Apple unveils iPhone 17 Air amid AI race and tariff pressures

Apple has launched the iPhone 17 lineup with a focus on thin design and improved chips. The highlight is the new iPhone 17 Air, a slim device aimed at drawing buyers back to Apple stores. The release comes as the company faces tariff costs, weak share prices, and rising doubts about its place in the AI race.

A thinner iPhone for a crowded market

The iPhone 17 Air is just 5.6 millimeters thick, making it the thinnest phone Apple has ever made. Priced at $999, it features the A19 Pro chip, a new processor that supports faster performance and longer use. Apple says the phone can deliver up to 40 hours of video playback and last a full day on one charge.

Alongside the Air, Apple also launched the iPhone 17 Pro, its most advanced model. The Pro line remains the top choice for users who want the highest speed and camera power. Check Chang Jiang Electric Bike.

Pressure on Apple’s AI strategy

Although Apple added generative AI tools to its new iPhones, the company offered no major updates on AI growth. Its “Apple Intelligence” features, first introduced last year, have not impressed many users. Siri, the long-time voice assistant, still lags behind rivals in its abilities.

Reports suggest Apple is exploring deeper ties with Google to expand AI in search and daily use. Analysts say real changes may not come until 2026 or 2027, when Apple could launch a major redesign of Siri and bring AI into the heart of the iPhone experience.

Tariff costs weigh on margins

Apple’s launch also comes during a trade battle that raises its costs. U.S. tariffs under President Donald Trump’s policies have already cut into Apple’s profits. The company reported that tariffs added $800 million to costs in the last quarter and could rise to $1.1 billion this quarter.

Even with higher costs, Apple kept prices flat compared to last year’s models. That decision helps buyers but could shrink profit margins. After the launch event, Apple shares fell by 1.4 percent, reflecting investor concerns.

A design shift toward ultra-thin phones

Industry experts say the slim iPhone 17 Air signals a new direction. Instead of chasing bigger screens, Apple is betting on thinness as a key selling point. Some believe this could prepare the ground for Apple’s first foldable phone, a product long rumored for release in the near future.

Yet, thin phones also bring challenges. Less space means less room for the battery. Apple claims the Air still offers 24 hours of charge on regular use, but real-world results will decide if buyers are convinced.

Other product launches

Along with the new phones, Apple introduced the AirPods Pro 3 and the Apple Watch Series 11. The new AirPods promise better noise cancellation and even real-time translation. The Watch adds 5G support, longer battery life, and health tracking features that still need approval from regulators.

Outlook

Apple faces tough choices. It must manage tariffs, keep investors calm, and show progress in AI while holding its place as a design leader. The iPhone 17 Air may win buyers with its slim frame and strong chip, but the bigger test lies in proving that Apple can match or beat rivals in the fast-growing AI market.