Apple kicks off iPhone 17 lineup in NYC with Tim Cook and Jalen Brunson at Fifth Avenue store

Apple kicked off its iPhone 17 lineup Friday with a surprise appearance by CEO Tim Cook and New York Knicks star Jalen Brunson at Apple’s flagship Fifth Avenue store in New York City. The moment underscored a confident start to sales for the new devices as fans lined up for the debut of the iPhone 17, which includes the first major redesign since 2017 in the form of the ultra-thin iPhone Air alongside the standard iPhone 17 and the iPhone 17 Pro.

Friday’s unveiling centered on the iPhone Air, a 5.6 millimeter-thick device with a space-grade titanium frame that comes in white, black, gold and sky blue. The broader iPhone 17 family includes a base model, plus the Pro, with prices starting at $799 for the 256GB iPhone 17, $1,099 for the 256GB iPhone 17 Pro, and $999 for the Air. Apple said cameras across the 17 models were upgraded, delivering four times the resolution of the iPhone 16, along with a new large front camera sensor almost twice the size of the previous generation. The lineup also features the A19 Pro chip, which Apple says brings MacBook Pro–level computing power to the Pro models.

The iPhone 17 Pro adds a redesigned chassis, a better zoom camera and a larger battery, all powered by the A19 Pro chip. Apple also introduced the iPhone Air as a flagship element of the redesign. AirPods Pro 3 are the first to include live language translation, priced at $249 and featuring improved noise cancellation, a heart rate sensor and a better fit across five sizes. Battery life on AirPods Pro 3 extends to eight hours on a single charge. The new Apple Watch Series 11 adds health features such as a blood pressure monitor to help alert users to potential complications.

Protests outside the store highlighted concerns about Apple not adequately protecting children from online harms. Yet early demand appeared strong, particularly for the Pro model, with many in line having pre-ordered the device, a signal of healthy interest at the higher end of the lineup. Analysts noted the price increase for the Pro has not dampened enthusiasm on opening day, and Apple said demand is robust in both the United States and China.

The iPhone 17 lineup went on sale Friday at Apple’s flagship Fifth Avenue store, with the rollout expected to expand to other locations in the coming days.