Apple on Tuesday unveiled the iPhone 17, a brand new sequence of iPhones outfitted with longer-lasting batteries and higher-quality cameras, the corporate stated.
The corporate additionally introduced a first-ever iPhone mannequin referred to as the iPhone 17 Air, which boasts a slimmed-down design. Apple referred to as the iPhone 17 Air the corporate’s “thinnest iPhone ever.”
In all, the corporate introduced 4 new iPhone fashions: iPhone 17, iPhone 17 Air, iPhone Professional and iPhone 17 Professional Max. The iPhone 17 sells for $799, whereas the iPhone Air runs for $999. The iPhone Professional prices $1,099, and the iPhone Professional Max sells for $1,199.
The brand new iPhone fashions can be found for pre-order and can hit shops on Sept. 19, Apple stated.
The iPhone 17 sequence includes a dual-lens digital camera system, together with a brand new ultra-wide 48 megapixel digital camera alongside a separate lens with various megapixel choices relying on the mannequin. An up to date entrance digital camera will enable customers to take panorama selfies whereas holding the cellphone vertically, making it now not crucial to carry the smartphone horizontally for such photographs.
A brand new technology of Apple silicon chips, referred to as the A19 and A19 Professional, allow larger processing energy, the corporate stated. The iPhone 17 sequence additionally improve the dimensions of the show display screen by narrowing the border on the perimeter of the smartphone. Every iPhone 17 mannequin comes with 256 gigabytes of reminiscence.
The brand new iPhone fashions higher incorporate Apple Intelligence, the corporate’s artificial-intelligence pushed software program, the corporate stated. In the meantime, the iPhone 17 Professional Max makes use of new battery expertise to supply the longest enduring battery lifetime of any iPhone mannequin ever supplied.
The occasion, which Apple promoted beneath the moniker “awe dropping,” additionally featured new variations of the Apple Watch and AirPods.
Apple CEO Tim Prepare dinner speaks on stage throughout an announcement of latest merchandise at Apple Park, Sept. 9, 2025, in Cupertino, Calif.
Godofredo A. Vasquez/AP
In June, Apple launched expanded artificial-intelligence capabilities and a brand new design interface throughout all of its merchandise. A recent working system referred to as iOS 26 will ship new consumer options similar to real-time language translation in iMessages and picture identification, Apple stated
The corporate additionally stated that it might make extra artificial-intelligence capabilities accessible to builders, permitting them to create AI-fueled software program for Apple merchandise.
The product launch on Tuesday arrives at an important second for Apple. The corporate faces elevated competitors from rivals providing AI-fueled software program. President Donald Trump’s tariffs, in the meantime, are anticipated to price the corporate greater than $1 billion this quarter, in accordance with an organization estimate.
As of noon on Tuesday, earlier than the Apple occasion, the corporate’s inventory worth had fallen 6% to this point this 12 months.
On an earnings name in Might, Apple CEO Tim Prepare dinner stated the corporate had shifted manufacturing of most iPhones bought within the U.S. to India as a way of avoiding excessive tariffs. By August, Trump had slapped 50% tariffs on India, condemning the nation over its resolution to proceed buying Russian oil all through the Russia-Ukraine battle.
Prepare dinner has sought to determine pleasant relations with Trump, showing on the White Home for public occasions twice in current weeks. In April, Trump exempted telephones, computer systems and chips from so-called “reciprocal tariffs” imposed on China-made items.
