Apple introduced its iPhone 17 lineup on Tuesday, headlined by a new ultra-thin “Air” model, while raising the price of one of its premium devices. The launch comes as the company faces heightened scrutiny from U.S. trade policies and pressure on its global supply chain.
The new collection includes four models: the entry-level iPhone 17, the slimmer iPhone 17 Air, the iPhone 17 Pro, and the top-end iPhone 17 Pro Max. All offer upgraded cameras, longer battery life, and double the base storage of the previous generation, now starting at 256 gigabytes.
“We are raising the bar again,” Apple CEO Tim Cook told an audience at the Steve Jobs Theater on the company’s Cupertino campus.
Higher prices for top models
Apple priced the iPhone 17 Pro at $1,100, a $100 increase from its predecessor, though it did not explain the change. The iPhone Air will start at $1,000, the same as last year’s iPhone 16 Pro. The base iPhone 17 will remain at $800, while the Pro Max holds steady at $1,200. All four models will be available Sept. 19.
This is the new iPhone lineup! pic.twitter.com/FJrBrmnDdW
— Apple Hub (@theapplehub) September 9, 2025
Shares of Apple slipped nearly 2% in late afternoon trading following the announcement.
Focus on selfies and camera upgrades
Designed with selfie culture in mind, the iPhone 17 series features a sharper front-facing camera with more megapixels than previous models. Apple also introduced “Center Stage,” which utilizes a wider field of view and a new sensor that lets users take landscape photos without rotating the phone.
Analysts said the upgrades may be modest but are still meaningful. Apple appears to have done enough to “bring a sense of newness to the iPhone, which has remained the same for too long,” said Paolo Pescatore of PP Foresight.
Trade war challenges
The launch marks Apple’s first major release since President Donald Trump returned to the White House and reimposed tariffs aimed at reshoring U.S. manufacturing. All iPhone 17 models will continue to be manufactured in China and India, leaving them subject to import duties of about 25%.
Apple introduces the iPhone Air 🤯 pic.twitter.com/lD5lgde1DQ
— Apple Hub (@theapplehub) September 9, 2025
Trump and Commerce Secretary Howard Lutnick have pressed Apple to shift production to the United States, a move analysts say would take years and could double or triple the average iPhone price, now around $1,000.
Cook has sought to ease tensions by pledging $600 billion in U.S. investments over the next four years, a commitment that has helped Apple avoid the harshest penalties. Still, analysts warn that the tariffs increase cost pressures that could eventually seep into consumer prices.
Outlook
Last year’s iPhone 16 posted solid sales but fell short of expectations after Apple delayed planned artificial intelligence features, including improvements to Siri. Those upgrades are now scheduled for next year.
Despite challenges, Apple’s stock has recovered in recent months. Investors were encouraged by signs the company may weather tariff headwinds and by a court ruling that allows it to continue receiving $20 billion annually from Google to keep its search engine as the default option on iPhones.
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