Apple on Tuesday unveiled the iPhone 17, a brand new collection of iPhones geared up with longer-lasting batteries and higher-quality cameras, the corporate mentioned.
The corporate additionally introduced a first-ever iPhone mannequin referred to as the iPhone 17 Air, which boasts a slimmed-down design. Apple referred to as the iPhone 17 Air the corporate’s “thinnest iPhone ever.”
In all, the corporate introduced 4 new iPhone fashions: iPhone 17, iPhone 17 Air, iPhone Professional and iPhone 17 Professional Max. The iPhone 17 sells for $799, whereas the iPhone Air runs for $999. The iPhone Professional prices $1,099, and the iPhone Professional Max sells for $1,199.
The brand new iPhone fashions can be found for pre-order and can hit shops on Sept. 19, Apple mentioned.
The iPhone 17 collection incorporates a dual-lens digital camera system, together with a brand new ultra-wide 48 megapixel digital camera alongside a separate lens with various megapixel choices relying on the mannequin. An up to date entrance digital camera will enable customers to take panorama selfies whereas holding the telephone vertically, making it not crucial to carry the smartphone horizontally for such photos.
A brand new era of Apple silicon chips, referred to as the A19 and A19 Professional, allow larger processing energy, the corporate mentioned. The iPhone 17 collection additionally enhance the scale of the show display by narrowing the border on the perimeter of the smartphone. Every iPhone 17 mannequin comes with 256 gigabytes of reminiscence.
The brand new iPhone fashions higher incorporate Apple Intelligence, the corporate’s artificial-intelligence pushed software program, the corporate mentioned. In the meantime, the iPhone 17 Professional Max makes use of new battery know-how to supply the most lasting battery lifetime of any iPhone mannequin ever provided.
The occasion, which Apple promoted beneath the moniker “awe dropping,” additionally featured new variations of the Apple Watch and AirPods.
Apple CEO Tim Cook dinner speaks on stage throughout an announcement of recent merchandise at Apple Park, Sept. 9, 2025, in Cupertino, Calif.
Godofredo A. Vasquez/AP
In June, Apple launched expanded artificial-intelligence capabilities and a brand new design interface throughout all of its merchandise. A recent working system referred to as iOS 26 will ship new person options reminiscent of real-time language translation in iMessages and picture identification, Apple mentioned
The corporate additionally mentioned that it will make further artificial-intelligence capabilities obtainable to builders, permitting them to create AI-fueled software program for Apple merchandise.
The product launch on Tuesday arrives at a vital second for Apple. The corporate faces elevated competitors from rivals providing AI-fueled software program. President Donald Trump’s tariffs, in the meantime, are anticipated to value the corporate greater than $1 billion this quarter, in response to an organization estimate.
As of noon on Tuesday, earlier than the Apple occasion, the corporate’s inventory value had fallen 6% to this point this yr.
On an earnings name in Could, Apple CEO Tim Cook dinner mentioned the corporate had shifted manufacturing of most iPhones bought within the U.S. to India as a method of avoiding excessive tariffs. By August, Trump had slapped 50% tariffs on India, condemning the nation over its resolution to proceed buying Russian oil all through the Russia-Ukraine battle.
Cook dinner has sought to determine pleasant relations with Trump, showing on the White Home for public occasions twice in latest weeks. In April, Trump exempted telephones, computer systems and chips from so-called “reciprocal tariffs” imposed on China-made items.
