CUPERTINO: Apple unveiled a new, thinner iPhone “Air” model with a “high density battery” and a brand new processor, and an iPhone 17, the newest version of its top smartphone.
The iPhone Air model is the highlight of the annual product unveiling event, and Apple stated the model is the company’s toughest iPhone to date.
Apple stated the standard model iPhone 17 will include a brighter, more scratch-resistant display. Apple also stated the phone will include an A19 processor chip, which will be produced using 3-nanometer chipmaking technology and include enhanced on-device artificial intelligence capabilities.
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Apple stated the iPhone 17 will include an enhanced front-facing camera with a sensor of a different shape to improve the appearance of horizontal selfies.
The firm also rolled out a new model of its AirPods Pro wireless headsets and a blood pressure meter in its new Apple Watch.
iPhone Air new iPhone 17 Apple launches and prices
apple iphone 17, iphone air
Attendees pose for photos with the new generation iPhone 17
The new AirPods Pro 3 will have live language translation. Apple further announced that if both individuals involved in a conversation are using the new AirPods Pro 3, then the earbuds will translate conversations almost in real time. The new AirPods will cost $249, same as the last generation, and go on sale on September 19, according to Apple.
The blood pressure monitor feature is waiting for approval from the regulators, Apple stated. The watch will not catch every high blood pressure case but the company stated it anticipates the feature will alert 1 million individuals and will roll out the feature in 150 countries.
iPhone Air new iPhone 17 Apple launches and prices
apple iphone 17, iphone air
A new iPhone Air is displayed at an Apple special event
Apple did not increase the price on watch models either. The new versions of the SE will be priced at $249, the Series 11 will be priced at $399 and the larger Ultra version will begin at $799, just like all of their previous ones.
Read more: Apple to release ultra-thin iPhone 17 Air at September event
iPhone Air will compete with Samsung Electronics’ Galaxy S25 Edge, and analysts informed Reuters that it would be a stepping stone for Apple to challenge Samsung’s folding phones, which are already in their seventh generation.
A foldable phone would help Apple appeal to clients in China because Chinese consumers are fond of foldables, and the company has been losing market share.
The rally at the Cupertino, California-based company’s headquarters is in the wake of a global trade reshuffling triggered by US President Donald Trump, as Apple has forecast that tariffs will cost it over $1 billion in the current fiscal quarter.
Analysts are waiting to observe if the company will raise the cost of iPhones, or find other methods of compensating for tariff expenses like maintaining base iPhone price tags unchanged while raising the price of models with additional storage.
iPhone Air new iPhone 17 Apple launches and prices
The new iPhones are also expected to come without major enhancements to Siri, the virtual assistant by Apple that the company has deferred until sometime next year.
Meanwhile, observers are monitoring closely to see if Apple, having partnered with ChatGPT developer OpenAI to fuel some artificial intelligence capabilities in its operating systems, will tack on additional AI partnerships to its roster ahead of the debut of an overhauled Siri.
