Apple announced the new iPhone 15 and iPhone 15 Plus, starting at $799. The iPhone 15 Pro and Pro Max were also announced, starting at $999, and the iPhone 15 Pro cameras were upgraded with a 48-megapixel sensor and improved zoom capabilities. The new Apple Watch Series 9, Apple Watch Ultra 2, and second-generation Apple Watch SE were announced. The Apple Watch Ultra 2 has improved durability with a titanium case and up to 72 hours of battery life. Apple is focusing on sustainability with many new bands made from recycled materials instead of leather. The new devices will be powered by Apple's latest A17 Pro chip which the company claims is their most powerful yet.