Cupertino, California — Apple on Tuesday introduced its next generation of iPhones, headlined by an ultra-thin “Air” model and accompanied by a price increase for one of its flagship devices. The launch comes as the tech giant navigates mounting pressures from the global trade war.
Slimmer Design, More Power
The iPhone 17 Air joins Apple’s lineup, borrowing the sleek branding already associated with the company’s iPad Air and MacBook Air. At just 5.6 millimeters thick, the model has drawn particular buzz for blending a thinner design with many of the Pro models’ capabilities.
All four new iPhone 17 models include:
- Upgraded cameras
- Longer-lasting batteries
- A base storage of 256 GB — double last year’s minimum capacity
Apple CEO Tim Cook told the audience at the Steve Jobs Theater that the company was once again “raising the bar.”
The iPhone 17 marks Apple’s first release since President Donald Trump’s return to the White House, which has brought a wave of tariffs aimed at shifting manufacturing back to the U.S. Despite this, production remains in China and India, leaving Apple exposed to higher import fees.
Analysts warn these tariffs are pressuring Apple to raise prices in order to maintain profit margins.
- iPhone 17 Pro: $1,100 (+10% vs. last year)
- iPhone 17 Air: $1,000 (same as iPhone 16 Pro)
- iPhone 17: $800 (unchanged)
- iPhone 17 Pro Max: $1,200 (unchanged)
The devices will officially launch in stores on September 19.
Apple’s stock slipped 1.5% on Tuesday, despite overall market gains — a sign that investors remain cautious about the company’s ability to sustain profits in the face of tariffs and slowing innovation.
Apple has struggled with sluggish sales growth in recent years, despite its continued dominance as a revenue generator. The iPhone 16 lineup underperformed expectations, partly because key AI features — including a more advanced Siri — were delayed until next year.
Still, industry experts believe the iPhone 17 Air could attract style-conscious consumers. “There were plenty of crackles and one big pop,” said Dipanjan Chatterjee, an analyst at Forrester Research, describing the reveal.
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