Apple’s 2025 Event: Thin Gains, Thinner Patience

Apple’s latest event brought solid refinements, but left big promises — especially in AI — still hanging.

When Apple announced Tuesday’s iPhone event, I suspected we were in for an incremental year rather than a breakthrough one. Still, I admit my expectations were high. By the end of the presentation, only a handful of updates truly felt noteworthy.

The clear standout, in my view, was AirPods Pro 3. It might seem strange to say that a pair of earbuds stole the show, but Apple’s latest iteration offered some meaningful improvements. As someone who has relied heavily on the AirPods Pro line — whether for streaming music on Apple Music or catching up on the latest Linus Tech Tips video — I know how surprisingly powerful these small devices can be.

This third generation refines the formula with a subtle redesign and five different ear-tip sizes — including an all-new XXS size — a small but significant change. The original AirPods Pro often slipped out of my ears during daily use, while the second generation fixed much of that problem. With the new fit options, comfort and stability should be even better. Apple also promises twice the active noise cancellation (ANC) compared to the Pro 2, improved durability via foam-infused tips, and modest battery gains.

If there’s one lingering disappointment, it’s the continued absence of lossless audio support. For a company that champions Apple Music as a high-quality streaming service, it feels overdue. Until then, even the best earbuds in Apple’s lineup won’t deliver the full audio fidelity of what’s possible.

Among the most striking additions in the AirPods Pro 3 lineup are the new heart-rate sensor and Live Translation feature — though the translation feature is coming to earlier models too via software. The heart-rate sensor uses photoplethysmography (PPG) — Apple’s smallest custom heart sensor — to track workouts, calories, and health metrics via the Fitness app. It’s a nice surprise, but not yet enough to make me shelve my Apple Watch. Ear-based sensors are promising, but still have limitations compared to wrist or chest sensors when it comes to accuracy under intense motion.

Speaking of the Apple Watch, this year’s updates felt underwhelming. Between modest gains in battery life and added health/safety features, there wasn’t much to distinguish the new models. I had hoped for something big — perhaps a non-invasive glucose monitor or another breakthrough sensor — but no such surprise materialized.

Finally, we arrive at the iPhone. Once again, the changes are incremental. The most notable shift for the base iPhone 17 models was the long-awaited upgrade to 120Hz ProMotion displays, bringing smoother scrolling and animation to non-Pro models. That said, many features feel like catch-ups rather than leaps.

The iPhone Pro line made fewer visible design changes, but there are meaningful internal improvements. Upgrades include the A19 Pro chip, enhanced camera hardware (better low-light, upgraded lenses, more robust computational photography), and improved battery life. A particularly interesting addition is the vapor chamber cooling system, which helps with thermal management under work-intensive loads — something pro users will likely appreciate.

The other noteworthy moment was the introduction of the iPhone Air. It doesn’t look like it will top Apple’s sales charts, but it’s a meaningful departure from their usual “more of the same” design routine. The Air features the new camera plateau layout, which frees internal space for a larger battery despite its ultra-thin 5.6 mm profile. It has ProMotion 120Hz, and is powered by the A19 Pro chip, making it one of the most interesting design experiments in this lineup.

As the presentation wrapped, I couldn’t shake the feeling of “was that it?” I understand the appeal of keeping events lean, saving some announcements for later, but the absence of Apple Intelligence stood out. It was mentioned briefly, almost in passing, yet Apple offered no substantial demonstration. For a company that thrives on setting expectations, this felt like a missed moment.

Apple now seems to be playing catch-up in the AI race, a position that feels at odds with its reputation. Maybe — optimistically — they’re holding back features for a dedicated Apple Intelligence event, but more likely, we’re still some ways from seeing those promised “intelligence” features fully realized.