Analysts are looking to see whether Apple will raise the price of the iPhone or seek alternative routes to compensate for the tariffs.
Released on September 9, 2025
Apple has announced several new products, including the new Slimmer iPhone “Air” model with a “high density battery” and a brand new processor, as well as the iPhone 17, the latest upgrade to the flagship smartphone.
The Cupertino, California-based tech giant unveiled the iPhone Air model as the star of its annual product launch event on Tuesday, and CEO Tim Cook calls it a “game changer.”
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According to Apple, the model is the most durable iPhone ever, priced at $999.
The company said the base model iPhone 17 has a brighter, more scratch-resistant screen. He also said the device will feature a new A19 processor chip, created with three nanometer (3NM) chip making technology and improving the functionality of artificial intelligence functions on the device.
Apple also says the iPhone 17 has a better front camera with a better shape of sensors, which makes horizontal selfies look better.
Airpods and watches
The company has also introduced new versions of the AirPods Pro wireless headphones and blood pressure monitors on its latest Apple Watch.
The new AirPods Pro 3 introduces live translations of the language. Apple also said that if both people in the conversation wear the new AirPods Pro 3, the earphones translate the conversation in near real time. Apple said the new AirPods will cost $249, the same as the previous generation, and will be available on September 19th.
The blood pressure monitor function is pending regulatory approval, Apple said. The watch does not detect all cases of hypertension, but the company expects the feature to notify one million people and says it will be available in 150 countries.
Apple also did not raise prices for watch models. The newer version of the SE costs $249, the Series 11 costs $399, and the larger Ultra models start at $799, as all predecessors did.
The iPhone Air will face Samsung Electronics’ Galaxy S25 Edge head-on, with analysts telling Reuters that it could be a stepping stone to compete with seventh generation Samsung folding phones.
It is important that foldable phones for Apple to appeal to Chinese customers are losing market share for consumers like folding and companies.
“This new device brings a sense of newness to the iPhone, which will remain the same for too long,” said Paolo Pescatore, PP’s visionary analyst. He said, “We’re making (Apple) strong to accommodate a variety of segments as the new and improved lineup of iPhones looks impressive.”
Tariff strike
The event is in the midst of a global trade sort caused by President Donald Trump’s trade policy, with Apple estimated tariffs going to cost more than $1 billion this year’s financial quarter.
Analysts are looking closely to see if the company will either raise the price of the iPhone or seek alternative routes to compensate for tariff costs, such as increasing the cost of the version with more storage, while stabilizing the price of the base iPhone model.
The new iPhone is expected to arrive without a major upgrade to Siri, Apple’s virtual assistant. In the meantime, analysts are tracking whether Apple, who tapped Openai, the creator of ChatGpt as a partner to promote certain artificial intelligence capabilities in the operating system, will add an AI partnership to its lineup before the improved Siri arrives.
Despite the launch of new products, Apple stock is downwards on Wall Street. As of 2:15pm (18:15 GMT) in New York, stock has fallen by about 1.5%.
