Apple’s New Chapter: Software, Hardware, and Beyond Tech
In 2025, Apple expanded its focus beyond hardware, unveiling major software updates, redesigned devices, and ambitious moves into media. From its Liquid Glass UI to the launch of the iPhone 17 series, AirPods Pro 3, and upgraded Apple Watches, the company continues to push its ecosystem forward. Simultaneously, reports of a potential Formula 1 broadcast deal indicate Apple’s growing interest in live sports and streaming.
WWDC
At the Worldwide Developers Conference (WWDC) in June 2025, Apple announced some new software updates. The standout announcement was Liquid Glass UI for iOS 26 and macOS Tahoe. It drew inspiration from the visionOS from the Apple Vision Pro, transforming user interfaces with translucent, refractive elements that imitate the optical properties of water and glass. According to Apple, Liquid Glass “is informed by surrounding content and intelligently adapts between light and dark environments.” So far, beta testers have reported mixed experiences. Some say that enhanced gaming interfaces feel more engaging, but other apps have become less clear.
Apple Event
The Apple Event in September was the company’s biggest product launch of the year as they unveiled new AirPods, watches, and iPhones. All newly-launched products became available as of Friday, September 19.
AirPods Pro 3
The AirPods Pro 3 are Apple’s newest wireless headphones. Most notably, they can translate conversations in foreign languages in real time. Apple’s presenter explained, “The meaning of each phrase is translated for you. When you need to talk, just speak naturally.” According to CNBC, live translation has become one of the first major consumer and commercial features powered by artificial intelligence. Aside from translation features, the new AirPods have a longer battery life, up from 6 hours previously. Noise-cancelling capabilities have also been upgraded, with an alleged 2x efficiency compared to the AirPods Pro 2.
Apple Watches
There are 3 new watch launches this year. First is the latest Apple Watch Series 11, which can now monitor hypertension, or high blood pressure. Apple said that the technology was based on medical studies with 100,000 participants. The battery can last 24 hours, and the new ceramic coating on the screen makes it more scratch-resistant. Secondly, there is the Apple Watch SE 3. There are no significant changes to this model, but its battery life has increased. It charges twice as fast as before, with an 18-hour battery life. Finally, the new Ultra 3, Apple’s most high-end watch, was revealed. Compared to the 2022 Ultra, new features include satellite connectivity and 5G coverage, as well as improvements in the watch’s display.
iPhone 17, iPhone 17 Pro, and iPhone Air
At the Apple Launch event, we were also introduced to the new iPhones. Like the new Apple Watch, the iPhone 17 now features improved Ceramic Shield glass, enhanced scratch resistance, and is paired with a dual 48MP camera system that delivers higher quality photos. The iPhone 17 Pro takes things further with a triple 48MP rear camera array, including a telephoto lens with optical-quality zoom and a new Camera Control button for faster adjustments. Power efficiency has also improved, with the Pro supporting up to a 50% charge in about 20 minutes when using a higher-watt adapter.
Finally, the star of the show: the new iPhone Air. It is the first major new iPhone design since the iPhone X was introduced in 2017. It is incredibly thin, only 5.6 millimeters thick. The iPhone Air features a 48MP primary camera with 2 times telephoto and an upgraded 18MP front camera, delivering enhanced photo and video performance without the complexity of the Pro system.
Apple’s Other Ventures
Furthermore, Apple is reportedly in advanced talks to acquire exclusive U.S. broadcast rights for Formula 1 (F1) beginning in 2026. According to The Financial Times, discussions have intensified as the F1’s current contract with ESPN nears its expiration next year. Apple has allegedly outbid ESPN, offering F1’s parent company, Liberty Media $150 million per year, a significant step in its push into live sports. The move comes on the heels of the successful release of F1: The Movie on Apple TV+ and would add F1 to Apple’s growing sports portfolio, which already includes deals with Major League Soccer and Major League Baseball.
Through innovative devices, software enhancements, and strategic media ventures, Apple is broadening its influence in both technology and entertainment, signaling a shift toward a more integrated and versatile platform. The recent announcements prompt: what else can we expect from Apple in the future?
