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Apple’s iPhone 17 release date is just around the corner and the September 9 mega event has already created a lot of buzz. The new lineup will feature a wide range of models like iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max.
The new series is expected to have speedier processors, thinner bodies, and superior cameras. However, analysts caution that Apple’s pricing strategy, combined with worldwide economic headwinds, may cut into demand.
The most significant shift this year is the release of the iPhone 17 Air, which is replacing the Plus variant. Analysts regard this as Apple’s official entry into the thin-and-light flagship market, competing head-to-head against Samsung’s Galaxy S25 Edge.
This thinner profile comes at a cost. The Air model will arrive with a smaller battery and reduced camera hardware, making it less desirable to heavy users and photographers. Shipments of this device are predicted to be at the level of the retired Plus, although consumer uptake will be the actual litmus test.
Performance will be driven by the new A19 chip on iPhone 17 and its Air variant, with Pro and Pro Max using the upgraded A19 Pro. RAM on the Air and premium models will increase to 12 GB, and storage will range from 256 GB to 1 TB.
The whole series will get substantial camera upgrades. The front camera goes from 12 MP to 24 MP, and all rear cameras will be 48 MP. The Pro variants will go further with a new rectangular camera housing design, improved zoom, and algorithm-based image clarity enhancements.
The Air model is also slated to get a silicon anode battery and eSIM-only variant, offsetting thinness with longevity.
Apple is planning a gradual price increase this year. JPMorgan analysts forecast that the company will drop the base 128 GB Pro and make 256 GB the new entry point, encouraging consumers to upgrade to pricier options without a clear price hike.
Despite this, the lineup of the variants will reportedly cost US$50 to US$100 more than last year’s versions.
Trade tensions were a pivotal influence in the confirmed price hike. CEO Tim Cook noted Apple incurred US$800 million in tariff expenses during the June quarter, warning the fee could reach US$1.1 billion in the current quarter.
Also Read: iPhone 17 Launch: What Design Changes Are Expected?
Shipments of the iPhone 17 series are expected to grow by 3.5% over the iPhone 16 series of last year, as the Pro models maintain their popularity. High prices and a weakening economy might depress overall demand.
For Apple, the Air model is part of a larger strategy. With a foldable version due next year, the company is revamping its line to expand appeal and keep customers engaged in a mature smartphone market.
