Apple Inc (NASDAQ:AAPL, ETR:APC)’s much-anticipated “Awe Dropping” event overnight delivered the company’s boldest iPhone redesign in years — but markets were less impressed. Shares closed 1.5% lower, as investors weighed a $1 billion tariff bill that Apple is absorbing without raising prices.
The headline act was the new ultrathin iPhone Air, joined by refreshed iPhone 17 models, the latest Apple Watch Series 11 and upgraded AirPods. Together, they point to Apple’s continued focus on design and health features, even as the company faces questions about where artificial intelligence (AI) fits into its ecosystem.
The thinnest iPhone yet
The iPhone Air drew the most attention, coming in at just 5.6 millimetres thick and weighing 165 grams. Built with a titanium frame and featuring a 6.5-inch ProMotion display, it also carries Apple’s new A19 Pro chip and in-house networking components supporting Wi-Fi 7 and Bluetooth 6.
iPhone Air colour lineup. (Source: Apple).
Analysts suggest the design leap could entice upgrades after several years of modest hardware changes. Apple has long used its “Air” branding — in laptops and tablets — to highlight thin and light form factors, and the iPhone version continues that play.
The iPhone 17 lineup
The broader iPhone 17 family saw incremental but important changes. All models now start with 256 gigabytes (GB) of storage, while Pro editions bring larger displays, longer battery life and camera refinements. The Pro Max adds further optical zoom capacity, reflecting the steady emphasis on imaging that continues to differentiate Apple from Android rivals.
iPhone 17 Pro and iPhone 17 Pro Max will be available in three finishes. (Source: Apple).
Pricing remains largely in line with last year’s iPhone 16 range, despite tariffs that could have justified higher sticker prices. That decision may help consumer demand in the holiday quarter, particularly in markets like the US and China where upgrade cycles have slowed.
iPhone 17 features the Center Stage front camera, a 48MP Dual Fusion camera system, a 6.3-inch display with ProMotion and all-day battery life. (Source: Apple).
Apple Watch and AirPods updates
Beyond phones, the company introduced the Apple Watch Series 11, including the Ultra and SE versions. Health remains the central theme: the new watches can now detect hypertension, alongside the heart and activity monitoring that have become standard in the range.
The third-generation AirPods Pro also debuted with added functionality. They now support on-the-fly language translation and can measure heart rate, expanding their role beyond music and calls into broader health tracking.
AirPods Pro 3 (Source: Apple).
Where AI fits in
Despite months of speculation, Apple’s announcements offered little in the way of major artificial intelligence integration. The company has touted its chips as AI-ready, but there were no dramatic new features for Siri or on-device intelligence.
That gap remains a talking point as competitors like Google and Samsung push ahead with more visible AI-driven tools. Apple’s approach appears more measured, laying the groundwork in hardware while holding back on headline-grabbing AI launches — at least for now.
Looking ahead
Apple’s event underscored the balance it is trying to strike: protecting consumer demand with steady pricing, refreshing its core product line with tangible design and health updates, and positioning its devices for an eventual AI push.
For users, the new lineup means thinner phones, smarter health features and incremental improvements to cameras and displays. For markets, it was another reminder that Apple’s product launches are as much about sustaining upgrade momentum as they are about dazzling with innovation.