Apple announced, on Tuesday, September 9, 2025, at its headquarters in Cupertino, California, the launch of the iPhone 17 and iOS 26, marking a historic moment for the company with innovations in design, artificial intelligence, and user functionalities. The event, named “Jaws will drop,” introduced four iPhone 17 models, including the highly anticipated iPhone 17 Air, and showcased iOS 26 with the “Liquid Glass” interface, inspired by the Vision Pro, alongside upgrades to apps like Wallet, Maps, and Passwords. The presentation, held at 2:00 PM (Brasília time), was broadcast globally, highlighting improvements in security, productivity, and personalized experiences. The initiative reflects the company’s commitment to integrating cutting-edge technology with usability, reinforcing its position in the mobile device market.
The iPhone 17 Air, with just 5.5 mm thickness, is the highlight among the new models, which include the iPhone 17, 17 Pro, and 17 Pro Max. Alongside the smartphones, Apple revealed updates to the Apple Watch and AirPods, complementing the ecosystem. iOS 26, already available in beta for developers, will roll out to the public in mid-September, coinciding with the new iPhones’ retail availability.
- iPhone 17 highlights: four models, with the ultra-thin iPhone 17 Air standing out.
- iOS 26: “Liquid Glass” interface and Apple Intelligence integration.
- Launch date: system update and new devices arrive in September.
- Event: live-streamed from Cupertino at 2:00 PM (Brasília time).
Revolutionary design with Liquid Glass
The “Liquid Glass” interface is the visual core of iOS 26, bringing a translucent aesthetic that adapts to the device’s light and movement, inspired by the Vision Pro design. Icons, widgets, and the control center gain a fluid appearance, with elements that dynamically react to the environment. This change, the most significant since iOS 7, maintains system familiarity while offering a more immersive experience. The lock screen now allows the clock to adjust to the wallpaper’s empty space, and spatial wallpapers create a 3D effect with iPhone movement.
The visual overhaul extends to native apps like Apple Music and Photos, which now feature floating navigation bars. Transparency and refraction effects make interactions more engaging, with controls that stand out without overwhelming the interface. Apple ensures the design preserves usability, focusing on simplicity and customization, allowing users to adjust icons for light, dark, or translucent themes.
- Dynamic transparency: icons and widgets react to light and movement.
- Lock screen: clock adapts to the wallpaper.
- Redesigned apps: Photos and Apple Music with floating bars.
- Customization: options for light, dark, and translucent themes.
Apple Intelligence boosts productivity
The integration of Apple Intelligence in iOS 26 elevates the user experience with advanced artificial intelligence features. Real-time translation is a standout, enabling seamless conversations in phone calls, FaceTime, and messages. During calls, the system translates speech instantly, displaying subtitles on FaceTime or converting text to voice with AirPods. AI also suggests contextual actions, like creating polls in group chats on Messages, simplifying event planning.
Another advancement is Visual Intelligence, which recognizes content displayed on the iPhone screen and offers practical actions, such as identifying objects or answering questions based on visible content. Integration with ChatGPT enables more complex queries while maintaining privacy through local processing. These features make the iPhone more intuitive, especially for users relying on the device for daily tasks.
Apple Intelligence also enhances Apple Wallet, automatically identifying order tracking details from emails. This functionality reduces reliance on third-party apps, centralizing delivery and booking information directly in the digital wallet.
- Real-time translation: available for calls, FaceTime, and messages.
- Visual Intelligence: actions based on screen content.
- ChatGPT integration: contextual responses with privacy.
- Order tracking: Apple Wallet organizes email information.
Apple Wallet upgrades for travel
Apple Wallet gains features that transform the travel experience. Digital boarding passes now support Live Activities, displaying real-time updates, such as gate changes or delays, directly on the lock screen. Users can share this information with contacts, simplifying travel coordination. Apple partnered with airlines like Delta, United, and Lufthansa to ensure broad adoption of the feature.
The inclusion of identification documents, such as passports and driver’s licenses, is another novelty. In the U.S., the feature allows identity verification at TSA checkpoints or commercial establishments using NFC and Face ID or Touch ID authentication. Initially limited to domestic flights, the functionality keeps data encrypted locally, ensuring privacy.
Additionally, Wallet now tracks luggage with Find My, allowing users to monitor checked bags. This integration reinforces the app’s practicality, making it a central hub for travel needs.
- Live Activities: flight updates on the lock screen.
- Digital IDs: passports and driver’s licenses in Wallet with NFC support.
- Luggage tracking: Find My integration for bags.
- Airline partnerships: support from major carriers like Delta and Lufthansa.
Apple Maps learns from users
Apple Maps in iOS 26 uses artificial intelligence to personalize navigation. The app now automatically identifies frequently visited places, like home and work, creating the “Places Visited” tab. Based on this data, Maps anticipates routes, suggests alternatives in case of delays, and sends proactive notifications about traffic conditions. This feature is particularly useful for daily commutes, reducing planning time.
Navigation also improved with airport maps integrated with Wallet boarding passes. Users can view terminals, gates, and points of interest directly in the app, easing movement in complex environments. Apple plans to expand this feature to more public spaces, such as malls and stadiums.
- Places Visited: automatically identifies frequent destinations.
- Proactive notifications: alerts for delays and alternative routes.
- Airport maps: integration with boarding passes.
- Future expansion: support planned for malls and stadiums.
Enhanced security with iOS 26
Security is a core pillar of iOS 26, with significant improvements to protect users. The “Stolen Device Protection” feature is now enabled by default, preventing Face ID resets in case of theft. Additionally, the system allows hiding apps, moving them to a protected folder that doesn’t display notifications, ideal for safeguarding sensitive information.
The Passwords app has also been upgraded, offering a password history and support for two-factor authentication outside Apple’s ecosystem. Automatic filling of SMS verification codes streamlines access to websites and services, maintaining security with complex passwords generated automatically.
- Stolen Device Protection: enabled by default.
- Hidden apps: protected folder with no visible notifications.
- Enhanced Passwords: history and 2FA support for external apps.
- Auto-fill: SMS verification codes for seamless access.
Apple Music and entertainment
Apple Music introduces “Lyrics Translation,” using machine learning to translate song lyrics while preserving their artistic intent. The “Sing” feature turns the iPhone into a portable microphone for karaoke sessions on Apple TV, encouraging social interactions. These additions strengthen Apple Music’s role as a comprehensive entertainment platform.
iOS 26 also debuts the Apple Games app, consolidating games into a single hub. Integration with Apple Intelligence suggests titles based on user habits, while the “Liquid Glass” interface makes navigation more engaging.
- Lyrics Translation: preserves the artistic intent of songs.
- Sing: iPhone as a microphone for Apple TV karaoke.
- Apple Games: centralized hub for games with AI suggestions.
- Fluid interface: Liquid Glass applied to entertainment.