Apple unveiled its latest iPhone lineup on Tuesday, featuring a new ultra-thin model and a slight price increase for one of its premium models, amidst the impact of a global trade conflict. The iPhone 17 series introduces a new slimmed-down version under the “Air” branding, akin to Apple’s sleek iPads and Mac computers. With enhanced cameras and extended battery life across all four models, the iPhone 17 range guarantees a minimum of 256 gigabytes of storage, doubling the previous generation’s capacity.
During the launch event at the Steve Jobs Auditorium in Cupertino, California, Apple CEO Tim Cook highlighted the company’s commitment to innovation. Despite challenges posed by recent trade tensions, all iPhone 17 models will continue to be manufactured in China and India, subjecting them to potential tariffs. Analysts foresee increased pricing pressure on Apple due to additional fees on U.S.-bound iPhones, aimed at safeguarding profit margins.
In Canada, the iPhone 17 Pro will retail at $1,599, up by $150 from the previous model, while the iPhone Air starts at $1,449, equivalent to last year’s iPhone 16 Pro. The base iPhone 17 model starts at $1,129, with the iPhone 17 Pro Max priced at $1,749, hitting stores on September 19. Apple’s stock dipped by nearly two percent in late Tuesday trading following the announcement.
Noteworthy improvements in the iPhone 17 series include a high-resolution front camera tailored for selfie enthusiasts, equipped with a “Center Stage” feature for wider-angle shots and enhanced landscape photography capabilities. While the upgrades align with Apple’s incremental approach, industry analysts view them as a refreshing change for a product that has seen limited innovation in recent iterations.
The previous iPhone 16 release, though successful, fell short of expectations due to delayed artificial intelligence features, notably improvements to the Siri assistant, now postponed to the following year. The ongoing global trade dispute has further complicated Apple’s operations, as President Trump and Commerce Secretary Lutnick advocate for domestic iPhone production, a move deemed impractical and cost-prohibitive.
Amidst diplomatic efforts to mitigate tariff impacts, Apple remains cautious about potential price adjustments to maintain profitability. Recent market trends suggest a rebound in Apple’s stock performance, buoyed by expectations of lesser tariff repercussions and a favorable court ruling securing a significant annual payment from Google for search engine default status on iPhones.
