Apple today kicked off sales for its latest generation of products, headlined by the new iPhone 17 series and the groundbreakingly thin iPhone Air. The release also includes the next iterations of the Apple Watch—the SE 3, Series 11, and Ultra 3—and the updated AirPods Pro 3, all of which are now available in stores. This launch is a critical test for Apple as it navigates global economic uncertainty and aims to reinvigorate consumer excitement, particularly after a lukewarm reception to its recent AI strategy.
Introducing the All-New iPhone Air
Marking a new direction for the iPhone lineup, Apple today released the “iPhone Air,” the thinnest smartphone in the company’s history. Measuring a mere 5.64mm, the device features a sleek and durable design, incorporating a titanium frame, a Ceramic Shield back, and an enhanced Ceramic Shield 2 on the front for superior durability. The iPhone Air is available in 256GB, 512GB, and 1TB storage configurations.
The device boasts a 6.5-inch Super Retina XDR display with a resolution of 2736×1260 pixels (460 ppi) and a peak outdoor brightness of 3,000 nits. Its ProMotion technology allows for an adaptive refresh rate that intelligently adjusts from 1Hz to 120Hz.
Performance and Camera Innovation
Powering the iPhone Air is the new A19 Pro chip, featuring a 6-core CPU, 5-core GPU, and a 16-core Neural Engine. It also includes the latest N1 wireless networking chip and the C1X cellular modem, which are designed to enhance performance while minimizing power consumption. Apple claims that despite its ultra-thin profile, the combination of these power-efficient chips, an optimized internal architecture that maximizes battery space, and software enhancements delivers all-day battery life.
The rear camera system features a single-lens, 48MP Fusion camera engineered to function like four distinct lenses. A notable innovation is the 18MP center-frame front camera, which uses a square sensor for the first time, allowing users to capture landscape-oriented selfies while holding the phone vertically. A dual-capture feature also enables simultaneous recording from the front and rear cameras.
The iPhone Air supports Wi-Fi 7 and Bluetooth 6. Battery life is rated for up to 27 hours of video playback (or 22 hours when streaming), with fast-charging capabilities that can reach a 50% charge in just 30 minutes. The device uses a USB-C port (USB 2, up to 480Mb/s), supports MagSafe charging, and comes pre-installed with iOS 26. It is compatible with eSIM only. The iPhone Air is available in four colors: Space Black, Cloud White, Light Gold, and Sky Blue.
Apple Corrects iPhone 17 Pro Zoom Description
In a related development, Apple has revised the Japanese marketing language for its new iPhone 17 Pro and Pro Max models. Following online criticism that the term “8x optical zoom” could be misleading, the company has updated its official Japanese website to describe the feature as “up to 8x optical-quality zoom.” The accompanying text was also amended to describe the camera system as having the “best 8x optical-quality zoom in iPhone history.”
Market Challenges and Strategic Outlook
This product launch is a crucial moment for Apple. The company faces the challenge of meeting Wall Street’s expectations for the holiday season amid economic headwinds and potential future price increases due to tariffs. The reception in the Chinese market will be particularly important, where sales fell by an unusually sharp 6% year-over-year prior to this launch. Apple’s market share in the region currently stands at 12%, trailing local manufacturers like Oppo, Huawei, and Xiaomi.
The Pro models, which feature an updated aluminum chassis and redesigned back, are expected to be the main drivers of demand, thanks to improvements in battery life, camera performance, and durability. However, the price has increased by $100, with the iPhone 17 Pro starting at $1,099. The iPhone Air, starting at $999, may generate significant buzz but could struggle to become a top seller due to compromises in battery life and camera capabilities compared to the Pro line. Adding an external battery to compensate would bring its cost into the same range as the 17 Pro, potentially limiting its appeal.
