Apple Unveils iPhone 17 Lineup and First iPhone Air, Emphasizes AI Upgrades

Apple on Tuesday introduced the iPhone 17 family — including a newly named iPhone Air — and updated versions of its AirPods and Apple Watch as the company emphasized artificial intelligence upgrades powered by a new A19 chip.

The company said the iPhone 17 series will be available beginning Sept. 19. Starting prices remain close to recent years’ levels, with the iPhone 17 beginning at about $800, the iPhone 17 Pro and Pro Max at roughly $1,100 and $1,200 respectively, and the new iPhone Air starting at $1,000. Apple also announced AirPods Pro 3, the Apple Watch Series 11 and the Apple Watch Ultra 3 with separate pricing and availability details.

Apple described the iPhone Air as its thinnest smartphone to date and said the iPhone 17 lineup offers camera and battery-life improvements across models. The front-facing camera has been upgraded across the range with a wider field of view and a new sensor that allows landscape selfies and broader framing without rotating the phone. The iPhone Air adds the ability to record simultaneously with front and rear cameras, while the Pro models include an upgraded telephoto lens among other enhancements.

Central to Apple’s messaging was the A19 chip, which the company said will help power on-device AI features. The phones ship with iOS 26, set to debut next week, which includes incremental AI-driven capabilities such as more expansive on-screen analysis of screenshots, enhanced live translation options and a camera "Center Stage" feature for front-facing video. Apple said some AI initiatives promised earlier remain in development; enhancements to the Siri assistant, for example, have been pushed to a later timeframe.

Analysts have noted that Apple is continuing a measured approach to AI compared with some rivals. The company’s phones released last year introduced a wide set of AI features, and the iPhone 17 models build on that foundation rather than delivering sweeping new capabilities.

Apple’s product rollout comes as the U.S. administration has signaled tougher tariff policies and pressed for more domestic production of consumer electronics. Some analysts had speculated that higher import costs could force Apple to raise iPhone prices, but the company’s announced price tiers are broadly consistent with recent years, aside from a $100 increase on the Pro tier compared with the previous generation. Industry analysts warned that a wholesale reshoring of iPhone manufacturing would be complex and could take years, potentially raising prices substantially, but noted that such changes were not part of Apple’s immediate launch plans.

Beyond phones, Apple refreshed its audio and wearable lines. AirPods Pro 3 include on-device live translation and other updates and will be priced at $249. The Apple Watch Series 11 adds a sleep score tracking feature and a hypertension notification that flags patterns in heart-rate data indicative of potential high blood pressure; Apple said the hypertension capability is pending Food and Drug Administration approval. The Apple Watch Ultra 3, billed as the company’s largest-display, longest-battery sports model, will be available starting Sept. 19 at $799. The Series 11 starts at $399 and the updated Apple Watch SE at $249.

Apple framed the launch as an evolution of its hardware and software work around on-device intelligence, combining chip advances and software features to deliver incremental improvements in photography, power efficiency and translation. The company faces a competitive landscape in AI-enabled consumer features, with rival device makers and platform companies also moving quickly to add translation, live transcription and other machine-learning capabilities to smartphones and accessories.

The iPhone 17 lineup and accompanying devices will reach stores and carrier channels on Sept. 19, with preorders and additional regional availability details to be published by Apple ahead of that date.