Overview

• iPhone Air is 5.6 mm thick with a 6.5‑inch display, runs A19 Pro, drops the physical SIM for eSIM‑only globally, and starts at €1,239 in Italy.
• iPhone 17 Pro and Pro Max adopt a rear camera bar spanning the phone’s width and move to an aluminum frame to enable larger batteries and better heat dissipation.
• Apple Watch Series 11 adds a hypertension detection capability pending regulatory clearance from the FDA and European authorities, with prices from €459.
• AirPods Pro 3 introduce real‑time conversation translation powered by Apple Intelligence and are priced at €249 in Italy.
• Italian availability is set: preorders open September 12 with in‑store sales from September 19, and Apple keeps base list prices broadly unchanged, with iPhone 17 starting at €979.