Apple CEO Tim Cook presents new iPhones during a product announcement at Apple Park last Tuesday in Cupertino, California. (Godofredo A. Vásquez / AP Photo)
CUPERTINO, Calif. — Last Tuesday, Apple unveiled its latest generation of iPhones, featuring an ultra-svelte model alongside a minor price increment for one of its premium variants, all amidst the complexities of an ongoing global trade conflict.
The iPhone 17 range introduces a newly designed slim model, aptly named “Air,” echoing the branding already established for Apple’s most refined iPads and Mac devices.
As is customary for the tech giant, every one of the four iPhone 17 models boasts enhanced cameras and extended battery longevity compared to previous iterations.
Notably, the baseline storage has seen a commendable increase, with each model now offering a minimum of 256 gigabytes—double the storage of its predecessor.
“We are elevating the standards once more,” asserted Tim Cook, Apple’s CEO, before an assemblage gathered within the auditorium dedicated to the company’s esteemed late co-founder, Steve Jobs, at their Cupertino campus.
Contending with Tariffs
The latest iPhones mark the inaugural release since President Donald Trump resumed office, unleashing a wave of tariffs aimed at repatriating manufacturing jobs to the United States—an initiative that has placed Cook in a precarious position.
Despite the tumultuous political landscape, all models of the iPhone 17 will continue to be produced within Apple’s manufacturing ecosystems situated in China and India, thereby rendering them susceptible to Trump’s imposed tariffs.
Market analysts predict that the increased tariffs on iPhones imported into the U.S. are intensifying pressures on Apple to adjust its pricing strategies in order to safeguard profit margins on its flagship product.
Without delving into specifics, Apple has announced a price of $1,100 for the iPhone 17 Pro, reflecting a $100, or 10%, uplift compared to earlier models. The new iPhone Air will commence at $1,000—the same entry price as last year’s iPhone 16 Pro.
Remarkably, Apple has maintained the starting prices for the basic iPhone 17 at $800 and for the iPhone 17 Pro Max at $1,200.
All four models are set to hit retail shelves on September 19.
A Fresh Breeze: iPhone Air
The debut of the iPhone 17 Air generated substantial excitement, as Apple successfully incorporated the essential features of its Pro models into an alluring design, prompting Forrester Research analyst Dipanjan Chatterjee to suggest that it will entice trend-savvy consumers to indulge in the latest technological fashion.
“The atmosphere was electrifying, with one particularly notable moment,” reflected Chatterjee on the event’s energy.
Among the highlights was the unveiling of advanced features catering to the selfie phenomenon. The iPhone 17 series introduces a front-facing camera equipped with superior megapixels for sharper images, complemented by a “Center Stage” functionality that leverages an expanded field of view and a revitalized sensor, allowing users to capture landscape photos without rotating the device.
Additionally, Apple showcased its latest smartwatches, which now include a health monitoring feature designed to detect potential hypertension, as well as the next generation of its wireless AirPods.
Seeking Sales Momentum
Apple is striving to expedite its growth trajectory following several years of tepid sales performance—performance that, while sufficient to uphold its profitability, raises questions regarding its innovative capabilities.
The convergence of these uncertainties, alongside fears surrounding tariffs, has contributed to a 6% decline in the company’s market valuation so far this year, in stark contrast to a 13% gain in the tech-focused Nasdaq composite index.
The iPhone 16, launched last year, performed moderately well; however, it did not achieve the sales figures analysts had projected, largely due to Apple’s failure to deliver on anticipated AI enhancements, including an upgraded and more versatile Siri assistant.
“To genuinely distinguish itself and surpass competitors, Apple must excel in the realm of AI as a new contextual user interface,” forecasted Thomas Hussan, another Forrester Research analyst.
The global trade landscape has further complicated Apple’s challenges.
Both Trump and U.S. Commerce Secretary Howard Lutnick have persistently demanded that iPhones be manufactured domestically rather than overseas—an expectation deemed impractical by analysts, who caution that such a transition would require years and could potentially result in a doubling, or even tripling, of the iPhone’s current average price of around $1,000.
In an effort to placate Trump, Cook initially pledged a $500 billion investment in the U.S. over four years, subsequently augmenting that commitment by an additional $100 billion last month. He also presented Trump with a statue featuring a 24-karat gold base.
Source link: Nsjonline.com.
