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Apple’s “It’s Glowtime” event on September 9, 2024, introduced more than the iPhone 16 family. Apple also announced Apple Watch Series 10, a black titanium Apple Watch Ultra 2, AirPods 4, a USB-C update for AirPods Max and new hearing-health features for AirPods Pro 2.
The iPhone 16 lineup and Apple Watch Series 10 went on sale on September 20, 2024. The iPhone 16 started at $799 in the U.S., the iPhone 16 Pro at $999, the iPhone 16 Pro Max at $1,199 and Apple Watch Series 10 at $399. Those were launch prices, not necessarily current prices.
What Apple announced on September 9, 2024
The event, held at Apple Park and streamed online, centered on three themes: the iPhone 16 family, Apple Intelligence and a substantial Apple Watch Series 10 refresh. Apple’s official launch announcement is available in its September 2024 Newsroom recap.
| Product | U.S. launch price | Availability |
|---|---|---|
| iPhone 16 | From $799 | Preorders September 13; stores September 20, 2024 |
| iPhone 16 Plus | From $899 | Preorders September 13; stores September 20, 2024 |
| iPhone 16 Pro | From $999 | Preorders September 13; stores September 20, 2024 |
| iPhone 16 Pro Max | From $1,199 | Preorders September 13; stores September 20, 2024 |
| Apple Watch Series 10 | From $399 | Stores September 20, 2024 |
watchOS 11 was released on September 16, although compatibility and individual feature availability varied by device, region and software version.
#1 Best Overall
![Apple Watch Series 11 [GPS 46mm] Smartwatch with Jet Black Aluminum Case with Black Sport Band - M/L. Sleep Score, Fitness Tracker, Health Monitoring, Always-On Display, Water Resistant](https://m.media-amazon.com/images/I/416RQ0rtsUL._SL160_.jpg)
- A FULL-FEATURED HEALTH TRACKER—Apple Watch Series 11 gives you invaluable insights about your body, right from your wrist. Take an ECG anytime* and get alerts for a high and low heart rate or an irregular rhythm*—so you can stay closer to your heart. You can also view your overnight health tracking metrics with the Vitals app* and be notified of possible sleep apnea.*
- KNOW YOUR SLEEP SCORE—With advanced sleep tracking, Series 11 gives you a daily sleep score. It’s an easy way to help measure and understand the quality of your sleep, so you can make it more restorative.
- GET HYPERTENSION NOTIFICATIONS—Did you know that Series 11 can spot signs of chronic high blood pressure? By analyzing how your blood vessels respond to beats of the heart, it can notify you of possible hypertension.*
- SAFETY FEATURES—A smartwatch that puts your safety first. Series 11 can detect a hard fall or severe car crash, automatically help connect you with emergency services, and notify your emergency contacts.* Check In can automatically notify a loved one when you’ve arrived at your destination.
- A POWERFUL FITNESS TRACKER—With advanced metrics and motivating features like Pacer, Heart Rate Zones, training load, and Workout Buddy powered by Apple Intelligence from your nearby iPhone*—Series 11 is made to help everyone stay active, from runners and hikers to strength-training enthusiasts.
iPhone 16 and iPhone 16 Plus
The regular iPhone 16 models received several controls and capabilities previously associated with Apple’s Pro phones. The 6.1-inch iPhone 16 and 6.7-inch iPhone 16 Plus use Apple’s A18 chip, include the Action button and add the new Camera Control.
What changed
- A18 chip: Apple positioned the chip as the hardware foundation for Apple Intelligence.
- Action button: The customizable button, previously introduced on Pro models, came to the standard iPhone line.
- Camera Control: A capacitive side control opens the camera, captures photos and videos, and provides access to adjustments such as zoom and exposure.
- 48MP Fusion camera: The main camera supports higher-resolution capture and two-times optical-quality telephoto framing through cropping.
- Camera layout: The revised arrangement supports spatial photo and video capture.
- Colors: Black, white, pink, teal and ultramarine.
The standard models support Apple Intelligence, but they do not have the Pro line’s 120Hz ProMotion display, titanium construction or dedicated telephoto camera system. They are therefore the more sensible choice for buyers who want the new controls and Apple’s latest software platform without paying for advanced photography and display hardware.
iPhone 16 Pro and iPhone 16 Pro Max
The iPhone 16 Pro has a 6.3-inch display, while the iPhone 16 Pro Max has a 6.9-inch display. Both use Apple’s A18 Pro chip, titanium construction, thinner bezels, ProMotion and always-on display technology.
- Camera system: A 48MP Fusion main camera, a 48MP ultrawide camera and a 5x telephoto camera.
- Important size change: Both Pro models received the 5x telephoto camera, rather than reserving the longest optical zoom for the larger model.
- Video: Apple announced 4K Dolby Vision recording at up to 120 frames per second.
- Photography: New Photographic Styles offered more control over the look of photos.
- Battery: Apple claimed improved battery life and positioned the Pro Max as the longest-lasting iPhone.
- Storage: The Pro started at 128GB; the Pro Max started at 256GB.
The Pro models cost more because of their display technology, camera hardware, materials and video capabilities. They are not automatically the best choice for everyone: the standard iPhone 16 models offer the same broad iOS platform, Action button, Camera Control and Apple Intelligence support at lower launch prices.
iPhone 16 versus iPhone 16 Pro
| Feature | iPhone 16 / 16 Plus | iPhone 16 Pro / Pro Max |
|---|---|---|
| Display sizes | 6.1 and 6.7 inches | 6.3 and 6.9 inches |
| Chip | A18 | A18 Pro |
| Materials | Aluminum | Titanium |
| Refresh-rate technology | No ProMotion | ProMotion and always-on display |
| Main camera | 48MP Fusion | 48MP Fusion |
| Ultrawide camera | Updated dual-camera system | 48MP ultrawide |
| Telephoto | No dedicated telephoto camera | 5x telephoto on both sizes |
| Starting storage | 128GB | 128GB Pro; 256GB Pro Max |
| Launch price | $799 / $899 | $999 / $1,199 |
Camera Control explained
Camera Control is a hardware control on the side of every iPhone 16 model, not just the Pro versions. Pressing it opens the camera. A second press takes a photo, while holding the control records video. Swiping or lightly pressing can expose controls such as zoom and exposure.
Its purpose was to reduce the need to navigate camera controls entirely through the touchscreen. However, its exact functions depend partly on iOS and compatible apps. Apple’s launch presentation showed the initial camera workflow; later software updates expanded its usefulness, including visual-intelligence-related functions.
Apple Intelligence was announced, not fully delivered on launch day
Apple presented the entire iPhone 16 lineup as built for Apple Intelligence. Announced capabilities included writing assistance, notification and message summaries, image-generation tools, a more capable Siri and visual intelligence.
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The important distinction is timing. Apple Intelligence was not one complete feature set available on September 9 or necessarily on the September 20 retail launch date. Some capabilities were described as arriving later, and availability depended on language, country, operating-system version and Apple’s staged rollout. Visual intelligence, in particular, was presented as a later feature.
For buyers, the practical takeaway is that the iPhone 16 hardware was designed to support Apple Intelligence, but the software experience depended on when a feature reached the user’s region and language.
Rank #2
![Apple Watch Series 11 [GPS 42mm] Smartwatch with Rose Gold Aluminum Case with Light Blush Sport Band - S/M. Sleep Score, Fitness Tracker, Health Monitoring, Always-On Display, Water Resistant](https://m.media-amazon.com/images/I/31caPPnRysL._SL160_.jpg)
- A FULL-FEATURED HEALTH TRACKER—Apple Watch Series 11 gives you invaluable insights about your body, right from your wrist. Take an ECG anytime* and get alerts for a high and low heart rate or an irregular rhythm*—so you can stay closer to your heart. You can also view your overnight health tracking metrics with the Vitals app* and be notified of possible sleep apnea.*
- KNOW YOUR SLEEP SCORE—With advanced sleep tracking, Series 11 gives you a daily sleep score. It’s an easy way to help measure and understand the quality of your sleep, so you can make it more restorative.
- GET HYPERTENSION NOTIFICATIONS—Did you know that Series 11 can spot signs of chronic high blood pressure? By analyzing how your blood vessels respond to beats of the heart, it can notify you of possible hypertension.*
- SAFETY FEATURES—A smartwatch that puts your safety first. Series 11 can detect a hard fall or severe car crash, automatically help connect you with emergency services, and notify your emergency contacts.* Check In can automatically notify a loved one when you’ve arrived at your destination.
- A POWERFUL FITNESS TRACKER—With advanced metrics and motivating features like Pacer, Heart Rate Zones, training load, and Workout Buddy powered by Apple Intelligence from your nearby iPhone*—Series 11 is made to help everyone stay active, from runners and hikers to strength-training enthusiasts.
Apple Watch Series 10: thinner, larger and faster to charge
Apple Watch Series 10 was the event’s main watch announcement. Apple offered it in 42mm and 46mm case sizes, with aluminum and titanium versions. It was a refinement of the familiar Apple Watch design rather than a radical replacement for the Apple Watch Ultra line.
Key Series 10 improvements
- Thinner case: The new design reduced bulk compared with earlier Series models.
- Larger display: Apple called it the largest and most advanced display in the Apple Watch family at launch, with brightness up to 2,000 nits.
- Faster charging: A meaningful convenience improvement for users who track sleep and have limited charging time.
- Health features: Sleep-apnea notifications, subject to regulatory and regional availability.
- New sensors: A depth gauge and water-temperature sensing expanded its usefulness for swimming and water activities.
- Processor: The S10 SiP powered the watch.
- Software: watchOS 11 added the Vitals app and updated health and fitness functions.
Aluminum colors included jet black, rose gold and silver. Titanium versions came in natural, gold and slate finishes. The $399 starting price applied to the base GPS aluminum configuration; cellular models and premium case choices cost more. Apple’s current watch buying page lists Series 10 specifications and configurations.
Apple Watch Series 10 or Apple Watch Ultra 2?
Series 10 is the better fit for everyday health tracking, notifications and general smartwatch use. Its thinner case, larger display and faster charging are more relevant to most users than extreme durability or maximum battery capacity.
Apple Watch Ultra 2 remains the better fit for long outdoor activities, endurance workouts and buyers who prioritize rugged construction, battery life and an outdoor-oriented design. At the September 2024 event, Apple added a black titanium finish to Ultra 2; it did not announce a new Ultra generation. The two watches served different purposes rather than one replacing the other.
Other announcements at the event
- AirPods 4: Apple introduced standard AirPods 4 and AirPods 4 with Active Noise Cancellation.
- AirPods Max: The over-ear headphones gained USB-C and new colors.
- AirPods Pro 2: Apple announced new hearing-health features.
- Apple Watch Ultra 2: A black titanium finish expanded the existing model’s styling options.
Who should have upgraded?
iPhone 15 or older owners
Owners of older iPhones had the clearest reason to consider the iPhone 16 generation, particularly if they wanted a newer chip, the Action button, Camera Control or Apple Intelligence support. The Pro models made more sense for buyers who also wanted ProMotion, a dedicated telephoto camera and advanced video recording.
iPhone 15 Pro owners
The upgrade case was more selective. Camera Control and newer camera features may have mattered to photographers, while Apple Intelligence support alone was not a reason to assume every iPhone 15 Pro owner needed to switch.
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Apple Watch Series 8 or Series 9 owners
Series 10’s thinner case, larger display, faster charging and new sensors were useful improvements, but they did not transform the basic Apple Watch experience. Upgrading made most sense for users who valued sleep tracking, water-related sensing or charging convenience.
Apple Watch Ultra owners
Series 10 was not a direct replacement for an Ultra. Ultra owners who needed longer battery life and rugged construction had little reason to switch solely because Series 10 was thinner.
Android switchers
The iPhone 16 family was attractive to users seeking Apple’s ecosystem, Apple Watch integration, iMessage and FaceTime. Android flagships remained worth considering for buyers who prioritized customization, faster charging or long-range zoom.
Rank #3
![Apple Watch Series 10 [GPS 46mm case] Smartwatch with Jet Black Aluminum Case with Black Sport Band - M/L. Fitness Tracker, ECG App, Always-On Retina Display, Water Resistant](https://m.media-amazon.com/images/I/31Cud2WnszL._SL160_.jpg)
- WHY APPLE WATCH SERIES 10 — Bigger display with up to 30 percent more screen area.* A thinner, lighter, and more comfortable design.* Advanced health and fitness features provide invaluable insights.* Safety features connect you to help when you need it.* Faster charging gives you 80 percent battery in about 30 minutes.*
- ADVANCED HEALTH INSIGHTS — Take an ECG anytime.* Get notifications if you have high or low heart rate or an irregular heart rhythm.* Understand your menstrual cycle and get retrospective ovulation estimates.* See overnight health metrics like heart rate, respiratory rate, and more with the Vitals app.* Track sleep and get notifications if Apple Watch detects signs of sleep apnea.*
- A POWERFUL FITNESS PARTNER — Measure all the ways you move with Activity Rings, which are customizable to match your lifestyle. Get advanced metrics for a range of workouts with the Workout app. Track the intensity of your workouts with training load. Use depth and water temperature sensors for your aquatic adventures. And Apple Watch comes with three months of Apple Fitness+ free.*
- STAY CONNECTED — Send a text, take a call, listen to music and podcasts, use Siri, and get notifications on the go. Apple Watch Series 10 (GPS) works with your iPhone or Wi-Fi to keep you connected.
- INNOVATIVE SAFETY FEATURES — Fall Detection and Crash Detection can connect you with emergency services in the event of a hard fall or a severe car crash. Emergency SOS lets you call for help with the press of a button.* Check In automatically notifies a loved one when you’ve arrived at your destination.*
Carrier promotions, trade-ins and eSIM considerations
At launch, Apple advertised U.S. carrier promotions of up to $1,000 toward an iPhone 16 Pro. The maximum depended on a qualifying carrier, plan, trade-in device and promotional terms.
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U.S.-purchased iPhone 16 models use eSIM rather than a physical SIM tray. This matters to international travelers and anyone whose carrier does not support eSIM. Regional iPhone versions, prices, taxes, cellular availability and SIM rules can differ.
Current buying note: August 16, 2026
This is a retrospective of a 2024 event, so the launch prices above should not be confused with current pricing. As of the August 16, 2026 commercial check, Apple’s U.S. store surfaced the iPhone 16 from approximately $699 through current carrier-linked pricing and showed Apple Watch Series 10 from $399. Carrier-linked prices, unlocked prices, inventory and promotions can differ and may change.
Apple’s current iPhone 16 buying page should be checked for the exact configuration and carrier terms. The Apple Watch buying page shows current Series 10 availability and pricing. Apple’s U.S. store did not provide a clean standalone current iPhone 16 Pro buying result in the supplied check, so its availability should not be inferred from the original launch pages.
Apple Trade In can reduce the effective price, but estimates depend on the device and its condition. AppleCare+ is another optional cost to evaluate; coverage, deductibles and theft-or-loss terms vary by product, country and purchase date.
The verdict
Apple’s September 2024 event mattered because it spread several formerly Pro-focused features across the iPhone range while giving the Pro models a stronger display, camera and video advantage. The regular iPhone 16 was the value choice for Apple Intelligence, Camera Control and the Action button. The iPhone 16 Pro and Pro Max were aimed at serious photographers, videographers and users who valued ProMotion and premium materials.
Apple Watch Series 10 was a meaningful refinement rather than an Apple Watch Ultra replacement. Its thinner design, larger display, faster charging and new health sensors made it the strongest everyday-watch announcement of the event, while Ultra 2 remained the specialist option for rugged outdoor use.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
