spans the width of the device. The flash, light sensor, and microphone are strategically placed to optimize functionality and aesthetics, with the Apple logo centered for a polished look.
Interestingly, the premium model has switched from a titanium frame to a more lightweight aluminum, contributing to its overall design appeal.
Starting at $799, the new smartphone offers a base storage of 256GB, a significant upgrade from the previous model’s 128GB starting point at $699. The premium model is priced at $1,099, while the top-tier variant is available for $1,199.
In addition to the smartphones, the event also introduced new phone cases, dubbed “TechWoven” cases, which feature a higher quality woven material compared to the previous fabric cases.
San Francisco | October 27-29, 2025
Notably absent from the event was any mention of an AI-enhanced virtual assistant, which leaves the company trailing behind its competitors in the tech landscape.
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The highlight of the event was the introduction of the slimmest smartphone to date, which replaces the Plus model. With a thickness of just 5.6 mm, this device is approximately 0.08 inches thinner than its predecessors and features a 6.6-inch display with a 120 Hz ProMotion refresh rate. This model is exclusively eSIM, allowing for a streamlined design.
This move reflects the growing trend towards slimmer smartphones, positioning the device as a competitor to other leading brands. The new smartphone could potentially outshine its closest rival, which measures 5.8 mm in thickness. Furthermore, it may pave the way for the anticipated foldable smartphone expected to launch in 2026.
Priced at $999, this new model will be available in black, white, sky blue, and light gold.
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After a two-year hiatus, the latest smartwatch model was unveiled, featuring faster charging capabilities, 5G support, and satellite connectivity. The watch also boasts a larger display, enhancing user experience.
One of the most exciting features introduced in both the new smartwatch and the updated model is the blood pressure monitoring capability, which alerts users to any significant changes in their blood pressure levels.
The third-generation smartwatch SE has received minor updates, including an always-on display powered by a faster chip.
The pricing for the smartwatches starts at $249 for the SE model, $399 for the standard version, and $799 for the premium variant.
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Following the release of the previous generation earbuds, the new model has arrived, featuring a more compact design, enhanced audio quality, and a groundbreaking heart-rate sensing feature. Additionally, it includes live translation technology, enabling real-time language translation for users.
This story has been updated.