Apple launched its iPhone 17 lineup, headlined by the slim iPhone 17 Air, at its September 9 event, alongside updated Apple Watches and AirPods Pro 3. 
The iPhone 17 Air, priced at USD 999, features a high-density battery and the new A19 Pro chip, optimized for AI and energy efficiency. CEO Tim Cook called it a “game changer,” noting its durability and two-camera setup, eliminating the physical SIM slot for more battery space.
The iPhone 17 (USD 799 for 256GB) boasts a brighter, scratch-resistant screen and improved selfie camera, while the iPhone 17 Pro (USD 1,099 for 256GB) matches last year’s pricing.
The iPhone 17 Air as it was unveiled on September 9, 2025. (Photo/Apple)
Apple’s new N1 and C1X chips handle Wi-Fi and cellular data, reducing reliance on Broadcom and Qualcomm, whose shares dipped post-announcement.
Apple's AirPods Pro 3. (Photo/Ars Technica)
The AirPods Pro 3 (USD 249, available September 19) introduces live translation for real-time multilingual conversations. The Apple Watch Series 11 (USD 399), SE (USD 249), and Ultra 3 (USD 799) maintain prior pricing, with a new blood pressure monitor feature pending regulatory approval, expected to notify 1 million users across 150 countries.
Apple Watch Series 11. (Photo/Apple)
Analysts see the iPhone Air as a response to Samsung’s Galaxy S25 Edge and a step toward foldable phones to compete in China. Despite global trade challenges, including USD 1 billion in tariff costs, Apple’s steady pricing strengthens its market stance.