Apple introduced the iPhone Air, iPhone 17, iPhone 17 Pro and AirPods Pro 3, along with new Apple Watch models, at its annual launch event. The company kept iPhone prices stable despite US President Donald Trump’s tariffs impacting profitability.
The star of the event, the iPhone Air, comes with a thinner design, a high-density battery, and an energy-efficient A19 Pro processor. Its starting price is set at $999. Apple described the device as “the most durable iPhone ever made“.
The new iPhone 17 base model will go on sale for $799, while the iPhone 17 Pro will go on sale for $1,099. Keeping prices stable is seen as Apple’s strategy to maintain its competitiveness against Samsung, Google, and Chinese rivals.
Also, the new AirPods Pro 3 stands out with its real-time live translation feature, while the blood pressure monitor feature added to the Apple Watch will be available in 150 countries after approval.
Analysts interpret Apple’s decision not to raise prices as a “strategic move to allow consumers to upgrade in the face of rising costs.” However, the company’s shares fell by 1.6% after the launch.
