Apple unveiled its upgraded lineup of iPhones on Tuesday, introducing the slimmer iPhone Air as the highlight of its annual product launch event while keeping prices unchanged despite potential costs from US President Donald Trump’s proposed tariffs.

The new iPhone Air, starting at $999, features a high-density battery, a redesigned slim profile, and Apple’s latest A19 Pro processor, which the company claims delivers improved energy efficiency and performance. CEO Tim Cook described the launch as “the biggest leap ever for iPhone,” while Apple touted the Air as its “most durable” device yet.

The iPhone Air fits between Apple’s flagship models, as analysts had anticipated. Alongside it, the company launched the iPhone 17 and iPhone 17 Pro, a new generation of AirPods Pro wireless earbuds, and the latest Apple Watch, which now includes a built-in blood pressure monitor.

Pricing for the iPhone 17 base model begins at $799 for a 256GB version, double the storage of last year’s iPhone 16 at the same price. The iPhone 17 Pro starts at $1,099 for a 256GB model, matching the previous year’s price but removing the lower $999 option that was available with the iPhone 16 Pro. Apple also confirmed that there would be no price increases for the Apple Watch or the new AirPods Pro 3.

Analysts view the decision to hold prices steady as a strategic move to maintain competitiveness against rivals like Samsung, Google, and China-based smartphone makers, even though Apple expects Trump’s tariffs to cost the company over $1 billion this fiscal quarter.

“They’re leveraging their scale to try to keep prices where they are,” said Tom Mainelli, head of IDC’s Device & Consumer Research Group. “Apple, like most tech vendors, understands that tariffs could affect consumers’ spending power, so they’re holding prices steady to make upgrades more accessible.”

The iPhone Air is expected to compete directly with Samsung’s Galaxy S25 Edge and could serve as a stepping stone toward Apple’s eventual entry into the foldable phone market. Industry experts say this is particularly important in China, where foldable devices are highly popular and Apple has been losing market share.

“This new device will bring a sense of newness to the iPhone, which has remained the same for too long,” said Paolo Pescatore, analyst at PP Foresight. “The new and much-improved iPhone lineup looks impressive, which puts Apple in a strong position to cater for different segments.”

Despite the product launches, Apple’s shares fell 1.6% following the announcement, as investors weighed the potential impact of tariffs and increased competition in the global smartphone market. (AriseNews TV)

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