Apple had one of its most extensive product launch years in recent memory in 2025. Throughout the year, more than 16 new devices were introduced, including new iPhones, Macs, iPads, wearables, and updates to existing high-end products. Notably, Apple didn't just focus on traditional product updates, but significantly repositioned several product lines. Performance improvements, new chips, and the expansion of Apple Intelligence were recurring themes throughout the year.
The focus is clearly on Apple as a platform provider. By 2025, it became evident how heavily the company is relying on its own chips, improved energy efficiency, and deeper software integration. At the same time, Apple has kept prices stable or even lowered them in several areas, while increasing storage capacities and incorporating features from previous Pro models into more affordable devices. The result is a very comprehensive product portfolio that caters equally to beginners, everyday users, and professional users.
February: iPhone 16e as a new entry-level model
In February, Apple introduced the iPhone 16e, a completely new entry-level iPhone, replacing the previous iPhone SE. The device features a 6.1-inch OLED display with Face ID and definitively abandons the classic home button design.
Inside, the A18 chip powers Apple Intelligence. It's complemented by Apple's own C1 modem, which ensures better energy efficiency and longer battery life. The starting price is €699 and includes 128 GB of storage. This doubles the base storage compared to previous entry-level models.
Features include a 48-megapixel Fusion camera, an action button, and, for the first time, USB-C instead of Lightning. Despite its low price, the iPhone 16e offers many features previously reserved for more expensive models.
March: MacBooks, Mac Studio and new iPads
MacBook Air with M4
In March, Apple updated the 13-inch and 15-inch MacBook Air models. Both versions now feature the M4 chip. New features also include a 12-megapixel center-stage camera, up to 18 hours of battery life, and 16 GB of unified memory as standard.
A key upgrade is support for two external displays while the internal screen is active. Additionally, Apple has lowered the starting price in the US from $1,099 to $999 and introduced a new sky blue color.
Mac Studio with unusual chip choice
The Mac Studio also received an update. Apple is using the M4 Max processor and, surprisingly, the M3 Ultra for particularly powerful configurations. An M4 Ultra version was not introduced.
Key new features include Thunderbolt 5 with transfer rates of up to 120 Gb/s and support for up to 512 GB of unified memory in the M3 Ultra variant. Prices remain unchanged, starting at €2,299 for the M4 Max model.
11th generation iPad
Apple has given the classic iPad a technical upgrade. Instead of the A14 chip, it now uses the A16 Bionic. The starting price remains at €379, while the base storage has been increased from 64 to 128 GB.
One limitation is that the device only has 6 GB of RAM. This makes it the only current iPad in Apple's lineup that does not support Apple Intelligence.
iPad Air with M3
The iPad Air has also been updated and now uses the M3 chip. This provides significantly higher performance and offers hardware-accelerated ray tracing as well as faster graphics.
To coincide with this, a redesigned Magic Keyboard was released, featuring a larger trackpad and a row of function keys. Backlighting is still absent.
September: Major iPhone and Watch innovations
iPhone 17
With the iPhone 17, Apple is bringing several features to its entry-level flagship for the first time. These include ProMotion with a 120Hz refresh rate, an always-on display, and improved battery life.
The device is powered by the A19 chip with 12 GB of RAM. The camera is an improved 48-megapixel dual-lens system. It also features the new N1 network chip with Wi-Fi 7 support and Ceramic Shield 2, which is three times more scratch-resistant than its predecessor. The starting price is €949.
iPhone Air
The iPhone Air replaces the previous Plus series. At just 5.6 millimeters thick, it's the thinnest iPhone Apple has ever made. The device has a 6.5-inch display and is powered by the A19 Pro chip with a 5-core GPU.
It features a titanium frame, a single 48-megapixel camera with 2x zoom, a center-stage front camera, and the new C1X modem. The battery capacity is relatively small at approximately 3,149 mAh. The price is €1,199.
iPhone 17 Pro and iPhone 17 Pro Max
Apple has significantly upgraded its 2025 Pro models. The iPhone 17 Pro costs €1,299 and now comes standard with 256GB of storage instead of the previous 128GB. The iPhone 17 Pro Max remains at €1,449 and features the largest battery ever in an iPhone.
Both models utilize the A19 Pro chip, an improved thermal design with vapor chamber cooling, and a new camera system featuring 4x and 8x telephoto lenses. The design has been updated with a prominent camera bar on the back. Color options include Deep Blue, Silver, and Cosmic Orange.
Additionally, Apple introduced a 2TB storage option for the Pro Max for the first time, costing €2,449.
Apple Watch SE 3
The third-generation Apple Watch SE features a larger display and more durable Ion-X glass, which is four times more scratch-resistant than its predecessor. The starting price remains at €269.
New features include an always-on display, fast charging, and a sleep score. Features such as blood oxygen measurement and sleep apnea detection are still missing.
Apple Watch Series 11
The Apple Watch Series 11 brings 5G connectivity and a new blood pressure detection feature. Blood pressure is analyzed over a 30-day period to provide indications of potential hypertension.
The watch uses the S10 chip, offers a battery life of around 24 hours and is available in new aluminum colors as well as titanium versions.
Apple Watch Ultra 3
The Apple Watch Ultra 3 continues to be aimed at outdoor and sports users. Battery life has been increased to up to 42 hours with normal use and up to 72 hours in power-saving mode.
Features include 5G, satellite communication for emergencies, blood pressure monitoring, faster charging, a 3000-nit display, and advanced fitness features such as an AI-powered workout buddy. The price is €899.
AirPods Pro 3
The AirPods Pro 3 offer twice the active noise cancellation of the second generation. For the first time, a heart rate sensor is integrated, which transmits workout data directly to the fitness app.
The headphones cost 249 euros, have a redesigned fit with five ear tip sizes including XXS, an IP57 certification, up to 10 hours of battery life in transparency mode and support live translation via Apple Intelligence.
October: Pro Hardware and Vision Pro
Vision Pro with M5
Apple has updated the Vision Pro with the M5 chip. Performance has noticeably increased, and the refresh rate now reaches up to 120 Hz instead of the previous 100 Hz. Additionally, battery life has been extended and AI functions have been accelerated by up to 50 percent.
A new padded dual-knit strap ensures greater wearing comfort. The starting price is now €3,699.
iPad Pro with M5
The 11-inch and 13-inch iPad Pro models have also been upgraded to the M5 chip. According to Apple, its AI performance is up to 3.5 times faster than the M4 generation.
New features include the C1X mobile modem with 50 percent higher speed, Wi-Fi 7 via the N1 chip, SSDs that are twice as fast, and support for external displays with up to 120 Hz.
MacBook Pro with M5
Finally, Apple unveiled an updated 14-inch MacBook Pro. The M5 chip offers up to 1.6 times better graphics performance and a higher memory bandwidth of 153 GB/s. Battery life is up to 24 hours.
The entry-level model costs 1,799 euros and benefits from significantly faster SSD read and write speeds.
Apple 2025: Broad portfolio from entry-level to high-end
Apple delivered an unusually comprehensive and dense product year in 2025. More than 16 new devices, numerous new chips, and the consistent expansion of Apple Intelligence clearly demonstrate the company's direction. From the affordable iPhone 16e to the Vision Pro with M5, Apple covers virtually all user groups, laying the technological foundation for the coming years. The best products for you: Our Amazon storefront offers a wide selection of accessories, including those compatible with HomeKit. (Image: Apple)
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