Although Apple didn’t emphasize AI enhancements at its main launch event, the iPhone 17 lineup, featuring the new Air variant, added some much-needed excitement compared to competing devices from Samsung and Google.
The iPhone Air was the highlight of Apple’s self-described “awe dropping” reveal at the firm’s California headquarters.
“Apple’s approach with the latest product range is straightforward: boost upgrade frequencies and reduce replacement intervals,” said IDC vice president Francisco Jeronimo. “This can only be achieved through a groundbreaking device or a reimagining of existing products.” This is exactly what Apple intends to accomplish this year.
Apple unveiled new smartwatches along with a refreshed version of its premium AirPods.
Here are multiple insights from analysts regarding the event.
Cost Structure.
A pre-event speculation involved potential price hikes from tariffs, yet it is important to emphasize that Apple mostly maintained its pricing for the new iPhone 17 models.
“Ben Wood, chief analyst at CCS Insight, mentioned in a research note that we anticipated Apple would increase iPhone prices due to ongoing inflation pressures and recent tariff disruptions this year.” “This probably indicates the continuing competitive pressure in the smartphone industry and Apple’s intention to maintain the pressure on its competitors, especially.”
Samsung.
The iPhone 17 Pro is priced at $1,099, reflecting a $100 increase from the iPhone 16 Pro, but it offers double the storage capacity.
The iPhone 17 Pro Max is priced from $1,199, matching last year’s version, whereas the iPhone Air launches at $999, which is $100 higher than the iPhone 16 Plus it has taken the place of in the series. The iPhone 17 begins at a price of $799.
Pre-orders start on 12 September, and the phones will be delivered on 19 September
iPhone 17 Pro.
Measuring 5.6 millimetres, the iPhone Air is Apple’s slimmest phone to date. Weighing 5.8 ounces, it features a 6.5-inch ProMotion screen with a refresh rate that reaches 120Hz.
It includes the A19 Pro chip with a 6-core CPU and a 5-core GPU that utilizes the second generation of Apple’s Dynamic Caching technology.
Apple asserts that the A19 Pro chip is the industry’s quickest, delivering MacBook Pro-level computing power to an iPhone, making it perfect for AI tasks that require significant GPU performance.
It also includes a new Apple-designed modem named the C1x, which is twice as fast as the C1, along with a new N1 chip design that enables support for Wi-Fi 7, Bluetooth 6, and Thread.
“Apple’s iPhone 17 Air was the main highlight, showcasing the company’s effort to demonstrate its continued ability to stand out through design,” noted Emarketer analyst Gadjo Sevilla. “The slimmest iPhone to date prompts concerns about whether durability and battery longevity can match, and Apple is confident that innovative materials and silicon developments will enable this.”
Due to a revamped interior and the latest silicon, Apple claimed the titanium-coated Air offers “all day” battery life even with its streamlined design. Company leaders also promoted a sleek, lightweight MagSafe battery that extends the device’s video playback time to 40 hours.
“A thinner and lighter iPhone is a logical choice, adopting a successful approach used in other product lines,” remarked PP Foresight CEO Paolo Pescatore. “It now clears the path for Apple to introduce a foldable device in the future.”
“This new device will ultimately provide a feeling of freshness to the iPhone, which has stayed unchanged for too long.” This alone generates enthusiasm within Apple’s dedicated core iPhone audience, which will continue to sell millions.
eSIM.
A significant achievement for the Air is that it is exclusively equipped with eSIM-support worldwide to optimize battery capacity.
“Wood stated that Apple is intensifying its focus on eSIM with the iPhone 17 Air.” “After making the eSIM-only iPhone the standard option in the US, it is now promoting this technology globally.”
Wood stated that Apple asserts there are currently over 500 networks that offer eSIM support.
“For those who don’t, there will be a frantic rush to establish the capability as quickly as possible,” he stated.
Smartwatch.
Wood mentioned that the entry-level Apple Watch SE 3 signifies the most substantial enhancement. He mentioned attributes like a constant display; enhanced health metrics, including skin temperature monitoring; extended battery duration; and quicker charging.
“At the identical price of only $249, we think this is now an exceptionally compelling deal.”
The company unveiled its Apple Watch Series 11, offering up to 24 hours of battery life, along with its premium Apple Watch Ultra that includes built-in satellite communications for the first time.
AirPods.
The latest Apple Pro 3 earbuds showcase a redesigned shape intended for improved comfort in the ear canal, along with real-time translation capabilities powered by Apple Intelligence.
The Apple AirPods Pro are considered the top earbuds available, and they currently surpass all other products in this category in sales. “The AirPods Pro 3 enhance an already great product,” Wood stated. “The updated design is expected to enhance performance, and incorporating live translation and a heart rate sensor at no extra charge provides additional features that could motivate users to opt for the highest-end, and thus most lucrative model in the lineup.”
Pescatore stated that the AirPods Pro 3 is a significant enhancement and that real-time translation is emerging as a fundamental feature in wearables for users.
“We must not overlook the remarkable engineering achievement that supports this and similar products,” he stated.
AirPods Pro 3 and Apple Watch SE are available for purchase today (9 September), with deliveries beginning on 19 September.
Although Apple avoided the AI competition with rivals like Google and Samsung, Sevilla remarked that the event established the company as “a longstanding pioneer in AI hardware, featuring silicon and device-level integration.”
“It underscores that Apple’s edge is still based on product experience instead of standalone AI as a product,” he finished.
