New York. Apple on Tuesday unveiled its iPhone 17 lineup, including the debut of the iPhone Air, which the company says is its thinnest smartphone yet.

The four new models continue Apple’s familiar playbook: upgraded cameras, longer battery life, and other across-the-board refinements. Each device is powered by the new A19 chip, designed to enhance Apple’s expanding suite of artificial intelligence features.

The announcement marks Apple’s first iPhone launch since President Donald Trump returned to the White House and imposed new tariffs on imported goods. While some analysts had expected Apple to raise prices, the company largely held steady. The iPhone 17 starts at about $800, the iPhone Air at $1,000, and the Pro and Pro Max at $1,100 and $1,200, respectively. The Pro is $100 more expensive than last year’s model, but still within the $800 to $1,200 range Apple has maintained since 2020.

Cameras and Battery

All models feature improved front and rear cameras. The iPhone 17’s front-facing camera now offers a wider field of view and a new sensor for landscape selfies without rotating the phone. The iPhone Air introduces dual-recording with front and back cameras simultaneously, while the Pro and Pro Max add a more powerful telephoto lens.

Apple also touts longer battery life across the lineup, with the iPhone Air described as its most power-efficient model to date.

Artificial Intelligence

The iPhone 17 runs on iOS 26, launching next week. The operating system adds incremental AI-driven tools such as detailed screen analysis from screenshots and expanded live translation. A new “Center Stage” feature for the front camera is exclusive to the iPhone 17 line.

Still, Apple is seen as playing catch-up in AI. Last year’s iPhone 16 underperformed sales expectations after delays in delivering promised AI upgrades, including a more advanced Siri assistant. Siri improvements are now expected next year.

Other Devices

Alongside the iPhone 17, Apple introduced new AirPods Pro 3, Apple Watch Series 11, and Apple Watch Ultra 3.

The AirPods Pro 3 ($249) feature on-device AI for live translation, echoing similar offerings from Google. The Series 11 watch ($399) includes a “sleep score” tracker and hypertension alerts, pending FDA approval. The Ultra 3 sports watch ($799) boasts Apple’s largest watch display and longest battery life to date. The updated Apple Watch SE remains priced at $249.

Apple’s latest products will hit stores on Sept. 19.

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