Apple launched its highly-anticipated iPhone 17 lineup, which CEO Tim Cook referred to as the brand's "most significant innovation for iPhone to date." The unveiling event, referred to as "awe-inspiring," featured the release of four models, including the supreme iPhone 17 Air, the thinnest and most durable device manufactured by Apple. Cook anticipates the iPhone 17 Air, with its sleek design, will redefine smartphone trends.
Alongside the iPhone 17 Air, the newly unveiled iPhone 17, iPhone Pro, and iPhone Pro Max boast extended battery lifetimes, upgraded resistance against scratches, and superior camera quality than previous models. The starting price for the base model iPhone 17 is $799, with the Air, Pro, and Pro Max models priced at $999, $1,099, and $1,199 respectively. Pre-orders for this new series will begin this Friday, with devices available for purchase from Sept. 19.
Within this launch, Apple also introduced its latest Airpod edition with features supporting live translation and hearing aid functions. Updates to the Apple Watch included new health monitoring capabilities like sleep tracking and hypertension alerts. These products can be pre-ordered immediately and will be ready for delivery starting Sept. 19.
Complementing these new gadgets, Apple's iOS 26 software, will be available in a free update next week. This update includes AI-based enhancements such as novel Genmoji features and the company's advanced "liquid glass" redesign.
However, those who hoped for radical design shifts, including a foldable phone, or more extensive AI function updates may need to be patient. Also, rumors have circulated that Apple might consider acquiring other businesses to boost their AI potential, with potential interest in AI start-ups or even a collaborative endeavor with Google (GOOGL).
After the event, Apple’s shares fell 1.5% and have seen a 6% loss this year, making it one of the only members of the Magnificent Seven whose shares have decreased in 2025, along with Tesla's (TSLA).