# Apple's September Event: iPhone 15 Series, Apple Watch Ultra 2 and Major Updates Unveiled

Apple announces iPhone 15 lineup, new Apple Watches and significant software upgrades at annual fall event

- **Source:** [MacRumors](https://brifing.si/source/2387a2fc-6745-4a1a-94a3-e02a5829e88e)
- **Published:** 2026-09-09
- **Topic:** [Business](https://brifing.si/c/business)
- **Original article:** <https://www.youtube.com/watch?v=Hgm1ZGd94Lg>
- **On Brifing:** https://brifing.si/s/64eb612b-be7a-4831-8759-ebe4419f2fd3

## iPhone 15 Series Introduction

Apple unveiled four new iPhone 15 models featuring the A16 Bionic chip, with the Pro models getting the new A17 Pro chip. The entire lineup now features Dynamic Island and USB-C charging. The Pro models include titanium frames, improved cameras with 5x optical zoom, and support for Apple Log video recording. Prices start at $799 for iPhone 15 and $999 for iPhone 15 Pro.

## Apple Watch Ultra 2

The new Apple Watch Ultra 2 features the S9 SiP chip enabling new capabilities like Double Tap gesture control. It maintains the 36-hour battery life while adding brighter display (3000 nits) and precision finding for iPhone. The device focuses on outdoor enthusiasts with enhanced compass waypoints and depth app for divers. Pricing remains at $799.

## Watch Series 9 Updates

Apple Watch Series 9 introduces the same S9 chip as Ultra 2, enabling on-device Siri processing and Double Tap feature. The display is 2000 nits bright with new pink aluminum option. Health features include cycle tracking predictions and improved heart rate monitoring. The device achieves carbon neutrality in some configurations.

## iOS 17 and watchOS 10

iOS 17 brings major updates to Phone (custom contact posters), Messages (check-ins), and FaceTime (video voicemail). watchOS 10 completely redesigns apps with Smart Stack widgets and introduces cycling workout metrics. Both updates will be available September 18 with new mental health features in Health app.

## Environmental Initiatives

Apple highlighted environmental progress including carbon neutral Apple Watch models and elimination of leather accessories. The company is moving to 100% recycled cobalt in batteries by 2025. iPhone 15 uses 75% recycled aluminum and 100% recycled copper in main logic boards.

## Pricing and Availability

iPhone 15 series starts at $799 with pre-orders beginning September 15 and shipping September 22. Apple Watch Series 9 starts at $399, Ultra 2 at $799, both available September 22. iOS 17 and watchOS 10 release September 18. Trade-in programs offer up to $650 credit for older iPhones.

## Competitive Landscape

The iPhone 15 Pro's titanium design and USB-C adoption respond directly to premium Android competitors. Apple's focus on camera improvements targets Google Pixel's computational photography lead. The Watch Ultra 2 competes with Garmin's outdoor watches while maintaining Apple ecosystem advantages.

## Strategic Implications

This launch marks Apple's complete transition to USB-C across product lines following EU regulations. The environmental focus aligns with growing consumer sustainability concerns. Camera and chip improvements maintain Apple's premium positioning ahead of crucial holiday quarter, accounting for 35% of annual revenue.

## Sources covering this story

- https://www.youtube.com/watch?v=Hgm1ZGd94Lg — 

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_Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._