Apple unveils iPhone 17 Air, new watches, AirPods at annual event

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.

Apple’s new N1 and C1X chips handle Wi-Fi and cellular data, reducing reliance on Broadcom and Qualcomm, whose shares dipped post-announcement.

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.

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.