Apple unveiled a broad range of new devices at its annual product showcase, led by the launch of the iPhone Air, a slimmer and more durable addition to its smartphone lineup, alongside the iPhone 17 and the latest versions of the AirPods Pro and Apple Watch.
iPhone Air: Slimmer, stronger, and aimed at rivals
Presented as the centrepiece of Tuesday’s event, Apple CEO Tim Cook hailed the iPhone Air as a “game-changer.” The model is designed with a high-density battery, a stronger build, and a sleeker form factor to appeal to users looking for lighter devices.
The iPhone Air will retail from $999 and is expected to compete directly with Samsung’s Galaxy S25 Edge. Analysts see the launch as a potential stepping stone towards Apple entering the foldable phone market, a segment particularly popular in China, where the company has been losing ground.
iPhone 17: New chip and camera improvements
Apple also introduced the iPhone 17, which features a brighter, scratch-resistant screen and a redesigned front-facing camera sensor intended to improve horizontal selfies.
Powered by the A19 processor, built with advanced three-nanometre (3nm) technology, the device is tailored for on-device artificial intelligence functions. However, Apple confirmed that major updates to its virtual assistant Siri will not arrive until next year. The company has already partnered with ChatGPT-maker OpenAI to integrate some AI features into its systems.
AirPods Pro 3: Translation in real time
The AirPods Pro 3, another highlight of the event, will include live language translation. If both people in a conversation are using the new earbuds, they will be able to translate speech in near real time.
The AirPods Pro 3 are priced at $249, the same as their predecessors, and will go on sale on 19 September.
Apple Watch: Health features expanded
The new Apple Watch lineup adds a blood pressure monitor, subject to regulatory approval. While it will not detect every case of hypertension, Apple expects the feature could alert up to one million people across 150 countries.
Prices remain unchanged: the SE starts at $249, the Series 11 at $399, and the Ultra model at $799.
Trade tensions and market pressures
Analysts say the refreshed iPhone range is a long overdue update designed to tackle stagnant designs and meet diverse consumer demand.
“This new device will bring a sense of newness to the iPhone, which has remained the same for too long,” said Paolo Pescatore, a telecom analyst at PP Foresight. “The new and much-improved iPhone lineup looks impressive, which puts [Apple] in a strong position to cater for different segments.”
The announcements come amid heightened global trade tensions, with Apple estimating more than $1bn in quarterly costs from tariffs linked to U.S. President Donald Trump’s trade policies. Industry observers are watching closely to see whether Apple offsets these costs by raising overall prices or by keeping base models stable while charging more for higher storage options.
Despite the high-profile launch, Apple’s stock fell 1.5% on Wall Street by 2:15pm New York time (18:15 GMT).
Total views: 63
