Apple unveils slim iPhone Air at annual product launch event

Analysts are watching whether Apple volition summation the terms of iPhones, oregon question alternate routes to marque up tariff hit.

Apple has announced respective caller products, including its caller slimmer iPhone “Air” exemplary with a “high-density battery” and a marque caller processor, arsenic good arsenic an iPhone 17, the latest upgrade to its flagship smartphone.

The tech giant, based successful Cupertino, California successful the US, unveiled the iPhone Air exemplary arsenic the prima of the yearly merchandise motorboat lawsuit connected Tuesday, with CEO Tim Cook calling it a “game-changer”.

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Apple said the exemplary is its astir durable iPhone yet, and it is priced starting astatine $999.

The institution said the basal exemplary iPhone 17 volition person a brighter, much scratch-resistant screen. It besides said the instrumentality volition diagnostic a caller A19 processor chip, which volition beryllium made with three-nanometre (3nm) chipmaking exertion and person improved capabilities for on-device artificial quality features.

Apple said the iPhone 17 volition besides person a amended front-facing camera with a otherwise shaped sensor to marque horizontal selfies look better.

AirPods and watch

The institution besides introduced a caller mentation of its AirPods Pro wireless headphones and a humor unit show successful its latest Apple Watch.

The caller AirPods Pro 3 volition diagnostic unrecorded translation of languages. Apple besides said that if some radical successful a speech are wearing the caller AirPods Pro 3, the earbuds volition construe conversations successful adjacent existent time. Apple said the caller AirPods volition beryllium priced astatine $249, the aforesaid arsenic the erstwhile generation, and volition go disposable connected September 19.

The humor unit show diagnostic is pending regulatory approval, Apple said. The ticker volition not observe each lawsuit of precocious humor pressure, but the institution said it expects the diagnostic to notify 1 cardinal radical and volition marque it disposable successful 150 countries.

Apple did not rise the terms connected ticker models, either. New versions of the SE volition outgo $249, the Series 11 volition outgo $399, and the larger Ultra exemplary volition commencement astatine $799, arsenic each their predecessors did.

The iPhone Air volition spell head-to-head against Samsung Electronics’ Galaxy S25 Edge, and analysts told Reuters quality bureau that it could beryllium a stepping chromatic towards competing with Samsung’s folding phones, which are successful their seventh generation.

A foldable telephone is important for Apple to entreaty to customers successful China, wherever consumers similar foldables and the institution has been losing marketplace share.

“This caller instrumentality volition bring a consciousness of newness to the iPhone, which has remained the aforesaid for excessively long,” said PP Foresight expert Paolo Pescatore. He said the “new and much-improved iPhone lineup looks impressive, which puts [Apple] successful a beardown presumption to cater for antithetic segments”.

Tariff hit

The lawsuit comes successful the midst of a planetary commercialized reordering sparked by United States President Donald Trump’s commercialized policies, with Apple estimating that tariffs volition outgo it much than $1bn successful the existent fiscal quarter.

Analysts are watching intimately to spot whether the institution volition summation the terms of iPhones, oregon question alternate routes to making up for tariff costs specified arsenic keeping the prices of basal iPhone models dependable portion expanding the outgo of versions with much storage.

The caller iPhones are expected to get without important upgrades to Siri, Apple’s virtual assistant, which Apple has pushed disconnected until adjacent year. In the meantime, analysts are tracking whether Apple, which has tapped ChatGPT creator OpenAI arsenic a spouse to powerfulness definite artificial quality features successful its operating systems, volition adhd much AI partnerships to its lineup earlier the accomplishment of a revamped Siri.

Despite the caller merchandise launch, Apple’s banal is trending downward connected Wall Street. As of 2:15pm successful New York (18:15 GMT), the banal is down by astir 1.5 percent.