- Apple launched the ultra-thin iPhone Air, part of the iPhone 17 lineup, starting at $999.
- New AirPods feature live translation; Apple Watch Series 11 adds hypertension alerts.
- AI updates were minimal, despite past promises to revamp Siri.
- Tariffs on Chinese imports threaten price hikes; Apple shifts production to India.
- Analysts say Apple is falling behind competitors in generative AI integration.
Apple has introduced its slimmest smartphone to date — the iPhone Air — at its annual product showcase, themed “awe-dropping.” The device, measuring just 5.6mm thick, headlines the company’s new iPhone 17 lineup and signals a bold shift toward minimalist design without compromising performance.
Crafted from spacecraft-grade titanium and featuring a 6.5-inch Super Retina XDR display, the iPhone Air is positioned between the standard and Pro models. It promises durability, crack resistance, and all-day battery life, with storage options ranging from 256GB to 1TB. Preorders begin Friday, with global availability set for September 19 at a starting price of $999.
The broader iPhone 17 family includes standard, Pro, and Pro Max editions, each boasting upgraded cameras, faster chips, and expanded storage. A standout feature across the lineup is dual filming mode, allowing simultaneous capture from both front and rear cameras — a nod to content creators and vloggers.
Apple also refreshed its accessory ecosystem. The AirPods Pro 3 now offer enhanced noise cancellation, five earpiece sizes, and live translation — a feature that allows users to hear real-time language conversions. The earbuds launch alongside the iPhones at $249.
On the wearable front, Apple introduced the Watch Series 11, including updates to the Ultra and SE models. New health features target hypertension and sleep monitoring, with Apple projecting that its blood pressure alerts could benefit over a million users this year.
However, the event was notably quiet on artificial intelligence. Despite previous promises to overhaul Siri and expand Apple Intelligence, the company made only passing references to its generative AI ambitions. Analysts say Apple continues to trail rivals like Google, which has already embedded AI deeply into its Pixel devices.
Complicating matters further are looming tariffs under President Donald Trump’s administration, which threaten to inflate iPhone prices due to levies on Chinese imports. Apple has responded by shifting production to India and accelerating shipments to the U.S. ahead of the tariff deadline — a move aimed at avoiding a feared $2,000 price tag.
As Apple pushes design boundaries and expands its hardware lineup, questions remain about its AI roadmap and how global trade tensions will shape its next chapter.
