Apple unveiled its latest iPhone lineup on Tuesday, introducing a new ultra-thin model and a slight price increase for one of its high-end models amidst the backdrop of ongoing global trade tensions. The iPhone 17 series features a new slimmed-down model carrying the “Air” moniker, akin to Apple’s sleek iPads and Mac computers. In a customary move for Apple, all four new iPhone 17 models boast improved cameras and longer-lasting batteries compared to the previous year’s lineup.
Each iPhone 17 model will offer a minimum of 256 gigabytes of storage, marking a doubling of the base storage from the previous generation. Apple’s CEO, Tim Cook, proudly declared, “We are raising the bar again,” during the product announcement at Apple’s Cupertino campus.
Despite the ongoing trade war and the imposition of tariffs by the U.S. government, all iPhone 17 models are expected to be manufactured in Apple’s production facilities in China and India. Analysts suggest that the additional tariffs on iPhones entering the U.S. may compel Apple to raise prices to safeguard its profit margins on its flagship product.
In Canada, the iPhone 17 Pro will be priced at $1,599, up $150 from previous models, while the iPhone Air will start at $1,449, the same as last year’s iPhone 16 Pro. The base model of the iPhone 17 will be priced at $1,129, with the iPhone 17 Pro Max starting at $1,749. All four models will be available in stores starting September 19.
Apple’s shares experienced a nearly two percent decline in late afternoon trading on Tuesday. The new iPhone 17 models emphasize enhancements to the front camera, including higher megapixels for sharper selfies and a feature called “Center Stage” that leverages a wider field of view and a new sensor for capturing landscape photos without rotating the device.
While most upgrades to the iPhone 17 are incremental, Apple’s efforts have been lauded for injecting a sense of freshness into the product lineup. Notably, the iPhone 16 release last year faced lower-than-expected sales due to unmet promises of advanced artificial intelligence features, such as an improved Siri assistant, which are now deferred to next year.
The ongoing global trade war has added complexities to Apple’s operations. Despite the pressure from the Trump administration to shift iPhone production to the U.S., analysts view this demand as impractical and foresee significant price hikes if implemented. Apple’s diplomatic efforts, including substantial investment pledges in the U.S., have helped mitigate the impact of tariffs. However, with iPhones facing import duties, speculation arises on potential price adjustments to maintain profit margins.
Apple’s stock performance has seen fluctuations amid tariff concerns but has shown signs of resilience. A recent court ruling securing a significant annual payment from Google for its search engine placement on iPhones has buoyed investor confidence in Apple’s prospects.