Apple presented its new iPhone 17 range on Tuesday and an ultra-fine “air” model, without yet announcing major advances to catch up in artificial intelligence (AI), at a time when the Sino-American trade war has increased its production costs. It will be possible to pre -order all new products from September 12.
With its 5.6 mm, thinner 0.2 mm than its Samsung Galaxy S25 EDGE competitor, “The iPhone Air completely changes the situation,” said Apple’s owner, Tim Cook, in a presentation video of more than an hour broadcast at the Californian headquarters of Cupertino and online.
In addition to finesse, progress on autonomy, the power of processors and photographic objectives are the main assets highlighted by Apple for the entire new range 17, whose prices range from 800 to 1200 $ in the United States.
The iPhone Air is also distinguished by the international abandonment of physical SIM cards for the benefit of their ESIM virtual versions, which has already become standard for three years on the iPhone on the American market.
On the integration of AI, Apple highlighted its contribution for taking photos or managing the autonomy and power of its new generation of iPhone, engine of its income which ensures it a dominant position in the high -end market.
“Apple dodges the heart of the generative AI” arms race “by positioning itself as an innovator of always on the material integration of AI in fleas and devices,” said Gadjo Sevilla, analyst at Emarketer.
Rival smartphones, with Google’s Android system, massively introduced generative AI into the user interface while Apple is making a slower integration, pushing a number of consumers to delay the purchase of a new iPhone, according to several analysts.
“With Apple, if you are interested in the hardware, you must not deprive yourself of software questions: you know you already have the latest CRI chip, so when the AI will be ripe, you can benefit from it,” Carolina Milanesi, analyst at Creative Strategies, told AFP, on the sidelines of the presentation in Cupertino.
On the New York Stock Exchange, the title had lost 1.48% at the end, a few hours after these announcements.
Less than a year ago, Apple had launched its IA features, “Apple Intelligence”, which disappointed users, in particular the improvements of the vocal assistant, Siri, deemed too minimal.
According to some media, the company plans to integrate AI into online research in 2026, in parallel with a siri overhaul, but these affirmations were not confirmed.
Apple would also work on a partnership with Google to improve its research and AI expertise, according to other press articles.
Ultra-finish
Tuesday’s event was also an opportunity to present the 3rd generation of AirPods Pro, the brand’s high -end headphones, and the new Apple Watch models, prior to health monitoring features.
Many observers notes that Apple has decided to bet on finesse rather than the screen size to stand out in the high -end market competition.
An ultra-fine iPhone thus prepares the terrain for a possible foldable version, in the years to come. Which should however face two challenges: an additional cost of production for technical prowess and the reduction of space for the battery.
The prices of new iPhones are affected by the customs duties imposed by President Donald Trump, who weigh down production costs in China, still the main manufacturing center of the apple brand.
The financial impact of this trade war is already considerable: CEO Tim Cook has revealed that customs duties cost Apple $ 800 million in the last quarter, with a shortfall estimated at $ 1.1 billion for the current quarter.
