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| An attendee showcases the new iPhone Air during Apple’s “Awe-Dropping” event at the Steve Jobs Theater, Apple Park, Cupertino, California, on September 9, 2025. |
New York Apple has introduced its most significant iPhone redesign in years, debuting a slimmer, lighter device called the iPhone Air, which CEO Tim Cook hailed as the “biggest leap ever for iPhone.”
The announcement came during Apple’s annual hardware showcase at its headquarters in Cupertino, California, where the company also revealed upgrades to the Apple Watch and AirPods Pro. The event, teased under the tagline “awe dropping”, underscored Apple’s determination to reassert its dominance in hardware innovation at a time when it faces pressure from slowing iPhone sales, fierce competition in artificial intelligence, and trade policy challenges.
Rather than making “Apple Intelligence” the centerpiece, the company emphasized how its new devices integrate AI capabilities while continuing to focus on product design and user experience. Analysts largely praised the strategy.
“Apple’s iPhone 17 Air was the standout, proving the company’s strength remains in design and product experience rather than chasing AI headlines,” noted Emarketer analyst Gadjo Sevilla.
Despite the excitement, Apple’s stock dipped 1.5% after the event, extending its 2025 decline to nearly 4%. Analysts suggested this may reflect concerns that Apple is only now catching up with rivals in areas like ultra-thin smartphones, where Samsung already competes with its Galaxy S25 Edge.
Apple introduced four new iPhones:
iPhone 17 (base model)
iPhone 17 Pro
iPhone 17 Pro Max (with a larger 6.9-inch display and up to 2TB storage)
iPhone Air, a strikingly thin 6.5-inch model built with spacecraft-grade titanium
Key enhancements across the lineup include ceramic shield displays for improved durability, redesigned hardware for better heat management, and larger batteries in the Pro models. The iPhone Air, measuring just 5.6 millimeters thick, features a single front and rear camera but promises “all-day battery life.”
Apple SVP of Hardware Engineering John Ternus described the iPhone Air as “so thin and light, it seems to disappear in your hands.”
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| Since its debut in 2007, the iPhone has undergone numerous design evolutions. On Tuesday, it is poised for another significant shift with the anticipated launch of the iPhone Air. |
Displays, Colors, and Cameras
iPhone 17 & 17 Pro: 6.3-inch displays
iPhone Air: 6.5-inch display
iPhone 17 Pro Max: 6.9-inch display
New color options include lavender (iPhone 17), sky blue (iPhone Air), and cosmic orange (iPhone 17 Pro). Notably, Apple filmed its entire product launch using the iPhone 17 Pro, showcasing its upgraded camera system.
Ben Wood, Chief Analyst at CCS Insight, highlighted the impact of the new designs:
“Apple hasn’t had iPhones that turn heads in public for a while. The iPhone Air and vibrant new Pro models will reignite that sense of excitement.”
Pricing and Availability
Apple managed to keep prices largely in line with previous generations, despite tariffs expected to cost the company $1.1 billion this quarter. In some cases, consumers are even getting more value:
iPhone 17 (256GB) → $799 (vs. iPhone 16 at $899)
iPhone Air (256GB) → $999 (same entry price as last year’s iPhone 16 Plus)
iPhone 17 Pro (256GB) → $1,099 (unchanged from iPhone 16 Pro).
All new models will be available starting September 19, 2025.
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