Whether the iPhone 17 represents the deep technological breakthrough that Apple more or less promised is open to interpretation. What’s certain is that, on one hand, the new iPhone has “gone on Ozempic” and slimmed down, following the trend of the times. On the other hand, the four new editions of the archetypal smartphone clearly bring meaningful improvements across many technical aspects while also proving that Apple managed to circumvent Donald Trump’s new tariff policy — or at least avoided passing extra costs on to consumers. In fact, keeping prices at relatively reasonable levels may be the biggest takeaway from yesterday’s iPhone 17 presentation.

A steep price increase was the greatest concern among those eagerly awaiting this year’s Apple Event from Cupertino, California — Apple’s iconic headquarters. The company’s traditional fall showcase, the world’s most anticipated and most discussed tech fiesta, once again highlighted the Apple Watch, AirPods, and of course, the latest iPhone.

The event revealed that the new iPhones remain largely unaffected by Trump’s tariffs, which, if otherwise, could have seriously — even fatally — hurt Apple’s competitiveness against its relentless Asian rivals. Thus, the base iPhone 17 is priced at $799. The ultra-thin star of the lineup, the iPhone Air, starts at $999, the iPhone 17 Pro at $1,099, and the “super-weapon” iPhone Pro Max at $1,199. According to Apple, all new models will be available in the U.S. starting September 19, and likely globally by the end of the month.

Why buy the iPhone 17 Air?
Why someone would pay nearly $1,000 for the iPhone 17 Air when the 17 Pro costs only $100 more is, for now, a rhetorical question. Most likely, Apple knows exactly what it’s doing by launching an ultra-slim device aimed at consumers who prioritize elegance in a smartphone — without disregarding performance. In that sense, and with no hint of sexism, the iPhone 17 Air may be the most “feminine” iPhone ever made.

At just 5.6 mm thick, the iPhone Air is Apple’s answer to foldable phones, which have become the main focus of its Asian competitors. Apple has chosen to stay out of the foldable race, recognizing that Chinese and Korean manufacturers already dominate it. Instead, Apple’s approach was to slim down the iPhone, made possible thanks to several key technological upgrades.

iPhone Air: specs and design
The iPhone 17 Air features high-density silicon–carbon batteries, a new cooling method, and powerful but compact processors. It sports a 6.5-inch display, weighs just 165 grams, and comes with a 48 MP rear camera (18 MP front), up to 27 hours of battery life, and four color options: Space Black, Cloud White, Light Gold, and Sky Blue.

Design-wise, Apple introduces what it calls the “Camera Plateau,” a structured area for the rear lenses. Buyers can choose storage options of 256 GB, 512 GB, or even up to 1 TB.

Another key shift: the death of the physical SIM card. The iPhone 17 Air supports only eSIM, a clear marker of the future.

iPhone 17 Pro and Pro Max: the powerhouse models
Though often overshadowed by the “mainstream” model (this year, the Air), the iPhone 17 Pro and Pro Max are stunning devices in their own right — especially in terms of professional-grade photography and video capabilities.

Thanks to the upgraded A19 Pro chip, the iPhone 17 Pro delivers up to 40% faster performance than its predecessor, with longer battery life (up to 33 hours for the Pro and 39 hours for the Pro Max). Both models support fast charging, regaining about 50% of battery life in just 20 minutes.

All rear cameras on the Pro are 48 MP with 8x lossless zoom — essentially functioning like eight different lenses. They also feature “Center Stage” technology, which automatically keeps the subject centered in the frame, while allowing users to seamlessly switch from portrait to landscape orientation without rotating the device.

Apple showcased breathtaking photos and videos shot by professionals using the iPhone 17 Pro and Pro Max at this year’s launch event — living proof of the devices’ power and appeal.