Discover live the iPhone 17 and the other Apple news

- Jackson Avery

The presentation of the new range of iPhone is expected Tuesday in Silicon Valley, at a time when the Sino-American trade war has increased Apple production costs, under pressure to catch up in artificial intelligence (AI).

As usual, the Californian manufacturer remained silent on the content of the event organized at its Cupertino headquarters, when it reveals its new generation of iPhone, engine of its income.

Despite the dominant position of the iPhone in the high -end, Apple must still prove that it can keep the pace in the generative AI race.

“Apple is seen as a delay in the great AI party, which represents a major challenge” for the technological giant, note the analysts of the Coanalys agency.

The rival smartphones, with the Android system supported by Google, “massively improved the integration of AI” while “the slower deployment of Apple” pushed consumers to delay the purchase of a new iPhone, continues the note.

Less than a year ago, Apple launched its IA features, “Apple Intelligence”, who 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.

“I will be surprised if there is a major announcement on Apple’s AI strategy,” warns Thomas Husson, analyst at Forrester.

“I am afraid that Apple’s incremental innovation approach with the iPhone 17 is starting to reach its limits-especially for those who are thirsty for more innovation,” he said in a note.

Ultra-finish

The main attraction on Tuesday should be the new iPhone models, in particular an ultra-fine variant called “Air”.

Most observers see it as a strategic pivot: Apple focuses on finesse rather than the screen size to keep the hand on the high -end market.

An ultra-fine iPhone could also prepare the terrain for a foldable version, in the coming years. 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 should increase in the United States due to customs duties imposed by President Donald Trump, who weigh down production costs in China, still the main manufacturing center of the apple brand.

“Apple is sailing in a delicate balance between its two largest markets-the United States and China-in the midst of increasing trade tensions,” said Canalys.

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.

Jackson Avery

Jackson Avery

I’m a journalist focused on politics and everyday social issues, with a passion for clear, human-centered reporting. I began my career in local newsrooms across the Midwest, where I learned the value of listening before writing. I believe good journalism doesn’t just inform — it connects.