Apple has unveiled its latest iPhone 17 lineup, with the new iPhone 17 Air stealing the spotlight as the thinnest smartphone in the company’s history. At just 5.6mm thick, the device introduces Apple’s most powerful A19 Pro chip, alongside a 40-hour video playback battery.
CEO Tim Cook described the $999 iPhone Air as a “total game changer”, positioning design as the defining feature of Apple’s latest premium device. Analysts believe this strategy marks a shift from larger displays to ultra-thin design as Apple’s main selling point.
The launch comes at a turbulent moment for the company. Trump-era tariffs have already cost Apple $800 million in a single quarter, and the firm expects the impact to cross $1 billion next. Shares fell 1.4% after Apple confirmed that despite tariff costs, it would keep iPhone prices unchanged.
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While Apple highlighted improvements in its “Apple Intelligence” suite, it made no major announcements about artificial intelligence. Critics argue Apple is still behind rivals in the AI race, particularly as Siri continues to disappoint users.
The new lineup also includes the iPhone 17 Pro, AirPods Pro 3 with real-time translation, and Apple Watch Series 11 with 5G connectivity and advanced health tracking.
Despite headwinds, Apple hopes the iPhone 17 Air will spark a buying spree, as customers are holding onto older devices for longer.
