Apple CEO Tim Cook raised the curtain on the next suite of smartphones, the iPhone 17, iPhone 17 Pro and a super thin iPhone Air that’s one of the biggest advances in the company's signature product in years.

Apple says the ANC on the AirPods Pro 3 blocks twice as much noise as the AirPods Pro 2 and four times as much as the original AirPods Pro. A big part of this is due to the ultra-low noise microphones and computational audio on the earbuds, but the new foam-infused ear tips are also playing a vital role.

Apple on Tuesday introduced an upgraded line of new iPhones, including a slimmer iPhone Air, and held prices steady amid U.S. President Donald Trump's tariffs that have hurt the company's profit.

Apple’s iPhone 17 lineup is here. The tech giant on Tuesday unveiled four new models that mark the latest editions to its marquee product.