This model replaces the Plus line and initiates a refresh since the iPhone X.

The iPhone Air is designed to pave the way for a potential foldable iPhone next year, indicating Apple’s commitment to creating thinner devices. Analysts highlight challenges with foldable technology, expressing optimism about Apple’s advancements.

The iPhone 17’s base price remains at $799, with the cheapest Pro model starting at $1,099.

Tariffs will be avoided as Apple sources most iPhones from India. The company introduced a battery accessory to enhance the Air’s life, although it adds bulk.

Design Innovations

Apple has also introduced new AirPods Pro featuring a heart monitor and an Apple Watch that can detect high blood pressure.

However, the company faces criticism for lagging AI capabilities compared to competitors like Google. Investor sentiment remains positive following a strong sales quarter and positive developments regarding trade tariffs.

Futurum Group CEO Daniel Newman said that the iPhone 17 launch comes at a “really tough” moment for Apple.

“The problem with Apple is that everything that’s showing up today is, in fact, pretty incremental,” he told CNBC’s “Power Lunch.” “Yes, the phone is thinner, and yes, it looks great. We haven’t had a big supercycle in four years.”

Other devices

The new AirPods Pro 3 boast improved audio quality and noise cancellation. A new feature is real-time translation of conversations in foreign languages. They cost $249, the same as their predecessor.

Apple released three new Apple Watch models: the Series 11, which includes updates to the low-end SE and high-end Ultra models. Prices remain unchanged. Apple has added a new health feature to the devices, using machine learning to assess the risk of high blood pressure.

Apple’s iOS 26 will be available as a free software update on Monday.

AirPods Pro 3, the new Apple Watch lineup, iPhone 17, iPhone 17 Pro, and the all-new iPhone Air—here’s everything we just announced! pic.twitter.com/EDPNjpoUW8

— Tim Cook (@tim_cook) September 9, 2025

Apple shares down after event concludes

Despite these efforts, analysts predict Apple may raise iPhone prices due to ongoing tariff pressures.

CounterPoint’s Jeff Fieldhack noted speculation about a potential increase. While Apple has managed the impact of tariffs better than anticipated, it has incurred costs amounting to $800 million recently.

Pricing Trends

Apple has a history of cautious pricing strategies.

While it has not raised prices significantly in recent years, component costs have increased. Analysts expect upcoming iPhones to boast enhanced features, which could justify a price rise.

Additionally, reports suggest an entry-level Pro model may be eliminated, leading consumers to face higher starting prices for new devices. Cook previously stated that there were no immediate price changes to announce.

Mehta explained the changing market dynamics, particularly due to AI technology, arguing against drastic interventions that could disrupt competition.

The decision is viewed positively by Wall Street analysts, as it allows Google to continue its $20 billion annual payment to Apple for being the default search provider.

This arrangement could further foster collaboration on AI services.

Future Innovations

The ruling impacts Google’s ability to create exclusive agreements and requires data-sharing to boost competition.

Critics argue the remedies are insufficient, with calls for an appeal regarding Mehta’s perceived leniency toward Google.

In related news, Google stated the judgement reflects industry changes, affirming that competition remains robust. The Justice Department plans to review the ruling’s implications for restoring competition in the search market.