Apple (AAPL) launched its latest iPhone lineup Tuesday, with a number of updates that CEO Tim Cook called the company’s “biggest leap ever for iPhone.”
The event, themed “awe dropping,” showcased four models including the iPhone 17 Air, Apple’s most durable and thinnest phone ever. Cook said he believes the iPhone 17 Air will be a “game changer” with its slimmer design. (You can watch the streamed event here.)
Meanwhile, Apple’s entry-level iPhone 17, iPhone Pro, and iPhone Pro Max come with longer battery life, more scratch-resistant materials, and better cameras than earlier models. Apple said its iPhone 17 will start at $799—the same price it launched its iPhone 16 at—with the Air at $999, the Pro at $1,099, and Pro Max at $1,199. Pre-orders for the iPhone 17 line open Friday, with availability starting next Friday, Sept. 19.
Apple also announced its next generation of Airpods, highlighting live translation and hearing aid functions. Updates to its Apple Watch portfolio include new health-related features such as a “sleep score” and a blood pressure monitor that can alert users to hypertension. Apple said the Airpods and new Apple Watches may be pre-ordered now, and will become available Sept. 19.
Supporting the new devices, the company’s iOS 26 software showcased in June that brings some AI improvements such as new Genmoji capabilities, and Apple’s “liquid glass” redesign, will be released through a free update next Monday.
However, investors hoping for bigger design changes, such as a foldable phone, and more updates on some delayed AI features like an AI-enhanced Siri might have to wait.
Citi analysts told clients ahead of Tuesday’s event that they expect product launches next year could be stronger after executives said at the company’s developers conference in June that Apple needs more time to work on teased AI upgrades.
Recent comments from CEO Tim Cook suggesting Apple would consider buying other companies to boost its AI capabilities have also raised some speculation it could look to acquire an AI startup or enter a new partnership, possibly with Alphabet’s (GOOGL) Google.
Shares of Apple slid 1.5% after the event. They’ve lost about 6% so far this year, making it the only member of the Magnificent Seven in the red for 2025 besides Tesla (TSLA).
This article has been updated since it was first published to include additional information and reflect more recent share prices.