Apple Unveils New Watch Lineup Alongside the Advanced AirPods Pro 3
- Apple has unveiled the Apple Watch Series 11, Watch SE 3, and Watch Ultra 3, all featuring 5G connectivity, improved battery performance, and enhanced health capabilities.
- The new lineup places a strong emphasis on health and fitness, introducing features such as Sleep Score, hypertension alerts, and Workout Buddy for the first time.
- The latest AirPods Pro 3 features improved fit, live translation capabilities, heart rate monitoring, and upgraded active noise cancellation.
Apple introduced the Apple Watch Series 11, alongside the AirPods Pro 3, at its “Awe Dropping” launch event held on September 9 in California. Apple also unveiled the budget-friendly Watch SE 3 and the sporty, rugged Watch Ultra 3. All three watches are powered by the S10 chip, marking the first time Apple has retained the same chip across generations. The wearables focused on refined design, extended battery life, and advanced health features. All wearable devices in the new lineup are available for pre-booking, with official retail availability scheduled for September 19. Here is a rundown of the key highlights from the Apple Wearables announcements.
Apple Watch Series 11: Thinnest Design, New Health Features, 5G Connectivity and More

- Durable Display: The new Watch Series 11 features a slimmer design paired with a robust Ion-X display that is twice as scratch-resistant as the one on Watch Series 10.
- 5G Connectivity: The Apple Watch Series 11 is the first Apple Watch to support 5G RedCap technology, enhancing its standalone performance with faster and more reliable connectivity.
- Health Upgrades: The Series 11 introduces hypertension notifications, which analyze heart rate data patterns over 30 days to alert users of potential chronic hypertension signs. Apple expects FDA and other regulatory approvals in the coming months. Additionally, the Sleep Score feature provides comprehensive insights into sleep patterns, including bedtime consistency, total sleep duration, number of awakenings, and time spent in various sleep stages.
- Battery Life: Apple claims the Series 11 offers a full 24 hours of battery life, a notable improvement over the 18 hours provided by Series 10. It also supports fast charging, delivering 8 hours of battery life with just 15 minutes of charging.
- The Apple Watch Series 11 starts at $399 for the 42mm GPS-only model and $499 for the 42mm GPS + Cellular model, maintaining the pricing structure of the previous generation.
Apple Watch SE 3: Always on Display, Gesture Control, Temperature Sensing and More

After a three-year hiatus, Watch SE 3 makes a much-anticipated return, packed with new features including fall detection, crash detection, and emergency SOS.
- Watch Upgrades: The Watch SE 3 is the first SE model to feature an Always-On Display and is powered by the S10 chip, delivering a significant performance boost over previous SE versions.
- Advanced Health Monitoring: This smartwatch now includes flagship health features such as sleep apnea detection, the newly introduced Sleep Score, and wrist temperature sensing to enhance ovulation and menstrual cycle tracking.
- Media Playback: For the first time in the SE lineup, built-in speakers now support media playback, in addition to Siri functionality and voice calling.
- Faster Charging: Charging speeds have improved, offering up to 8 hours of battery life with just 15 minutes of charging – faster than earlier SE models.
- The Apple Watch SE 3 is available starting at $249 for the 40mm GPS-only model and $299 for the 40mm GPS + Cellular model.
Apple Watch Ultra 3: Satellite Connectivity, Largest Apple Watch Display, 42-hour Battery Life and More

After a two-year gap, Apple has reintroduced its premium, rugged, and sport-focused smartwatch with the launch of the Watch Ultra 3.
- Largest Apple Watch Display: The Ultra 3 features Apple’s largest-ever 1.99-inch LTPO3 OLED display. Despite retaining the same size, it achieves this with 24% thinner bezels. The display delivers an impressive peak brightness of 3,000 nits.
- Satellite Communication: Beyond 5G connectivity available across the new watch lineup, Watch Ultra 3 also includes satellite communication capabilities for use in off-grid and emergency scenarios.
- Advanced Health & Fitness Tracking: In addition to the health features found on the Series 11 and SE 3, the Ultra 3 includes dual-frequency GPS and dual antennas, making it ideal for high-performance outdoor and adventure activities.
- Extended Battery Performance: The Ultra 3 offers up to 42 hours of battery life under normal usage and up to 72 hours in Low Power Mode. Fast charging delivers 12 hours of battery life from just 15 minutes of charging.
- The Apple Watch Ultra 3 is available in a cellular variant and will be available starting at $799.
With Sleep Score, sleep apnea detection, and Always-On Display now available in the Watch SE 3; hypertension notifications introduced in the Watch Series 11 and Watch Ultra 3; and lineup-wide upgrades like 5G connectivity and faster charging, Apple is well-positioned to recover from the smartwatch shipment declines seen in recent quarters is projected to achieve a 5% YoY shipment increase by the end of 2025. Apple’s peak Apple Watch revenue was recorded in 2022 when all three models were launched simultaneously, signaling a positive outlook for both shipments and overall value.
The narrowing gap in capabilities between the Watch SE and the standard Watch Series now offers new consumers a more affordable entry point to access essential Apple Watch features. While there are no major design changes, system improvements such as the Liquid Retina display, Workout Buddy, 5G connectivity, faster charging, and satellite communication provide incentives for existing users to upgrade.
The addition of satellite connectivity and 5G RedCap support in Apple’s latest Watch lineup is poised to unlock new revenue streams for the brand, enabling monetization through standalone data plans, premium emergency communication services, and AI-enhanced fitness subscriptions, marking a shift toward more independent, service-driven wearable experiences. The inclusion of hypertension notifications and Sleep Score highlights Apple’s ongoing commitment to health monitoring and is likely to encourage other major smartwatch brands to prioritize similar health-focused innovations.
AirPods Pro 3: Beyond Audio – An All-in-One Device for Communication, Wellness, and Creativity

- Live Translation: The new AirPods Pro 3 introduces several enhancements, including Live Translation powered by Apple Intelligence, initially supporting a limited set of languages and regions.
- Health Features: Expanding their health capabilities, the AirPods Pro 3 now offers heart rate monitoring and a Workout Buddy feature that tracks heart rate and calories burned across more than 50 workout types and provides personalized AI-based insights. For users of the clinical-grade hearing aid function, the earbuds provide 67% longer battery life compared to the second generation.
- Enhanced Noise Cancellation: The third-generation AirPods Pro features improved ergonomics and active noise cancellation, which is reportedly twice as effective as the previous model. Powered by the H2 chip, Adaptive EQ and Spatial Audio have been redesigned to deliver a richer, more immersive listening experience.
- Improved Durability and Battery Life: With an IP57 rating for water and dust resistance, the earbuds offer up to 8 hours of battery life, while the MagSafe Charging Case adds an additional 24 hours.
- Seamless Control: The latest AirPods support studio-level audio recording and camera control, compatible with devices running iOS 26 or later.
- The AirPods Pro 3 will be available starting at $249.
Apple’s incorporation of heart monitoring and workout tracking elevates the AirPods into a valuable health accessory, offering an appealing option for users who prefer a simpler, less intrusive way to monitor key fitness metrics compared to traditional smartwatches. However, since these features are exclusive to iPhone users, there is a significant opportunity for other true wireless stereo (TWS) manufacturers to develop health capabilities that work across ecosystems, appealing to a broader audience. The incorporation of health and wellness features into everyday audio devices not only expands their functionality but also marks a significant advancement for both the TWS market and its users.
Apple continues to hold the largest share of the wireless earbuds market, especially in the premium segment, and the upcoming AirPods Pro 3 is positioned to strengthen this dominance further. The new model is expected to stimulate strong replacement demand among AirPods Pro 2 users, while also expanding Apple’s reach to new consumers with advanced features such as enhanced ANC, integrated heart rate and calorie tracking via a miniaturized sensor, and a real-time translation function. Although translation currently supports only four major languages, Apple is expected to broaden this capability over time, further boosting its appeal.
That said, some of the replacement demand might have already been met last year with the introduction of AirPods 4 ANC, and the premium pricing of AirPods Pro 3 could limit adoption compared to the growing number of more affordable alternatives on the market. Even so, leveraging its strong brand, ecosystem advantage, and consistent innovation, Apple is well-positioned to maintain momentum. Following the launches of AirPods 4 and AirPods 4 ANC last year, the release of AirPods Pro 3 is projected to drive sustained revenue with an expected growth of 5% throughout 2025.
With the integration of Apple Intelligence, the new Watch and AirPods lineup delivers smarter, more adaptive experiences, from real-time translation and gesture-based controls to personalized health insights. These features, deeply embedded across the Apple ecosystem, ensure that each device not only performs individually but also enhances the collective value of Apple’s connected environment, making everyday interactions more seamless, intuitive, and context aware.
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Author
Balbir Singh
Balbir Singh is a Global Smartwatch analyst and consultant, specialized in the evaluation and assessment of leading market players, performance, market trends, and strategies. Leveraging his extensive expertise in trend analysis, he delivers in-depth insights, strategic analysis and industry forecasts. Before joining Counterpoint, Balbir served as a Knowledge Management Associate in ZS Associates.
Ananya Kanneganti
Ananya is a Research Associate at Counterpoint Research in Gurgaon, India. She holds a bachelor’s degree in biotechnology engineering. With over three years of experience in market research, specializing in healthcare and medical devices at GlobalData Plc, Ananya excels at analysing complex data and contributing to strategic research initiatives. At Counterpoint, she works closely with the Consumer IoT research team, identifying trends and key insights for decision-makers.
Anshika Jain
Anshika is a Principal Analyst at Counterpoint Research with over 13 years of experience in market research and business intelligence. She currently leads the Global Consumer IoT domain, focusing on wearables, hearables, smart home, and emerging technologies. Previously, she managed various research and consulting projects across sectors such as BFSI and Telecom. Additionally, she has significant client-handling experience with major multinational companies. Anshika holds an MBA in Finance from IMT Ghaziabad and a Bachelor’s degree in Economics from Hansraj College, Delhi University.