Apple Unveils the iPhone 17 Lineup

Apple Inc. introduced its iPhone 17 lineup, adding an all-new skinnier Air design and improving the devices’ durability and camera technology.

The company unveiled the new smartphones at an event with the tagline “awe dropping” from its headquarters in Cupertino, California. Apple also debuted new smartwatches and an updated version of its high-end AirPods.  Ed Ludlow reports from the event in Cupertino.

The technology giant is looking to keep customers hooked on the smartphone — its biggest moneymaker — after signs of slowing demand in recent years. Apple has been contending with a saturated market for phones as well as fiercer competition in places like China.

“IPhone Air is a total game changer,” Chief Executive Officer Tim Cook said during the presentation.

Apple kept the starting price of its standard iPhone the same at $799. Though the Pro model will go up by $100, it also has twice as much storage. And the new Air version will cost $999, putting it in the middle of its price range.

The skinnier model has ceramic shields on both sides of the phone, helping make the device more durable. The model is 5.6 millimeters wide and “exceptionally light,” the company said. Though Apple rival Samsung Electronics Co. introduced its own skinny model earlier this year — the Galaxy S25 Edge — that device is 5.8 millimeters.

The Air, which borrows its name from Apple’s existing laptop and iPad models, uses an in-house chip for Bluetooth and Wi-Fi. There’s also a speedier version of the Apple-designed modem that previously appeared in the iPhone 16e.

Apple’s new Pro model, meanwhile, has a new aluminum design and a system designed to reduce heat. Its performance is 40% higher than the iPhone 16 Pro, the company said. Like the Air, it also has a ceramic shield on both sides.

Bloomberg previously reported on plans for the iPhone Air and other features. That left few major surprises during the presentation Tuesday, and investors were generally underwhelmed.

The stock slipped 1.5% to $234.39 as of 2:20 p.m. in New York. Apple shares had fallen 5% this year through Monday’s close.--------

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