Apple has introduced its iPhone 17 series, which features a new ultra-thin model named the “iPhone Air.” The company announced the line-up at an event in Cupertino, California, where CEO Tim Cook addressed attendees in an auditorium named after Apple’s late co-founder Steve Jobs.
“We are raising the bar again,” said Cook during the launch.
The iPhone 17 line includes four models. Each will come with at least 256 gigabytes of storage, doubling the minimum storage from last year’s versions. All models will also have improved cameras and longer battery life compared to their predecessors. A notable update is the front camera, which now offers more megapixels for clearer selfies and introduces a feature called “Center Stage.” This feature uses a wider field of view and a new sensor to allow users to take landscape photos without rotating the device.
Apple set the starting price for the iPhone 17 Pro at $1,100, representing a $100 increase from previous Pro models. The iPhone Air starts at $1,000—the same as last year’s iPhone 16 Pro. The basic iPhone 17 remains priced at $800, while the iPhone 17 Pro Max starts at $1,200. All four devices will be available in stores on September 19.
The announcement comes as Apple faces increased pressure from tariffs imposed by President Donald Trump’s administration as part of efforts to encourage U.S.-based manufacturing. Despite these measures, Apple continues to manufacture its phones primarily in China and India. Analysts suggest that tariffs on imported iPhones are prompting Apple to adjust prices in order to maintain profit margins.
PP Foresight analyst Paolo Pescatore commented on Apple’s latest upgrades: “Although most of the upgrades to the iPhone 17 are similar to the incremental improvements of recent years, Apple appears to have done enough to ‘bring a sense of newness to the iPhone, which has remained the same for too long.’”
Last year’s iPhone 16 did not meet analysts’ sales expectations partly because anticipated artificial intelligence enhancements—including updates for Siri—were delayed until next year.
In response to calls from both President Trump and Commerce Secretary Howard Lutnick for domestic production of iPhones—a move analysts say would take years and significantly raise costs—Cook pledged investments totaling $600 billion over several years into U.S. operations and presented Trump with a statue featuring a gold base.
Despite these gestures helping shield Apple from some trade penalties, imported phones still face about a 25% duty when entering U.S. markets. Most major phone makers continue with similar pricing strategies despite these added costs.
Following Tuesday’s announcement, Apple’s shares fell nearly two percent in late afternoon trading.
