Apple has announced a sweeping lineup of new hardware at its annual product launch event, headlined by the debut of the all-new iPhone Air, a slimmer and more durable version of its flagship smartphone, alongside the iPhone 17 and the next generation of AirPods Pro and Apple Watch.

iPhone Air: Apple’s thinnest and most durable iPhone

Unveiled as the centrepiece of the event on Tuesday, the iPhone Air was described by Apple CEO Tim Cook as a “game-changer.” The new model features a high-density battery, a redesigned structure for improved durability, and a sleek form factor aimed at appealing to users seeking lighter devices.

The iPhone Air will launch at a starting price of $999 and is positioned to challenge Samsung’s Galaxy S25 Edge, as Apple prepares to eventually enter the foldable phone market — a key trend in China, where the tech giant has seen declining market share.

iPhone 17 introduced with AI-ready chip, camera upgrades
Apple also launched the iPhone 17, which includes a brighter, more scratch-resistant display and a front-facing camera with a newly shaped sensor to enhance horizontal selfies.

The device runs on the A19 processor, built using cutting-edge three-nanometre (3nm) chipmaking technology, which Apple says will power enhanced on-device AI capabilities. Despite these upgrades, no major improvements were announced for Siri, with Apple deferring updates to its virtual assistant until next year. The company has partnered with OpenAI, the maker of ChatGPT, to support select AI features across its devices.

AirPods Pro 3: Real-time translation and smart conversations

Apple also revealed the AirPods Pro 3, which will include live language translation. In a major new feature, if both parties in a conversation wear the new AirPods, the devices will translate conversations in near real time.

The AirPods Pro 3 will be priced at $249, matching the previous generation, and will be available starting September 19.

Apple watch gains blood pressure monitoring

The newest Apple Watch lineup includes a blood pressure monitor, pending regulatory approval. While not designed to detect all instances of high blood pressure, Apple estimates the feature could notify up to one million users across 150 countries.

The pricing remains unchanged: the SE starts at $249, the Series 11 at $399, and the high-end Ultra model begins at $799.

Apple reinventing its lineup under global trade pressure

Market analysts have noted that the updated iPhone lineup represents a necessary refresh to counter stagnating design trends and to better serve segmented consumer demand.

“This new device will bring a sense of newness to the iPhone, which has remained the same for too long,” said Paolo Pescatore, a telecom analyst at PP Foresight. “The new and much-improved iPhone lineup looks impressive, which puts [Apple] in a strong position to cater for different segments.”

Apple’s announcements come against the backdrop of growing global trade tensions, with the company attributing over $1 billion in projected quarterly costs to tariffs triggered by U.S. President Donald Trump’s trade policies.

To offset these costs, analysts are watching whether Apple will increase prices across the board, or maintain base pricing while charging more for higher-spec models.

Despite the fanfare surrounding the event, Apple’s stock was down 1.5% on Wall Street as of 2:15pm New York time (18:15 GMT).

Source: BBC