Apple unveiled its latest iPhone models on Tuesday, showcasing a new ultra-thin version alongside a slight price increase for one of its premium models, all amidst the backdrop of ongoing global trade tensions. The iPhone 17 series introduces a new streamlined model dubbed the “Air,” following Apple’s trend of sleek product names. Featuring enhanced cameras and extended battery life compared to the previous year’s lineup, all four iPhone 17 models will offer a minimum of 256 gigabytes of storage, doubling the previous generation’s capacity.
During the launch event at Apple’s Cupertino campus, CEO Tim Cook emphasized the company’s commitment to innovation. The new iPhones will be subject to the impact of the trade war initiated by U.S. President Donald Trump upon his return to office, with tariffs affecting Apple’s production facilities in China and India.
Analysts anticipate that these tariffs may prompt Apple to raise prices to maintain profit margins on its flagship product, especially with additional costs incurred for iPhones entering the U.S. market. In Canada, the iPhone 17 Pro will be priced at $1,599, up $150 from its predecessor, while the iPhone Air will start at $1,449, aligning with last year’s iPhone 16 Pro cost. The basic iPhone 17 will begin at $1,129, with the iPhone 17 Pro Max priced at $1,749, with all models set for release on September 19.
In response to the selfie trend, the iPhone 17 models will feature upgraded front cameras for sharper images. Additionally, a new feature called “Center Stage” will leverage a wider field of view and a specialized sensor for capturing landscape photos without rotating the device. While the improvements to the iPhone 17 mirror past incremental upgrades, they are seen as revitalizing the product line, addressing criticism that Apple’s iPhones have lacked innovation.
The impact of the global trade war, coupled with pressures to shift iPhone production to the U.S., continues to challenge Apple. Efforts to appease President Trump through substantial investments in the U.S. have shielded the company from harsh tariffs, but the possibility of price adjustments remains. Despite these challenges, Apple’s stock has shown resilience, buoyed by positive developments such as ongoing revenue from Google and favorable court decisions.
The unveiling of the iPhone 17 marks a significant milestone for Apple in navigating the complexities of trade disputes while striving to meet consumer demands for cutting-edge technology.