On Tuesday, Apple unveiled its latest iPhone models, introducing a new ultra-thin variant and a slight price increase for one of its premium models amid the backdrop of a global trade conflict. The iPhone 17 series features a sleeker design, with the adoption of the “Air” moniker, synonymous with Apple’s thinnest iPads and Mac computers. Each of the four new iPhone 17 models boasts enhanced cameras and extended battery life compared to the previous lineup, setting a new standard.
Apple CEO Tim Cook proudly declared, “We are raising the bar once again,” during the launch event held at the Steve Jobs Auditorium in Cupertino, California. The iPhone 17 models all come with a minimum of 256 gigabytes of storage, doubling the base storage from the previous generation.
Despite ongoing trade tensions and tariffs imposed by the U.S. government, all iPhone 17 models will still be manufactured in Apple’s facilities in China and India. The additional tariffs on imported iPhones into the U.S. are expected to compel Apple to adjust prices to safeguard profit margins on its flagship product.
In Canada, the starting price for the iPhone 17 Pro will be $1,599, marking a $150 increase from the previous model. The iPhone Air will be priced at $1,449, equivalent to last year’s iPhone 16 Pro. The basic iPhone 17 will start at $1,129, with the iPhone 17 Pro Max priced at $1,749. Consumers can expect the new models to hit stores on September 19.
In response to evolving consumer trends, the iPhone 17 models will feature an upgraded front camera with more megapixels to capture sharper selfies. The introduction of “Center Stage” will utilize a wider field of view and a new sensor, enabling users to take landscape photos without rotating the device.
While the improvements in the iPhone 17 lineup are incremental, they aim to inject a sense of innovation into the product, addressing criticisms from previous releases. The delay in delivering promised artificial intelligence features in the iPhone 16 impacted sales, with enhancements to Siri postponed to the following year.
The global trade war has presented additional challenges for Apple, with pressure from the U.S. government to relocate manufacturing operations domestically. Analysts warn that such a move would significantly increase the iPhone’s retail price and take considerable time to implement.
Apple’s diplomatic efforts, including substantial investment pledges in the U.S., have helped mitigate the impact of tariffs. Despite potential price adjustments to counter tariff effects, Apple and its rivals, like Google, have largely maintained consistent pricing for their latest smartphone offerings.
Although Apple’s stock has experienced fluctuations this year, recent developments suggest a more favorable outlook, with the company navigating tariff uncertainties and securing essential partnerships.