Apple has unveiled its revamped line of iPhones, introducing the slimmer iPhone Air while maintaining prices despite the impact of tariffs introduced by U.S. President Donald Trump. The iPhone Air, which features a high-density battery and a newly designed processor, is priced at $999. Analysts were keenly observing whether Apple would raise its iPhone prices or seek alternative methods to offset the costs of the tariffs.
The newly launched model became the highlight of Apple’s annual product event, with CEO Tim Cook describing the launch as “the biggest leap ever for iPhone.” Apple claimed that the iPhone Air, equipped with the A19 Pro chip, offers enhanced energy efficiency and performance to complement its thinner battery. This pricing strategy allows it to remain competitive against thin-profile phones from other manufacturers like Samsung.
The iPhone Air is priced between Apple’s existing models, aligning with analyst predictions. Alongside it, Apple introduced the iPhone 17 and iPhone 17 Pro, along with updated AirPods Pro and a new Apple Watch with a built-in blood pressure monitor.
The new iPhone 17 starts at $799 for the 256-gigabyte version, maintaining the price of its predecessor despite doubling the storage. The iPhone 17 Pro is priced at $1,099 for a 256-gigabyte model, echoing last year’s price point but eliminating the lower-priced, smaller-capacity phone option available for the iPhone 16 Pro.
Apple did not increase the prices for its new smartwatch models or AirPods Pro 3. This indicates Apple’s readiness to absorb tariff costs to remain competitive against rivals such as Samsung and Google’s Alphabet, as well as Chinese manufacturers.
Following the announcement of its new pricing strategy, Apple’s shares experienced a decrease of 1.6%. This comes amid ongoing trade tensions and previous discussions around U.S. tariffs affecting imported goods, including tech products. Previous reports have outlined Apple’s broader strategic moves, such as integrating AI technology across its products while increasing investment in U.S. manufacturing due to tariff pressures.
With this new launch, Apple demonstrates resilience in maintaining competitive pricing and offering technological advancements in its product line, always looking to balance innovation with fiscal strategies amid challenging trade environments.
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