In Short:
– Apple has introduced the new iPhone Air, priced at £999, to attract customers and update its smartphone line.
– The Air features innovations like a battery accessory, while Apple faces competition in AI capabilities.

Apple has launched a new “iPhone Air” model, marking its first significant smartphone release in years.

The new device, priced at $999, aims to attract customers following difficulties in delivering AI features.

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

In Short:
– Tim Cook strengthened Apple’s U.S. investment with a $100 billion commitment despite tariff pressures.
– Analysts predict iPhone price rises due to increased component costs and enhanced features.

Apple CEO Tim Cook has successfully managed the company’s relationship with the White House amid tariffs.

Cook presented President Donald Trump with a gold plaque while announcing a $100 billion U.S. investment.

This was part of a broader commitment to spend $600 billion in the U.S. over the next five years.

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.