CUPERTINO, Calif.—Apple on Tuesday rolled out its subsequent era of iPhones that features a new ultra-thin mannequin and a slight value hike for one in all its high-end fashions, whereas the corporate feels the squeeze of a worldwide commerce struggle.
The iPhone 17 line-up features a new slimmed-down mannequin that may undertake the “Air” title that Apple already makes use of for its sleekest iPads and Mac computer systems. In what has grow to be an annual ceremony for Apple, all 4 new iPhone 17 fashions will characteristic higher cameras and longer-lasting batteries than final yr’s line-up. The iPhone 17 will all boast at the very least 256 gigabytes of storage, doubling the minimal quantity from the final era.
“We are raising the bar again,” Apple CEO Tim Cook dinner boasted in entrance of a crowd gathered in an auditorium named after the corporate’s late co-founder, Steve Jobs, positioned on its campus in Cupertino, California.
The brand new iPhones are the primary to be launched since President Donald Trump returned to the White Home and unleashed a barrage of tariffs, in what his administration says is an try and convey abroad manufacturing again to the USA—a campaign that has thrust Cook dinner into the recent seat.
All of the iPhone 17 fashions are nonetheless anticipated to be made in Apple’s manufacturing hubs in China and India, exposing them to a few of Trump’s tariffs.
Analysts imagine the extra charges on iPhones coming into the USA enhance the stress on Apple to boost costs to assist defend its revenue margins on its most marquee product.
With out giving a selected purpose, Apple will cost $1,100 for the iPhone 17 Professional, a rise of $100, or 10 p.c, from earlier variations of that mannequin. The iPhone Air will begin at $1,000—the worth of final yr’s iPhone 16 Professional.
Apple is sticking with the identical beginning value for the fundamental iPhone 17 at $800 and the iPhone 17 Professional Max at $1,200.
All 4 fashions will likely be in shops Sept. 19.
Apple’s shares fell almost 2 p.c in Tuesday’s late afternoon buying and selling.
In a transfer aimed on the selfie tradition, the iPhone 17 fashions will characteristic a entrance digital camera with extra megapixels for crisper photographs. The entrance digital camera may also have an possibility referred to as “Center Stage” that may reap the benefits of a wider view of discipline and a brand new sensor that may allow customers to take panorama photographs with out having to rotate the iPhone.
Though a lot of the upgrades to the iPhone 17 are much like the incremental enhancements of latest years, Apple seems to have executed sufficient to “bring a sense of newness to the iPhone, which has remained the same for too long,” mentioned PP Foresight analyst Paolo Pescatore.
Whereas the iPhone 16 launched final yr fared fairly properly, the fashions didn’t promote fairly in addition to analysts had anticipated as a result of Apple didn’t ship all the synthetic intelligence options it had promised, together with a wiser and extra versatile Siri assistant. The Siri enhancements have been pushed again till subsequent yr.
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