Ofure Akhigbe
Apple on Tuesday introduced a slimmer iPhone “Air” alongside the iPhone 17, positioning the Air model as the star of its annual product launch.
Chief Executive Tim Cook described the iPhone Air, which starts at $999, as a “game-changer.” The company said it is its most durable handset to date, powered by a high-density battery and a brand-new processor.
The iPhone 17, the latest update to Apple’s flagship line, features a brighter, scratch-resistant screen, an upgraded A19 processor built on three-nanometre technology, and enhanced artificial intelligence functions. The device also comes with a redesigned front-facing camera for improved horizontal selfies.
Apple paired the smartphone unveiling with updates across its product line. A new version of AirPods Pro, priced at $249, now includes live language translation. If both parties in a conversation wear the earbuds, translations can occur in near real time. The new AirPods Pro 3 will be available from September 19.
In its wearable lineup, Apple introduced a blood pressure monitoring feature in the Apple Watch. Pending regulatory approval, the tool is expected to notify an estimated one million people worldwide. Prices for the watch remain unchanged: the SE at $249, Series 11 at $399, and Ultra at $799.
Analysts say the iPhone Air will compete directly with Samsung’s Galaxy S25 Edge and may signal Apple’s ambitions to challenge Samsung’s foldable devices. “This new device will bring a sense of newness to the iPhone, which has remained the same for too long,” said PP Foresight analyst Paolo Pescatore.
The launch arrives amid trade tensions triggered by U.S. President Donald Trump’s tariff policies. Apple estimates tariffs will cost the company more than $1bn this fiscal quarter. Analysts are monitoring whether Apple will offset those costs by raising prices on higher-storage models while keeping base prices steady.
Despite the announcements, Apple’s shares fell about 1.5 percent by mid-afternoon on Wall Street.