Apple has unveiled the iPhone 17 lineup, headlined by the ultra-slim iPhone 17 Air, as the company seeks to prove its relevance in the age of generative artificial intelligence.
The launch took place on Tuesday at Apple’s “Awe-Dropping” event in Cupertino, California, with CEO Tim Cook describing the new device as “a total game changer.”
At just 5.6mm thick, the iPhone 17 Air is Apple’s thinnest smartphone ever. Priced at $999, it comes with the new A19 Pro chip, all-day battery life, and up to 40 hours of video playback. It will sit alongside the premium iPhone 17 Pro, Apple’s most expensive model.
Despite integrating generative AI features, Apple offered no groundbreaking AI announcements beyond incremental upgrades to its “Apple Intelligence” suite. Analysts say the company is still struggling to match rivals in the AI race, particularly as Siri remains underwhelming despite years of promised improvements.
Reports suggest Apple plans to overhaul Siri and expand AI-driven search through a partnership with Google, though the company has not confirmed.
“The event shows Apple sidestepping the heart of the AI arms race while positioning itself as a long-term innovator on the AI hardware front,” said Gadjo Sevilla, an analyst at Emarketer.
Industry watchers view the iPhone Air as a strategic pivot toward ultra-thin design as Apple’s new premium edge, a move that could pave the way for a foldable iPhone as early as next year.
The launch comes amid significant challenges: U.S. President Donald Trump’s tariff policies, growing investor doubts, and White House pressure on Apple to reduce reliance on Chinese manufacturing. Cook has said tariffs already cost Apple $800 million last quarter, with losses projected to hit $1.1 billion this quarter.
Still, Apple kept prices flat compared to last year, a decision that may squeeze profit margins. Its shares fell 1.4 percent after the announcement.
Apple also introduced the AirPods Pro 3 with real-time translation and enhanced noise cancellation, and the Apple Watch Series 11, featuring 5G support, longer battery life, and new heart health monitoring tools pending approval.
