Apple has introduced its latest iPhone 17 lineup, featuring its thinnest smartphone ever, as the company aims to stay competitive in the fast-evolving generative artificial intelligence landscape. The unveiling took place at the company’s annual launch event in Cupertino, California, on Tuesday.
The star of the show was the new iPhone 17 Air, which Chief Executive Tim Cook described as “a total game changer.” At just 5.6mm thick, the device is Apple’s slimmest iPhone to date. Priced starting at $999, it is equipped with the new A19 Pro processor, the company’s most powerful mobile chip, and promises all-day battery life with up to 40 hours of video playback.
The launch comes at a challenging time for the tech giant. Apple faces pressure from the White House to reduce its reliance on Chinese manufacturing, while investors are questioning whether the company can keep up in the artificial intelligence race. Additionally, the firm is grappling with financial impacts from high tariff policies under President Donald Trump’s administration. Apple shares have fallen more than three percent since he took office in January.
Although all the new devices include generative AI technology, Apple did not announce any major expansions of its AI capabilities beyond updates to its existing “Apple Intelligence” suite. The company’s AI initiatives, launched late last year, have so far struggled to gain significant traction. Users have expressed particular disappointment with Siri, which remains limited despite years of promises of improvement.
Industry analysts see the introduction of the ultra-thin iPhone 17 Air as a strategic shift. Rather than focusing on larger screens, Apple is now positioning design and portability as its key premium selling points. The slim profile may also hint at a future foldable iPhone, a market where rivals like Samsung and Huawei already compete.
However, the sleek design brings engineering challenges, including higher production costs and less space for batteries. Apple claims the iPhone 17 Air can still deliver 24 hours of use on a full charge.
Despite increased manufacturing costs due to tariffs, Apple has kept prices unchanged from last year’s equivalent models—a decision that may affect profit margins. Cook revealed in July that Trump’s tariffs cost Apple $800 million in the previous quarter, with an estimated $1.1 billion impact expected this quarter.
Following the pricing announcement, Apple shares fell 1.40 percent, reflecting investor concerns over the company’s ability to protect profitability.
In addition to the new iPhones, Apple also launched the AirPods Pro 3, with improved noise cancellation and real-time translation features, and the Apple Watch Series 11, which includes 5G connectivity, longer battery life, and heart health monitoring tools pending regulatory approval.
The event emphasised Apple’s attempt to reinvigorate its brand and encourage customers to upgrade their devices sooner amid a trend of longer ownership cycles.
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