Apple unveiled a wave of new technology at its annual product showcase on Tuesday, headlined by the debut of the slim iPhone Air. The company described the device as its “most durable” smartphone yet, featuring a high-density battery and a next-generation processor. The iPhone Air will start at $999, positioning it as a premium option in Apple’s lineup.
Alongside the Air, Apple also announced the iPhone 17. This latest flagship introduces a brighter, scratch-resistant display, a redesigned front-facing camera aimed at improving horizontal selfies, and the A19 chip, built with three-nanometre technology. The new processor is designed to enhance on-device artificial intelligence performance.
Updates to AirPods and Apple Watch
The event also highlighted updates to Apple’s wearable and audio products. The AirPods Pro 3, priced at $249, introduce live translation features. When two users wear the earbuds, conversations can be translated nearly in real time. They will be available starting September 19.
For the Apple Watch, the company revealed a blood pressure monitoring tool, pending regulatory approval. While not intended to detect all cases of hypertension, Apple estimates the feature could alert up to one million people worldwide. It will roll out in 150 countries. Pricing remains unchanged: the SE at $249, Series 11 at $399, and Ultra models beginning at $799.
Competition and Market Impact
The iPhone Air is expected to compete directly with Samsung’s Galaxy S25 Edge. Analysts suggest it may also signal Apple’s preparation to enter the foldable phone market, an area where Samsung is already on its seventh generation. Foldable devices are especially popular in China, a key market where Apple has recently lost ground.
“This lineup brings much-needed freshness to the iPhone, which has looked largely the same for years,” noted Paolo Pescatore of PP Foresight. “Apple is now better positioned to appeal to different customer segments.”
Tariffs and Financial Outlook
The launch comes amid ongoing trade tensions, with Apple projecting more than $1 billion in tariff-related expenses this quarter. Market watchers are focused on whether the company will offset those costs by raising iPhone prices or by keeping base models stable while charging more for higher storage options.
One area that did not receive a major update is Siri, Apple’s virtual assistant. A more significant overhaul is now expected next year. In the meantime, the company is leaning on artificial intelligence partnerships, including collaborations with OpenAI, to strengthen its ecosystem.
Despite the buzz around the announcements, Apple shares slipped about 1.5 percent in New York trading on Tuesday afternoon.
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